Lecture 9

Lecture 9 - Comm 88 Lecture 9 Survey Research Primary goals-Identify/describe attitudes or behaviors(in a given population-Examine relationships

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Comm 88 05/01/08 Lecture 9 Survey Research Primary goals -Identify/describe attitudes or behaviors (in a given population) -Examine relationships between attitude/behavior variables measured >Does X relate to Y? A. X=independent variable B. Y=dependent variable A. If A, B, & C are all types of X -Can’t make causal claim Administering Surveys Self-administered questionnaires -People administering to themselves -Mail surveys >Based on random sample of households >Also online or emailed questionnaires; handouts >Relatively easy and inexpensive >No interviewer influence >Increased privacy/anonymity BUT >Must be self-explanatory A. Nobody to verify any questions or misunderstandings >Mail surveys: very low response rate! -Ways to increase response rate >Have inducements A. Payment of some kind >Make it easy to complete and return >Include persuasive cover letter and/or do advance mailing >Send follow-up mailings Interview surveys -Person who conducts survey
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This note was uploaded on 10/12/2008 for the course COMM 88 taught by Professor Jansma during the Spring '08 term at UCSB.

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Lecture 9 - Comm 88 Lecture 9 Survey Research Primary goals-Identify/describe attitudes or behaviors(in a given population-Examine relationships

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