copyright ©2011 by pearson education, inc. all rights reserved. survey research social research...

Copyright ©2011 by Pearson Education, Inc.All rights reserved.

Survey Research

Social Research MethodsMAN-10

Erlan Bakiev, Ph. D


Types of Research Questions

• Behavior• Attitudes/beliefs/opinions• Characteristics• Expectations• Self-Classifications• Knowledge


History of Survey Research

• Census• Social Survey Movement• Modern quantitative survey research

– Statistical sampling techniques– Creation of scales/indexes– Applied surveys– Modeled after the physical sciences

• World War II • Survey research centers• Commercial polling


Survey Design LogicSteps in Conducting a Survey


Constructing a Good QuestionnairePrinciples of Good Question Writing

• Avoid– Jargon/slang/abbreviations– Ambiguity/confusion/

vague– Emotional language

• Prestige bias

– Double-barreled questions– Leading questions


• Avoid– Beyond respondents’

knowledge– False premises– Distant future intentions– Double negatives– Overlapping/unbalanced

response categories

Constructing a Good Questionnaire

Principles of Good Question Writing


• Sensitive topics– Create comfort/trust– Use enhanced phrasing– Establish a desensitizing context– Use anonymous questioning methods

• CASAI• CAPI• RRT

• Social desirability bias

Constructing a Good Questionnaire

Getting Honest Answers


Constructing a Good QuestionnaireGetting Honest Answers

• Knowledge questions• Sleeper question

• Contingency questions• Partially open question


Constructing a Good QuestionnaireOpen vs. Closed Questions


Constructing a Good QuestionnaireValid Responses

– Swayed opinion– False positive– False negative

• Neutral positions– Satisficing



• Floaters– Standard-format question– Quasi-filter question– Full-filter question• Recency effect

• Selective refusals



• Agree/disagree, rankings or ratings



• Wording issues– Wording effects


Constructing a Good QuestionnaireQuestionnaire Design Issues

• Length of questionnaire

• Question order/sequence– Organization– Order effects– Context effects

• Funnel sequence


Constructing a Good QuestionnaireQuestionnaire Design Issues

• Format/layout– Matrix question


Conducting a Good SurveyQuestionnaire Design Issues

• Nonresponse– Nonlocation– Noncontact– Ineligible– Refusal to participate– Incomplete participation


Conducting a Good Survey Mail Response Rate

• Address to specific individual• Dated cover letter/stationery

– Request cooperation– Guarantee confidentiality– Explain purpose– Provide researcher contact information

• Include postage-paid, addressed return envelope• Easy to follow questionnaire• Send follow-up reminders• Avoid conducting study during busy holidays• Back page for general comments• Advertise legitimate sponsors (university, gov’t

agency, etc.)• Monetary incentive ($1-$2)


Types of Surveys

• Mail/Self-Administered

• Telephone

• Face-to-face

• Internet/Web


InterviewingOrdinary conversation vs. structured interview


InterviewingProbing


InterviewingNaïve assumption model


InterviewingInterviewer bias

copyright ©2011 by pearson education, inc. all rights reserved. survey research social research...

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