Shared Flashcard Set

Details

CMN 102
Survey Research
8
Anatomy
Undergraduate 4
02/22/2009

Additional Anatomy Flashcards

 


 

Cards

Term
Advantages and disadvantages of survey research
Definition

Advantages
  • Less artificial  experiments
  • Generalizability - external validity
  • Easy to collect a large amount of data: large number of variables to measures and large number of respondents
  • Flexible to examine many different research questions: e.g., National Election Study
  • Not constrained by geographic boundaries

Disadvantages
  • Limited causal claim
    • e.g., news exposure in a survey vs. an experiment
  •  Data contamination by inappropriate question wording or question order
  •  Less control over data-gathering process
  •  Respondents are often unable to recall info about themselves or unable to explain their true feeling, perceptions, and beliefs
  •  Respondents may purposely give incorrect (socially desirable) answers - prestige bias
    • e.g., vote turnout 
 
Term
Misconceptions about Survey Research
Definition
Misconceptions about Survey Research
  • Single time-point >>> Longitudinal, Panel Designs
  • Must be face-to-face >>> Can use telephone, mail
  • Interviewers read questions >>> Self-administered
  • Individuals as unit of observation >>> Family
  • Non-experimental >>> Can embed experiments
  • Descriptive  >>>  Can test hypotheses
 
**Overall, surveys are a very flexible research technique

 

Term
Eight tips for questionnaire construction for Survey Research
Definition


1. Make questions clear using simple and straight-forward language 

2. Keep questions concise and short

3.Keep research purpose in mind
   -  make sure items can answer research questions
 4. Don’t ask double-barreled questions
   - e.g., how well do you think the current government is handling foreign policy and the war on terrorism?
5. Avoid biased words or terms
   -e.g., In your free time, would you rather read a book or just watch television?
 6. Avoid leading questions
   - e.g., Like most Americans, do you read a newspaper every day?
 7. Don’t use questions that ask for highly detailed info
   -e.g., In the past 30 days, how many hours have you spent watching television with your family?
 8. Avoid potentially embarrassing questions
   -e.g., What is your annual income? Vs. Which of these categories includes your total annual income? 

Term
Question order for Survey Research
Definition

  • Begin with simple and easy questions
    • “warm-up” questions to motivate respondents
  • Demographic data, personal questions, and other sensitive items are placed at the end
  • Organized in a logical sequence: from the general to the specific
  • Poor question order may bias respondents’ answers
Term
Pretesting for Survey  Research
Definition

         Using Focus-group or small sample survey 

          Purpose:

-          Check clarity in question wording  

-          Check if question order creates any biasing effects

-          Check measurement scale: Are categories exhaustive and mutually exclusive?

-          Realistic time estimate:

-          less than 20-30 min for Phone surveys and less than 60 min for Face-to-Face and Mail surveys

-          Preliminary empirical analysis

Term
Response rate for Survey Research
Definition

         Number of completed interviews / (Number in sample - not reachable - not eligible)

         The higher the response rate, the better

         Low response rate can introduce systematic biases

         Monetary incentives are most effective in increasing response rate 

Term

Four modes of survey research

 

Identify the four and know the advantages/disadvantages to each

Definition
  • Mail survey  
    • Advantages
      •  cover a wide geographic area
      •  provide anonymity and a sense of privacy: respondents are more likely to answer sensitive questions candidly
      • provide an interview situation where respondents answer questions at their own pace: no time pressure
      • no interviewer bias because there is no personal contact
      • low cost
    • Disadvantages
      • questionnaire must be self-explanatory
      • are the slowest form of data collection
      • no control of survey admistration; for example, we don't know who actuallyl answers the questions
      • low return rate
  • Phone surveys
    • Advantages
      • interviewers can clarify misunderstandings that might arise during interviews
      • faster than other modes of surveys
      • more control than mail surveys
      • response rate is relatively high
      • modest cost: less expensive than personal interviews but more expensive than mail surveys
    • Disadvantages
      • interviewer bias: interviewers' presence and manner of speaking can influence respondents' answers
      • unlisted phone numbers
      • impossibleto include questions involving visual elements
  • Personal (face-to-face) interviews
    • Advantages
      • the most flexible means of collection data
      • can build rapport with respondents
      • highest control over survey administration
    • Disadvantages
      • the most expensive survey mode
      • the problem of interview bias
      • hard to schedule interviews
  • Internet surveys
    • Advantages
      • relatively inexpensive
      • easy to conduct; fast data collection
      • flexible and easy for respondents to complete
    • Disadvantages
      • lack of control over survey administration
      • limited to those who have Internet access
      • low response rate
Term

Problem of non-attitude and the use of screening questions in Survey Research

Definition
  • The dilemma
    • Offering a no-opinion option should reduce the pressure to give substantive responses felt by respondents who have no true opinions. By contrast, no-opinion options may discourage some respondents from doing the cognitive work necessary to report the true opinions they do have.
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