Rent 9781452203874 | How to Conduct Surveys : A Step-by-Step Guide

Summary Table of Contents

The fifth edition of this book shares the same goals as the first, second, third and fourth editions: to guide readers in developing their own rigorous surveys and in evaluating the credibility and usefulness of surveys created by others. This edition, like previous editions, also gives practical step-by-step guidance on how to achieve the goals. The guidance centers on choosing the appropriate type of survey, writing survey questions and responses, formatting the survey, deciding on the characteristics and numbers of respondents to include and... MORE

Preface	p. xv
About the Author	p. xix
Conducting Surveys: Everyone Is Doing It	p. 1
Overview	p. 1
What Is a Survey?	p. 2
Examples: Surveys to Meet Policy or Program Needs	p. 2
Examples: Surveys in Evaluations of Programs	p. 2
Examples: Surveys for Research	p. 3
When Is a Survey Best?	p. 3
Examples: From an Ov... MORE	p. 3
Examples: Surveys Combined with Other Information Sources	p. 5
Self-Administered Questionnaires and Interviews: The Heart of the Matter	p. 5
Questions and Responses	p. 5
Example: Forced-Choice Question	p. 5
Example: Open-Ended Question	p. 5
Survey Sample and Design	p. 6
Planning for Data Analysis	p. 7
Pilot Testing	p. 7
Response Rate	p. 8
Reporting Results	p. 8
Example 1: The Look of Survey Results	p. 8
Example 2: The Look of Survey Results	p. 9
Example 3: The Look of Survey Results	p. 9
The Friendly Competition	p. 10
Reliability and Validity	p. 10
Usefulness or Credibility of Results	p. 10
Costs	p. 10
The Special Case of Online Surveys	p. 11
Checklist for Deciding the Best Uses for Online Surveys	p. 11
Guidelines for Surveyors Who Work with Commercial Survey Companies	p. 13
The Special Case of Cell or Mobile Phones	p. 13
Making the Decision	p. 14
A Survey Continuum: From Specific to General Use	p. 16
Example: Survey with a Specific Use	p. 16
Example: Survey with a General Use	p. 16
Ethics, Privacy, and Confidentiality	p. 17
Informed Consent	p. 18
Contents of an Informed-Consent Form	p. 18
The Internet and Ethical Surveys	p. 18
Example Questionnaire: Maintaining an Ethically Sound Online Survey	p. 21
Example: Informed-Consent Form for an Online. Survey	p. 22
Summing Up	p. 24
Think About This	p. 25
Articles	p. 27
The Survey Form: Questions, Scales, and Appearance	p. 29
Overview	p. 29
The Content Is the Message	p. 29
Define the Terms	p. 30
Select Your Information Needs or Hypotheses	p. 30
Make Sure You Can Get the Information	p. 31
Do Not Ask for Information Unless You Can Act on It	p. 31
Example: Plan for Survey of Satisfaction with the Youth Center	p. 31
Writing Questions	p. 32
Open-Ended and Closed Questions	p. 32
Example: Open-Ended Question	p. 32
Example: Closed Question	p. 32
Example: Open-Ended Question for Elementary School Teaching Program	p. 32
Example: Closed Question for Elementary School Teaching Program	p. 33
Making the Decision: Open-Ended Versus Closed Questions	p. 34
Organizing Responses to Open-Ended Survey Items: Do You Get Any Satisfaction?	p. 34
Step 1: Asking Respondents' Opinions	p. 34
Step 2: Coding LB/LL Data	p. 34
Example LB/LL: Response Categories	p. 35
Example LB/LL: Participant Responses	p. 35
Step 3: LB/LL Data	p. 35
Example LB/LL: Number of Responses for Each Code	p. 35
Example LB/LL: Participants' Response Pattern	p. 36
Example LB/LL: Summary of Responses	p. 37
Rules for Writing Closed Survey Questions	p. 33
Example: Item-Writing Skills-Length, Clarity, Abbreviations, and Jargon	p. 33
Example: Item-Writing Skills-Concrete Questions	p. 39
Example: Item-Writing Skills-Specificity of Questions	p. 39
Example: Item-Writing Skills-Hidden Biases	p. 40
Example: Item- Writing Skills-Hidden Biases	p. 40
Example: Question-Writing Skills-Very Personal Questions	p. 40
Example: Question-Writing Skills-One Thought per Question	p. 41
Responses for Closed Questions	p. 41
Yes and No	p. 41
Example: Yes-and-No Responses	p. 41
Rating Scales	p. 42
Categorical or Continuous? What about Ordinal?	p. 42
Example: Categorical Rating Scale	p. 42
Example: Ordinal Rating Scale	p. 42
Example: Graphic Rating Scale for Assessing a City Council's Effectiveness	p. 43
Example: Poor Formatting of Graphic Scale	p. 43
Example: Interpreting Graphic Scales	p. 43
Ordinal Scales	p. 44
Example: Ordinal Scale	p. 44
Example: Selecting the Number of Categories	p. 44
Example: Rank Order Scale	p. 46
Example: Comparative Rating Scale	p. 46
Checklist	p. 46
Example: Checklist Responses in which Respondent Must Choose One from a List of Several	p. 46
Example: Checklist Responses that Respondents Answer Yes, No, or Don't Know for Each Item in a List	p. 46
Online Surveys	p. 47
Example: Survey Progress Bar	p. 48
Plain and Simple Survey Questions and Responses	p. 50
Scaling	p. 50
Additive Scales	p. 50
Example: A Survey with an Additive Scale	p. 51
Example: A Survey of Foreign Language Skills	p. 51
Differential Scales	p. 52
Example: Scoring a Differential Scale	p. 52
Summated Scales	p. 52
Example: Creating a Summated Scale for a Self-Esteem Survey	p. 53
Example: Scoring a Summated Scale	p. 53
Summing Up	p. 54
Think About This	p. 55
Getting It Together: Some Practical Concerns	p. 57
Overview	p. 57
Length Counts	p. 58
Example: How a Survey's Circumstances Can Influence Its Length	p. 58
Getting the Survey in Order	p. 58
Example: An Introduction to a Telephone Survey and Its First Question	p. 58
Example: Ordering Survey Questions	p. 59
Example: Ordering Survey Questions	p. 59
Example: Providing Transitions	p. 60
Checklist to Guide Question Order	p. 60
Questionnaire Format: Aesthetics and Other Concerns	p. 60
Response Format	p. 60
Example: Response Formats	p. 60
Branching Questions, or the Infamous "Skip" Pattern	p. 61
Example: Skip Patterns or Branching Questions	p. 61
Administration: Who Gives What to Whom?	p. 61
Self-Administered Questionnaires	p. 61
Checklist for Using Self-Administered Questionnaires	p. 62
Interviews	p. 63
The Survey Is Put on Trial	p. 65
Reliability and Validity: The Quality of Your Survey	p. 65
Is the Survey Reliable?	p. 66
Example: Internal Consistency Counts	p. 66
Example: Internal Consistency Does Not Count	p. 67
Is the Survey Valid?	p. 67
Selecting and Adapting Surveys	p. 68
Example: Excerpt from a Real Online Service Agreement for Free Survey Items (Names Changed)	p. 68
Guidelines for Finding Useable and Useful Surveys in the Research Literature	p. 68
Example: Search for School Dropout Surveys: Sample Findings from the Web of Science	p. 70
Example: Sample Reports of Reliability and Validity in the Research Literature	p. 71
Finding Surveys on the Web	p. 72
Example: Search for Education Surveys: A Sample Page from the National Center for Education Statistics	p. 73
Guidelines for Pilot Testing	p. 73
A Far-Reaching World: Surveys, Language, and Culture	p. 75
Guidelines for Translating Surveys	p. 75
Example: Question about Ethnicity	p. 75
Summing Up	p. 76
Think About This	p. 77
Articles	p. 78
Sampling	p. 79
Overview	p. 79
Sample Size and Response Rate: Who and How Many?	p. 79
Example: Random and Convenience Sampling	p. 80
Random Sampling Methods	p. 81
Example: Simple Random Sampling	p. 81
Example: Not Random Sampling	p. 81
Example: Simple Random Sampling	p. 82
Making the Decision	p. 82
Stratified Random Sampling	p. 82
Example: Stratified Random Sampling	p. 83
Making the Decision	p. 83
Simple Random Cluster Sampling	p. 83
Example: Simple Random Cluster Sampling	p. 84
Making the Decision	p. 84
Systematic Sampling	p. 84
Making the Decision	p. 85
Convenience Samples	p. 85
Making the Decision	p. 86
Other Convenience Sampling Methods	p. 86
Example: Other Convenience Samples	p. 86
Finding the Sample: Who Is In? Who Is Out?	p. 87
How Large Should Your Sample Be?	p. 88
The Standard Error	p. 88
Statistical Methods: Sampling for Two Groups and an Intervention	p. 89
Example: Sample Size Calculations for Sampling Two Groups and an Intervention	p. 89
Subgroups, Measures, Resources, and Schedule	p. 90
Five Questions to Ask When Determining Sample Size	p. 91
Example: Calculating Sample Size in a Survey of Employees in an Experimental and Control Group	p. 92
Example: Power to Detect Differences	p. 93
Example: 80% Power and Effect	p. 93
Example: Sample Size, Effect, and Power	p. 94
Response Rate	p. 95
Tips for Improving Response Rate	p. 95
Weighting	p. 95
Summing Up	p. 97
Think About This	p. 98
Articles	p. 98
Survey Design: Environmental Control	p. 99
Overview	p. 99
Which Designs Are Available?	p. 100
Example: Surveys with Differing Designs	p. 100
Cross-Sectional Survey Designs	p. 101
Example: Cross-Sectional Design	p. 101
Making the Decision	p. 102
Longitudinal Surveys or Cohorts	p. 103
Example: Cohort Design	p. 103
Making the Decision	p. 103
Comparison Group Survey Designs: Quasi- and True Experiments	p. 103
Example: A Quasi-Experimental Design	p. 104
Comparison Group and a Longitudinal Design	p. 105
Example: A True Experimental Comparison Group Design	p. 105
Example: A True Experimental Comparison Group Design and a Longitudinal Design	p. 105
Factorial Designs: Special Cases	p. 106
Other Survey Designs: Normative and Case Control	p. 107
Making the Decision	p. 107
Normative Survey Design	p. 107
Example 1: Normative Design	p. 107
Example 2: Normative Design-Comparison to a Model	p. 107
Making the Decision	p. 107
Case Control Design	p. 108
Making the Decision	p. 108
Example: Case Control Design	p. 108
Survey Design Validity	p. 108
Internal Validity	p. 109
External Validity	p. 110
Surveys, Research Design, and Internal and External Validity	p. 110
Example: Cross-Sectional Survey and Threats to Validity	p. 111
Example: Cohort Design and Threats to Validity	p. 111
Example: Comparison Group Design (True Experiment) and Validity	p. 111
Summing Up	p. 112
Think About This	p. 113
Articles	p. 113
Analyzing and Organizing Data from Surveys	p. 115
Overview	p. 115
What Is Typical Anyway? Some Commonly Used Methods for Analyzing Survey Data	p. 116
Descriptive Statistics	p. 116
Example: Preschool Purposes Questionnaire	p. 117
Example: Frequency of Questionnaire Responses	p. 117
Example: Grouped Ratings of Preschool Purposes by 50 Directors	p. 117
Averages: Means, Medians, and Modes	p. 118
Example: Computing the Median for an Even Number of Scores	p. 119
Example: Computing the Median for an Odd Number of Scores	p. 119
Variation: Range, Variance, and Standard Deviation	p. 120
Correlation and Regression	p. 121
Example: Rank Order Correlation	p. 121
Differences between Groups	p. 122
Statistical Differences	p. 124
Statistical Significance	p. 125
Surveying Differences: Usual Methods	p. 127
Chi-Square	p. 127
Example: Chi-Square	p. 128
The t Test	p. 128
Example: t Test	p. 128
The Mann-Whitney U Test	p. 128
Example: Mann-Whitney U Test	p. 129
ANOVA	p. 129
Risks and Odds	p. 129
Example: Odds Ratio and Relative Risk	p. 129
To Be or Not to Be: Statistician or Qualitative Analyst?	p. 130
Content Analysis, Open-Ended Responses, and Comments	p. 131
Hypothetical Content Analysis: Teasing Boys and Girls	p. 131
Putting the Horse in Front of the Cart: Selecting Analysis Methods	p. 131
Data Management	p. 131
Creating a Code Book or Operational Manual	p. 135
Example: Excerpt from the CARPS, a Survey to Detect Binge Drinking in College Students	p. 135
Example: Excerpt from the Code Book for the CARPS, a Survey to Detect Binge Drinking	p. 136
Establishing Reliable Coding	p. 137
Measuring Agreement: The Kappa	p. 137
Measuring Agreement between Two Coders: The Kappa Statistic	p. 138
Reviewing Surveys for Missing Data	p. 138
Entering the Data	p. 139
Example: Survey Responses from Six People	p. 140
Cleaning the Data	p. 141
Validating Survey Data	p. 141
Summing Up	p. 142
Think About This	p. 143
Presenting the Survey Results	p. 145
Overview	p. 145
Reproducing the Questionnaire	p. 145
Example: Reporting Results with the Questionnaire	p. 145
Example: Online Survey Statistics in Real Time	p. 146
Using Tables	p. 147
Example: Shell Table Describing Children in Two Schools	p. 147
Example: Shell Table for Comparing Children in Two Schools	p. 147
Some Table Preparation Rules	p. 148
Drawing Pie Diagrams	p. 149
Using Bar Graphs	p. 150
Using Line Graphs	p. 151
Example: Downloaded Results of a Customer Satisfaction Survey	p. 153
Example: Transferring the Results of One Question into Bar and Line Graphs	p. 154
Drawing Diagrams or Pictures	p. 155
Example: Words and Diagrams in Survey Reports	p. 155
Writing the Results of a Survey	p. 156
Organizing the Report	p. 156
Example: Structured Abstract of a Survey Report	p. 156
Clear-Writing Tips	p. 158
The Oral Presentation	p. 160
Slide Presentations	p. 160
Oral versus Written Reports: A Difference in Conversation	p. 162
Example: Table Used in a Written and an Oral Report	p. 162
Written Interpretation of the Table	p. 162
Oral Interpretation of the Table	p. 162
Posters	p. 163
Summing Up	p. 166
Think About This	p. 167
Index	p. 169
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