Weeks+7+and+8_Asking+Questions+and+Surveys_lecture+notes

Weeks+7+and+8_Asking+Questions+and+Surveys_lecture+notes -...

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How to Ask Questions: An How to Ask Questions: An Introduction to Survey Research Introduction to Survey Research Comm 300: Weeks 7 & 8
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On tap for today What surveys are and how they work How we ask questions What kinds of surveys are used most often
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Review: Levels of Measurement 1. Nominal: Naming ; Unordered categories 2. Ordinal: Relative ranking among categories Distance between scale points not known. 3. Interval: Known distance between scale points; but no absolute zero 4. Ratio: Interval scale with absolute zero
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Who we study: Units of Analysis can be… Individuals: we generalize an attribute to a group based on data collected from individuals Families; Groups; Dyads Decision-making: who speaks for who?
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Who to study: Units of Analysis can be… Neighborhoods/Communities Activities/Events/Types of interaction Social artifacts
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Different Kinds of Surveys Face to Face Surveys Telephone Surveys Mail Questionnaires Email Questionnaires
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Strengths of Survey Research Capability for Generalizing Make
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Unformatted text preview: large samples possible • Flexibility • Standardization Weaknesses of Survey Research • Round peg, square hole • Is your construct valid ? • Issues of artificiality • Inflexibility How to Ask Questions • Ask questions that are necessary, short, clear & closed-ended • Pay attention to ordering (Order effects) • Contextualize sensitive questions • Ask relevant questions • Avoid: loaded questions, trigger phrases, double barreled questions, overlapping categories Measurement Methods: Self-Reports • Useful for: • Drawbacks: – Social desirability – Demand characteristics Methods: Others’ report Useful for: Drawbacks: – Lack of motivation – Bias Methods: Behavioral Acts Useful for: Drawbacks: – Feelings = beliefs? Question Format – Funnel format – Inverted funnel format – Contingency question format Types of Studies • Cross-sectional studies • Longitudinal studies – Trend study – Cohort study – Panel study...
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This note was uploaded on 11/11/2011 for the course COMMUNICAT Comm 300 taught by Professor Katz during the Spring '11 term at Rutgers.

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Weeks+7+and+8_Asking+Questions+and+Surveys_lecture+notes -...

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