The document outlines various methods and guidelines for conducting survey research, emphasizing its significance in sociology, political science, and criminal justice. It covers questionnaire construction, the importance of question design, types of surveys (self-administered, in-person, telephone), and techniques to enhance response rates. Additionally, it discusses the challenges and considerations in selecting the appropriate survey method based on research objectives.

1. 1
Survey Research and
Other Ways of Asking
Questions

2. OUTLINE
 Introduction
 Topics Appropriate to Survey Research
 Guidelines for Asking Questions
 Questionnaire Construction
 Self-Administered Questionnaires
 In-Person Interview Surveys
 Telephone Surveys
 Other Ways of Asking Questions

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•Survey research is perhaps the most
frequently used mode of observation in
sociology and political science, and surveys
are often used in criminal justice research as
well
•You have no doubt been a respondent in
some sort of survey, and you may have
conducted a survey yourself

4. 4
•Counting Crime: asking people about
victimization counters problems of data
collected by police
•Self-Reports: dominant method for studying
the etiology of crime
•Frequency/type of crimes committed
•Prevalence (how many people commit crimes)
committed by a broader population

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•Perceptions and Attitudes: To learn how
people feel about crime and CJ policy
•Targeted Victim Surveys: Used to evaluate
policy innovations & program success
•Other Evaluation Uses: e.g., Measuring
community attitudes, citizen responses, etc.
•Chicago Community Policing Evaluation
Consortium
•General Purpose Crime Surveys

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•How questions are asked is the single most
important feature of survey research
•Open-Ended: Respondent is asked to provide
his or her own answer
•Closed-Ended: Respondent selects an answer
from a list
•Choices should be exhaustive and mutually
exclusive
•Questions and Statements – (Likert scale)

7. 7
•Make Items Clear: Avoid ambiguous
questions; do not ask “double-barreled”
questions
•Short Items are Best: Respondents like to
read and answer a question quickly
•Avoid Negative Items: Leads to
misinterpretation
•Avoid Biased Items and Terms: Do not ask
questions that encourage a certain answer
•Designing Self-Report Items: Use of
computer assisted interviewing techniques

8. 8
•General questionnaire format – critical, must
be laid out properly - uncluttered
•Contingency Questions: Relevant only to
some respondents – answered only based on
their previous response
•Matrix Questions: Same set of answer
categories used by multiple questions

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•Ordering may affect the answers given
•Estimate the effect of question order
•Perhaps devise more than one version
•Begin with most interesting questions
•End with duller, demographic data
•This is opposite for in-person interview
surveys

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•Can be home-delivered
•Researcher delivers questionnaire to home of
sample respondent, explains the study, and
then comes back later
•Mailed (sent and returned) survey is most
common
•Researchers must reduce the trouble it takes
to return a questionnaire

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•Used to increase response rates
•Warning Mailings: “Address correction
requested” card sent out to determine
incorrect addresses and to “warn” residents to
expect questionnaire in mail
•Cover Letters: Detail why survey is being
conducted, why respondent was selected, why
is it important to complete questionnaire
•Include institutional affiliation or sponsorship

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•Monitoring returns: Pay close attention to
the response rate, assign #’s serially
•Follow-up mailings: Nonrespondents can be
sent a letter, or a letter and another
questionnaire; timing
•Acceptable response rates: 50%? 60%?
70%?
•We would rather have a lack of response bias
than a high response rate?

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•Via Fax, Email, Web Site/Page
•Issues
•Representativeness
•Mixed in with, or mistaken for, spam
•Requires access to Web
•Sampling frame?

14. 14
•Typically achieve higher response rates than
mail surveys (80-85% is considered good)
•Demeanor and appearance of interviewer
should be appropriate; interviewer should be
familiar with questionnaire and ask questions
precisely
•When more than one interviewer
administers, efforts must be coordinated and
controlled
•Practice interviewing

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•Reported success in enhancing confidentiality
•Reported higher rates of self-reporting
•Computer-assisted personal interview (CAPI)
– Interviewers read questions from screens
and then type in answers from respondents’
•Computer-assisted self-interviewing (CASI) –
Respondent keys in answers, which are
scrambled so that interviewer cannot access
them

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•95.5% of all households have telephones
(2005, US Census Bureau)
•Random-Digit Dialing
•Obviates unlisted number problem
•Often results in business, pay phones, fax lines
•Saves money and time, provides safety to
interviewers, more convenient
•May be interpreted as bogus sales calls; ease
of hang-ups

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•A set of computerized tools that aid
telephone interviewers and supervisors by
automating various data collection tasks
•Easier, faster, more accurate but more
expensive
•Formats responses into a data file as they
are keyed in
•Can automate contingency questions and
skip sequences

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•Self-administered questionnaires are generally
cheaper, better for sensitive issues than interview
surveys
•Using mail: Local and national surveys are same
cost
•Interviews: More appropriate when respondent
literacy may be a problem, produce fewer
incompletes, achieve higher completion rates
•Validity low, reliability high in survey research
•Surveys are also inflexible, superficial in coverage

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•Two variations:
•General interview guide: Less structured, lists
issues, topics, questions you wish to cover; no
standardized order
•Standardized open-ended interview: More
structured, specific questions in specific order;
useful in case studies, retrieves rich detail in
responses

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•12-15 people brought together to engage in
guided group discussion of some topic
•Members are selected to represent a target
population, but cannot make statistical
estimates about population
•Most useful when precise generalization to
larger group is not necessary
•May be used to guide interpretation of
questionnaires following survey administration

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•Consider start-up costs
•Finding, training, paying interviewers is time
consuming and not cheap, and requires some
expertise
•Mail surveys are less expensive, and can be
conducted by 1-2 persons well
•The method you use depends on your
research question