Survey Research Notes

Survey Research Overview

• Definition:

  • Combination of quantitative and qualitative methods.
  • Measurement of variables through self-reports (questionnaires/interviews).

• Key Characteristics:

  • Self-reports from respondents about their thoughts, feelings, and behaviors.
  • Focus on sampling, with preference for large random samples to enhance accuracy.

• Conducting Surveys:

  • Can be done in-person, via phone, mail, or online.
  • Topics include voting intentions, consumer behaviors, health, and social attitudes.
  • Data can be analyzed statistically or qualitatively.

• Research Types:

  • Primarily non-experimental.
  • Describes single variables (like voting preferences).
  • Assesses relationships between variables (e.g. income and health).

Survey Responding Process

• Psychological Process:

  • Respondents engage in cognitive processes:
  1. Interpret the question.
  2. Retrieve relevant information from memory.
  3. Formulate a judgment based on retrieved info.
  4. Convert judgment into a response option.
  5. Edit response if necessary.

• Example Questionnaire Issue:

  • Question about sugar-based drink consumption poses interpretation difficulties:
  • Type of drinks included?
  • Definition of “average day”? (weekday/weekend)

• Memory Retrieval Challenges:

  • Respondents may retrieve vague memories or attempt a mental calculation to estimate consumption.

• Response Editing:

  • Respondents may adjust their answers based on how they wish to be perceived.

Types of Survey Items

• Open-Ended Items:

  • Questions allowing free-form responses.
  • Useful for exploratory research where responses are not predefined.

• Closed-Ended Items:

  • Specific response options provided.
  • Often include rating scales.
  • Used when researchers anticipate responses.

Rating Scales

• General Structure:

  • Typically range from 3 to 11 options.
  • Five-Point Scales:
  • Suitable for unipolar scales (e.g., frequency).
  • Example: 1) Never - 5) Always.

• Likert Scale:

  • Used for measuring opinions/attitudes.
  • Example statement: "Chocolate ice cream is delicious" with response options from strongly disagree to strongly agree.

• Bipolar Scales:

  • Best with seven-point scales for dichotomous spectrums.
  • Example scale for liking ice cream:
  • 1) Like very much - 7) Dislike very much.

• Recommendation for Labels:

  • Present verbal labels to respondents only.
  • Convert labels to numerical for analysis.
  • Avoid lengthy or overly specific labels; use visual aids if useful.

Summary of Lesson Goals

• Define survey research.
• Discuss strategies to construct effective surveys.

Reference Material

• Research Methods in Psychology (2019, 4th ed.) Chapter 7.