Exam II Study Guide - Com 409 Exam II Study Guide Chapter...

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Com 409 – Exam II Study Guide Chapter 7: Survey Research 1. Two Major Types of Surveys a. Descriptive Survey: Describes or documents current conditions or attitudes, that is, to explain what exists at the moment. For example, the Department of Labor regularly conducts descriptive surveys on the rate of unemployment in the United States (describes the current condition of employment in the U.S.) b. Analytical Survey: Describes and explains WHY situations exist. To or more variables are examined to investigate research questions or to test research hypotheses, which allows researchers to examine the interrelationships among variables. For example, television networks conduct yearly analytical surveys to determine how the public’s tastes and desires are changing how these attitudes relate to viewer’s perceptions of the three major commercial networks (explains why the public’s tastes change attitudes in viewer’s perceptions) 2. a. Advantages i. Investigate Problems in realistic settings: television viewing, radio listening, and consumer behavior patterns can be examined where they happen rather than a lab ii. Cost of survey is reasonable when considering the amount of information gathered, and can also control expenses by selecting from five major types of surveys iii. Large amount of data collected with relative ease iv. Surveys are not constricted be geographic boundaries, they can be conducted anywhere v. Data helpful to research already exists b. Disadvantages i. The most important disadvantage is that independent variables cannot be manipulated the way the are in laboratory experiments. Causality is difficult to establish because intervening and extraneous variables are involved ii. Inappropriate wording or placement of questions can create bias results iii. The wrong respondents may be included in survey research. For example, in a telephone interview a respondent may claim to be between 18-24 years old when in fact they are 30 iv. Response rates continue to decline 3. Constructing Questions a. Understand the goals of the project so that only relevant questions are included b. Clear and unambiguous questions c. Questions must accurately communicate what is required from the
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respondents d. Don’t assume respondents understand the questions they are asked e. Follow Ockham’s Razor in question development and order f. Mail Survey: easy to read and understand g. Telephone: no long lists of options h. Group Administration: concise and easy for the respondents to answer i. Personal Interview: interviewer must tread lightly with sensitive personal questions because their mere presence may make respondents less willing to answer 4. Types of Questions a. Open-Ended: Requires respondents to generate their own answers. Ex. what type of television program do you prefer to watch most often?
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Exam II Study Guide - Com 409 Exam II Study Guide Chapter...

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