Detailed Notes on Survey Research

Survey Research Overview

  • Definition of Survey Research: Method for collecting data through questionnaires, focusing on respondents' attitudes, orientations, and experiences.

Topics Appropriate for Survey Research

  • Types of research: descriptive, exploratory, and explanatory.
  • Units of Analysis: Respondents who provide data through surveys.
    • Respondents: Individuals who answer survey questions.
  • Typically involves large samples and original data collection, primarily to measure attitudes.

Guidelines for Asking Questions

  • Questionnaire: Structured document designed to gather information suitable for analysis.
Types of Questions
  • Open-Ended Questions: Allow respondents to freely provide answers.
  • Closed-Ended Questions: Respondents select from predefined answers.
Best Practices for Questions
  • Ensure clarity and avoid ambiguous or double-barreled questions.
  • Respondents must be both competent and willing to answer.
  • All questions should be relevant, succinct, and free of biases or negatives.

Questionnaire Construction

  • General Format: Keep it uncluttered, with one question per line and a consistent structure.
  • Types of Questions: Include binary choices (Yes/No), contingency questions, and matrix questions for scaled responses.
    • Example of contingency question: If "Yes" to having smoked marijuana, follow up with frequency.
Ordering Items
  • Item Placement: Sensitive topics should be approached with caution; demographic questions usually placed at the end.
  • Instructions: Clear, digestible introductory comments to guide respondents through the questionnaire.

Self-Administered Questionnaires

  • Respondents fill out the questionnaire themselves.
  • Challenges include ensuring high return rates (Ideal: >70%).
  • Strategies: Follow-up mailings can enhance response rates.

Interview Surveys

  • Interviews: Direct data collection by an interviewer who asks questions to respondents.
  • Higher response rates (80-85%) and reduced confusion compared to self-administered surveys.
  • Interviewers need to be well-prepared, dressing appropriately, and having strong knowledge of the questionnaire.

Telephone Surveys

  • Advantages: High household penetration, cost-effective and time-efficient.
  • Disadvantages: Challenges include bogus surveys and unlisted numbers.
  • Random-Digit Dialing (RDD): A method to sample participants using random phone numbers.
  • Computer-Assisted Telephone Interviewing (CATI): Streamlines the process by storing questionnaires on computers.

Online Surveys

  • Need for consistency in wording and simplicity in language.
  • Technical considerations for user experience (e.g., limiting scrolling, time management).
  • Sharing results can incentivize participation.

Comparing Survey Methods

  • Self-Administered: Cost-effective but relies on willingness to engage.
  • Interviews: More interaction and clarification leads to less incomplete data.
  • Telephone: Effective for reaching large populations quickly.
  • Online: Flexible and convenient but requires digital literacy from respondents.

Strengths and Weaknesses of Survey Research

  • Strengths: Can describe large populations, yield flexible data, and utilize standardized questions.
  • Weaknesses: Limited in addressing social context, often inflexible, and may present validity challenges (stronger in reliability).

Secondary Analysis

  • Involves reanalyzing data originally collected by another researcher.
  • Advantages: More cost-effective and quicker than primary data collection.
  • Disadvantages: Concerns regarding the validity of the data.

Quick Quiz Recap

  • Best Survey Research Usage: Describing large populations, collecting original data, or measuring attitudes.
  • Closed-Ended Questions: Offer predefined responses for selection.
  • Effective Questionnaire Characteristics: Should be uncluttered, relevant, and well-structured.
  • Benefits of Telephone Surveys: Include reduced costs and enhanced efficiency.
  • Validity in Survey Research: Often regarded as a limitation compared to other methodologies.