Survey Research Notes

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).

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.

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.

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.