1. Chapter 7: surveys

2. Survey Research: The Hite Report
84% of respondents are not satisfied emotionally with their relationships
95% report "emotional and psychological harassment" from their men
98% desire more communication
13% of women married more than two years still "in love“ with husbands

3. The Hite Report
1972 behavioral researcher, Shere Hite, conducted large study of female sexuality
Sample size = 4,500 women
Questionnaires distributed through many women's groups and other sources
NOW
Ms. Magazine
Village Voice
Church groups
Political organizations
Survey--127 essay questions

4. 100,000 surveys distributed 4,500 returned Response rate= 4.5 %
The Study
100,000 surveys distributed
4,500 returned
Response rate= 4.5 %

5. Response rate of 70 to 80% to generalize to population
problems
Response rate of 70 to 80% to generalize to population
Motivation of respondents?
What about the 95.5% who did not respond?

6. Conducted once or at repeated intervals
Unit 5: Collecting data
Survey research
Structured way to collect standardized information from individuals using a questionnaire.
Conducted once or at repeated intervals
Concurrently with multiple samples
From few people or many people

7. What do you think? Answer YES or NO to each of the following
A survey is always appropriate
Surveys are one of the most popular ways to collect information
An or online survey is better than the old mail or telephone surveys
Careful planning is necessary
Advance notice to potential respondents helps increase response rate
A low response rate increases the likelihood of biased results 7

8. Check your answers A survey is always appropriate - NO
Surveys are one of the most popular ways to collect information - YES
An or online survey is better than the old mail or telephone surveys – NO, not necessarily
Careful planning is necessary - YES
Advance notice to potential respondents helps increase response rate - YES
A low response rate increases the likelihood of biased results - YES 8

9. 1. Surveys are appropriate…
Unit 5: Collecting data
1. Surveys are appropriate…
To collect information from individuals (vs. a group or collective)
Want standardized information
Respondents can read and write

10. Want information from many people
Surveys are used when…
Want information from many people
Privacy is important or independent opinions and responses are needed
Have resources to send, track, analyze and interpret questionnaires

11. Pros and cons of survey Collect information from many people Anonymous
Standardized
Easy tabulation
CONS
Results easily biased
Miss important information
Question and answer choices predetermined
Literacy skills

12. culturally appropriate?
Unit 5: Collecting data
culturally appropriate?
Literacy level
Tradition of reading, writing
Setting
Translation
Sequence of questions
Pretesting questionnaire (Intrusive?)
Computer access and use of electronic survey

13. Types of surveys Hand-out Mail Telephone Face-to-face Email
Web survey – Online survey
Mixed mode: uses two or more of above
Use mix of modes to ensure everyone can and does respond

14. Unit 5: Collecting data
Response rate
Proportion of people who respond: Example: If you distribute 50 questionnaires and get back 25, your response rate is 50%.
# that answered = response rate
# you contacted

15. Determine how respondents differ from non-respondents
low response rate ?
Determine how respondents differ from non-respondents
Describe results in terms of who did respond.
Don’t imply that results apply to anyone other than those who responded.

16. 2/27 increasing response rate
Survey topic is interesting to respondents (saliency)
Personalize communications related to survey
KISS: Keep It Short and Simple
Follow-up
Trust, respect, like researchers

17. type of survey to choose?
“It depends”…
What do you want to know
How complex or sensitive is information
Characteristics of respondents
Time line
Resources

18. type of survey to choose?
You determine survey is best and most appropriate way to collect information
Take time to plan the survey

19. Planning a survey Use of information? Sampling strategy
Unit 5: Collecting data
Planning a survey
1. Who to involve in conducting survey - - engage them
2. What information to collect
Use of information?
3. Identify respondents
Sampling strategy
4. Select survey distribution: telephone, mail, hand-out, , web-based
5. Data analysis – what will product/final report include

20. Survey planning continued…
Develop questionnaire
Pilot test questionnaire
Communication strategy to get support for survey
Budget, timeline, and management process
Available resources?

21. Constructing Survey Questions
Questions must be:
Screened
Tested
Revised
Until researcher has confidence they will be clear to respondents

22. Single questions When in doubt, use “Other, please explain
Closed-ended or fixed choice questions offer respondents explicit responses from which to choose
Responses must be exhaustive (all respondents can find an appropriate response)
Responses must be exclusive (all respondents will find only one appropriate response)
The exceptions to these rules are “Check all that apply” question
When in doubt, use “Other, please explain

23. Open-ended questions lack response choices
Allow respondents to fill in own answers
Preferable when full range of responses cannot be anticipated
Allows clear answers when questions involve complex concepts

24. Indexes and Scales
Index: Composite measure based on sum or average of responses of several questions that measure same concept
 Many pre-existing indexes exist
Such as the CES-D, commitment, dependency
These have been pretested and promote comparability
*** Indexes are usually calculated by summing or averaging responses with each question counting equally

25. Index: Example
Four questions to measure job-related depression, each with the response choices of "yes" or "no":
1. "When I think about myself and my job, I feel downhearted and blue."
2. "When I’m at work, I often get tired for no reason."
3. "When I’m at work, I often find myself restless and can’t keep still."
4. "When at work, I am more irritable than usual."

26. Indicates differences in intensity among the indicators of a variable.
Scales
Indicates differences in intensity among the indicators of a variable.
In a hierarchy in which one answer effectively indicates answers on other questions, this is a scale.
The most commonly used scale is the Likert Scale.

27. Bogardus Social Distance Scale
A technique for measuring willingness of people to participate in social relations with other kinds of people.
Interested in the extent to which U.S. Christians are willing to associate with, say, Muslims.
1. Are you willing to live in the same country as Muslims? 2. Are you willing to live in the same community as Muslims? 3. Are you willing to live in the same neighborhood as Muslims? 4. Are you willing to live next door to a Muslim? 5. Are you willing to let your child marry a Muslim?