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lecture 11-2 - November 2 2004 Survey Research Relating...

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November 2, 2004 Survey Research: Relating Variables in Survey Research For nominal data (discrete variables): Ex: Yes/No; M/F; support/oppose/no opinion Break down to percentage by category For interval/ratio data (continuous variables): Ex: likert, semantic differential items, etc. We compare mean scores (arithmetic average) We compute correlations Why you would use this vs. nominal data depends on what you’re looking for with data Comparing means IV: make it a categorical variable (divide into categories) Ex: cell phone use (hi/lo or yes/no) DV: compute mean scores for each category of the IV and compare them Compare two separate groups for one question Correlation Statistical tool for relating two or more continuous variables (interval/ratio) Compute a “Pearson r Tells you direction and magnitude of relationship Direction: Positive r : as x (ind variable) increases, y (dep variable) increases Negative r : as x increases, y decreases Magnitude: strength of relationship r
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