Beruflich Dokumente
Kultur Dokumente
Descriptive Research
Design: Survey and
Observation
6-1
Primary Data
6-2
Demographic/Socioeconomic Characteristics
Attitudes/Evaluations
Awareness/Knowledge
Behaviors
6-3
Survey
Methods
Agree
4
6-4
A Classification of Survey
Methods
Survey
Methods
Telephone
Interviewing
Personal
Interviewing
Mail
Interviewing
Electronic
Interviewing
6-5
Selection of Survey
Methods
6-6
Observation Methods
6-7
Observation Methods:
Structured Versus Unstructured Observation
6-8
Observation Methods:
Disguised Versus Undisguised Observation
6-9
Observation Methods:
Natural Versus Contrived Observation
6-10
Observation Methods
Personal
Observation
2007 Prentice Hall
Mechanical
Observation
Audit
Content
Analysis
Trace
Analysis
6-11
Observation Methods:
Personal Observation
6-12
Observation Methods:
Mechanical Observation : Mechanical devices,
rather than human observers, record the
phenomenon being observed.
6-13
Observation Methods:
Audit : The researcher collects data by examining
physical records or performing inventory analysis.
6-14
Observation Methods:
Content Analysis: The objective, systematic, and
quantitative description of the manifest content of a
communication.
6-15
Observation Methods:
Trace Analysis: Data collection is based on physical
traces, or evidence, of past behavior.
6-16