Survey Chapter 9: Scales

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Questions and Answers

What is the primary goal of survey research?

  • To test a hypothesis
  • To collect qualitative data
  • To describe a population (correct)
  • To manipulate variables

What is a defining characteristic of survey research?

  • It involves making predictions about the future
  • It involves experimental manipulation of variables
  • It involves collecting qualitative data
  • It involves selecting a sample of respondents (correct)

What is a type of survey design?

  • Experimental design
  • Ethnographic design
  • Case study design
  • Longitudinal design (correct)

What is a method of data collection in survey research?

<p>Telephone surveys (C)</p> Signup and view all the answers

What is a type of scale used in survey research?

<p>Likert scale (B)</p> Signup and view all the answers

What is a benefit of using surveys in research?

<p>They allow for generalizability to a population (D)</p> Signup and view all the answers

What is a consideration in questionnaire design?

<p>All of the above (D)</p> Signup and view all the answers

What is a type of survey administration?

<p>All of the above (D)</p> Signup and view all the answers

What is a limitation of survey research?

<p>It is susceptible to social desirability bias (A)</p> Signup and view all the answers

What is an advantage of using longitudinal survey design?

<p>It allows for observing changes over time (A)</p> Signup and view all the answers

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Study Notes

Data Processing

  • Data processors collect and analyze data to produce results with minimal errors.
  • Efficient data processing requires data that can be easily processed.

Survey Research

  • Survey research involves collecting data through questionnaires or interviews.
  • Key goals of survey research include:
    • Drawing comparisons between groups or populations
    • Gaining feedback
    • Identifying important attitudes, beliefs, and opinions
    • Describing a population

Types of Scales

  • Two common types of scales used in survey research:
    • Likert Scales
    • Semantic Differential Scales

Likert Scales

  • Most frequently used scale in research
  • Ordinal measure of attitudes
  • Typically includes 4-7 response options
  • Contributed to research in many fields
  • Criticisms of Likert Scales are often myths

Semantic Differential Scales

  • Uses adjectives to measure attitudes
  • Typically includes 7-11 points between two adjectives
  • Considered an objective, reliable, and valid measure

Survey Design

  • Two types of survey designs:
    • Longitudinal
    • Cross-sectional

Data Collection Methods

  • Four methods of data collection:
    • Group administration of questionnaires
    • Postal or email surveys
    • Telephone surveys
    • Face-to-face surveys

Defining a Survey

  • A quantitative research approach that involves selecting samples of respondents and administering questionnaires or conducting interviews to collect information.
  • Key characteristics:
    • Sampling from a population
  • Common goals:
    • To describe a population

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