Chapter 9 Survey Research

Chapter 9 Survey Research

1. Questionnaire Surveys

   • self-administered mail
   • group-administered questionnaire
   • Response formats.
     • Dichotomous response
     • Nominal response
     • Ordinal response
     • Interval-level response
     • Continuous response
   • Question content and wording
     • Is the question clear and understandable
     • Is the question ambiguous
     • Does the question have biased or value-laden words
     • Is the question double-barreled
     • Is the question too general
     • Is the question too detailed:
     • Is the question imaginary
     • Do respondents have the information needed to correctly answer the question:
   • Question sequencing.
     • Start with easy non-threatening questions
     • Never start with an open ended question
     • Ask about one topic at a time
     • Use filter or contingency questions
   • Other golden rules
     • People’s time is valuable
     • Always assure confidentiality
     • assure respondents that you will send them a copy
     • Thank your respondents for their participation

2. Interview Survey

   • face-to-face
   • focus group.

3. Biases in Survey Research