Sociology 3307F/G Chapter Notes - Chapter 10: Social Desirability Bias, Response Bias, Paul Grice
8 Apr 2016
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The two most critical feature for successful survey research are the sample and the survey instrument. But, a sample survey is only as good as the design of the questionnaire or interview schedule. Survey research is both and art (raw materials like the questions) and a science (since the results are reliable and valid reports of other people) Research shows that respondents are more likely to give a no opinion if explicitly given an alternative option. The survey interview is an occasion to obtain valid responses to a series of questions; however, it is also a social occasion subject to the influences of the social world. Answering survey questions requires that respondents: 1. Retrieve the information requested from memory: 3. Formulate a response in accord with the question and the information retrieved: 4. These can all give rise to response errors.
