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An overview of measurement, including different types such as nominal, ordinal, interval, and ratio. It also discusses the use of survey research for studying social phenomena not amenable to direct observation. Ways to maximize rewards for respondents, methods for implementing mailed surveys, and a comparison of different survey types. It also touches upon telephone surveys, face-to-face surveys, and online surveys.
Typology: Lecture notes
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Measurement is the process where we “map” phenomena using numbers or values.
Questionnaires, “map” social phenomena using numbers that correspond with responses (e.g., the values and value labels in SPSS).
What is your religious affiliation?
Nominal Measurement : Assign numbers to social categories….no special order:
1 5 3 2 4 (Range)
What religion are you? 1. Catholic
Interval Measurement : Measures social phenomenon on the basis of equal underlying intervals on the measurement scale.
0 1 2 3 4 5 (Range)
Please indicate your overall level of approval for the government of Ontario. 0 -------- 1 -------- 2 -------- 3 -------- 4 -------- 5 Do not approve Total Approval
….where the meaning of 0 is arbitrary or created by the researcher.
Ratio Measurement: Measures social phenomenon on the basis of equal underlying intervals on the measurement scale with a non- arbitrary zero point.
0 1 2 3 4 (Range)
How many siblings do you have? ____ Number of siblings
When studying social phenomenon not amenable to direct observation ….you observe the phenomenon indirectly (by asking others who have experienced it or formed an attitude on it).
Surveys have individual people as the unit of analysis.
Need data from a population too large to observe directly. Probability sampling optimizes external validity.
Show positive regard to respondent. Explain they are “special” & vital for your research. They are being consulted.
Show sincere appreciation.
Use interesting, respondent-friendly questionnaires or interview schedules.
Offer tangible rewards to respondents (e.g., lottery tickets and draws; direct $$$ payments for small surveys that use face- to-face interviews.)
Traditionally popular because of low, fixed costs, the major downside is potential for a very low response rate (10% or lower).
A properly designed & executed mailed survey should garner a response rate of 60% +…but they are NOT cheap !!!
Require careful planning & execution , they “sell themselves” to the respondent. There is no interviewer to gloss over errors, eliminate worries, clarify questions!!!
Always pretest the questionnaire on colleagues. Good idea to pretest end-users of the research (e.g., clients, sponsors).
Ideally, pretest on a small sample from the population….helpful in identifying ambiguous and / or threatening questions.
Small quota-samples (formed into focus groups) are great for pretesting.
Timing is everything! If questionnaire is not completed & returned within 5 days of arriving at respondent’s home it is likely to end up in the garbage or recycling bin.
Week 1: First contact (call or postcard)
Week 2: First mailing of questionnaire + cover.
Week 3: General reminder letter.
Week 5: Second mailing of questionnaire + 2nd cover.
Week 7: Third mailing of questionnaire or a 2nd reminder letter.
SAMPLE COVER LETTER: 1st^ Paragraph
Mats Sundin Air Canada Center Toronto, Ontario
Dear Mr. Sundin:
Bills have been proposed by the federal government to regulate and control firearms in Canada. These bills could have a major impact on violent crime in Ontario. However, no one really knows what kinds of concerns people like you have about violent crime — or what you think about these proposed government bills.
SAMPLE COVER LETTER: 3rd PARAGRAPH
You can be certain of complete confidentiality. The questionnaire has an identification number for mailing purposes so we may check your name off of the mailing list when your questionnaire is returned. Your name will never be placed on the questionnaire, or connected in any way with the responses to the questionnaire. Once we have entered the responses from the questionnaire it will be destroyed.
SAMPLE COVER LETTER: 4th PARAGRAPH
The results of this research will be sent to all members of parliament, government officials, and interested citizens of Ontario. You can receive a summary of the results simply by writing "copy of results requested" on the back of the return envelope and printing your name and address below it. Please do not put this information on the questionnaire itself.
