SSCI 2900U Lecture Notes - Lecture 5: Laziness, Likert Scale, Survey Data Collection
1 Sep 2016
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Lecture 5, survey research: structured interviewing and questionnaires, ssci 2900u. Survey research is one of the most commonly used data-gathering techniques in the social sciences. Surveys normally involve either structured interviews or written questionnaires that the respondents fill out. One of the strengths of survey research is that it allows for standardization in the asking of questions and the categorization of the answers given. Variation should be attributable to the characteristic being measured not the interview process. Variation related to the interviewer or the interviewing process is variability due to error. They skew the data and thereby the findings. Variation due to error in interviews can come from. Intra-interviewer variability: an interviewer is not consistent in asking questions or recording answers (with the same respondent or a different one). Inter-interviewer variability: lack of consistency in asking questions or recording answers between different interviewers. Structured interviews reduces the chance of variation due to error on the part of the interviewer/interview process.
