survey research - RTV 4506: Telecom Research Lecture 6:...

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1 Lecture 6: Quantitative Method — Survey Research Miao Melissa Guo Telecommunication Department RTV 4506: Telecom Research
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Outline z Descriptive and analytical surveys z Constructing questions and responses z Questionnaire design z Survey data gathering z Achieving a reasonable response rate 2
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3 Survey Research and Definitions z A popular social research method z It involves the administration of a questionnaire to a sample of respondents selected from a population z A respondent : a person who provides data by responding to a survey questionnaire z A questionnaire: ± Structured questionnaire : a list of mostly close-ended questions and statements ± Unstructured questionnaire : a casual list of open-ended questions
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4 Survey Types z A descriptive survey attempts to describe or document current conditions or attitude — to explain what exists at this moment. e.g. Group 5 is interested in discovering how many people, specifically college students, prefer to watch TV shows on TV at the scheduled time versus how many students watch them online. z An analytical survey attempts to describe and explain why situation exists e.g. Why people are changing the way they enjoy their TV shows and what is the motivation for them to watch TV shows online?
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5 z Two basic types of questions: ± Open-ended questions : respondent is asked to provide his/her own answers. ± Advantage and disadvantage? ± Close-ended questions : the respondent is asked to select an answer from among a list provided by the researcher ± Advantage and disadvantage?
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6 Tips for Good Survey Questions Q: What do you think of the proposed peace plan? z Items should be specific Q: The United States should abandon its space program and spend money on domestic programs z Each item should only have one part, avoid double- barreled questions z A double-barreled question is one that asks two or more questions in the same sentence.
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7 Tips for Good Survey Questions
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survey research - RTV 4506: Telecom Research Lecture 6:...

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