ࡱ> hjg7 bjbjUU T7|7|ltttt$ 42 B,  /"/"/"_BaBaBaBaBaBaB$ D ,FB/"+"/"/"/"B$tt ;B$$$/"6tR  _B$/"_B$d$Q*&;"3@ w% e#Hk?d3@,B0B?dF$@F3@$  ttttINTRODUCTION TO SURVEY RESEARCH DESIGN Linda K. Owens Assistant Director for Research Planning Survey Research Laboratory SRL Spring 2005 Seminar Series  HYPERLINK http://www.srl.uic.edu http://www.srl.uic.edu WHY DO A SURVEY? 1. Uniqueness: gather information not available from other sources 2. Probability Sampling: unbiased representation of population of interest 3. Standardization of measurement: same information collected from every respondent 4. Analysis needs: use survey data to compliment existing data from secondary sources BASIC SURVEY DESIGNS Cross-Sectional Surveys: Data are collected at one point in time from a sample selected to represent a larger population. Longitudinal Surveys = Trend, Cohort, and Panel Trend: Surveys of sample population at different points in time Cohort: Study of same population each time data are collected, although samples studied may be different Panel: Collection of data at various time points with the same sample of respondents. MODES OF SURVEY ADMINISTRATION Personal (Face-to-Face) Telephone Mail Web Combination of Methods HOW DO YOU DECIDE ON THE MODE OF DATA COLLECTION? Population + Characteristics Of The Sample + Types of Questions + Question Topic + Response Rate + $$ Cost $$ + Time PERSONAL INTERVIEWING ADVANTAGES: Generally yields highest cooperation and lowest refusal rates Allows for longer, more complex interviews High response quality Takes advantage of interviewer presence Multi-method data collection DISADVANTAGES: Most costly mode of administration Longer data collection period Interviewer concerns TELEPHONE INTERVIEWING ADVANTAGES: Less expensive than personal interviews RDD samples of general population Shorter data collection period than personal interviews Interviewer administration (vs. mail) Better control and supervision of interviewers (vs. personal) Better response rate than mail for list samples DISADVANTAGES: Biased against households without telephones, unlisted numbers Nonresponse Questionnaire constraints Difficult to administer questionnaires on sensitive or complex topics MAIL SURVEYS ADVANTAGES: Generally lowest cost Can be administered by smaller team of people (no field staff) Access to otherwise difficult to locate, busy populations Respondents can look up information or consult with others DISADVANTAGES: Most difficult to obtain cooperation No interviewer involved in collection of data Need good sample More likely to need an incentive for respondents Slower data collection period than telephone COMPARISON OF DATA COLLECTION METHODS VariableMailPhoneF/FCostCheapestModerateCostlySpeedModerateFastSlowResponse rateLow to moderateModerateHighSampling needAddressTelephone numberAddressBurden on respondentHighModerateLowControl participation Of othersUnknownHighVariableLength of QuestionnaireShortModerateLongSensitive questionsBestModeratePoorLengthy answer choicesPoorModerateBestOpen-ended responsesPoorModerateBestComplexity of QuestionnairePoorGoodBestPossibility of interviewer biasNoneModerateHigh WEB SURVEYS ADVANTAGES: Lower cost (no paper, postage, mailing, data entry costs) Can reach international populations Time required for implementation reduced Complex skip patterns can be programmed Sample size can be greater DISADVANTAGES: Approximately 40% of homes own a computer; 30% have home e-mail Representative samples difficult - cannot generate random samples of general population Differences in capabilities of people's computers and software for accessing Web surveys Different ISPs/line speeds limits extent of graphics that can be used PAPER VS. COMPUTER ADMINISTRATION PAPI: Paper and Pencil Interviewing CAI: Computer-Assisted Interviewing CATI: Computer-Assisted Telephone Interviewing CAPI: Computer-Assisted Personal Interviewing CASI: Computer-Assisted Self-Interview Audio-CASI: Audio Computer-Assisted Self-Interview ADVANTAGES OF COMPUTER ADMINISTRATION Operational Issues Cost Comparisons Time to Complete Reduction in Interviewer Errors Branching Insertion of Data Instant Editing Data Available Faster After Collection WHICH ACRONYM? PAPI is recommended for studies with pre-screening phase (i.e. when desired respondent not known) CATI now standard for RDD surveys CASI works well for sensitive issues Audio-CASI works well for Low Literacy Non-English-Speaking Populations OPERATIONAL/COST ISSUES Computers Increase Up-Front Effort Data Entry Reduced or Eliminated Questionnaire Complexity, Revisions Cost Comparisons ISSUES TO CONSIDER What is your research question? What is your target population? What do you know about this population? Do you have a sample frame? What shape is it in? Do you have an existing questionnaire? By when do you need your data? How much money do you have? WHAT FACTORS INTO THE COST? professional time required to write, program questionnaire professional time to design and implement sample plan questionnaire length condition of the sample frame availability of the sample for interview the saliency of the topic to the population interviewer hiring and trainings callback procedures eligibility criteria (screening is VERY expensive) geographic dispersion of the sample (phone, personal) postage, mailing costs (mail) travel for interviewers to sample and to SRL (personal) coding, data entry SUGGESTED READINGS Aday, L.A. Designing and Conducting Health Surveys, second edition. San Francisco: Jossey-Bass, 1996. Biemer, P., Groves, R., Lyberg, L., Mathiowetz, N., and Sudman, S. (eds.). Measurement Errors in Surveys. New York: Wiley, 1991. Dillman, D. Mail and Telephone Surveys: The Total Design Method. New York: Wiley, 1978. Dillman, D. Mail and Internet Surveys: The Tailored Design Method. New York: Wiley & Sons. 2000. Fink, A. and Kosecoff, J. How to Conduct Surveys: A Step-by-step Guide. Beverly Hills, CA: Sage, 1985. Fowler, F.J., Jr. Survey Research Methods, Second edition. Newbury Park, CA: Sage, 1993. Groves, R. Survey Errors and Survey Costs. New York: Wiley, 1989. Groves, R., Biemer, P., Lyberg, L., Massey, J., Nicholls, W., II, and Waksberg, J. (eds.). Telephone Survey Methodology. New York: Wiley, 1988. Lavrakas, P.J. Telephone Survey Methods: Sampling, Selection, and Supervision. Newbury Park, CA: Sage, 1993. Lessler, J.T. and Kalsbeek, W.D. Nonsampling Error in Surveys. New York: Wiley, 1992. Lyberg, L., Biemer, P., Collins, M., deLeeuw, E., Dippo, C., Schwarz, N., and Trewin, D. (eds.). Survey Measurement and Process Quality. New York: Wiley, 1997. Marn, G. and Marn, B.V. Research with Hispanic Populations. Newbury Park, CA: Sage, 1991. Turner, C.F. and Martin, E. (eds.). Surveying Subjective Phenomena (2 volumes). New York: Russell Sage, 1984. 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