Sociology 2206A/B Chapter Notes - Chapter Chapter 8: Nonverbal Communication, Social Desirability Bias, Computer-Assisted Telephone Interviewing

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Survey research: most widely used data gathering technique, almost too popular. Its easy to conduct a survey that yields misleading or worthless results. Limitation of survey research is that it provides data only of what a person or organization says, and this may differ from what they actually do. Survey researchers think of alternative explanations (i. e. control variables), then statistically examine their effects to rule out alternative explanations. Survey research follows a deductive approach: they begin with theoretical or applied research problem and ends with empirical measurement an data analysis. Steps in the research project can be divided into sub steps. First: the researcher develops an instrument: a survey questionnaire or interview schedule, respondents read the questions and mark answers. Jargon and technical terms come in many forms. : outstanding, excellent, very good, bad: researchers can balance responses by offer polar opposites (i. e. honesty, and dishonesty)

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