SOCI 211 Chapter Notes - Chapter 8: Central Tendency, Multivariate Analysis, Longitudinal Study

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Learning objectives: define survey research, identify when it is appropriate to employ survey research as a data- collection strategy. A quantitative method whereby a researcher poses some set of predetermined questions to an entire group/sample of individuals. Useful when a researcher aims to describe or explain features of a very large group/groups. Quickly gains some general details about one"s population of interest to help prepare for a more focused, in-depth study using time-intensive methods (in- depth interviews, field research) Helps researcher identify specific individuals/locations from which to collect additional data. Learning objectives: identify and explain the strengths of survey research, identify and explain the weaknesses of survey research. Printing, addressing, and mailing surveys costs much less than visiting people individually for interviews (cost of gas, meals and lodging, cost of time to drive & talk: generalizable. Surveys allow researchers to collect data from very large samples, and thus lend themselves to probability sampling techniques.

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