CMST 332 Chapter Notes - Chapter 8: Social Desirability Bias, Face Validity, Content Validity
4 Nov 2016
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What is a survey: survey: system for collecting info. Poll: collects data thru questionnaire; addresses issues of ntnl/societal concern; conducted w/nationwide/statewide sample. Can be done onsite, mailed/emailed, or online. Respondents may have difficulty interp. instructions/questions: face-to-face interviews. Data collector can create pers. /trusting relationship w/respondent. Presence of interviewer may create social desirability response (potential for partic. to respond w/answers he/she believes interviewer will perceive as favorable: lead into open question w/qualifier phrase to prevent this, phone surveys. Pop. , esp. for polls about pol. issues/candidate pref. Partic. selected thru random digit dialing (rdd: overcomes probs. caused by relying on outdates phone directories/move from landlines cell phones. Present yourself/reason for call: verify right person has been called/state conditions of interview/ask permission. Phone surveys are declining w/tech: online surveys. Report/consider survey completion time: use audio to guide respondents/create higher quality data. Free versions limit # of items that can be asked/respondents that can be accommodated.
