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Introducing Communication Research 2e © 2014 SAGE Publications
Chapter NineSurveys: Putting Numbers on Opinions
Key Concepts
•Surveys – ▫Capture public opinion at a point in time. ▫Use formatted rather than open-ended
questions.▫Administered by phone, mail, email, web,
or interview.•With appropriate sampling, we can
generalize with a known statistical confidence from a sample to a wider population.
Introducing Communication Research 2e © 2014 SAGE Publications
Survey Definition
A series of formatted questions delivered to a defined sample of people with the expectation of responses immediately or within a few days.
Introducing Communication Research 2e © 2014 SAGE Publications
Survey Advantages & Disadvantages
Advantages DisadvantagesRelatively low cost Generally limited to scaled or
check-list questions
Relatively fast delivery No control over response rate
Rapid data processing Provides information more than understanding
Can research large populations
Increasing public resistance
Multiple methods – phone, mail, Internet.
Difficult to explore issues in depth.
Introducing Communication Research 2e © 2014 SAGE Publications
General Survey Questions
•Demographics ▫age, sex, religion, marital status,
occupation.
•Knowledge•Attitudes•Behavior
Introducing Communication Research 2e © 2014 SAGE Publications
Types of Surveys•Cross-sectional
- “slice of time.”•Longitudinal
▫Trend - different people over time▫Cohort - same type of people over time▫Panel - same individuals over time▫Cross-lagged - measures a dependent
variable and an independent variable at two points in time.
Introducing Communication Research 2e © 2014 SAGE Publications
Types of Questions
•Open endedMy age is _____
•Dichotomous –Have you read the book? ___ Yes ___ No
Introducing Communication Research 2e © 2014 SAGE Publications
Types of Questions – cont.
•Multiple choice - mutually exclusive –
My age at last birthday was -____ 19-24____ 25-29____ 30-34 ____ 35-39
Introducing Communication Research 2e © 2014 SAGE Publications
Types of Questions - cont.
•Multiple choice, check any –
Class should be held at -___ 5 a.m.___ 6 a.m.___ 7 a.m.
Introducing Communication Research 2e © 2014 SAGE Publications
Types of Questions - cont.
•Rank order – Please rank order your choices by writing ‘1’ next to your first choice, ‘2’ next to your second choice, and so on.My ideal partner should be – ___ Rich ___ Good looking___ Powerful___ Intelligent
Introducing Communication Research 2e © 2014 SAGE Publications
Types of Questions - cont.
Likert Scale Strongly Strongly AgreeAgree Neutral Disagree Disagree
1. Hybrid vehicles are powerful.
___ ____ ____ ____ _____ 2. Hybrid vehicles reduce dependency on foreign oil.
___ ____ _____ ____ _____
Introducing Communication Research 2e © 2014 SAGE Publications
Types of Questions – cont.
Semantic Differential Scale
The XKJ Bogbuster 300 is
Powerful - - - WeakExpensive - - - CheapGood looking - - - Ugly
Introducing Communication Research 2e © 2014 SAGE Publications
Common Problems with Wording
•Leading questions -▫When did you first start plagiarizing
your research papers?
•Double-barreled questions – ▫Will you vote against the building
demolition, or aren’t you going to vote?
Introducing Communication Research 2e © 2014 SAGE Publications
“Funnel” Structure of Questionnaires
•Funnel – ▫Broad, general questions lead to narrow
specific questions.
•Inverted Funnel –
▫Narrow, specific questions lead to broad, general questions.
Introducing Communication Research 2e © 2014 SAGE Publications
“Filter” Questions
•Filter instructions and questions route respondents around questions that do not apply to them.
• Example:
If this home has an Internet connection, please continue with question 6. If it has no Internet connection, please go to question 18.
Introducing Communication Research 2e © 2014 SAGE Publications
PRE-TEST, PRE-TEST, PRE-TEST
•Aesthetics and design of questionnaire.
•Logic and flow of wording.
•Words – and their specific meaning(s)
If it can be misunderstood it will be.
Introducing Communication Research 2e © 2014 SAGE Publications
Improving Response Rates
•Advance letter or phone call.
•Reminder letter or phone call.
•Reply paid envelopes for mail.
•Small gift or donation to charity.
•Follow up “thank you”
Introducing Communication Research 2e © 2014 SAGE Publications
Chapter SummarySurveys – • common method for capturing public opinion• can be fast and cost-effective• use formatted questions such as checklists and scales• use phone, mail, email, Web site, or personal
interview• must be carefully worded and pre-tested• with proper sampling, results can be generalized to a
wider population• cannot assess causal relationships between variables• results are valid only as of the time the survey was
done.
Introducing Communication Research 2e © 2014 SAGE Publications
Vocabulary Review
Introducing Communication Research 2e © 2014 SAGE Publications
Vocabulary Review
Introducing Communication Research 2e © 2014 SAGE Publications
Web Resources
• The National Opinion Research Center (NORC) -
http://www.norc.org/• NORC “What is a survey?” -
http://www.whatisasurvey.info/
• Council of American Research Organizations -http://www.casro.org/
• Cool Surveys -http://www.coolsurveys.com/
• Zoomerang -http://www.zoomerang.com/
Introducing Communication Research 2e © 2014 SAGE Publications