Chapter 6 - The Survey Interview

evaluative

______interview scales - ask respondents to make judgements about personas, places, things, or ideas

frequency

______interview scales -ask respondents to select a number that most accurately reflects how often they do something or use something

numerical

______interview scales -ask respondents to select a range or level that accurately reflects their age, income, educational level, or rank in an organization

ordinal scales

ask for ratings and rankings

bogardus social distances scale

determines how people feel about social relationships and distances from them

longitudinal survey

determines trends or changes in feelings, attitudes, or thoughts over time such as months or years

repeat strategy

enables you to determine if an interviewee is consistent in responses on a topic, particularly a controversial one

precise purpose

indicates the information you need to discover and how you will use this information

interval scales

provide distances between measures

nominal scales

provide mutually exclusive variables and ask respondents to name the most appropriate variable

cross sectional survey

takes a slice of feelings, attitudes, and thoughts doing a narrow time span such as a day or so after an event, political debate, or disaster

leaning question strategy

urge respondents to take a stand or make a decision

qualitative survey

used if you want to explore issues, ideas, behaviors, perspectives, and motivations in depth - include open ended questions, planned probes, and potential unplanned probes

quantitative survey

used to determine frequencies of behaviors, degrees of feelings, consensus of opinions or attitudes, and make predictions or strategic decisions - questions that elicit answers that are easy to record, tabulate, and analyze

shuffle strategy

varies the order of answer options from one interview to the next to prevent order bias

chain strategy

(or contingency strategy) - enables the survey interviewer to include pre-planned probing questions in highly scheduled and highly standardized formats