Lecture 1 Survey Research & Design in Psychology James Neill, 2009 Introduction to Survey Research

Overview Types of research Survey research characteristics Purposes of survey research Goals of survey research Pros and cons Summary

Types of research

Survey research characteristics

Purposes of survey research

Goals of survey research

Pros and cons

Summary

Types of Research ( Research Methods ) There are 3 main research methods: Experimental Quasi-experimental Non-experimental

Experimental

Quasi-experimental

Non-experimental

Types of Research - Experimental Characterised by: Random assignment Control over extraneous variables

Random assignment

Control over extraneous variables

Types of Research - Quasi-experimental Characterised by: Non-random assignment Control over some extraneous variables Groups are “naturally occuring”

Non-random assignment

Control over some extraneous variables

Groups are “naturally occuring”

Types of Research - Non-experimental Characterised by: No “groups” or “conditions” are created or used (i.e., no full experimental or quasi-experimental groups) Minimal control over extraneous variables

No “groups” or “conditions” are created or used (i.e., no full experimental or quasi-experimental groups)

Minimal control over extraneous variables

Survey Research Characteristics Surveys are widely used in non-experimental social science research. Often use interviews or questionnaires . Involve real-world samples . Often quantitative , but can be qualitative .

Surveys are widely used in non-experimental social science research.

Often use interviews or questionnaires .

Involve real-world samples .

Often quantitative , but can be qualitative .

History of Survey Research Survey research methodology was initially developed in the 1940's – 1960's. Since the 1980's, theories and principles evolved to create a unified perspective on the design, conduct, and evaluation of surveys.

Survey research methodology was initially developed in the 1940's – 1960's.

Since the 1980's, theories and principles evolved to create a unified perspective on the design, conduct, and evaluation of surveys.

8 Survey Research Characteristics Backstrom & Hursh-C é sar (1981, pp. 3-4) Systematic : follows a specific set of rules, a formal and orderly logic of operations Impartial : selects units of the population without prejudice or preference Representative : includes units that together are representative of the problem under study and the population affected by it

Systematic : follows a specific set of rules, a formal and orderly logic of operations

Impartial : selects units of the population without prejudice or preference

Representative : includes units that together are representative of the problem under study and the population affected by it

Theory-based : operations are guided by relevant principles of human behaviour and by mathematical laws of probability (chance). Quantitative : assigns numerical values to nonnumerical character Self-monitoring : procedures can be designed in ways that reveal any unplanned and unwanted distortions (biases) that may occur 8 Survey Research Characteristics Backstrom & Hursh-C é sar (1981, pp. 3-4)

Theory-based : operations are guided by relevant principles of human behaviour and by mathematical laws of probability (chance).

Quantitative : assigns numerical values to nonnumerical character

Self-monitoring : procedures can be designed in ways that reveal any unplanned and unwanted distortions (biases) that may occur

Contemporary : it is current, more than historical, fact-finding Replicable : other people using the same methods in the same ways can get essentially the same results 8 Survey Research Characteristics Backstrom & Hursh-C é sar (1981, pp. 3-4)

Contemporary : it is current, more than historical, fact-finding

Replicable : other people using the same methods in the same ways can get essentially the same results

Purposes of Survey Research There are two broad purposes of survey-based research:

Purposes of Survey Research – Information Gathering The goal is to gather information e.g., polls census customer satisfaction attitudes

polls

census

customer satisfaction

attitudes

Purposes of Research – Theory Testing & Building The goal is to test and build theory e.g., Personality and social psychology theories Often surveys do some info gathering and some theory testing.

Personality and social psychology theories

Survey Research Goals Further consider four possible goals of survey research: Exploratory Descriptive Explanatory Predictive

Survey Research Goals - Exploratory The goal is to discover and explore phenomena e.g., “ What psychological issues are being experienced by survivors of the Indian Ocean tsunami in 2004?”

Survey Research Goals - Descriptive The goal is to describe phenomena e.g., consumer profiles (age, gender) working conditions (hours, pay)

consumer profiles (age, gender)

working conditions (hours, pay)

Survey Research Goals - Explanatory The goal is to explain phenomena by looking at the relations between, and patterns amongst, variables e.g., “ Are extraverts happier than introverts? Why? ( or why not?)

“ Are extraverts happier than introverts? Why? ( or why not?)

Survey Research Goals - Predictive The goal is to be able to make accurate/useful predictions – i.e., what will happen?, e.g., “ Does a couple’s length of time together prior to having children predict relationship satisfaction after having children?”

“ Does a couple’s length of time together prior to having children predict relationship satisfaction after having children?”

Some Fields Which Use Survey Research Field Examples Demographics Census Marketing Customer satisfation Politics Polls Psychology Attitudes, Emotions Sociology Social trends

Some Psychological Topics in Survey Research Attitudes and opinions: o/55's feelings about extending retirement age Behaviours: extent to which households recycle Motivations: reasons for attending university Emotions: Levels of stress and anxiety Satisfaction: Custom experiences

Attitudes and opinions: o/55's feelings about extending retirement age

Behaviours: extent to which households recycle

Motivations: reasons for attending university

Emotions: Levels of stress and anxiety

Satisfaction: Custom experiences

Characteristics of Survey Information Backstrom & Hursh-C é sar (1981, p. 5) Original : not already existing in some usable form Partial : obtained from some (a sample), not all, of the people (the population) it describes Mediated : obtained by interviewers acting as third parties between the researcher and the popele in the sample (respondents)

Original : not already existing in some usable form

Partial : obtained from some (a sample), not all, of the people (the population) it describes

Mediated : obtained by interviewers acting as third parties between the researcher and the popele in the sample (respondents)

Characteristics of Survey Information Backstrom & Hursh-C é sar (1981 p. 5) Self-reported : primarily people's testimony about themselves Standardised : obtained by uniform procedures for asking and answering questions Timely : collected quickly - surveys are in and out of the field in a rather brief timenot already existing in some usable form

Self-reported : primarily people's testimony about themselves

Standardised : obtained by uniform procedures for asking and answering questions

Timely : collected quickly - surveys are in and out of the field in a rather brief timenot already existing in some usable form

Advantages of Survey-Based Research Ecological validity Access to wide range of participants Potentially large amounts of data May be more ethical (than experiments)

Ecological validity

Access to wide range of participants

Potentially large amounts of data

May be more ethical (than experiments)

Disadvantages of Survey-Based Research Lack of control -> less internal validity Data may be 'superficial' Can be costly to obtain representative data Self-report data only Potentially low compliance rates

Lack of control -> less internal validity

Data may be 'superficial'

Can be costly to obtain representative data

Self-report data only

Potentially low compliance rates

Choosing Amongst Research Strategies Backstrom & Hursh-C é sar (1981, p. 16) Approach Use When You Need to Know Advantages Disadvantages Small-group study A lot about a little Early research Generate hypotheses Natural Unobtrusive High validity In-depth Unique Impressionistic Uncontrolled Low quantification Survey A timely generalisation Test hypotheses Sub-group differences Generality Quantitative Timely Replicable Supeficial Obtrusive Structured Self-reporting Field experiment Causes and effects Changes Time order Control Powerful conclusions Across time Highest qualifications Costly Time consuming Vulnerable Sensitising

Example Surveys Unit Satisfaction Survey Community Library Use

Summary - 1 Three main types of research are experimental, quasi-experimental, or non-experimental. Survey research is often non-experimental, using interviews or questionnaires. Survey research is characterised by its systemic approach to sampling representative units.

Three main types of research are experimental, quasi-experimental, or non-experimental.

Survey research is often non-experimental, using interviews or questionnaires.

Survey research is characterised by its systemic approach to sampling representative units.

Summary - 2 Two main purposes of research are info gathering and theory testing/building (and both). Four research goals are: exploratory, descriptive, explanatory, or predictive goals.

Two main purposes of research are info gathering and theory testing/building (and both).

Four research goals are: exploratory, descriptive, explanatory, or predictive goals.

Summary - 3 Survey research pros: ecological validity efficiency Cons include the: lack of control over extraneous variables, low compliance, and reliance on self-report data.

ecological validity

efficiency

lack of control over extraneous variables,

low compliance, and

reliance on self-report data.

References Backstrom, C. H., & Hursh-César, G. (1981). Survey research (2nd ed.). New York: Wiley.