调查研究与问卷设计.ppt

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SchoolofPublicAdministration&PolicyDr.KaifengYang调查研究与问卷设计1 问题调查的重要性截面型调查的优点和缺点问卷设计的几个问题2 SurveyQuestionsmayincludeSocialbackgroundinformationReportsofpastbehaviorStatementsofattitudes,beliefs,valuesBehavioralintentionsSensitiveinformation.3 GeneralSocialSurveyTheGeneralSocialSurvey(GSS)isanomnibuspersonalinterviewsurveyofanationalprobabilitysampleconductedsince1972bytheNationalOpinionResearchCenter.Until1994,thesurveywasconductedannually(exceptfor1979,1981,and1992)withasampleofabout1500respondents.Startingin1994theGSSshiftedtobiennialsurveyswithtwiceasmanyrespondents.Theobjectiveofthesurveyistoprovidehigh-qualitydatatothesocialscienceresearchcommunity.4 问题调查的重要性截面型调查的优点和缺点问卷设计的几个问题5 Cross-sectionalStudyDescriptivevalue:HowmanyMPAstudentsdrinkRedBull?Howmuch?WhatistheageandsexdistributionofthestudentswhodrinkRedBull?Analyticvalue:IsthereanassociationbetweenregularRedBullconsumptionandtestscoresamongMPAstudents?UnivariateMultivariate(controllingfor“confounders”)6 Cross-sectionalstudy:structuretimeAcademicPerformanceRedBullconsumption7 time-CannotdeterminecausalityRedBullconsumptionAcademicPerformance8 ProsandConsPros:Relativetoexperiments,surveysgenerallycanaddressawiderrangeoftopicsandcollectsubstantiallymoreinformationfrommuchlargerandmorerepresentativesamples.Theyaremoreflexibleandmoreeconomicalinthattheycanaddressseveralresearchquestionsatonetime.Cons:SurveysarelesseffectiveintestingcausalrelationshipsthanexperimentsTheyarelimitedtoself-reportsofbehavior,whichnotonlyaresubjecttoself-censoringofresponsesbutalsocannotsubstituteforstudiesofovertbehavior.9 ComparisonCo-var.TimeorderNonspuriousExperimentCrosssectionalUsuallynotmaybeExternalVmaybeSatisfyingandCompromising!10 InternalValidity:Experimentvs.Cross-sectionalInExperimentalstudies,trytocontrolexperimentconditionssothattwogroupsareundersameconditionsotherthanthestimulusIncross-sectionalstudy,youcannot“control”otherconditions,soyoutrytomeasurethemandincludethemascontrolvariableinyouranalysis.A---->B.70A---->B.70A---->B.70FemaleMaleA---->B.60A---->B.80FemaleMaleA---->B-.23A---->B.90FemaleMale11 EliminatingspuriousrelationsA---->B.70A---->B.70A---->B.70OlderYoungerA---->B.00A---->B.00OlderYoungerA:ShoesizeB:Mathability12 QuizAnewspaperheadlinereads,HeavyDrinkerGetLowerCollegeGrades.Whatwouldyouconcludefromthisheadline?Whattypeofstudywasthisbasedon?Yourtextbookstatesthatpeoplerememberconcretewordsbetterthanabstractones.Couldthisfindinghavecomefromanexperiment?Woulditbereasonabletoinferthatconcretenessfacilitatesmemory?Arepeoplewhowereabusedaschildrenmorelikelythanotherstobecomechildabusers?Whattypeofstudywouldbeusedtoresearchthisquestion.13 问题调查的重要性截面型调查的优点和缺点问卷设计的几个问题14 MajordecisionpointsinplanningasurveyThemajordecisionpointsinplanningasurveyare:FormulateresearchobjectivesReviewliteratureSelectunitsofanalysisandvariablesDevelopsamplingplanConstructsurveyinstrument(Steps4and5areusuallyconcurrentactivities).15 FromTheorytoQuestionnaireTheoryModelHypothesisDependentVsIndependentVsControlVsv1v2v3v4v5v6v7v8v9……1indicatorD1D26indicator6indicator6indicator16 OrdereffectQuestionordercanaffectthesurveyresults.Mentioningsomething(anidea,anissue,abrand)inonequestioncanmakepeoplethinkofitwhiletheyansweralaterquestion,whentheymightnothavethoughtofitifithadnotbeenpreviouslymentioned.Insomecasesyoumaybeabletoreducethisproblembyrandomizingtheorderofrelatedquestions.Separatingrelatedquestionswithunrelatedonescanalsoreducethisproblem,thoughneithertechniquewilleliminateit.Moregeneralandthereforemoresusceptibletoordereffects.17 SociallydesirableresponsesThetendencytogivesociallydesirableresponsesmaybeminimizedbycarefullywordingandplacingsensitivequestions,assuringanonymityandemphasizingscientificimportance,makingstatementssanctioninglesssociallydesirableresponses,andbuildinginterviewer-respondentrapport.18 Wording,Frame,ResponseFormatGeorgeisa19-year-oldmalewhohasbeenarrestedforassaultandbatterywithintenttocommitmurder.Georgeispleadingguiltytothecharge.Itishisfirstoffense.Onthebasisofthisinformationwhatsentencewouldyourecommend?19 PitfallsBiasedorleadingquestions4-pointratingwithresponsesof“excellent,”“good,”“satisfactory,”and“poor.”Whatdoyouseeasthebenefitsofataxcut?Vs.Whatdoyouseeasthedisadvantagesofeliminatingwelfare?Don’tyouthinkthatglobalwarmingisaseriousenvironmentalproblem?Loadedquestions“publicservants,”“publicadministrators,”or“governmentbureaucrats?”SocialdesirabilityAreyouproudofbeingapublicservant?20 PitfallsDouble-BarrelTowhatextenddoyousupportabortionandgun-control?DoyouagreethattheSUisaheadofUSinthearmsraceandUSshouldincreasedefensespending?AmbiguousQuestionsWhatisyourincome?QuestionsrespondentsmaynotknowQuestionsnotnecessary21 OtherSingle-sidedvs.two-sidedquestionDoyouagreeordisagreewiththeideathatthegovernmentshouldseetoitthateverypersonhasajob?Doyouthinkthatthegovernmentshouldseetoitthateverypersonhasajob,orshoulditleteachpersongetaheadonhisorherown?Closed-endedvs.Open-endedquestionsComparing:meaning;time;coding;response…Responserateandnon-responsebias22