chapter 7: surveys
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Chapter 7: surveys. Survey Research: The Hite Report. 84% of respondents are not satisfied emotionally with their relationships 95% report "emotional and psychological harassment" from their men 98% desire more communication - PowerPoint PPT PresentationTRANSCRIPT
CHAPTER 7: SURVEYS
SURVEY RESEARCH: THE HITE REPORT
84% of respondents are not satisfied emotionally with their relationships
95% report "emotional and psychological harassment" from their men
98% desire more communication
13% of women married more than two years still "in love“ with husbands
THE HITE REPORT
1972 behavioral researcher, Shere Hite, conducted large study of female sexuality
Sample size = 4,500 womenQuestionnaires distributed through many
women's groups and other sourcesNOWMs. MagazineVillage VoiceChurch groupsPolitical organizations
Survey--127 essay questions
THE STUDY
100,000 surveys distributed
4,500 returnedResponse rate= 4.5 %
Response rate of 70 to 80% to generalize to population
Motivation of respondents?
What about the 95.5% who did not respond?
PROBLEMS
SURVEY RESEARCH
Structured way to collect standardized information from individuals using a questionnaire.
Conducted once or at repeated intervals Concurrently with multiple samples From few people or many people
WHAT DO YOU THINK? ANSWER YES OR NO TO
EACH OF THE FOLLOWING1. A survey is always appropriate 2. Surveys are one of the most
popular ways to collect information3. An email or online survey is better
than the old mail or telephone surveys
4. Careful planning is necessary 5. Advance notice to potential
respondents helps increase response rate
6. A low response rate increases the likelihood of biased results
CHECK YOUR ANSWERS
1. A survey is always appropriate - NO2. Surveys are one of the most
popular ways to collect information - YES
3. An email or online survey is better than the old mail or telephone surveys – NO, not necessarily
4. Careful planning is necessary - YES5. Advance notice to potential
respondents helps increase response rate - YES
6. A low response rate increases the likelihood of biased results - YES
To collect information from individuals (vs. a group or collective)
Want standardized information
Respondents can read and write
1. SURVEYS ARE APPROPRIATE…
Want information from many people
Privacy is important or independent opinions and responses are needed
Have resources to send, track, analyze and interpret questionnaires
SURVEYS ARE USED WHEN…
PROS AND CONS OF SURVEY
PROSCollect information from many people
Anonymous
Standardized
Easy tabulation
CONSResults easily biased
Miss important information
Question and answer choices predetermined
Literacy skills
Literacy levelTradition of reading, writing SettingTranslationSequence of questionsPretesting questionnaire (Intrusive?)Computer access and use of electronic survey
CULTURALLY APPROPRIATE?
TYPES OF SURVEYS
1. Hand-out2. Mail3. Telephone4. Face-to-face 5. Email6. Web survey – Online survey7. Mixed mode: uses two or more of
above
Use mix of modes to ensure everyone can and does respond
Proportion of people who respond:
Example: If you distribute 50 questionnaires and get back 25, your response rate is 50%.
RESPONSE RATE
# that answered = response rate# you contacted
LOW RESPONSE RATE ?
Determine how respondents differ from non-respondentsDescribe results in terms of who did respond. Don’t imply that results apply to anyone other than those who responded.
2/27 INCREASING RESPONSE RATE
Survey topic is interesting to respondents (saliency)
Personalize communications related to survey
KISS: Keep It Short and SimpleFollow-up Trust, respect, like researchers
TYPE OF SURVEY TO CHOOSE?
“It depends”… What do you want to know How complex or sensitive is information
Characteristics of respondents
Time lineResources
You determine survey is best and most appropriate way to collect information
Take time to plan the survey
TYPE OF SURVEY TO CHOOSE?
1. Who to involve in conducting survey - - engage them
2. What information to collect Use of information?
3. Identify respondents Sampling strategy
4. Select survey distribution: telephone, mail, hand-out, email, web-based
5. Data analysis – what will product/final report include
PLANNING A SURVEY
SURVEY PLANNING CONTINUED…
6. Develop questionnaire
7. Pilot test questionnaire 8. Communication strategy to get
support for survey9. Budget, timeline, and
management process Available resources?
•Questions must be:•Screened•Tested•Revised
•Until researcher has confidence they will be clear to respondents
Constructing Survey Questions
• Closed-ended or fixed choice questions offer respondents explicit responses from which to choose
• • Responses must be exhaustive (all respondents can find an appropriate response)
• • Responses must be exclusive (all respondents will find only one appropriate response)
• • The exceptions to these rules are “Check all that apply” question
• When in doubt, use “Other, please explain
SINGLE QUESTIONS
OPEN-ENDED QUESTIONS
•Open-ended questions lack response choices•Allow respondents to fill in own answers
•Preferable when full range of responses cannot be anticipated•Allows clear answers when questions involve complex concepts
INDEXES AND SCALES
• Index: Composite measure based on sum or average of responses of several questions that measure same concept• Many pre-existing indexes exist•Such as the CES-D, commitment, dependency• These have been pretested and promote comparability
*** Indexes are usually calculated by summing or averaging responses with each question counting equally
INDEX: EXAMPLE
• Four questions to measure job-related depression, each with the response choices of "yes" or "no":
1. "When I think about myself and my job, I feel downhearted and blue."2. "When I’m at work, I often get tired for no reason."3. "When I’m at work, I often find myself restless and can’t keep still."4. "When at work, I am more irritable than usual."
SCALES
Indicates differences in intensity among the indicators of a variable.
In a hierarchy in which one answer effectively indicates answers on other questions, this is a scale.
The most commonly used scale is the Likert Scale.
Bogardus Social Distance ScaleA technique for measuring willingness of
people to participate in social relations with other kinds of people.
Interested in the extent to which U.S. Christians are willing to associate with, say, Muslims.
1. Are you willing to live in the same country as Muslims? 2. Are you willing to live in the same community as Muslims? 3. Are you willing to live in the same neighborhood as Muslims? 4. Are you willing to live next door to a Muslim? 5. Are you willing to let your child marry a Muslim?