Survey Research Methods in Psychology ch 5

Survey Research Methods in Psychology

• Survey research is a crucial method in psychology for gathering data on opinions, attitudes, and preferences.
• Researchers use surveys to predict behavior.
• A structured approach using predetermined questions ensures consistent data collection.
• Survey scope can vary from specific issues (e.g., TV program opinions) to comprehensive behavioral patterns (e.g., TV watching habits).

Survey Bias

• A key question in survey research is whether surveys are inherently biased.
• To assess potential bias, researchers must critically evaluate procedures and analyses.
• A survey's sponsor's vested interest in the results should not be used as a sole basis for judging bias.
• Thoroughly assessing the method is essential to determine credibility.

Correlational Research

• Correlational research explores the relationship between naturally occurring variables like attitudes, preferences, intelligence, emotions, age, and gender.
• Correlation coefficients measure the strength and direction of these relationships on a scale from -1.00 to +1.00.
• Negative correlations indicate opposing trends, while positive correlations indicate similar trends.
• Examples include a positive correlation between smoking years and lung cancer risk, and a negative correlation between volunteer activities and depressive moods.

Obtaining a Sample

• In survey research, accurate representation of the larger population is paramount, not just the responses collected.
• Careful selection is essential to generalize findings.
• Key terms in sampling:
  • Population: The total set of individuals of interest (e.g., all citizens of a country).
  • Sampling frame: A list of members in the population (e.g., a student roster).
  • Sample: A subset of the population (e.g., a class of students).
  • Element: Each individual within the population.

Sample Representation

• The goal is for the sample to accurately reflect the population's characteristics.
• Accurate representation allows researchers to generalize findings from the sample to the larger population.
• For example, if 30% of a population are freshmen, the sample should also have roughly 30% freshmen.

Bias and Representativeness

• Bias occurs when a sample's characteristics significantly differ from the target population.
• This can lead to overrepresentation or underrepresentation of specific groups, potentially impacting the overall findings.

Sources of Bias

• Selection Bias: When the sampling method favors certain segments of the population.
• Response Bias: Occurs when selected individuals fail to complete and return surveys, potentially skewing the results by only including certain views.

Sampling Approaches

• Nonprobability Sampling: Does not guarantee equal chance of selection for all population members. Common methods include convenience sampling, often used in psychological studies.
• Probability Sampling: Guarantees equal selection chance for all population members. Methods include stratified random sampling, which divides the population into subgroups (strata) and randomly selects participants within each stratum to better represent the population.

Survey Methods

• Four main survey methods include: mail, personal interviews, telephone, and internet.

Improving Survey Response Rates

• Personalizing questionnaires, minimizing effort required, selecting engaging topics, and establishing rapport can improve response rates.

Survey Research Designs

• Cross-Sectional Design: A snapshot of the population at one point in time.
• Successive Independent Samples Design: Multiple cross-sectional surveys with different samples over time to observe changes.
• Longitudinal Design: Following the same sample over multiple time periods.

Questionnaires and Measurement

• Questionnaires are common tools for collecting data in psychology, often using scales for various variables (attitudes, demographic information, preferences).
• Reliability refers to the consistency of measurement. Test-retest reliability measures consistency of scores over multiple tests.
• Validity refers to how accurately a measure reflects the intended concept. Construct validity assesses if the measure is appropriate to the concept being studied.

Questionnaire Construction

• When creating a questionnaire, researchers should use established reliable and valid measures.
• Crafting effective survey questions is crucial for clear and insightful data collection.

Critical Evaluation

• Researchers must critically evaluate survey responses, aiming for accuracy and mitigating bias.
• Factors such as reactivity and social desirability bias need to be taken into account.
• The limitations of correlational data need awareness.

Path Analysis

• Researchers can use path analysis to understand complex relationships that reveal interpersonal dynamics. Understanding how different variables interact can reveal causes and effects.