COMG 102: Everyday Communications with Numbers - Surveys

Flashcards covering key concepts from the 'Surveys' lecture, including survey design, question formats, wording problems, various survey methods (pros and cons), and guiding respondent structures.

Surveys

The most frequently used method to collect data, involving a series of formatted questions given to a sample.

Questionnaire

The specific set of questions that respondents answer in a survey.

Response Rate

An important factor in surveys; a low rate may indicate systematic differences between respondents and non-respondents.

Open-Ended Questions

Survey questions that allow respondents to answer in their own words, providing rich information but are time-consuming to code and analyze.

Dichotomous Questions

Survey questions that force respondents to select one of two possible answers, simplifying data coding but limiting response options.

Multiple Choice Questions

Survey questions that provide respondents with several possible answers, allowing selection of one or more, but requiring all possible options to be determined in advance.

Filter Questions

Questions used in surveys, often multiple-choice, to guide respondents to specific subsequent questions based on their answers.

Likert (Type) Scales

Survey questions that ask respondents to mark their level of agreement with statements, typically on a 5 or 7-point scale.

Semantic Differential Scales

Survey questions that present a topic and scales anchored at each end by words/phrases with opposite meanings, where respondents mark their opinion position.

Leading Questions

Survey questions that force respondents into an assumption that may not be true or 'lead' them to a particular answer.

Double-Barreled Questions

Survey questions that ask two questions simultaneously but allow for only one answer, which should be split into two separate questions.

Negative-Worded Questions

Survey questions that include negative phrases/statements, which should be avoided as they are often misunderstood.

Double Negative Questions

Survey questions that include two negative words, which can completely confuse or mislead respondents.

Phone Surveys (Pros)

Can reach a wide range of people and survey large samples in a short time.

Phone Surveys (Cons)

Generally negatively perceived, difficult to get responses, and typically limited to a few short questions.

Mail Surveys (Pros)

Give respondents time to consider questions, good for those without internet, and may be perceived as more legitimate.

Mail Surveys (Cons)

Suffer from low response rates and offer no way of knowing who completed the survey.

Online Surveys (Pros)

Quick, flexible, inexpensive, asynchronous, can present visuals, and may elicit sensitive information.

Online Surveys (Cons)

Limited generalizability (due to internet access), inability to control survey display, unknown respondent identity, and invitations can be overlooked as spam.

Face-to-Face Surveys (Pros)

Respondents are less likely to refuse, opportunity to assess nonverbal cues, interviewer control over timing, and ability to clarify questions.

Face-to-Face Surveys (Cons)

Resource-hungry, potential confidentiality concerns, need for interviewer training, and unsuitable when social distancing is required.

Funnel Format (Survey Structure)

A survey structure that starts with broad, open-ended questions then moves to specific, closed-ended questions, useful for sensitive topics.

Inverted Funnel Format (Survey Structure)

A survey structure that starts with specific, closed-ended questions then moves to broad, open-ended questions, useful when participants are unfamiliar with the topic or need to warm up.

Cross-sectional Survey Design

A survey design where data is collected at a single point in time.

Longitudinal Research

A research design where data is collected multiple times over a period, allowing for observation of changes or trends.