Survey Research

Structured interview of: Structured interview of: Sample of individuals in order to generalize to a larger population Sample of individuals in order to generalize to a larger population Survey modes: Survey modes: Face-to-face Face-to-face Paper-and-pencil Paper-and-pencil RDD telephone RDD telephone Direct mail Direct mail Internet Internet

Advantages & Disadvantages 9 Generalizability - external validity 9 Representativeness - unbiased sample 9 Customizability - wide variety of research questions 4 Time - 6 months from start to finish 4 Cost - Face-to-face vs. Telephone vs. Mail 4 Hard to find facilities and experts 4 Causality - Non-experimental design

Misconceptions Single time-point >>> Longitudinal, Panel Designs Single time-point >>> Longitudinal, Panel Designs Must be face-to-face >>> Can use telephone, mail Must be face-to-face >>> Can use telephone, mail Interviewers read questions >>> Self-administered Interviewers read questions >>> Self-administered Individuals as unit of observation >>> Family Individuals as unit of observation >>> Family Non-experimental >>> Can embed experiments Non-experimental >>> Can embed experiments Atheoretical >>> Can test hypotheses Atheoretical >>> Can test hypotheses Surveys are a very flexible research technique

Reliability of Survey Research Stability: Stability: In panel designs, test-retest correlations of same respondents’ answers In panel designs, test-retest correlations of same respondents’ answers Reproducibility: Reproducibility: Open-ended querstions: Open-ended querstions: Agreement between coders Agreement between coders Internal Consistency: Internal Consistency: In testing scales, the homogeneity of items In testing scales, the homogeneity of items

Validity of Survey Research Face: Face: Do items capture concepts? Do items capture concepts? Content: Content: Are relevant dimensions represented by indicators? Are relevant dimensions represented by indicators? Convergent: Convergent: Are multiple indicators correlated? Are multiple indicators correlated? Divergent: Divergent: Do indicators allow us to differentiate from other concepts? Do indicators allow us to differentiate from other concepts? Do indicators differentiate between distinct concept dimensions? Do indicators differentiate between distinct concept dimensions?

Stages in Survey Research General Research Questions General Research Questions Specific Research Questions Specific Research Questions Sampling Design Sampling Design Questionnaire Development Questionnaire Development Interviewer Training Interviewer Training Pretest Pretest Fieldwork - Test Fieldwork - Test Content Coding Content Coding Analysis Computation Analysis Computation Report Writing Report Writing

Questionnaire Construction Length: Length: :30 for telephone, longer for personal/self-administered :30 for telephone, longer for personal/self-administered Ordering: Ordering: Put an easy question first, funnel toward specific Put an easy question first, funnel toward specific Save sensitive question for the end Save sensitive question for the end Transitions: Transitions: Ease them from one section to another Ease them from one section to another Probes: Probes: Further information, elaboration Further information, elaboration

Training Interviewers Two parts: Two parts: 1. Basic interviewing skills 1. Basic interviewing skills 2. Specific interview schedule, questionnaire 2. Specific interview schedule, questionnaire

Motivations and Barriers Intrinsic and Extrinsic motivations: Intrinsic and Extrinsic motivations: expression, boredom, loneliness, politeness, curiosity, loyalty expression, boredom, loneliness, politeness, curiosity, loyalty Barriers: Barriers: Suspicion, fear, inadequacy, privacy, distractions, time to answer, etc. Suspicion, fear, inadequacy, privacy, distractions, time to answer, etc. Overcoming Barriers: Overcoming Barriers: confidentiality, listening, probing, repeating, focus, and practice confidentiality, listening, probing, repeating, focus, and practice