FINAL EXAM – COMPARISONS OF THE 3 KINDS OF SURVEYRESEARCH
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Why are surveys used?
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Descriptive and explanatory research:
describe characteristics of a population
explain the relationship between 2 or more variables
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Study people’s self-reported attitudes / opinions / beliefs
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Examine and test theories
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Frequently used in sampling
STRENGTHS AND WEAKNESSES OF SURVEY RESEARCH
Strengths:
useful in describing characteristics of large population; make large samples feasible;give flexibility for analysis; general and equal measurement of all respondents [ the samequestions are being asked]
Weaknesses:
surveys seem superficial in covering complex topics; seldom deals with context of social life [limit as to data collected, very shallow level of understanding]; inflexible [requiresinitial design remains consistent and unchanged throughout]; subject to bias and artificiality inresponses – only measures self reports of action and belief; asking something may cause therespondent to form an opinion rather than recalling an existing opinion
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Survey research is weak on validity, strong on reliability [artificiality of survey format puts a strain on validity] – reliability is good because all subjects are presented in astandardized stimulus + careful wording of questions reduces the subject’s ownreliability.ETHICAL CONSIDERATIONS
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Voluntary & informed consent required
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Confidentiality has to be assured
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Purposes of research must be explained
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Permission for interview to be recorded requiredSECONDARY ANALYSISSecondary Analysis: form of research in which the data collected and processed by oneresearcher are reanalyzed for a different purpose by another researcher; appropriate in the case of survey data or archives.Advantages: cost effective; easy to obtain; time effective; can benefit from work of professionals
Disadvantages: exact information desired may not have been gathered; questions of validity
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Things to consider when comparing the advantages and disadvantages of the threemain modes of data collection:Suitability to the Research Question; The Population being studied; Relative Costs
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The quality of the survey instrument is influenced by
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the format of the survey items & the wording of the questions
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Quantitative
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probability samples
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descriptive and explanatory
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structured items andquestionsreliability
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Qualitative
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both probability and non-probability
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descriptive and exploratory
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semi-structured items andquestions
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validity
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Design of the survey instrument should:
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ensure effective 2-way communication between the R and the researcher;assist the R in recalling and clarifying their experiences, attitudes, thoughtsand beliefs; keep the R interested and motivated; include relevant items to beadministered to competent R’sQuestion Types: AdvantagesOpen-ended vs Closed-endedOpen ended:
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good source of qualitative data
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freedom in answering
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researcher's understanding clarified
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leads to drafting of new questions
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validityClosed ended:
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greater uniformity of answers
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easy to code and process data
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requires less effort
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less training and work forinterviewers
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R needs less facility with words
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reliabilityQuestion Types: DisadvantagesOpen-ended vs Closed-endedOpen ended:
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coding timely & costly
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use of probes = bias
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length of responses
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literacy of R
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irrelevant answersClosed ended:
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hard to develop
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validity (may not measure what youwant)
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R is not as involved
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R can get frustrated if options are not
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lack of accuracy in recording = bias
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social desirability
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reliabilityexhaustiveresponse set bias
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There are five things to consider when choosing closed-ended or open-endedquestions:
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objectives of the study; level of information R has on a topic; how well R'sopinions are thought out and structured; motivation of R to communicate;the extent of prior knowledge of R's characteristics the researcher has
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Likert Response Scale Example:
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My family doctor is doing a good job attending to my needs.( ) strongly agree( ) agree( ) uncertain( ) disagree( ) strongly disagree
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Degrees of Agreement / Evaluation Example:
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Compared to your friends, would you say your health is:( ) excellent( ) good( ) fair( ) poor( ) don't know
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How do you Feel? Example:
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On the whole, how satisfied are you with your most recent visit to the emergencyclinic? Would you say you were:( ) very satisfied
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