ADPR3510 Ch 11

ADPR3510 Ch 11 - (c Guilford Press 77 • Question Types...

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Chapter 11 Quantitative Research (c) Guilford Press, 2011 11
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Polls vs. Surveys (c) Guilford Press, 2011 22 Polls Short More behavioral than attitudinal Mostly close-ended questions Surveys Longer Attempt to assess attitudes toward objects
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Survey Design (c) Guilford Press, 2011 33 Types of Surveys Cross-Sectional Longitudinal Trend Panel Cohort
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Survey Methods (c) Guilford Press, 2011 44 Telephone Mail Internet In-Person Random (probability) Random Intercept (nonprobability)
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Questionnaire Structure (c) Guilford Press, 2011 55 Questionnaire Precise Pretested Types Closed-ended Open-ended Combination of closed- and open-ended
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Questionnaire Structure, Cont’d. (c) Guilford Press, 2011 66 Design Introduction (credibility induction) Body (questions addressing research concerns) Demographics Statistical comparison Sampling adequacy Concluding statement
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Questionnaire Structure, Cont’d. (c) Guilford Press,
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Unformatted text preview: (c) Guilford Press, 77 • Question Types – Filter Questions – Order and Order Effects – Design • Clear • Concise • Unambiguous • Easily stated for telephone use Reporting Survey Results (c) Guilford Press, 88 • Minimal Reporting Considerations – The question (as it was asked) – Number of respondents – How respondents were selected – How respondents were contacted – The error rate and sampling confidence – Sponsors and cosponsors – Any social desirability factors New Technologies (c) Guilford Press, 99 • Software • Formatting issues • Attitudinal scale issues • Length issues Comparison of Survey Instruments (c) Guilford Press, 1010 From: Primer of Public Relations Research, Second Edition, by Don W. Stacks. Copyright 2011 by The Guilford Press. All rights reserved. Pape r Computer Screen...
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