Weeks+6+and+7_Surveys - HowtoAskQuestions:An...

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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 6 and 7
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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 Your gender? 1. Male 2. Female Subscription: 1. Yes, Subscriber 2. No, non-subscriber 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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Review:  Which level of measurement was  used?    1. Do you frequently listen to music? 1. Yes 2. No 2 . Approximately how many hours per week do you listen to music? ______ 3. What kind of music do you listen to most often? (Please circle) a. Classical b. Country c. Hip-hop d. Jazz e. Pop f. Rap g. Rock h. Soul g. Other _________ 4. How often do you listen to the following? (1. rarely 2. not often 3. sometimes 4. often 5. very often) a. Classical 1 2 3 4 5 c. Country 1 2 3 4 5 b. Pop 1 2 3 4 5 d. Hip-hop 1 2 3 4 5 5. Rank the following from your most (1) to least (4) favorite. Classical __ Pop ___ Country __ Hip-hop ____
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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 Very important to get your unit of analysis clear, clear, clear!
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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 : Useful for  describing characteristics of a large population Make  large samples  possible Flexible:  can ask multiple questions on a  subject and analyze accordingly [ vs.  experiments ] Standardization:  Constructs kept consistent  because explanations are written down
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Weaknesses of Survey Research Round peg, square hole Is your construct  valid ?                       ( i.e.,  measuring what it is supposed to? ) Out of context: Issues of  artificiality Inflexible
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