The Nature of Survey Research
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The Nature of The Nature of Survey Research Survey Research January 19, 2011 January 19, 2011
description
January 19, 2011. The Nature of Survey Research. Objectives. By the end of this meeting, you should be able to: Describe the uses of survey studies. Uses of Polls in Modern Life. Political Polls Market Research Polls Government Surveys Court Surveys Academic Research Media Polls. - PowerPoint PPT Presentation
Transcript of The Nature of Survey Research
The Nature of Survey The Nature of Survey ResearchResearch
January 19, 2011January 19, 2011
ObjectivesObjectives
By the end of this meeting, you should be By the end of this meeting, you should be able to:able to:
Describe the uses of survey studies.Describe the uses of survey studies.
Uses of Polls in Modern LifeUses of Polls in Modern Life
a)a) Political PollsPolitical Polls
b)b) Market Research PollsMarket Research Polls
c)c) Government SurveysGovernment Surveys
d)d) Court SurveysCourt Surveys
e)e) Academic ResearchAcademic Research
f)f) Media PollsMedia Polls
What Can Surveys Measure?What Can Surveys Measure?1.1. Attitudes- likes and dislikesAttitudes- likes and dislikes2.2. Preferences- comparisons of attitudes Preferences- comparisons of attitudes
towards different objectstowards different objects3.3. Beliefs- opinions about the state of Beliefs- opinions about the state of
the worldthe worlda)a) Note: beliefs may be true or untrueNote: beliefs may be true or untrue
4.4. Predictions- expectations about the Predictions- expectations about the futurefuture
What Can Surveys Measure?What Can Surveys Measure?
5)5) Facts- recollections of tangible Facts- recollections of tangible characteristics (number of children, characteristics (number of children, years of schooling, etc. )years of schooling, etc. )
a)a) These could include previous These could include previous behaviorsbehaviors
Goals of SurveysGoals of Surveys
a)a) Prevalence of attitudes, beliefs or Prevalence of attitudes, beliefs or behaviorbehavior
b)b) Changes over timeChanges over time
c)c) Differences between groupsDifferences between groups
d)d) Casual propositionsCasual propositions• What did you think of the handgun What did you think of the handgun
article?article?
Research DesignResearch Design
a)a) Surveys are only one way of Surveys are only one way of collecting informationcollecting information
b)b) Other choices include:Other choices include:a)a) ExperimentsExperiments
b)b) Aggregate data (which could be lots of Aggregate data (which could be lots of surveys)surveys)
a)a) Danger of the ecological fallacyDanger of the ecological fallacy
c)c) Focus group\audience reactionFocus group\audience reaction
d)d) Deliberative pollDeliberative poll
A Few ExamplesA Few Examples
A Few ExamplesA Few Examples
A Few ExamplesA Few ExamplesSource: Pew Center for the People and the Press/Pew Hispanic Center March 2006Source: Pew Center for the People and the Press/Pew Hispanic Center March 2006
A Few ExamplesA Few ExamplesTop 10 Programs on Network TV: Week of January 4, 2010 (Nielsen)Rank Program Network Rating Viewers (000)1 NBC NFL PLAYOFF GAME 2(S) NBC 18.0 32,1242 2010 CITI BCS NAT CHMP GM(S) ABC 17.2 30,7763 NBC NFL PLAYOFF PRE-KICK2(S) NBC 15.6 26,9784 FOX NFC WILDCARD POST GME(S) FOX 14.0 25,1805 NCIS CBS 12.9 21,3726 NCIS: LOS ANGELES CBS 11.0 18,0707 BCS CHAMPIONSHIP PRE-GAME(S) ABC 10.0 17,2788 GOOD WIFE, THE CBS 9.0 13,9759 DESPERATE HOUSEWIVES ABC 8.8 14,02510 TOSTITOS FIESTA BOWL(S) FOX 8.2 13,819
For next time:For next time:Read WKB Chapter 2Read WKB Chapter 2
