Research Methods - Research Methods Surveys and...

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Research Methods Surveys and Questionnaires
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The Importance of Good Questionnaire Design Good questionnaire design involves – understanding how you want to analyze data – resources ($$$$), time (can take YEARS!) – knowledge of questionnaire design principles
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• Why go to all of this trouble? The data ultimately produced from a survey are only as good as the questionnaire, sample and data collection process that produced them.
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Please rate the following attributes of UNC Printing Services: Reception 1-Unsatisfactory 2- 3-Satisfactory 4- 5-Excellent 70% of respondents answer 3, 4 or 5 Questionnaire design effects analysis
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Do you think the sports media treat African American athletes differently than white athletes? – YES – NO – 60% of respondents answer “YES”
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Do the sports media treat African American athletes and white athletes the same or differently? – SAME – DIFFERENTLY – 40% of respondents answer “DIFFERENTLY” Questionnaire design effects analysis
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What does good questionnaire design involve? IDENTIFY MEASUREMENT OBJECTIVES 1. Draft questions based on objectives 2. Test questions Expert review Cognitive interviewing Pilot run 3. Format questionnaire
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Defining Measurement Objectives (THE HARD PART!) Specifically identify measures of interest 1) The number of Hershey bars BSU sophomores consumed in the last month (since Sept.8) 2) The average number of people who attended a BSU basketball game in 2002-2003 season 3) % of U.S. adult males attending an opera in the last 12 months
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Do you need a survey to meet these objectives? • Secondary survey data sources – Ex. Survey of Public Participation in the Arts (3) – Census Bureau (www.census.gov), Bureau of Labor Statistics (www.bls.gov) • Direct observation – Ex. Counter/ticket stubs (2) – Percent of registered voters who actually vote, number of people visiting a web site (hits) • Need a survey? – Find similar, previous surveys to help craft questions – Use focus groups to gather ideas
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Critiquing/Drafting Questions Consistently understood (avoid ambiguous words, define key terms) example: term “greenway” - natural biking or walking trail or a pedestrian link between parks Avoid “double-barreling” (asking two questions at once) Would you like to be rich and famous? Avoid hidden assumptions Are higher parking fees a good idea?
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Consistently administered and communicated to respondents interviewers read all response options (strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree, strongly disagree) Indicates clearly what kind of answer is desired NOT CLEAR: When did you move to Surveyland? When I was 20. Right after I graduated. In 1992.
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This note was uploaded on 10/16/2011 for the course COMMUNICAT 278 taught by Professor Casper during the Spring '11 term at Boise State.

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Research Methods - Research Methods Surveys and...

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