CMST 2A03 Chapter Notes - Chapter 11: Zip Code, Measuring Instrument, Questionnaire Construction

• School: McMaster University
• Department: Communication Studies
• Course: CMST 2A03
• Professor: Terry Flynn

Document Summary

Surveys & polls are the most commonly used research method in pr. Surveys: survey is method of gathering relatively in-depth information about respondent attitudes and beliefs. Carefully constructed measuring instrument: polls seek to gauge simple opinion very quickly and ef ciently or certify what behaviours are or are likely to be. More shallow, gets a quick snapshot response. Polls generally take less time to conduct. Design considerations: rst concern is who will be surveyed and how the respondents will be selected. Once you"ve determined how the sample will be selected, you have to consider the most appropriate method to gather the survey data: second, you deal with how you will contact respondents and gather information. Most common survey type amongst the three is trend which takes different samples from the same population at different points in time: best visualized as multiple cross-sectional surveys.