《社会研究方法》艾尔巴比英文pptch.ppt

Chapter 9,Survey Research,Chapter Outline,Introduction Topics Appropriate to Survey Research Guidelines for Asking Questions Questionnaire Construction Self-administered Questionnaires Interview Surveys,Chapter Outline,Telephone Surveys New Technologies and Survey Research Comparison of the Different Survey Methods Strengths and Weaknesses of Survey Research Secondary Analysis,Topics Appropriate to Survey Research,Descriptive Exploratory Explanatory,Respondent,Person who provides data for analysis by responding to a survey questionnaire.,Questionnaire,Instrument designed to elicit information that will be useful for analysis.,When is survey research the best method available? when collecting original data when describing a population too large to observe directly when measuring attitudes all of these choices,Question,Answer: D,Survey research is the best method available when collecting original data, when describing a population too large to observe directly and when measuring attitudes.,Types of Questions,Open-ended questions Respondent is asked to provide his or her own answer to the question. Closed-ended questions Respondent is asked to select an answer from among a list provided by the researcher.,Questions,_ questions have a respondent select an answer from among a list provided. open-ended pretest experimental closed-ended,Answer: D,Closed-ended questions have a respondent select an answer from among a list provided.,Guidelines for Asking Questions,Choose appropriate question forms. Make items clear. Avoid double-barreled questions. Respondents must be competent to answer.,Guidelines for Asking Questions,Respondents must be willing to answer. Questions should be relevant. Short items are best. Avoid negative items. Avoid biased items and terms.,Guidelines for Questionnaire Construction,One question per line. Use contingency questions when necessary. Format matrix questions so they are easily answered.,Guidelines for Questionnaire Construction,Be aware of issues with ordering items. Include instructions for the questionnaire. Pretest all or part of the questionnaire.,Question,As a general rule, a questionnaire should be: spread out uncluttered relevant all of these choices,Answer: D,As a general rule, a questionnaire should be spread out, uncluttered and relevant.,Bias,Refers to any property of questions that encourages respondents to answer in a particular way.,Wording,Kenneth Rasinski analyzed the results of General Social Survey studies of attitudes toward government spending. He found the way programs were identified impacted their support.,Wording,Circling the Answer,Contingency Question,Survey question intended only for some respondents, determined by their response to some other questions.,Contingency Question Format,Contingency Table,Questions to Skip,Matrix Question Format,Response Rate,Number of people participating in a survey divided by the number selected in the sample.,Interview,A data-collection encounter in which one person (an interviewer) asks questions of another (a respondent). Probe A request for elaboration.,Acceptable Response Rates,50% - adequate for analysis and reporting 60% - good 70% - very good,Question,Read the following item and then answer the question that follows: The main cause of highway accidents is speeding by truckers. Dont you agree that the use of radar detectors by truckers should be made illegal? yes not sure no,Question,What is the major weakness with the previous question? It is socially desirable. It is too long. It is biased. It is double-barreled. It is not clear.,Answer: C,The major weakness with the following question is that it is biased. The main cause of highway accidents is speeding by truckers. Dont you agree that the use of radar detectors by truckers should be made illegal?,Guidelines for Survey Interviewing,Dress in a similar manner to the people who will be interviewed. Study and become familiar with the questionnaire. Follow question wording exactly. Record responses exactly. Probe for responses when necessary.,Training for Interviewers,Discussion of general guidelines and procedures. Specify how to handle difficult or confusing situations. Conduct demonstration interviews. Conduct “real” interviews.,Telephone Surveys,Advantages: Money and time. Control over data collection. Disadvantages: Surveys that are really ad campaigns. Answering machines.,New Technologies and Survey Research,CAPI - computer assisted personal interviewing. CASI - computer assisted self interviewing. CSAQ - computerized self-administered questionnaires. TDE - touchtone data entry. VR - voice recognition.,Question,Which of these are among the many advantages that underlie the growing popularity of telephone surveys? money time convenience all of these choices none of these choices,Answer: D,Money, time and convenience are among the many advantages that underlie the growing popularity of telephone surveys.,Strengths of Survey Research,Useful in describing the characteristics of a large population. Make large samples feasible. Flexible - many questions can be asked on a given topic.,Weaknesses of Survey Research,Can seldom deal with the context of social life. Inflexible in some ways. Subject to artificiality. Weak on validity.,Secondary Analysis,A form of research in which the data collected and processed by one researcher are reanalyzedoften for a different purposeby another. This is especially appropriate in the case of survey data. Data archives are repositories or libraries for the storage and distribution of data for secondary analysis.,Quick Quiz,1. A_ is an instrument specifically designed to elicit information that will be useful for analysis. questionnaire statement query none of these choices,Answer: A,A questionnaire is an instrument specifically designed to elicit information that will be useful for analysis.,2. A _is a survey question intended for only some respondents, determined by their responses to some other question. snow