Survey Research Fundamentals

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Questions and Answers

What is a Likert Scale primarily used for?

To assess the degree of liking or agreement (correct)

To randomly select participants for a survey

To determine demographic information

To gather open-ended feedback from participants

What is a significant drawback of using open-ended items in surveys?

They provide very limited responses.

They can lead to biased responses from participants.

Participants find them easier to answer than closed-ended questions.

They require a time-consuming coding scheme for scoring. (correct)

Why is the order of questions important when assembling a survey?

To prevent sensitive items from skewing responses to less sensitive items. (correct)

To ensure that the demographic questions are completed first.

To ensure that participants cannot skip questions.

To create a uniform structure across different surveys.

What mistake was made in the Literary Digest's sampling during the 1936 election?

They failed to reach a representative demographic. Signup and view all the answers

What is typically the last section of a survey?

Demographic questions Signup and view all the answers

Which type of survey is generally considered the cheapest method?

Electronic Questionnaires Signup and view all the answers

What bias is most likely associated with interviews in survey research?

Interviewer bias Signup and view all the answers

What is a primary advantage of using questionnaires in survey research?

Facilitates gathering of difficult-to-observe data Signup and view all the answers

Which of the following is NOT a type of survey research mentioned?

Online Polls Signup and view all the answers

What key issue has impacted the randomness of phone surveys?

Decline in landline usage Signup and view all the answers

What does survey research primarily utilize to gather data?

Self-reporting Signup and view all the answers

In the example of assessing LGBT attitudes in Canada, what was the percentage in favor of same-sex marriage in 1997?

41% Signup and view all the answers

Which demographic characteristics can survey research assess?

Sex, age, ethnicity, and more Signup and view all the answers

What is a risk associated with closed-ended survey questions?

They may miss important information. Signup and view all the answers

What advantage do closed-ended categorical items provide?

They provide a limited number of clear options. Signup and view all the answers

What type of scale is typically used for continuous items in surveys?

Rating scale Signup and view all the answers

Which of the following best describes a closed-ended survey question?

It provides a set list of options. Signup and view all the answers

Which statement is most accurate regarding survey question design?

Closed-ended questions are easier to analyze. Signup and view all the answers

What is a characteristic feature of closed-ended items?

They limit responses to predefined options. Signup and view all the answers

Which genre would not be typically listed as a closed-ended survey option?

What is your favorite type of music? Signup and view all the answers

When constructing a rating scale for continuous items, what is one key decision researchers must make?

How many points to include on the scale. Signup and view all the answers

What principle should each survey item follow to ensure clarity in questions?

BRUSO Signup and view all the answers

What is a disadvantage of survey research related to participant honesty?

Participants may not remember past behavior accurately. Signup and view all the answers

Which of the following is an example of a double-barreled question?

How satisfied are you with your job and salary? Signup and view all the answers

Why is it important to avoid negative wording in survey questions?

It can lead to unintentional agreement. Signup and view all the answers

Which statement about survey response accuracy is true?

Social desirability bias may cause participants to lie. Signup and view all the answers

What should be avoided to ensure survey questions are specific?

Asking two unrelated questions at once. Signup and view all the answers

What can be a consequence of manipulating the independent variable in survey research?

It allows for testing of causation. Signup and view all the answers

What is one of the limitations of survey research in terms of causation?

Surveys cannot demonstrate causation directly. Signup and view all the answers

What is a defining feature of a sample in research?

It needs to represent the characteristics of the population. Signup and view all the answers

Which method of sampling ensures every individual has an equal chance of being selected?

Simple random sampling Signup and view all the answers

What is a disadvantage of convenience sampling?

It often results in a biased representation of the population. Signup and view all the answers

In stratified random sampling, what is the primary goal?

To ensure equal representation of all demographics. Signup and view all the answers

Which factor is NOT a potential influence of volunteer bias in research?

Lower income participants volunteering. Signup and view all the answers

What is a common characteristic of participants in many online research studies?

They tend to have more free time and are tech-savvy. Signup and view all the answers

Which sampling technique is most likely to limit external validity?

Convenience sampling Signup and view all the answers

Which characteristic is generally associated with university student research participants?

Less variability in factors like education and wealth. Signup and view all the answers

Study Notes

Survey Research

Survey research is a method for gathering information from individuals about their thoughts, feelings, and behaviors.
People report their own opinions, responses are self-reported
Aims to obtain generalizable samples, ideally large and random

Types of Survey Research

Interviews: Structured or unstructured, expensive, prone to interviewer bias and social desirability bias
Phone Surveys: Structured or unstructured, historically easy for random sampling, but telemarketing has diminished this method, cheaper than interviews, fewer social desirability concerns
Questionnaires: Paper or electronic, cheapest, fewest social desirability concerns, main focus in present day

Research Questions

Are LGBT attitudes in Canada becoming more positive?
In 1997, a poll indicated 41% of Canadians supported same-sex marriage; what's the current percentage?
How does diet affect mood?
Is fruit a mood booster?

Survey Advantages

Assess non-observable variables (attitudes, beliefs, past behavior) that can't be ethically manipulated
Collect demographic information
Easy to administer and score
Requires few resources

Survey Disadvantages

Low accuracy
Participants may lack insight or forget information
Social desirability bias (responding in a socially acceptable way)
Cannot demonstrate causation as variables are not being manipulated

Developing Valid Survey Questions

Questions should be BRUSO: Brief, Relevant, Unambiguous, Specific, and Objective
- Avoid long sentences, unnecessary words, technical terms, acronyms, and jargon.
- Questions should be relevant to the research question and avoid "leading questions" or emotionally charged words.
- Questions should be clear and unambiguous, avoiding vague terms and negative wording.
- Questions need to be specific, avoiding double-barreled questions that ask two things at once.
- Questions must be objective and free of bias, using neutral language
Reverse some question wording to prevent participants from yea-saying (agreeing with everything) or nay-saying (disagreeing with everything).

Open-Ended Versus Closed-Ended Items

Open-ended items: Allow participants to answer in their own words. Provide richer, but more challenging to score data.
- Examples: What is the most important thing when running a business? How is your mood today? What do you like to do in your free time?
Closed-ended items: Present a set of predetermined response options. Easier to analyze but may limit the range of responses provided. Can be categorical (e.g., political party affiliation) or continuous (e.g., rating scales).
- Examples: Rating scale for happiness (1-7), list of music genres

Assembling the Survey

Order of questions is important; early questions can influence later responses.
Place less sensitive questions before more sensitive ones.
Demographic questions are typically placed last.
Make the survey visually appealing and easy to navigate.

Sampling and Generalization

A sample is a subgroup of a population.
Want to apply results from a sample to the population, therefore the sample must be a representative of the population.
Different sampling methods, including random sampling, stratified sampling, and non-random (e.g., convenience) sampling depending on the goal of the study.

Types of Sampling

Simple Random Sampling: Each member has an equal chance of being selected.
Stratified Random Sampling: The population is divided into subgroups (strata), and a random sample is taken from each stratum.
Nonrandom Sampling: Not every member has an equal chance of being selected (e.g., convenience sampling).

Specific Examples

Student Populations: University students make up a large percentage (81%) of research participants, which can limit variability and generalizability.
Internet Populations: Online research participants tend to have more free time, lower incomes, and higher tech savviness.
Volunteer Bias: Volunteers for research often differ from non-volunteers in factors like education, social class, intelligence, etc.

Additional Considerations

Likert Scale: A common rating scale with multiple response points that captures the degree of agreement or disagreement.

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Description

Test your knowledge on the principles of survey research, including question types, biases, and data gathering methods. This quiz covers critical concepts like Likert scales, sampling errors, and the advantages of different survey formats. Ideal for students studying research methodology in social sciences.