Survey Research PPT California State University, Fullerton加利福尼亚州立大学的调查的研究PPT，富勒顿.pptVIP

SURVEY RESEARCH Survey Research a.k.a. “paper-pencil” measures or “self-report” measures represents the dominant paradigm for social science research in the last 30 years advantages: expedience in gathering data yields interval level data Do subjects know their own minds? problems: problem of “mindfulness,” verbal reports of mental processes are suspect problem of “non-attitudes,” people tend to venture an opinion whether they have one or not unreliability of self-reports data: even factual information can be misreported Will subjects tell you if they know? intentional misreporting of information. social desirability bias reasons for non-disclosure embarrassment fear of negative sanctions shame, public humiliation privacy sometimes helpful to include a “lie scale” Questionnaire Designand Construction phrasing of questions is critical avoid vague, nebulous questions Bad example: “What do you think about abortion?” Bad example: “How many children do you have?” questions must be clear, unambiguous Good example: “Which of the following statements best represents your attitude toward elective abortions in the first trimester?” Conduct a “readability analysis” avoid lengthy questions; keep questions short, succinct Bad example: Sara Palin would be the first female Vice President Secretary of the United States. Do you think her gender wuold be a problem in negotiating with the Arab world, which is a male-dominated culture? Good example: Would Hillary Clinton make a good Supreme Court justice? questionnaire design and construction--continued avoid double-barreled questions (compound questions) Bad example: “Do you favor stricter hand gun controls and mandatory minimum sentences for carjackers?” avoid loaded language (push polling) Bad example: “Don’t you think that...?” “Isn’t it true that...?” Bad example: Emotionally charged words: “ gang member,” “welfare mother,” “extremist groups,” “spin doctor,” etc. avoid slang, jargon, abbreviations and acronyms Bad example: “S