FRHD 3070 Lecture Notes - Lecture 13: Cover Letter, Iceberg

• School: University of Guelph
• Department: Family Relations and Human Development
• Course: FRHD 3070
• Professor: John Dwyer

Document Summary

Odd vs. even number of response options. Format survey consistently i. e. vertical flow of questions. Group questions by topic/content: within topics or content areas, group questions by formats. Write questions so all respondents can answer: consider screen or skip questions. Fit entire question on page: survey booklet is preferred. Treat all questions as part of a whole. Funnel technique (general questions to specific questions) Sensitive questions and demographics near the end. If you just look at the tip of the iceberg, it"s hard to get a sense of it because. If you only have a 15% response rate, you can"t get a good sense of the most of the iceberg is under water population. A way of getting good quality data and maximizing response rate by tailoring (customizing) your survey design: by concept of social exchange: maximize benefits and minimize costs. Stress that opportunities to response are limited.