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Survey Research

Brian J. Piper, Ph.D., M.S.
Goals
•   History
•   Sampling
•   Variations
•   Creating Good (or Bad) Surveys
History
        • Charles Darwin, in preparing Expression of
1809-1882 Emotions in Man & Animals (1872) sends

          out survey:
        – “Is contempt expressed by a slight protrusion of
          the lips and by turning up the nose?”       Grief
Sir Francis Galton


• Pioneer in behavioral genetics (eugenics)
• Interested in nature & nurture
• Leading Question:
  – “How far do your scientific tastes appear innate?”
Research Question Determines
           Sampling Strategy
• Convenience Sample: participants obtained
  based on convenience of investigator
• Representative Sample: participants carefully
  chosen so that they represent some larger
  population
Areas that use convenient samples
• Social Psychology (Experimental)
• Jury Duty
• Brain Imaging
  – fMRI: claustrophobia, metal artifacts
  – PET: claustrophobia, radioactivity
• Taboo/Sensitive (Illegal) Behaviors
  – Sex: incest, masturbation, homosexuality
  – Suicide/Mental Health
  – Drug Use
Areas that (aim to) use representative
               samples
• Political Polling
• Neuropsychological Test Development
  (Norms, e.g. BRIEF)
Behavioral Rating Inventory of Executive
             Function (BRIEF)
• Please rate whether the following behaviors are never,
  sometimes, or often a problem (1-3 points):
        –     Emotional Control (EC) : overreacts to small problems
        –     Inhibit (INH): interrupts others
        –     Shift (SHI): becomes upset with new situations
        –     Working Memory (WM): when given three things to do, remembers only the first or last
        –     Initiate (INI): has trouble coming up with ideas for what to do in play time
        –     Plan/Organize (PO): gets caught up in details and misses the big picture
        –     Organization of Materials (OM): cannot find things in room
        –     Monitor (MON): does not check work for mistakes
        – Behavioral Regulation Index + Metacognition Index =
          Global Executive Composite
        Norms: Mean= 50.0, SD = 10

Gioia GA, Isquith PK, Guy SC, et al. (2000). Behavioral Rating Inventory of Executive Function: Professional Manual. Psychological Assessment Resources: Lutz.
“Clinically Significant” Behavioral Problems in Exposed Children




*** p < .0005, ** p < .005, * p
< .05                                                        .
                                  Piper et al. (2011) Pharmacology, Biochemistry, & Behavior   .
Types of Sampling
• Random sampling: every member of a
  population has an equal probability of being in
  the sample
• Stratified sampling: sample is made to match
  population on characteristic(s)
• Cluster sampling: obtain subset of
  representative subset (cluster)
Pros & Cons of Surveys: Monitoring
                 the Future
 • National survey, conducted annually by NIDA of
   secondary school (8th, 10th, or 12th),
 • Missing data (drop-outs = 15%, not attending) =
   under-estimation
 • Concern about labels (inadvertent marketing)
 • Self-report
      – Knowledge (e.g. steroids, diet pills, club drugs)
      – Memory (e.g. How many drinks?)
      – Taboo


http://www.monitoringthefuture.org/
Demographics
• Compares use by:
  – Year (1975 – present)
  – Sex
  – Ethnicity
  – Parental education
                              ?
  – Region
  – College plans
Year & Grade




Illicit = Scheduled drugs including marijuana, heroin, cocaine, methamphetamine, LSD
Not Illicit: EtOH, cigarettes, inhalants, Ritalin for medical purposes
Monitoring the Future
• Advantage
  – Cost effective
  – Detailed
  – Information not otherwise available
• Disadvantage
  – Representative?
  – Self-report (ideally verified)
Interviews


 • Alfred Kinsey (1894-1956) founded the field of
   sexology with extensive interviews with males
   (1948, N=5,300!) and females (N=6,000!, 1953)
 • Masturbation, hetero/homosexuality
 • Studied groups
 • Over-represented prisoners, under-
   represented African-Americans

2 min clip: http://www.youtube.com/watch?v=KkGzoBSG1cY
Phone Surveys
• Pros: flexible, cheaper than face to face
• Cons: caller-ID (over-representation of elderly?)
Electronic Surveys
• Pros: very inexpensive
• Cons:
  – Brevity
  – Confidentiality
  – Uncontrolled environment
Cronbach’s Alpha
• A measure of the internal consistency of items
  on a survey (0 to 1.00)




                   1916-2001
Paper versus Online




Piper & Corbett (2012). Nicotine & Tobacco Research, 14, 191-199.
Don’t know
• Pro: provides respondent an out
• Con: missing data
Conclusion
• Survey construction: use others (avoid leading
  questions & double-barreling) & pilot
  – Reliability
  – Validity
• Sampling: plan
Options

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Research Methods: Survey Research

  • 1. Survey Research Brian J. Piper, Ph.D., M.S.
  • 2. Goals • History • Sampling • Variations • Creating Good (or Bad) Surveys
  • 3. History • Charles Darwin, in preparing Expression of 1809-1882 Emotions in Man & Animals (1872) sends out survey: – “Is contempt expressed by a slight protrusion of the lips and by turning up the nose?” Grief
  • 4. Sir Francis Galton • Pioneer in behavioral genetics (eugenics) • Interested in nature & nurture • Leading Question: – “How far do your scientific tastes appear innate?”
  • 5. Research Question Determines Sampling Strategy • Convenience Sample: participants obtained based on convenience of investigator • Representative Sample: participants carefully chosen so that they represent some larger population
  • 6.
  • 7. Areas that use convenient samples • Social Psychology (Experimental) • Jury Duty • Brain Imaging – fMRI: claustrophobia, metal artifacts – PET: claustrophobia, radioactivity • Taboo/Sensitive (Illegal) Behaviors – Sex: incest, masturbation, homosexuality – Suicide/Mental Health – Drug Use
  • 8. Areas that (aim to) use representative samples • Political Polling • Neuropsychological Test Development (Norms, e.g. BRIEF)
  • 9. Behavioral Rating Inventory of Executive Function (BRIEF) • Please rate whether the following behaviors are never, sometimes, or often a problem (1-3 points): – Emotional Control (EC) : overreacts to small problems – Inhibit (INH): interrupts others – Shift (SHI): becomes upset with new situations – Working Memory (WM): when given three things to do, remembers only the first or last – Initiate (INI): has trouble coming up with ideas for what to do in play time – Plan/Organize (PO): gets caught up in details and misses the big picture – Organization of Materials (OM): cannot find things in room – Monitor (MON): does not check work for mistakes – Behavioral Regulation Index + Metacognition Index = Global Executive Composite Norms: Mean= 50.0, SD = 10 Gioia GA, Isquith PK, Guy SC, et al. (2000). Behavioral Rating Inventory of Executive Function: Professional Manual. Psychological Assessment Resources: Lutz.
  • 10. “Clinically Significant” Behavioral Problems in Exposed Children *** p < .0005, ** p < .005, * p < .05 . Piper et al. (2011) Pharmacology, Biochemistry, & Behavior .
  • 11. Types of Sampling • Random sampling: every member of a population has an equal probability of being in the sample • Stratified sampling: sample is made to match population on characteristic(s) • Cluster sampling: obtain subset of representative subset (cluster)
  • 12. Pros & Cons of Surveys: Monitoring the Future • National survey, conducted annually by NIDA of secondary school (8th, 10th, or 12th), • Missing data (drop-outs = 15%, not attending) = under-estimation • Concern about labels (inadvertent marketing) • Self-report – Knowledge (e.g. steroids, diet pills, club drugs) – Memory (e.g. How many drinks?) – Taboo http://www.monitoringthefuture.org/
  • 13.
  • 14. Demographics • Compares use by: – Year (1975 – present) – Sex – Ethnicity – Parental education ? – Region – College plans
  • 15. Year & Grade Illicit = Scheduled drugs including marijuana, heroin, cocaine, methamphetamine, LSD Not Illicit: EtOH, cigarettes, inhalants, Ritalin for medical purposes
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. Monitoring the Future • Advantage – Cost effective – Detailed – Information not otherwise available • Disadvantage – Representative? – Self-report (ideally verified)
  • 22. Interviews • Alfred Kinsey (1894-1956) founded the field of sexology with extensive interviews with males (1948, N=5,300!) and females (N=6,000!, 1953) • Masturbation, hetero/homosexuality • Studied groups • Over-represented prisoners, under- represented African-Americans 2 min clip: http://www.youtube.com/watch?v=KkGzoBSG1cY
  • 23. Phone Surveys • Pros: flexible, cheaper than face to face • Cons: caller-ID (over-representation of elderly?)
  • 24.
  • 25. Electronic Surveys • Pros: very inexpensive • Cons: – Brevity – Confidentiality – Uncontrolled environment
  • 26. Cronbach’s Alpha • A measure of the internal consistency of items on a survey (0 to 1.00) 1916-2001
  • 27. Paper versus Online Piper & Corbett (2012). Nicotine & Tobacco Research, 14, 191-199.
  • 28. Don’t know • Pro: provides respondent an out • Con: missing data
  • 29. Conclusion • Survey construction: use others (avoid leading questions & double-barreling) & pilot – Reliability – Validity • Sampling: plan