unit 6 - SurveyResearch: NotasSimpleasitLooks CRIM300

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Click to edit Master subtitle style  2/10/11 Survey Research: Not as Simple as it Looks CRIM 300 Unit 6: Fall 2010
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 2/10/11 Surveys are everywhere and serve many  purposes Government agencies use them to determine voting  districts and make political, policy, and funding decisions  (e.g., Census) Businesses and other agencies use them in marketing,  public opinion research, and political polling (Gallup,  Harris, Roper polls) Surveys in Real Life
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 2/10/11 Survey research a quantitative means of obtaining  information on individuals’ or organizations’ facts,  experiences, attitudes, opinions, values, beliefs, or  judgments by asking them directly May be called a  survey interview  if survey is administered  through a personal interaction between surveyer and surveyee Poll essentially the same as a survey, but typically  used in a political context Basic Vocabulary
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 2/10/11 Questionnaire/survey series of questions or  statements (items) to elicit information Response format how answer choices are  structured Quantitative surveys : mainly structured (closed-ended), where  respondent uses a list of pre-determined response options, but  some open-ended questions may also be included Basic Vocabulary, cont’d.
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 2/10/11 Survey Construction : Items, Response Formats,  and Scales Survey Compilation : Overall Structure and  Layout Survey Administration : Preparation and  Methods of Administration Major Topics in Survey 
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Click to edit Master subtitle style  2/10/11 Survey Construction Items, Response Formats, and Scales
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 2/10/11 Item question or statement in a survey Basic principles of item construction: Stay on target Be clear Survey Item Construction: Asking the  Questions and Getting the Answers
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 2/10/11 Stay on Target Choose topics that are relevant, interesting, and familiar  to respondents Be Clear Use simple, clear item wording and construction No jargon or overly  sophisticated language Define referents (such as timeframes) precisely No double-barreled or compound items  (“… and …”) Survey Item Construction: Stay on Target  and Be Clear
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 2/10/11 Avoid biases , or leading questions that encourage  particular responses Use objective and balanced wording Avoid   social desirability  biases (when respondents  answer in a certain way to make themselves look good) Avoid demand characteristics (cues that prompt certain  Survey Item Construction: Play Fair!
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 2/10/11 Demographics: Race/ethnicity Age Sex Other background factors, as relevant: Occupation/student status Income Family background Survey Item Construction: Demographics  and Background Information
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This note was uploaded on 02/08/2011 for the course CRIM 300 taught by Professor Newmark during the Spring '11 term at George Mason.

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unit 6 - SurveyResearch: NotasSimpleasitLooks CRIM300

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