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SURVEY RESEARCH:A survey is part of a
social interaction
between the researcher and thesurvey respondent. Therefore, the researcher must communicateeffectively to gain participation and thoughtful responses.Surveyresearch is basically a
t
ool for obtaining information from a sample of individuals.It has
Many purposes
Many techniques
Many different people studied
Often not done correctlyInteraction Divided into:1.Contact2.Response3.Follow-up
4.
Questions Facing the Researcher Which method to use?5.How to draw a sample?6.How to write questions?7.How to design the questionnaire?8.How to code, analyze, and report the results?Threats to Survey Research1.Too many surveys in general2.Sales calls masquerading as surveys3.Inadequate disclosure by pollsters4.Respondent deceptionUnscientific Methods1.Casual or selective observation2.Over-generalization from few observations
 
3.Purposive samples4.Filtering observations through one's ideas5.Fax polls6.Newspaper polls7.Mall intercept surveysKey Issues in Survey Research1.Writing Good Questions2.The "Art" of Asking Questions3.Representativeness4. Standardized Measurement
5.
Overview: Survey ProcessDefine the problem6.Define the population7.Define the type of data that are needed8.Determine method (mail, phone, Internet, other)9.Determine resource needs10.Background Research11.Writing the Questions12.Design the Questionnaire13.Pretest the Questionnaire14.Sampling15.Data Collection (“Fielding Period”)16.Data Entry (newer alternatives)17.Data Analysis18.Report Writing19.Presenting Results
 
Steps to Survey ResearchDefine problem and hypothesis – recallscientific method
Planning of survey
What do you hope to answer?
What type of survey?
Writing of survey questions
Layout and response choices
Refinement of survey
Who to sample?
Analysis of results
Reporting results
Defining problem
Perhaps the most important part
Is a survey the appropriate research tool?
Advantages:
often quick and easy
Can assess many different variables at once
Surveys can be either quantitative or qualitative (or both)
Disadvantages
It is descriptive research – not causal
Surveys are self-report.
Attitude-behavior consistency – people often behavedifferently than they think.
E.g., helping behavior
People often do not know why they act the way they do
Nisbett & Wilson (1976)
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