3/30/2011

1 Location In The Research

Process
SURVEY RESEARCH

• SELF ADMINISTERED
QUESTIONNAIRES
• INTERVIEW SURVEYS
• TELEPHONE SURVEYS

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QUESTIONNAIRES , MAIL SURVEYS

'1- A cover letter
• May be mailed,administered at a site, z..). A way for the respondent to reply
delivered to a home, or electronically - A way to track return rates
• There are a number of computer-assisted 3). A follow-up mailing to increase return rates
methods for telephone, in person, or self- - A response rate of 50% is adequate, 60% is
good, 70% or higher is very good
report surveying
- Response rate has an inverse relationship to
response bias
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TELEPHONE SURVEYS
Surveys
,) - Class bias
,). Interviewer appearance and demeanor
- Unlisted numbers as a factor unless random
1.). Interviewer familiarity with the digit dialing is used
questionnaire • Using a central location
• Following question wording exactly - Improve coordination and control
• Accurate recording Z) Establishing credibility
• probing for response clarity ., .;.,. ., < "
.,..Not a bogus survey
D· Interviewer specifications, how-to deal with
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• Incomplete surveys'
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i\- npvel or troubling situations '\ - Likelihood due to hang-ups'

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Question 1 SURVEY METHODS"

• Self-administered surveys are cheaper
The Spokane County Sheriff wants to to conduct, and can provide anonymity
know about public perceptions of how
• Interviews are more likely to gather
his deputies carry out their duties
complete data
- Afford the opportunity for clarifying through

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probing
- More costly if done in person
- Telephone surveys have the advantages of
What should ~~n using
in-person interviews at a lower cost
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STRENGTHS AND WEAKNESS STRENGTHS AND WEAKNESSES

OF SURVEY RESEARCJ..I 3~ OF SURVEY RESEARCH

j) • Good for describing large populations " • Surveys can be superficial

• Large samples are feasible • Surveys do not measure context
• Can analyze multiple variables well
• Flexibility in analysis • Surveys a priori limit variables I L_
: Measurement accuracy, and responses> w'r\o..b~~U')~
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STRENGTHS AND WEAKNESSES Question 2

OF SURVEY RESEARCH
Lutheran Social Services wants to
• Artificiality know about how their staff are·'
- Social desirability perceived when collaborating with
- Survey responses are a proxy variable allied agencies
• Measurement or testing effects
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• Reliability is high but validity is open - ~roethod
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whM are the strengths and
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