Introduction to Survey Introduction to Survey ResearchResearch

What kind of data can I collect?What kind of data can I collect?

Factual KnowledgeFactual Knowledge Cognitive Beliefs or PerceptionsCognitive Beliefs or Perceptions Affective Feelings or Emotional ResponsesAffective Feelings or Emotional Responses Reports on BehaviorsReports on Behaviors Trait or State Orientations or DispositionsTrait or State Orientations or Dispositions Networks of CommunicationNetworks of Communication Demographic FeaturesDemographic Features

How can I ask “good” questions?How can I ask “good” questions?

Construct open-ended and closed-ended Construct open-ended and closed-ended questions appropriately depending on your questions appropriately depending on your purpose and desired data.purpose and desired data.

Construct clear questions that are Construct clear questions that are unambiguous and free of jargon.unambiguous and free of jargon.

Avoid double-barreled questionsAvoid double-barreled questions Construct questions that the respondent can Construct questions that the respondent can

competently answer.competently answer.

How can I ask “good” questions?How can I ask “good” questions?

Construct questions that the respondent will be Construct questions that the respondent will be willing to answer.willing to answer.

Construct questions that are relevant to the Construct questions that are relevant to the respondent.respondent.

Construct simple and concise questions.Construct simple and concise questions. Avoid negative wording (“not”).Avoid negative wording (“not”). Avoid biased wording.Avoid biased wording.

What are composite measures?What are composite measures?

Composite measures are instruments that use Composite measures are instruments that use several questions to measure a given variable.several questions to measure a given variable.

A composite measure can be either A composite measure can be either unidimensional or multidimensional.unidimensional or multidimensional.

Indexes and scales are two types of composite Indexes and scales are two types of composite measures.measures.

How should a questionnaire be How should a questionnaire be organized?organized?

The order of the questions should be carefully The order of the questions should be carefully considered to avoid bias.considered to avoid bias.

The format of the questionnaire should be The format of the questionnaire should be clear and uncluttered.clear and uncluttered.

All questionnaires should include an All questionnaires should include an introduction and clear instructions. introduction and clear instructions.

How can I administer a survey?How can I administer a survey?

Self-administered SurveysSelf-administered Surveys Standardized Interview SurveysStandardized Interview Surveys Telephone SurveysTelephone Surveys On-line SurveysOn-line Surveys

What are some strengths of survey What are some strengths of survey research?research?

It is useful in describing a large population.It is useful in describing a large population. It enables the use of large samples.It enables the use of large samples. It is flexible.It is flexible. It offers many strengths with regard to It offers many strengths with regard to

measurement.measurement.

What are some weaknesses of survey What are some weaknesses of survey research?research?

In constructing response options, all In constructing response options, all participants’ social experiences may not be participants’ social experiences may not be accounted for.accounted for.

It is often removes social context from the It is often removes social context from the study of communication.study of communication.