mc 3018 survey research

mc 3018 survey research - SURVEYRESEARCH...

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SURVEY RESEARCH MC3018 Foundations of Media Research
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SURVEY MC3018 Foundations of Media 2 A survey is a data collection method that asks questions of a sample of respondents, usually at a single, specific point in time, using a standardized questionnaire or interview. Remember: When sample is properly constructed, the survey can accurately estimate views, etc. of population USE: When the objective is to measure public opinion, the attitudes of a group or public, etc., AND when you want to reach a large proportion of a
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GUIDELINES FOR USING A SURVEY MC3018 Foundations of Media 3 When you want to collect information from large number of people who would be difficult to reach in other ways The information is not readily available from another source You want precise results and want to use random sampling You want comparable information from all respondents and want standardized measurement You want to measure beliefs, opinions, feelings, plans, backgrounds, etc., directly from the respondents
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DISADVANTAGES OF SURVEY RESEARCH MC3018 Foundations of Media 4 Ø Cannot establish casual relationships – cannot establish from survey results if one variable causes another Ø Inappropriate wording or placement of questions within questionnaire can bias results Ø No control over who responds to survey Ø The problem of declining response rates
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METHODS OF DATA COLLECTION MC3018 Foundations of Media 5 The major types of surveys include: 1. Mail Survey (low cost, but lowest response rates) 2. Phone Survey (must be brief) 3. Internet Survey 4. Face-to-face Interview (expensive and time consuming)
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WHICH METHOD TO USE? MC3018 Foundations of Media
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mc 3018 survey research - SURVEYRESEARCH...

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