Introduction to Survey Research

1. Introduction to Survey Research

2. What kind of data can I collect? • Factual Knowledge • Cognitive Beliefs or Perceptions • Affective Feelings or Emotional Responses • Reports on Behaviors • Trait or State Orientations or Dispositions • Networks of Communication • Demographic Features

3. How can I ask “good” questions? • Construct open-ended and closed-ended questions appropriately depending on your purpose and desired data. • Construct clear questions that are unambiguous and free of jargon. • Avoid double-barreled questions • Construct questions that the respondent can competently answer.

4. How can I ask “good” questions? • Construct questions that the respondent will be willing to answer. • Construct questions that are relevant to the respondent. • Construct simple and concise questions. • Avoid negative wording (“not”). • Avoid biased wording.

5. What are composite measures? • Composite measures are instruments that use several questions to measure a given variable. • A composite measure can be either unidimensional or multidimensional. • Indexes and scales are two types of composite measures.

6. How should a questionnaire be organized? • The order of the questions should be carefully considered to avoid bias. • The format of the questionnaire should be clear and uncluttered. • All questionnaires should include an introduction and clear instructions.

7. How can I administer a survey? • Self-administered Surveys • Standardized Interview Surveys • Telephone Surveys • On-line Surveys

8. What are some strengths of survey research? • It is useful in describing a large population. • It enables the use of large samples. • It is flexible. • It offers many strengths with regard to measurement.

9. What are some weaknesses of survey research? • In constructing response options, all participants’ social experiences may not be accounted for. • It is often removes social context from the study of communication.