Introduction to Survey Research 1204374176684974 5

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Lecture 1Survey Research & Design in Psychology

James Neill, 2012

Introduction to

Survey Research


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2

Overview1Readings

2Scientific paradigm

3Types of research

4What is a survey?5History of survey research

6Survey research examples

7Survey research characteristics8Purposes of survey research

9Pros and cons


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Readings

There are four

recommended readingsfor Lectures 1 and 2:

See details
http://ucspace.canberra.edu.au/display/7126/Lecture+-+Survey+researchhttp://ucspace.canberra.edu.au/display/7126/Lecture+-+Survey+researchhttp://ucspace.canberra.edu.au/display/7126/Lecture+-+Survey+research


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Creative Research Systems (2008)

online article


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Fowler (2002) book chapter


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Howell's Statistical Methods

(2009), Ch 1


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Nardi (2006) book chapter


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ScientificParadigm


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Positivism

Any philosophical system that

confines itself to the data of

experience, excludes a priorior metaphysical speculations,

and emphasizes theachievements of science.

Encyclopedia Brittanica
http://www.britannica.com/EBchecked/topic/471865/Positivismhttp://www.britannica.com/EBchecked/topic/471865/Positivismhttp://www.britannica.com/EBchecked/topic/471865/Positivism


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Empirical approach to research

Assumes that:1. The world is made up of bits of

data which can be measured,

recorded, & analysed

2. Interpretation of data can lead

to valid insights about howpeople think, feel and behave.


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Types ofResearch


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Types of Research

(3 Research Methods)

There are 3 main research methods:

1.Experimental

2.Quasi-experimental

3.Non-experimental

Surveys and questionnaires may be appliedin each type of research, but are non-

experimental research is predominantly based

on survey methods.


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Types of Research -

Experimental

Characterised by:

Random assignment

Control over extraneous variables

Powerful method, but can be

difficult to do and may not beecologically valid


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Types of Research -

Quasi-experimental

Characterised by:

Use of naturally occuring groups

e.g., human survivors of cancer

Non-random assignment

Control over some extraneousvariables

e.g., match for age and lifestyle


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Types of Research -

Non-experimental

Characterised by:

No groups or conditions are

used e.g., students at a university

Minimal control over extraneous

variables


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Quiz question 1

What type of research is the following?A researcher seeks to survey

community attitudes to eating non-

traditional meat (e.g. venison,kangaroo).

ExperimentalQuasi-experimental

Non-experimental


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Quiz question 2

What type of research is the following?A researcher conducts a study in

which the study habits of university

students who regularly use marijuanaare compared with uni students who

do not regular use marijuana.Experimental

Quasi-experimental


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Quiz question 3

What type of research is the following?A researcher randomly allocates

volunteers to either a morning or

evening exercise routine andmeasures their sleep patterns.

ExperimentalQuasi-experimental

Non-experimental


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What is a Survey?


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A standardised stimulusA measuring instrument

A way of converting fuzzypsychological stuff

into hard data

for analysis

What is a survey?


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History of SurveyResearch


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History of survey research

Civil servant at trailer park,

collecting census data,


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History of survey research

Survey research methodologywas initially developed in the

1920'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 science).


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Survey ResearchExamples

S fi ld hi h


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Some fields which use

survey research

S h l i l t i


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Some psychological topics

in survey research

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

Behaviours: extent to whichhouseholds recycle

Motivations: reasons for attendinguniversity

Emotions: Levels of stress and anxiety

Satisfaction: Custom experiences


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Example survey research studies

Environmental attitudes acrosscultures

Effect of working hours on family life,

depression & stress related health

problems

Optimism & pessimism as predictorsof change in health after major life

events


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Example survey research studies

The effect of age on positive andnegative affect

Are males satisfied with their body?

Ethnicity, social deprivation and

psychological distress in adolescents

Perceptions and attitudes towardspeople with mental health problems

Attitudes toward farm animal welfare


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Survey ResearchCharacteristics


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Survey research characteristics

Usage: Surveys are widely usedin the social sciences.

Systematic: Follows specificprocedures based on survey

science and the scientific method.

Types: Often presented asinterviews or questionnaires.


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Impartial sampling: Units areselected from the population

without prejudice or preference

and so as to be representative.Data: Often quantitative, but can

be qualitative. Replicable: Other people using

the same methods are likely to

get essentially the same results


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Surveys are widely used innon-experimentalresearch, but

also in quasi-experimental and

experimental research.

Often use interviews or

questionnaires.Involve real-world samples.

Often quantitative, but can be


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Purposes ofSurvey Research


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Purposes of survey research

There are two broad purposes of

survey-based research:

InformationGathering

Theory

Testing& Building


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Purposes of survey research

Information gathering

The goal is to gather information

e.g.,

polls

census

customer satisfactionattitudes

P f h


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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

testin .


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Survey research purposes

Further consider four possiblepurposes of survey research:

InformationGathering

TheoryTesting

& Building

Exploratory

DescriptiveExplanatory

Predictive

S


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Survey research purposes -

Exploratory

The goal is to discover and

explore phenomena e.g.,What psychological issues are

being experienced by

survivors of the Indian Oceantsunami in 2004? Informati

on

Gatherin

S h


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Descriptive

The goal is to describe

phenomena e.g., Consumer profiles (age, gender)

Working conditions (hours, pay)

Information

Gatherin

S h


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Explanatory

The goal is to explain

phenomena by looking at the

relations between, and patternsamongst, variables e.g.,

Are extraverts happier than

introverts?

Why? (or why not?)TheoryTesting

&

Building

S h


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Predictive

The goal is to be able to makeaccurate/useful predictions

i.e., what will happen?, e.g.,Does a couples length of time

together prior to having children

predict relationship satisfactionafter having children?

TheoryTesting

&

Building


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Quiz question 4

What is the goal of this study?A researcher lives for a time in a

religious commune in order to learn

about the social psychologicalcharacteristics of cults.

ExploratoryDescriptive

Explanatory


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Quiz question 5

What is the goal of this study?A researcher surveys community

attitudes to eating non-traditional meat

(e.g. venison, kangaroo).


Explanatory


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Quiz question 6

What is the goal of this study?A researcher surveys student attitudes

towards attending classes and also

measures the Big 5 personalityvariables.


Explanatory


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Pros and Cons

of Survey

Research

Advantages of


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Advantages of

survey-based research

Ecological validity

Access to wide range of

participants

Potentially large amounts of data

May be more ethical(than experiments)

Disadvantages of


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Disadvantages of

survey-based research

Lack of control less internal validity

Data may be 'superficial'

Can be costly to obtain

representative dataSelf-report data only

Potentially low compliance rates


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Summary


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Summary - 1

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

A survey is a standardised stimulusdesigned to convert fuzzy

psychological phenomenon intohard data.


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Summary - 2

Survey research has developedinto a popular research method

since the 1920's.Survey research is often non-experimental, using interviews or

questionnaires.

S 3


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Summary - 3

Two main purposes of research areinfo gathering and theory

testing/building (and both)

Four research goals are:exploratory, descriptive,

explanatory, or predictive goals.


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Summary - 4

Survey research pros:ecological validity

efficiency

Cons include:

lack of control over extraneous

variables,low compliance, and

reliance on self-report data.


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References

Backstrom, C. H., & Hursh-Csar,G. (1981). Survey research (2nded.). New York: Wiley.


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Introduction to Survey Research 1204374176684974 5