Chapter 8

Chapter 8 - Chapter 8 Survey Research - Importance of...

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Chapter 8 Survey Research - Importance of surveys o Widely used o Can point to a relationship (correlation), but cannot show causation o Problem : Drawing conclusions about cause and effect relationships from surveys, particularly cross-sectional data - Kind of information sought o Factual knowledge o Beliefs o Attitudes o Behaviors o Personal attributes o Communication networks o Demographic - Considerations in constructing surveys o Need to consider what is being measured o Issue of FACE validity - Survey considerations o Need to consider the accuracy of the response Capabilty of respondent Willingness of repondent Trustworthiness of responses Self-preservation Memory issues Emotional state effects Responses do not reflect “true” knowledge Chapter 9- Experiments - Variable Review o Independent variable o Effects something else Measured: What a person brings with him/her to experiment A person’s gender, personality, age (also called ORGANISMIC or ATTRIBUTE variables)
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Chapter 8 - Chapter 8 Survey Research - Importance of...

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