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Lecture 2 Survey Research & Design in Psychology James Neill,  2009 Introduction to  Survey Design
Overview ,[object Object]
Survey construction
Sampling
Levels of measurement
Measurement error
The research process 1. Establish  need for info/  research 2. Problem definition/ Hypotheses 3. Research design 4. Sampling/ Data collection 5. Data  analysis 6. Reporting
The research process
Survey construction: Overview ,[object Object]
Types of questionnaires
Questionnaire development
Writing questions
Types of questions
Response formats    LOM
Survey formatting
[object Object]
A measuring instrument
A way of converting fuzzy psychological stuff  into hard data  for analysis What is a survey?
Types of surveys Types of surveys Self - administered Interview - administered Postal Delivered and collected Telephone Face to face structured interview Web-based
Questionnaire development 1. Formulate generic  questionnaire 2. Expand  the  questionnaire Turn into separate sections based on study objectives.   Draft qs &  response formats 4. Finalise  questionnaire & implement Question  order &  funnel qs 3. Pre-test, pilot test, & redraft
Writing questions - Dos ,[object Object]
Check related research & questionnaires
Draft items  (for important, fuzzy constructs aim to have multiple indicators)
Pre-test & revise
Writing questions - Dos ,[object Object]
Be clear
Be brief
Avoid big words
Use simple and correct grammar
Writing questions – Don'ts Inapplicable  –  must apply to all respondents Over-demanding  –  e.g., recall of detail or time-consuming,  unecessary questioning Ambiguous  –  meaning must be clear to all respondents Double negative  –  e.g., Do you not approve of tax reforms?
Writing questions – Don'ts Double-barrelled  -  e.g., “Do you think speed limits should be  lowered for cars & trucks?” Leading   -  e.g., “don’t you see some danger in the  new policy?” Loaded  –  e.g., “Do you advocate a lower speed limit  to save human lives?” vs “Does traffic  safety require a lower speed limit?”
Response biases ,[object Object]
Acquiescence ,[object Object],[object Object]
Order effects
Demand characteristics Interview ,[object Object]
Can elicit richer information Questionnaire ,[object Object]
Information may be less rich
Objective questions ,[object Object]
The question could be accurately answered by an observer. e.g., How times during 2008 did you visit a G.P.?  ______
Subjective questions ,[object Object]
There is no “true”, factual answer.
Many possible answers per unit.
Can't be accurately answered by an observer. e.g., Think about the visits you made to a G.P. during 2008.  How well did you understand the medical advice you received? perfectly  very well reasoably  poorly  not at all
Objective vs. subjective questions ,[object Object]
One criticism of this distinction: There is no such thing as “objective” and that  all responses  are subjective.
Accuracy of recall  decreases over time
Open-ended questions ,[object Object]
Useful for descriptive, exploratory work
Difficult and subjective to analyse
Time consuming
Open-ended questions:  Examples What are the main issues you are currently facing in your life? How many hours did you spend studying this week? _________
Closed-ended questions ,[object Object]
Useful for hypothesis testing
Easy and objective to analyse
Time efficient
How many hours did you spend studying this week?    less than 5 hours    > 5 to 10 hours    > 10 to 20 hours    more than 20 hours Closed-ended questions:  Example (multichotomous)
Closed-ended questions:  Example (multiple response) What are the main issues you are currently facing in your life?  ( tick all that apply)    financial    physical / health    academic    employment / unemployment    intimate relations    social relations    other (please specify) ________________________________
Closed-ended rating scales ,[object Object]
Multichotomous
Verbal frquency scale
The list (multiple response)
Ranking
Likert scale
Graphical rating scale
Semantic differential
Non-verbal (idiographic)
Dichotomous 2 response options e.g.,  Excluding this trip, have you visited Canberra in the previous five years? __  Yes  __   No Provides the simplest type of quantification
Multichotomous How many hours did you spend studying this week? __   less than 5 hours __   > 5 to 10 hours __   > 10 to 20 hours __   more than 20 hours
Multichotomous More than two possible answers e.g., What type of attractions in your current trip to Canberra most appeal to you? __   historic buildings __   museum/art galleries  __   parks and gardens
Verbal frequency scale Over the past month, how often have you argued with your intimate partner? 1. All the time 2. Fairly often 3. Occasionally 4. Never 5. Doesn’t apply to me at the moment
The list (multiple response) Provides a list of answers for respondents to choose from e.g., Tick any words or phrases that describe your perception of Canberra as a travel destination: __   Exciting  __   Important __   Boring  __   Enjoyable __   Interesting  __   Historical
The list (multiple-response) What are the main issues that you are currently facing in your life? (tick all that apply) __   financial __   physical / health __   academic __   employment / unemployment __   relationships __   other (please specify)
Ranking Helps to measure the relative importance of several items Rank the importance of these reasons for taking a holiday to Canberra (from 1 (most) to 4 (least)): __   to visit friends and relatives __   for business __   for educational purposes __   for holiday/ sightseeing
Likert scale Measures strength of feeling or perception. Indicate your degree of agreement with this statement: “ I am an adventurous person.” (circle the best response for you) 1 2 3 4 5 strongly disagree neutral  agree  strongly disagree agree 1 2 3 4 5 strongly agree neutral  disagree strongly agree   disagree
Graphical rating scale How would you rate your enjoyment of the movie you just saw?  Mark with a cross (X) not enjoyable  very enjoyable
What is your view of smoking?  Tick to show your opinion. Bad  ___:___:___:___:___:___:___  Good Strong  ___:___:___:___:___:___:___  Weak Masculine  ___:___:___:___:___:___:___  Feminine Unattractive ___:___:___:___:___:___:___  Attractive Passive  ___:___:___:___:___:___:___  Active Semantic differential
Non-verbal scale Point to the face that shows how you feel about what happened to the toy. Also called an  idiographic scale .
Verbal frequency scale Over the past month, how often have you argued with your intimate partner? 1. All the time 2. Fairly often 3. Occasionally 4. Never 5. Doesn’t apply to me at the moment
Sensitivity & reliability ,[object Object]
Watch out for too few or too many options.
How many response options? ,[object Object]
Average = 3 to 9
Maximum = 10? Basic guide: 7 +/- 2 Number of response options?
AGREEMENT ABOUT SOMETHING 2-Categories DISAGREE    AGREE 3-Categories DISAGREE    NEUTRAL   AGREE 4-Categories STRONGLY  MILDLY   MILDLY  STRONGLY DISAGREE   DISAGREE   AGREE   AGREE 5-Categories STRONGLY  MILDLY     MILDLY  STRONGLY DISAGREE   DISAGREE   NEUTRAL  AGREE  AGREE Number of response options? Likert scale example
Watch out for too many or too few response options “ Capital punishment should be reintroduced for serious crimes ” 1 = Agree 2 = Disagree 1 = Very, Very Strongly Agree  7 = Slightly Disagree 2 = Very Strongly Agree   8 = Disagree 3 = Strongly Agree   9 = Strongly Disagree 4 = Agree   10 = V. Strongly Disagree 5 = Slightly Agree   11 = V, V Strongly Disagree 6 = Neutral
Example: How could  this question be improved? How old are you? ___ 18-20 ___ 20-22 ___ 22-30 ___ 30 and over
Are you satisfied with your marriage and your job? __________________________ Example: How could  this question be improved?
You didn’t think the food was very good, did you? _____ Yes _____ No Example: How could  this question be improved?
Environmental issues have become increasingly important in choosing hotels. Are environmental considerations an important factor when deciding on your choice of hotel accommodation?  ____ Yes  ____ No Example: How could  this question be improved?
What information sources did you use to locate your restaurant for today’s meal? (please tick appropriate spaces)  ____ yellow pages  ____ Internet  ____ word of mouth Example: How could  this question be improved?
Comparison of  data collection methods Alreck & Settle (1995; 32) Alreck and Settle (1995:32)
Sampling
Sampling: Overview ,[object Object]
What is sampling?
Why sample?
Sampling methods
Example: Shere Hite’s survey
Sampling terminology ,[object Object]
What is sampling? “Sampling is the process of selecting units (e.g., people, organizations) from a population of interest so that by studying the sample we may fairly generalize our results back to the population from which they were chosen.” - Trochim (2006)
Why sample? ,[object Object]
If the sample is representative, the sample data allows inferences to be drawn about the total population.
Representativeness of a sample depends on: ,[object Object]
Sampling method
Adequacy of sample size
Response rate – both the % & representativeness of people in sample who actually complete survey It is better to have a small, representative sample than a large, unrepresentative sample.
Sampling methods Probability  sampling  ,[object Object]
Systematic
Cluster ,[object Object],Non-probability  sampling ,[object Object]
Convenience
Snowball
Random/probability sampling ,[object Object]
Selection occurs entirely by random chance

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Survey Design Ii 1204634497987472 5

Editor's Notes

  1. 7126/6667 Survey Research & Design in Psychology Semester 1, 2009, University of Canberra, ACT, Australia James T. Neill http://ucspace.canberra.edu.au/display/7126 http://www.slideshare.net/jtneill/survey-design-ii Image sources: Note from Wikicommons GFDL Photo from http://www.flickr.com/photos/31910792@N05/3163866325/ CC-by-A 2.0 by jamesdal10 http://www.flickr.com/photos/31910792@N05/