Social Research Methods: Qualitative and Quantitative Approaches, 5e

Chapter 10: Survey Research Introduction Logic of Survey Research. Constructing the Questionnaire. Types of Surveys: Advantages and Disadvantages. Interviewing. Ethical Survey Conclusion

Introduction What is a survey? A form of quantitative research in which the researcher: A form of quantitative research in which the researcher: Develops a questionnaire Develops a questionnaire A set of questions designed to measure one or more variables Administers the questionnaire to a sample Administers the questionnaire to a sample Unit of analysis – most often individual, but can be family, organization, etc Records and analyzes the responses Records and analyzes the responses

Surveys are The most widely used data gathering technique in sociology Used in many fields

Research Questions Appropriate for a Survey Behavior How frequently do you or someone else do something? When is the last time you or someone else did something? Attitudes and opinions What kind of job is someone doing? What is the biggest problem in this community? Characteristics Are you married? What is your age?

Questions continued… Expectations Do you plan to do something within the next year? What will change? Self-classifications Do you consider yourself liberal? Are you more rural or urban? Knowledge What is the population of this community?

History of Survey Research Based on ancient census, e.g. Domesday Book in England For taxation, political representation For taxation, political representation United States: research on urban poverty mid- 19 th century, no scientific sampling or statistics Social surveys: 1890s to 1930s – qualitative and quantitative survey research on communities – now would be called ‘action-oriented community survey’ oriented toward social reform By mid-1940s, eclipsed by modern quantitative survey

The modern quantitative survey – factors in its rise to dominance: Addition of scientific sampling and precise measurement techniques, after Literary Digest case Researchers developed scales and indexes Increasing use of surveys in other fields – market research, journalism, government, private non-profits ‘Professionalization’ of social science – shift from non-academics seeking to solve social problems – often at local level – to positivist model, based on natural sciences

Factors leading to professionalization of social sciences and rise of survey research Competition among researchers and universities for funding and prestige Competition among researchers and universities for funding and prestige Researchers turned away from reform ideals after the end of the Progressive Era ( ) Major foundations – Carnegie, Rockefeller, Sage – poured money into quantitative positivist research Major foundations – Carnegie, Rockefeller, Sage – poured money into quantitative positivist research

History, continued WWII – great government use of surveys Post-war: shift to universities and other settings. Major growth due to: Computers Computers New survey research centers New survey research centers Creation of data archives Creation of data archives Funding – especially by federal government Funding – especially by federal government Improved methodology Improved methodology

Survey Research Today Survey research ‘industry’ employs more than 60,000 people in U.S. alone, including 6,000 full-time professionals Surveys are used in Basic research Basic research Applied research Applied research

Chapter 10: Survey Research Introduction Logic of Survey Research. Constructing the Questionnaire. Types of Surveys: Advantages and Disadvantages. Interviewing. Ethical Survey Conclusion

Steps in Conducting a Survey Surveys follow a deductive process Begin with theoretical or applied research problem(s) or question(s) See specific steps in figure 10.1, page 268

Chapter 10: Survey Research Introduction Logic of Survey Research. Constructing the Questionnaire. Types of Surveys: Advantages and Disadvantages. Interviewing. Ethical Survey Conclusion

Principles of Good Question Writing A good questionnaire forms an integrated whole Introductory remarks and instructions Introductory remarks and instructions Measure each variable with one or more questions Measure each variable with one or more questions Questions flow smoothly Questions flow smoothlyDilemma: Each respondent should hear the same question, but Each respondent should hear the same question, but Respondents have different backgrounds and frames of reference, so the same wording may not have the same meaning to different people Respondents have different backgrounds and frames of reference, so the same wording may not have the same meaning to different people So, question writing is as much an art as a science So, question writing is as much an art as a science

Writing Questions Avoid using jargon, slang, or abbreviations. Avoid ambiguity, confusion, and vagueness. Avoid emotional language and prestige bias. Avoid double-barreled questions.

Writing questions continued… Avoid leading questions. Avoid asking difficult questions. Avoid false premises. Avoid asking about future intentions. Avoid double negatives. Avoid overlapping or unbalanced response categories.

Aiding Respondent Recall Memory is less trustworthy than social scientists once assumed Need to customize questions and interpret results cautiously Provide respondents with special instructions and extra thinking time

Types of Questions and Response Categories Threatening (to self-image, etc.) questions can be mitigated by ‘enhanced’ wording ‘enhanced’ wording Gender of researcher Gender of researcher Anonymity Anonymity Knowledge questions Pilot test questions Pilot test questions Sleeper questions Sleeper questions

Types of Questions and Response Categories, continued Skip or contingency questions Open vs. Closed questions See box 10.2, page 278 – advantages and disadvantages of each See box 10.2, page 278 – advantages and disadvantages of each Agree/Disagree, Rankings or Ratings? Wording Issues

Questionnaire Design Issues Instrument length. The order or sequence of the questions. Order effects Order effects Context effects Context effects Format and Layout Non-response, refusals. Response rate See box 10.6, page 287 See box 10.6, page 287

Chapter 10: Survey Research Introduction Logic of Survey Research. Constructing the Questionnaire. Types of Surveys: Advantages and Disadvantages. Interviewing. Ethical Survey Conclusion

Types of Surveys: Advantages and Disadvantages See Table 10.4, page 290

Chapter 10: Survey Research Introduction Logic of Survey Research. Constructing the Questionnaire. Types of Surveys: Advantages and Disadvantages. Interviewing. Ethical Survey Conclusion

Interviewing – the Survey Interview The survey research interview is: A special kind of interviewing A special kind of interviewing A social relationship A social relationship Role of the interviewer Gain cooperation, build rapport, but Gain cooperation, build rapport, but Remain neutral, unbiased, nonjudgmental Remain neutral, unbiased, nonjudgmental “Stages” – see for specific techniques Training Interviewers Interviewer Bias Cultural Meanings and Survey Interviews

Feminist Approaches to Interviewing (Contrast with Positivist) See box 10.11, p. 299

Computer Assisted Telephone Interviewing (CATI) and Web-Surveys CATI CATI Interviewers read questions from a computer screen and input responses Interviewers read questions from a computer screen and input responses Speeds interviewing and decreases interviewer errors. Speeds interviewing and decreases interviewer errors. Well suited to contingency questions Well suited to contingency questions elemarketers are making this technique problematic as respondents have become suspicious of survey callers. elemarketers are making this technique problematic as respondents have become suspicious of survey callers.Web-Surveys Promising in terms of cost Promising in terms of cost Can have high rates of coverage error in terms of who really completes the instrument Can have high rates of coverage error in terms of who really completes the instrument Many people still lack access to the internet. Many people still lack access to the internet.

The Ethical Survey Key issues Privacy Privacy Voluntary participation Voluntary participation Pseudosurveys Pseudosurveys “suppression polls” “push polls” Misuse of surveys Misuse of surveys Uncritical reporting of bad surveys Uncritical reporting of bad surveys