Chapter Four Survey Designs Winston Jackson and Norine Verberg Methods: Doing Social Research, 4e

© 2007 Pearson Education Canada2 A short history of the survey Biblical references to counts of children of Israel; censuses done in ancient Egypt First modern survey in 19 th by Charles Booth – three major surveys of London, England Emphasis on defining “operational definitions” (e.g., how to measure poverty) Concerned with accurate counts and establishing relationships between social variables (crowding and poverty) Herbert Ames The City Below the Hill (1897)

© 2007 Pearson Education Canada3 Rationale of the Survey Used for large sample studies intending to use a sample to represent a larger population Collects information on many variables typically May be altered for interviews to allow probing Relatively easy, cheap

© 2007 Pearson Education Canada4 General Rules: Administration Establish legitimacy Keep it simple Report to respondent Pay respondents, reciprocal relation No pressure to participate Quality control

© 2007 Pearson Education Canada5 Hand-Delivered Questionnaires Personal contact Avoid mail backs or drop-box return method Use slotted return box Record time/place information Provide envelope for privacy

© 2007 Pearson Education Canada6 Group Administered Questionnaires Voluntary nature of survey Arrange in advance Explain survey to respondents Administer at end of session Identify bad questionnaires

© 2007 Pearson Education Canada7 Mailed Questionnaires Response rate concern: key elements include: Salience of topic Number of contacts Incentives Government sponsored

© 2007 Pearson Education Canada8 Tips for Mailed Questionnaires Legitimacy through sponsoring agency Name in full, no initials, personal touch (hand written good) First-class mail, stamps, not metered Stamped envelope for return Codes on questionnaire Incentive, use new coinage Post-card follow up Phone call follow up

© 2007 Pearson Education Canada9 Panel Study Tips Name of relative or friend who stays put Original phone number Use phone directory from original time and present time one Contact employer Contact neighbors Call people with same last name

© 2007 Pearson Education Canada10 Phone Survey Tips Begin with salient & interesting Rules for determining who gets interviewed Monitor quality Simplify response categories