Quote of the Day

Research is a lot like poker; how you play is more important than the cards you are dealt.

-J Schutte

Survey Research

I. Definition of Survey Research

II. Planning Stage

III. Questionnaire Construction

IV. Data Collecting / Interviewing

V. Data Analysis

Survey Research

I. Definition of Survey Research

Self-Report instrument involving systematic sampling of a population to measure its relevant characteristics and to see how these characteristics relate.

There are Four Parts to this Definition

Survey Research

I. Definition of Survey Research

Self-Report instrument involving systematic sampling of a population to measure its relevant characteristics and to see how these characteristics relate.

Survey Research

I. Definition of Survey Research

Self-Report instrument involving systematic sampling of a population to measure its relevant characteristics and to see how these characteristics relate.

Survey Research

I. Definition of Survey Research

Self-Report instrument involving systematic sampling of a

population to measure its relevant characteristics and to see how these characteristics relate.

Survey Research

I. Definition of Survey Research

Self-Report instrument involving systematic sampling of a

population to measure its relevant characteristics and to see how these characteristics relate.

Survey Research

II. The Planning Stage

1. Establishing Hypotheses

3. Resource Planning

2. Understanding Financial Constraints

4. Creating the Sampling Frame

Survey Research

Resource Planning - Three Types of Surveys

2. Telephone Interviewing

3. Field (face-to-face) Interviews

1. Mail-out Questionnaires

Mail-Out Telephone Face-to-Face

Personnel

Equipment

Travel

Low Moderate High

Low High Moderate

Low Low High

Low (<20%) Moderate (>60%) High (>80%)Response

Survey Research

III. The Questionnaire Construction Stage

1. Drafting Questions

2. Questionnaire Construction

3. Pre-testing Questions

4. Final Questionnaire Construction

Survey Research

Questionnaire Construction

1. Type of Format

2. Type of Questions

3. Wording Issues

Survey Research

1. Type of Format

a. Close-ended What is your age?

__ 1. < than 30

__ 2. > 30

b. Open-ended How do you feel about U.S. forces going into Iraq?

Survey Research2. Type of Questions

a. Information Questions

b. Opinion Questions

c. Demographic Questions What is your current marital status?

__ 1. Married

__ 2. Not Married

Do you commute to CSUN?

__ 1. Yes

__ 2. No

Technology helps education.

__ 1. Agree

__ 2. Disagree

d. Special Questions Could you tell us more?

Survey Research

3. Wording Issues

a. No extreme statements (e.g. Abortion is murder.)

b. No ambiguous wording (e.g. Did you vote?)

c. No indefiniteness of time (e.g. Do you often commute?)

d. No connotative statements (e.g. War is evil.)

e. No two part questions (e.g. How old is your child?)

f. No pedantic words (e.g. Bush’s demeanor is sophistry.)

Survey Research

IV. The Data Collection / Interviewing Stage

3. Performing the Interviews

4. Quality Control Follow-up

3. Briefing Interviewers

1. Training Interviewers

Survey Research

V. Data Collection

1. Verifying Response Range

2. Coding the Data

3. Processing the Data

4. Analyzing the Data

5. Reporting the Data

Survey Research

Analyzing the Data

Measures of Association

Proportional Reduction in Error Measures (P.R.E.)

)0.10.0( TheMeasure

Nominal

Ordinal

Quantitative

Level Measure Symbol Function

Implies a proportionality

Lambda Magnitude

Gamma Magnitude Direction

Correlation r Magnitude Direction Quantity

Survey Research

Creating Attitude Scales from Opinion Questions

1. Likert Scaling (aka summated rating)

2. Thurstone Scaling (aka EAI)

3. Gutman Scaling (aka Unidimensional Scaling)