Chapter 6:Surveys and observations Flashcards
(15 cards)
Distinguish between a poll and a survey
A survey is usually regarding a product and a poll is usually regarding social or political opinions
What is the Likert scale
agree, strongly agree etc
What is a semantic differential format?
When asked to rate a target objective using a numerical scale that is anchored with adjectives. (on either side.)
What is a leading question?
One that leads someone towards a particular answer
What is a double barrelled question?
One that asked two questions in one
What are negative worded questions?
When a question uses negative phrasing and can cause confusion.
How can question order influence affect responses to a survey? How can this be curbed?
The answer to one question may influence the answer to another. (Questions on sports or music previously may influence the meaning of play.) This can be curbed by producing the same survey in different orders and publishing the results separately.
What is meant by response sets?
Also known as non differentiation, They’re a type of shortcut respondents can take in questionnaires.
What is meant by acquiescence? How can this be avoided?
When respondents respond yes or agree to each item on a questionnaire. This can be avoided by the use of reverse-worded items.
What is meant by fence sitting? How is this avoided?
When respondents play it safe by staying in the middle of the scale. This can be avoided by removing a neutral option.
What is socially desired responding?
Giving answers that make you look good
What three factors threaten construct validity
Observer bias, observer effect and reactivity
Name two ways of preventing observer bias and effects:
Through the use of a codebook and interrater reliability and using masked research design.
What is meant by reactivity?
A change in behaviour when participants know they are being watched.
Name 3 solutions to reactivity
1) Blend in
2) Wait it out
3) Measure the behaviours results (empty bottles, scratches of chairs etc.)
