Survey Research

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Published on 7 Feb 2012
Department
Professor
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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.

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