Survey Research

Soc 102

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• Behavior• Attitudes/beliefs/opinions• Expectations• Self-classification• Knowledge

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When to Use a Survey

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The Logic of Survey Research

• What Is a Survey?– Measures of variables, usually all

respondents answer the same questions• Conducting a Survey

– Interview schedule– Questionnaire (self-administered)

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Figure 7.1: Steps in the Processof Survey Research

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Table 7.1: Summary of Survey Question Writing Pitfalls

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Table 7.2: Threatening Questionsand Sensitive Issues

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Constructing the Questionnaire

• Questionnaire Design Issues– Length of Survey or Questionnaire– Question Order or Sequence– Agree/Disagree, Rankings, or Ratings

• Open versus Closed Questions– Open and closed-ended questions– Nonattitudes and the Middle Positions

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• Mail/self-administered questionnaire– Advantages– Disadvantages

• Web surveys– Advantages– Disadvantages

Types of Surveys