Advanced Research Methods Selected Revision I hate research methods.
Research Methods
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Transcript of Research Methods
Research Methods
SURVEY RESEARCH
Research Methods
Survey Research
Survey research is one of the most important areas of measurement
in applied social research. The broad area of survey research
encompasses any measurement procedures that involve asking
questions of respondents. A "survey" can be anything from a short
paper-and-pencil feedback form to an intensive one-on-one in-depth
interview.
Roadmap
We'll begin by looking at the different types of surveys that are
possible. These are roughly divided into two broad areas:
Questionnaires and Interviews. Next, we'll look at how you select
the survey method that is best for your situation. Once you've
selected the survey method, you have to construct the survey
itself. Here, we will be address a number of issues including: the
different types of questions; decisions about question content;
decisions about question wording; decisions about response format;
and, question placement and sequence in your instrument. We turn
next to some of the special issues involved in administering a
personal interview. Finally, we'll consider some of the advantages
and disadvantages of survey methods.
Questionnaires vs. Interviews
Surveys can be divided into two broad categories: the questionnaire
and the interview. Questionnaires are usually paper-and-pencil
instruments that the respondent completes. Interviews are completed
by the interviewer based on the respondent says. Sometimes, it's
hard to tell the difference between a questionnaire and an
interview. For instance, some people think that questionnaires
always ask short closed-ended questions while interviews always ask
broad open-ended ones. But you will see questionnaires with
open-ended questions (although they do tend to be shorter than in
interviews) and there will often be a series of closed-ended
questions asked in an interview.
Questionnaire
Mail Survey+ Wide Coverage+ Inexpensive- Response rates low -
biased samplesGroup-Centered Questionnaire: A sample of respondents
is brought together and asked to respond to a structured sequence
of questions.+ questions can be explained+ response rate high-
Narrow Coverage
Questionnaire
Household drop-off s: In this approach, a researcher goes to the
respondent's home or business and hands the respondent the
instrument. In some cases, the respondent is asked to mail it back
or the interview returns to pick it up. Like the mail survey, the
respondent can work on the instrument in private, when it's
convenient. Like the group administered questionnaire, the
interviewer makes personal contact with the respondent -- they
don't just send an impersonal survey instrument. And, the
respondent can ask questions about the study and get clarification
on what is to be done. Generally, this would be expected to
increase the percent of people who are willing to
respond.
Interviews
Interviews are a far more personal form of research than
questionnaires. In the personal interview, the interviewer works
directly with the respondent. Unlike with mail surveys, the
interviewer has the opportunity to probe or ask follow-up
questions.General types include face-to-face and elite interviews
Interviews can be very time consuming and they are resource
intensive. The interviewer is considered a part of the measurement
instrument and interviewers have to be well trained in how to
respond to any contingency.
Interviews
Telephone interviews enable a researcher to gather information
rapidly. Most of the major public opinion polls that are reported
were based on telephone interviews. Like personal interviews, they
allow for some personal contact between the interviewer and the
respondent. And, they allow the interviewer to ask follow-up
questions. But they also have some major disadvantages:Many people
don't have publicly-listed telephone numbers. Some don't have
telephones. People often don't like the intrusion of a call to
their homes. And, telephone interviews have to be relatively short
or people will feel imposed upon.
Selecting the Survey Method
Checklist of Selection Issues: Population & AccessibilityCan
the population be enumerated? Is the population literate? Are there
language issues? Will the population cooperate? What are the
geographic restrictions?
Selecting the Survey Method
Sampling IssuesWhat data is available? Can respondents be found?
Who is the respondent? Can all members of population be sampled?
Are response rates likely to be a problem?
Selecting the Survey Method
Question IssuesWhat types of questions can be asked? How complex
will the questions be? Will screening questions be needed? Can
question sequence be controlled? Will lengthy questions be asked?
Will long response scales be used?
Selecting the Survey Method
Content IssuesCan the respondents be expected to know about the
issue? Will respondent need to consult records? Bias IssuesCan
social desirability be avoided? Can interviewer distortion and
subversion be controlled? Can false respondents be
avoided?
Selecting the Survey Method
Administrative IssuesCostsFacilitiesTimePersonnel / Training
Comparative Evaluation of Survey Methods
Criterion
PersonalInterview
Telephone
Internet
Cost
High
Low
Moderate
Low
Response Rate
High
Low
High to Moderate
Low
Control of Interview Situation
High
Low
Moderate
Low
Probing Ability and Collection of Detail
High
Low to Moderate
Moderate
Low to Moderate
Speed
Low
Low to Moderate
High
Moderate
Conducting the Survey
Constructing a survey instrument is an art in itself. There are
numerous small decisions that must be made -- about content,
wording, format, placement -- that can have important consequences
for your entire study. While there's no one perfect way to
accomplish this job, we do have lots of advice to offer that might
increase your chances of developing a better final product. There
are three areas involved in writing a question:determining the
question content, scope and purpose choosing the response format
that you use for collecting information from the respondent
figuring out how to word the question to get at the issue of
interest
Dichotomous Questions
When a question has two possible responses, we consider it
dichotomous. Surveys often use dichotomous questions that ask for a
Yes/No, True/False or Agree/Disagree response. There are a variety
of ways to lay these questions out on a questionnaire:
Nominal Questions
We can also classify questions in terms of their level of
measurement. For instance, we might measure occupation using a
nominal question. Here, the number next to each response has no
meaning except as a placeholder for that response. The choice of a
"2" for a lawyer and a "1" for a truck driver is arbitrary -- from
the numbering system used we can't infer that a lawyer is "twice"
something that a truck driver is.
Ordinal Questions
We might ask respondents to rank order their preferences for
presidential candidates using an ordinal question.We want the
respondent to put a 1, 2, 3 or 4 next to the candidate, where 1 is
the respondent's first choice. Note that this could get confusing.
We might want to state the prompt more explicitly so the respondent
knows we want a number from one to 4 (the respondent might check
their favorite candidate, or assign higher numbers to candidates
they prefer more instead of understanding that we want rank
ordering).
Interval Questions
We can also construct survey questions that attempt to measure on
an interval level. One of the most common of these types is the
traditional 1-to-5 rating (or 1-to-7, or 1-to-9, etc.). his is
sometimes referred to as a Likert response scale. Here, we see how
we might ask an opinion question on a 1-to-5 bipolar scale (it's
called bipolar because there is a neutral point and the two ends of
the scale are at opposite positions of the opinion):
Cumulative Questions
Finally, we can also get at interval measures by using what is
called a cumulative or Guttman scale Here, the respondent checks
each item with which they agree. The items themselves are
constructed so that they are cumulative -- if you agree to one, you
probably agree to all of the ones above it in the list:
Contingency Questions
Sometimes you have to ask the respondent one question in order to
determine if they are qualified or experienced enough to answer a
subsequent one. This requires using a filter or contingency
question. For instance, you may want to ask one question if the
respondent has ever smoked marijuana and a different question if
they have not. in this case, you would have to construct a filter
question to determine whether they've ever smoked
marijuana:
Contingency Questions
Filter questions can get very complex. Sometimes, you have to have
multiple filter questions in order to direct your respondents to
the correct subsequent questions. There are a few conventions you
should keep in mind when using filters: try to avoid having more
than three levels (two jumps) for any question Too many jumps will
confuse the respondent and may discourage them from continuing with
the survey.if only two levels, use graphic to jump (e.g., arrow and
box) The example above shows how you can make effective use of an
arrow and box to help direct the respondent to the correct
subsequent question.if possible, jump to a new page
Open vs. Closed
Open-ended QuestionsWhat is the most important problem facing the
nation today?Closed-ended QuestionsDo you feel you are asked to pay
more than you should in federal income taxes, about the right
amount, or less than you should?
Survey Designs
Cross-sectional Surveys
Longitudinal Surveys
-Trend Studies
-Cohort Studies
-Panel Studies
Question Wording
One of the major difficulty in writing good survey questions is
getting the wording right. Even slight wording differences can
confuse the respondent or lead to incorrect interpretations of the
question. Here, I outline some questions you can ask about how you
worded each of your survey questions.
Questions a/b Question Wording
Can the Question be Misunderstood?The survey author has to always
be on the lookout for questions that could be misunderstood or
confusing. For instance, if you ask a person for their nationality,
it might not be clear what you want (Do you want someone from
Malaysia to say Malaysian, Asian, or Pacific Islander?). Or, if you
ask for marital status, do you want someone to say simply that they
are either married or no married? Or, do you want more detail (like
divorced, widow/widower, etc.)?Some terms are just to vague to be
useful. For instance, if you ask a question about the "mass media,"
what do you mean? The newspapers? Radio? Television?
Misunderstandings
Here's one of my favorites. Let's say you want to know the
following:
What kind of headache remedy do you use?
Do you want to know what brand name medicine they take? Do you
want to know about "home" remedies? Are you asking whether they
prefer a pill, capsule or caplet?
Assumptions
What Assumptions Does the Question Make?Sometimes we don't stop to
consider how a question will appear from the respondent's
point-of-view. We don't think about the assumptions behind our
questions. For instance, if you ask what social class someone's in,
you assume that they know what social class is and that they think
of themselves as being in one. In this kind of case, you may need
to use a filter question first to determine whether either of these
assumptions is true.
Time
Is the time frame specified?Whenever you use the words "will",
"could", "might", or "may" in a question, you might suspect that
the question asks a time-related question. Be sure that, if it
does, you have specified the time frame precisely. For instance,
you might ask:
Do you think Congress will cut taxes?
or something like
Do you think Congress could successfully resist tax cuts?
Neither of these questions specifies a time frame.
Personal Wording
How personal is the wording?With a change of just a few words, a
question can go from being relatively impersonal to probing into
your private perspectives. Consider the following three questions,
each of which asks about the respondent's satisfaction with working
conditions:Are working conditions satisfactory or not satisfactory
in the plant where you work? Do you feel that working conditions
satisfactory or not satisfactory in the plant where you work? Are
you personally satisfied with working conditions in the plant where
you work? The first question is stated from a fairly detached,
objective viewpoint. The second asks how you "feel." The last asks
whether you are "personally satisfied." Be sure the questions in
your survey are at an appropriate level for your context. And, be
sure there is consistency in this across questions in your
survey.
Etc.
Other Wording IssuesThe nuances of language guarantee that the task
of the question writer will be endlessly complex. Without trying to
generate an exhaustive list, here are a few other questions to keep
in mind: Does the question contain difficult or unclear
terminology? Does the question make each alternative explicit? Is
the wording objectionable? Is the wording loaded or
slanted?
Question Placement
Decisions About PlacementOne of the most difficult tasks facing the
survey designer involves the ordering of questions. Which topics
should be introduced early in the survey, and which later? If you
leave your most important questions until the end, you may find
that your respondents are too tired to give them the kind of
attention you would like. If you introduce them too early, they may
not yet be ready to address the topic, especially if it is a
difficult or disturbing one. There are no easy answers to these
problems - you have to use your judgment. Whenever you think about
question placement, consider the following questions:Is the answer
influenced by prior questions? Does question come too early or too
late to arouse interest? Does the question receive sufficient
attention?
Placement
A Checklist of ConsiderationsThere are lots of conventions or
rules-of-thumb in the survey design business. Here's a checklist of
some of the most important items. You can use this checklist to
review your instrument: start with easy, nonthreatening
questionsput more difficult, threatening questions near endnever
start a mail survey with an open-ended questionfor historical
demographics, follow chronological orderask about one topic at a
timewhen switching topics, use a transitionreduce response set (the
tendency of respondent to just keep checking the same response)for
filter or contingency questions, make a flowchart
Bad Questions 1
Suppose the budgets of your state and local governments have to be
curtailed, which of these parts would you limit most severely?
(ACIR 1982)Aid to the Needy8%Public Welfare39%
Bad Questions 2
Does it seem possible or does it seem impossible to you that the
Nazi extermination of the Jews never happened? (Roper 1994a)22%
Possible, 12% Not sureDoes it seem possible to you that the Nazi
extermination of the Jews never happened, or do you feel certain
that it happened? (Roper 1994b)1% Possible
Bad Questions 3
As you may know, in 1974, Jerry Springer, who had gotten married
six months earlier, was arrested on a morals charge with three
women in a hotel room. He also used a bad check to pay for the
womens services, and subsequently resigned as mayor of his city.
Does this make you feel much more likely, somewhat more likely,
somewhat less likely, or much less likely to support Jerry Springer
for governor this year? (Cambridge Survey Research 1974)
Bad Questions 4
Does your employer or his representative resort to trickery in
order to defraud you of a part of your earnings?If you are paid
piece rates, is the quality of the article a pretext for fraudulent
deductions from your wages?Marx 1880: 208
Question Wording & Response Set
Do you approve or disapprove of the job President Clinton is doing?
(Morin 1993)Approve 53%, Disapprove 38%
Do you strongly approve, somewhat approve, somewhat disapprove,
strongly disapprove of the job President Clinton is doing? Approve
(strongly and somewhat) 62%, Disapprove (strongly and somewhat)
32%
Question Wording and Order 1
Would you say that traffic contributes more or less to air
pollution than industry? (Wanke et al. 1995)Traffic 45%; Industry
32%Would you say that industry contributes more or less to air
pollution than traffic?Industry 57%; Traffic 24%
Question Order 2a
Do you think the United States should let Communist newspaper
reporters from other countries come in here and send back to their
papers the news as they see it? Do you think a Communist country
like Russia should let American newspaper reporters come in and
send back to America the news as they see it? 36% Yes (Hyman and
Sheatsley 1950)
Question Order 2B
Do you think a Communist country like Russia should let American
newspaper reporters come in and send back to America the news as
they see it?Do you think the United States should let Communist
newspaper reporters from other countries come in here and send back
to their papers the news as they see it?73% Yes
Response Validity:Over- & Under-reporting Behavior
Face-to-Face PhoneSelf-AdministeredLow Threat/NormativeRegistered
to Vote+15+17+12Voted in Primary+39+31+36Have own library
card+19+21+18
High ThreatBankruptcy-32-29-32Drunk driving-47-46-54
(Bradburn and Sudman 1980; Neuman 2006)