INFO 370 - L10 - November 1, 2004
Notes By: Prinz, Eegis, 4TA, Yap-tin-chai (hukt on foniks werkt 4 me!)


Survey Research

What is a Survey?
    Definition: The collection of information from a sample of individuals through their responses to questions.

Writing Questions
    Discuss the following questions with your neighbor. Think about difficulties respondents might have in: 
        > answering a question
        > answering it truthfully

Questions:
    1. How oftne do you use the Internet at work to look up information about sports?
    2. If you didn't use email to keep in touch with friends, how else would you do it?
    3. What annoys you the most about cell phones? (leading)
    4. How have you used the internet to learn about improving your health habits?

Survey Instruments
    > Questionnaire: The survey instrument containing the questions is a self-administered survey.
    > Interview Schedule: The survey instrument containing the questions is asked by the interviewer in an in-person or phone survey.
    > When is the one preferred to the other?

Advantages of Survey Research
    > Efficiency
    > Generalizability
    > Considered easy to design

Pitfalls in Survey Design
    > Problems with measurements:
        - The questions we ask
        - The way we present the questions
    > Difficulties in finding a good sampling frame
    > Non-response

Writing Questions - Pitfalls to Avoid
    > Confusing questions are not clear to respondents.
        - Double negatives
        - Double barreled questions
    > Biased questions
        - Lead respondents to answer in a certain way
    > Uncomfortable questions
        - Make it difficult for  respondents to agree (or disagree) with a statement
    > Forced-choice questions
        - Prevent a respondent who has no opinion from answering them truthfully
    > Vague response categories
        - Make it difficult for respondents to choose a response
    > Overlapping reponse categories
        - Confuses the respondent who has to choose between two or more categories for an answer

Questionnaires--Quality Control
    > Look for existing questionnaires
    > Pre-test the questions
    > Add questions that would help you interpret the results
    > Present questions in a logical and useful order
    > Design an attractive questionnaire

Types of Interviews
    > Informal conversation
        - Spontaneous eneration of questions
    > General interview guide
        - The interview is guided by a checklist of issues to be addressed
    > Standardize open-ended interview
        - The interview follows a list of questions, all are worded the same way for all participants

Advantages of the Interview
    > High response rate
    > Can be longer than other survey
    > Can be complex, with both open-ended and closed-ended questions
    > One can repeat a question more than once, and may even refine it to fit a particular respondent
    > The respondents' interpretation of questions can be probed and clarified

Conducting an Interview
    > Singular questions
        - One question = one idea
    > Clear questions
        - Ensure the respondent understands the questions right away
    > Neutral questions
        - Interviewer does not react to the subject's opinions
    > Rapport
        - Ability to convey empathy and understanding without judgment
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