Sociology 2206A/B Lecture : Survey Research

• School: Western University
• Department: Sociology
• Course: Sociology 2206A/B
• Professor: Ryan Broll

Document Summary

Feb 6, 2012 y most used research tool to collect data and information. Why surveys? y exploratory, descriptive, explanatory research y great for large samples. If you have unrepresentative population, it will result in inaccuracy y great for measuring attitudes (likert) Strengths and weaknesses of survey research y advantages: reliability, can describe large populations, flexibility, standardized. allows for comparisons between locations and time y disadvantages: validity. hard to know if what is being measured is actually being measured. don t get to the heart of many topics; broad overview: cannot modify questionnaire in field. once it is sent, it is final: truthfulness. A questionnaire should include y contact letter y y y a method of return (if necessary) every person should be able to select an answer choice. response categories should not overlap, respondents should only be able to pick one answer y open ended questions must be coded.