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Week 3 - Surveys Part 1 - Edited
Week 3 - Surveys Part 1 - Edited
FOCUS I READINGS.
RESEARCH ORIENTATIONS
EPISTEMOLOGY
WHAT WE
DID LAST ONTOLOGY
WEEK. QUANTITATIVE/QUALITATIVE
RESEARCH
PROBLEMS/QUESTIONS
THIS WEEK
WEEK:
• Surveys
QUANTITATIVE RESEARCH
CAUSALITY
GOALS OF Not just how, but why?
QUANTITATIVE
RESEARCH: GENERALIZATION
Creation of laws, understanding of greater
society, (internal vs. external validity)
REPLICATION
The ability to repeat the same research
RESEARCH DESIGN
WHAT IS A CONCEPT?
QUANTITATIVE RESEARCH
CONCEPT = VARIABLE.
Variables can be dependent or independent.
VARIABLES
INDEPENDENT Which is the cause?
DEPENDENT.
ì +
Independent Dependent
Variable Variable
− î
CONCEPT = VARIABLE.
Why measure?
• Measurement provides the basis for comparison or how to estimate the
nature of the relationship between concepts or variables.
RELIABILITY.
RELIABILITY
RELIABILITY =
CONSISTENCY OF MEASUREMENT:
1. Stability over time (do results fluctuate, assuming concept stays the same) Test-retest
2. Internal reliability/consistency (across multiple measures, Cronbach’s Alpha Coefficient)
3. Inter-observer reliability/consistency (when more than one researcher is observing)
QUANTITATIVE RESEARCH
• Single
– broad or specific
Multiple
INDICATORS: •
– Factor analysis or Cluster analysis
(measures)
• Factor analysis = multiple
measures of one concept
VALIDITY.
VALIDITY
INTERNAL VALIDITY:
Does the independent variable impact the dependent variable? (Process)
EXTERNAL VALIDITY:
Are the findings applicable outside the research environment or researcher? (Result)
RESEARCH DESIGN
%
TERMS TO KNOW:
1 2 3
3. Avoid double-barrelling
SAMPLING characteristics
3. Sample = the subset of that market you are
investigating
4. Sampling Frame refers back to the population
target from which you drew your sample
Population, sampling frame and
sample Population Sampling
frame
Sampling Sample
from the
population
RANDOM SAMPLE
…systematic sample
• Selection of every nth subject in a population (N)
SYSTEMATIC SAMPLE
…stratified sample
• Establishes a quota for subsets of the sample
• Inclusion of different groups of the same population
• Proportionate & disproportionate techniques to
account for similarities & differences of subsets
STRATIFIED SAMPLE
…cluster sample
• Random selection of population segments
• Selects subjects from first random sample
• Useful to break-up unworkable population;
saves time but increases sampling error
CLUSTER SAMPLE
…(ii) non-probabilistic sampling
•Purpose is to create a non-representative sample
based on specific criteria (ie, to analyse a specific
context, event, etc)
Community
• Problems with availability, Leader
Volunteer
recruitment, etc.
PURPOSIVE SAMPLE
Next Week
• Quantitative Research
CHALLENGE
FOR NEXT • Concepts, Validity, Sampling, Variables
WEEK:
• Surveys