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Lecture

brief lect notes.docx

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Department
Sociology
Course Code
SOC200H1
Professor
Margaret Gassanov;

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Description
Lecture 9 Surveys: activity that collects info in characteristics from all units of population using concepts, methods, procedures, compiles info into summary form Questionnaire: collect data in same format from all respondents Probability sampling Often done for quantitative analysis Many topics are appropriate Question types: open ended, close ended, question, statement, matrix, contingency Common errors: unclear, slang, irrelevant questions, long item, negative item, bias item Keep in mind: intro, order of item and subsection, instruction, introduction to subsection, layout, respondent indicate their response, pretest your questionnaire Survey method: mail, handout, fax, electronic (web) Interviewer admin: phone, face to face Self admin (Adv) - easy to admin - low cost - more time to give well thought answers - ppl feel more comfortable giving truthful answers to sensitive questions - fast response/processing time (web) - flexibility in questionnaire design (web) Self admin (disadv) - topic must be straightforward - cant clarify questions or probe answer - lower response rate than other method - inferential statistics 推 论 统 计 require large random sample: representativeness - bias/unrepresentative - only ppl who feel strong about an issue may be answering - restricted to online population (web) - multiple responses are possible (web) - no info about physical/psychological condition in which the person filled out the survey - no anonymity in email - less likely to get long answers to open ended qs Mail - return rate graph - follow up mailings - letter of encouragement to non respondents - copy of questionnaire - postcard method: for anonymity, with questionnaire – returned at the same time - keep track of independent answers for questionnaire - acceptable response rates - inferential statistics 推 论 统 计 require large random sample: representativeness Interviewer assisted (Adv) - higher response rate - better quality of data - decrease donno/no answer - question can be clarified - probing for altern answer - useful when self admin is difficult - reading / writing is not necessary on the part of the respondent - more complex questionnaire - allow flexible collection period: if data collect is going too slowly and needs to be sped up, more interviewer can be hired (disadv) - expensive/difficult to manage than self admin survey - poorly trained interviewers can cause response error - anonymity is impossible - less time for respondent to think and formulate response Phone (Adv) - moderate cost - less time wasted compare to in person - mask identity - willing to give socially non desirable answers on phone than in person - greater control over data collection: with CATI, data can be entered directly in pc - safer - access widely dispersed respondent (disadv) - limited length for complex qs - cant make direct observation - less personal - limited population - limited in phonebook - respondent may be suspicious: hang up - answer machine Face to face (Adv) - can reach a population, no fixed residence - interviewer can observe respondents/setting in interviewed - interviewer can verify the correct sampling unit - respondent are willing to complete lengthier interview (disadv) - time consuming - high cost: smaller sample size than self admin or phone - difficult to implement a quality control program for process - the way interviewer looks like may cause bias Strength - useful in describing characteristics of large population - make large samples feasible - flexible: qs can be asked on given topic/ decide later which variables use in your analyses - strong on reliability - researchers assume the qs item mean the same to every respondent (standardized stimulus) Weaknesses - research design cant change once the survey instrument is in the field - weak on validity - lack of understanding - standardized qs don’t hv flexibility to deal with complex topics - full picture is rarely captured - subject to artificiality人工: self reports - social desirability bias - reports of behavior rather than observations of behavior - inability to recall past events accurately - misunderstanding questions Secondary data - by primary investigator who collected the data - advantages - cheaper/faster - usually high quality data - opportunity for more complex analyses (subgroup, longitudinal) (disavd) - lack of familiarity data and how it was collected: often complex - validity: relying on data collected to answer another research qs - available in dataset operationalized different
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