survey research Flashcards
(21 cards)
What is survey research?
Collect primary data using a questionnaire
Efficient and quick means of collecting information about a large sample.
What is a caveat of survey research?
Results depend on the quality of the survey and sampling method.
When should survey research be used?
When you need information about a population but cannot contact the whole population
Other conditions include the ability to capture information using structured questions, adequately cover the population, and achieve a satisfactory response rate.
What are the types of errors in survey research?
Response Bias, Total Error, Acquiescence Bias, Random Sampling Error, Systematic Error, Interviewer Bias, Social Desirability Bias, Non-Response Bias.
What is random sampling error?
The difference between the result obtained from a sample and that of the population
Caused by the size of the sample and reduced by increasing the sample size.
What is total error in survey research?
Combination of Random Sampling Error and Systematic Error.
What is systematic error?
Non-sampling error or Bias, controllable but cannot be directly measured.
What is non-response bias?
A systematic bias that occurs when the final sample differs from the planned sample.
What causes response bias?
When respondents give inaccurate answers, either intentionally or unintentionally.
What is acquiescence bias?
A bias occurs when individuals tend to agree with all questions or to concur with a particular position.
What is interviewer bias?
A bias that arises because the presence of the interviewer influences respondents’ answers.
What is social desirability bias?
A bias caused because respondents wish to create a favourable impression.
What are the methods of survey research?
Interviewer-administered Surveys, Self-administered Surveys, Mixed-Mode Surveys.
What are the advantages of personal interviews?
Probing, Feedback, Completeness of the questionnaire, Props and visual aids.
What are the disadvantages of personal interviews?
High expense, Interaction error, Lack of anonymity of the respondent.
What are the advantages of telephone interviews?
Cost-effective, Fast.
What are the disadvantages of telephone interviews?
Not good for complex issues, Requires multiple call-backs to secure an acceptable response rate.
What are the disadvantages of self-administered surveys?
Minimize flexibility, High non-response rates, Slow data acquisition, Lack of monitoring capability.
What are the advantages of self-administered surveys?
Low cost per survey, Respondent control, No interviewer bias, Anonymity in responses.
What are mixed-mode surveys?
Surveys that combine strengths in one mode to compensate for weaknesses in others.
What is an example of mixed-mode surveys?
NZ Census – initial contact via mail or online and mail-back response options.
