The Basics of Social Research
Chapter Nine. Survey Research
Preview
TOPICS APPROPRIATE FOR SURVEY RESEARCH
Enhancement Module: Opinions
Enhancement Module: CATI
GUIDELINES FOR ASKING QUESTIONS
Choose Appropriate Question Forms
Make Items Clear
Avoid Double-Barreled Questions
Respondents Must Be Competent to Answer
Respondents Must Be Willing to Answer
Questions Should Be Relevant
Short Items Are Best
Avoid Negative Items
Avoid Biased Items and Terms
QUESTIONNAIRE CONSTRUCTION
General Questionnaire Format
Formats for Respondents
Contingency Questions
Matrix Questions
Ordering Items in a Questionnaire
Questionnaire Instructions
Pretesting the Questionnaire
A Composite Illustration
SELF-ADMINISTERED QUESTIONNAIRES
Mail Distribution and Return
Monitoring Returns
Follow-up Mailings
Acceptable Response Rates
A Case Study
INTERVIEW SURVEYS
The Role of the Survey Interviewer
General Guidelines for Survey Interviewing
Coordination and Control
TELEPHONE SURVEYS
Computer Assisted Telephone Interviewing (CATI)
NEW TECHNOLOGIES AND SURVEY RESEARCH
COMPARISON OF THE DIFFERENT SURVEY METHODS
STRENGTHS AND WEAKNESSES OF SURVEY RESEARCH
SECONDARY ANALYSIS