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Key Ideas
History of Survey Research Types of Survey Designs Key Characteristics of Designs Constructing Questionnaires Conducting Interviews Steps in the Survey Research Process Criteria for Evaluating Survey
Research
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A Brief History of Survey Research
1817 International Survey of Education Systems
1890 Stanley Hall survey of children
1907 the Pittsburgh Survey examined social problems
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A Brief History of Survey Research
WWI and WWI sampling techniques improved
Applications began to vary from social science to media
Universities established social science research centers
Private organizations such as Gallup, Rand Corporation, and Roper formed
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Types of Cross-sectional Longitudinal Survey Designs
Time of Data Collection
Study Over Time Study at One Point in Time
Longitudinal Cross-sectional
Changesin a
sub-populationgroup identifiedby a commoncharacteristic
over time
Changes in thesame
peopleover time
Trends inthe same
populationover time
Attitudesand
Practices
CommunityNeeds
ProgramEvaluation
Trend Cohort PanelGroup
ComparisonsNational
Assessment
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Key Characteristics of Survey Designs Sampling from a population Collecting data through questionnaires
or interviews Designing instruments for data collection Obtaining a high response rate Designing and using a mailed
questionnaire Conducting an interview survey
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Population, Target Population, Sampling Frame, Sample
The Populationis the group of individuals having one characteristic that distinguishes them from other groups.
The Target Population or Sampling Frameis the actual list of sampling units from which the sample is selected.
The SampleIs the group of participants in a study selectedfrom the target population from which theresearcher generalizes to the target population.
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Collecting Data Through Questionnaires
Mailed questionnaires Electronic questionnaires One-on-one interviews Focus group interviews Telephone interviews
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Forms of Data Collection in Survey Research
Who Completes or Records the Data?
Participant Researcher
MailedQuestionnaire
ElectronicQuestionnaire
One onOne
To aGroup
OverTelephone
IndividualInterview
Focus GroupInterview
TelephoneInterview
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Designing Instruments For Data Collection: Types of Questions
personal attitudinal behavioral sensitive scale open-ended
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Question Construction Problems
Question is unclear Multiple questions Question is wordy Question is negatively worded Overlapping responses
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Question Construction Problems
Unbalanced response options Mismatch between questions and
answers Question includes overly technical
language Not all questions are applicable to
all the participants
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Pilot Testing
Test on a small number of individuals in the sample
Ask for written feedback on the questions
Revise the survey based on the written comments
Exclude the pilot participants from the final sample for the study
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Obtaining a High Response Rate
Mail out original questionnaire with cover letter
Follow it in two weeks with a second mailing of questionnaire to those who have not responded
Follow again in two weeks with a postcard to non-respondents reminding them to complete the questionnaire
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Three Phase Survey Administration Procedure
Step 1:First Mailing
of Survey
Step 2:Second Mailing
of Survey
Step 3:PostcardMailing
2 Weeks 2 Weeks 2 WeeksStart 6 Weeks
Time
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Planning and Designing a Mailed Questionnaire
Write a cover letter to invite the participants to complete the questionnaire
Form and construct the questionnaire
Identify what statistical procedures will be used to analyze data from the mailed questionnaire
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Conducting an Interview Survey
The interviewer should maintain a neutral stance during the interview
Train the interviewers prior to the interview
Take good notes of responses or use a tape recorder
For telephone interviews, develop a telephone interview guide prior to the interview
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Steps in Conducting Survey Research
Decide if a survey is the best deign to use
Identify the research questions or hypotheses
Identify the population, the sampling frame and the sample
Determine the survey design and data collection procedures
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Steps in Conducting Survey Research
Develop or locate an instrument Administer the instrument Analyze the data to address the
research questions or hypotheses Write the report
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Criteria For Evaluating Survey Research
Was the target population or sampling frame clearly specified?
Was the sampling procedure specified? If a random sample was not used, were modifications from it explained?
Was the sample clearly identified and the basis on which it was chosen specified?
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Criteria For Evaluating Survey Research
Did the type of survey match the questions or hypotheses advanced by the author?
Was it clear whether a questionnaire or an interview survey comprised the form of data collection? Did the researcher identify the basis for selecting or developing the instrument?
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Criteria For Evaluating Survey Research
Was information reported on reliability and validity of scores from past use of the questionnaire or interview?
Did the author mention the dates on which the questionnaire or interview was administered?
Were the administration procedures clearly identified?
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Criteria For Evaluating Survey Research
If a questionnaire was used, were the procedures for obtaining responses identified? Were follow-up procedures used to ensure a high response rate?
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Criteria For Evaluating Survey Research
If an interview was used, were the field procedures for collecting this information specified? Were demographic characteristics, previous experience, training, and monitoring discussed for the interviewer(s)?
Did the data analysis match the research questions or hypothesis to be answered in the study?
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Criteria For Evaluating Survey Research
Did the researcher check on the reliability and validity of scores from the data collection in the study?
Was the study written scientifically and ethically?
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Applying What you Have Learned: A Survey Study
Review the article and look for the following: The research problem and use of quantitative
research Use of the literature The purpose statement and research hypothesis Types and procedures of data collection Types and procedures of data analysis and
interpretation The overall report structure