Communication Research Methods
Communication Research Methods COM 3311
University of Central Florida
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This 2 page Class Notes was uploaded by Jerrod Walter on Thursday October 22, 2015. The Class Notes belongs to COM 3311 at University of Central Florida taught by John Butler in Fall. Since its upload, it has received 14 views. For similar materials see /class/227518/com-3311-university-of-central-florida in Communication at University of Central Florida.
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Date Created: 10/22/15
Chapter Nine Grouping questions 0 Group questions with the same kind of responses together 0 Try not to phrase the questions so that earlier questions influence later questions Scale Positions 0 On a likert scale 5 points appear best 0 Misleading midpoints Research indicates that having a quotdon t know In category is better than a quotneutra category Length of Questionnaires 0 Short is good 0 Never ask curiosity questions age of the subject Don t ask a question that you don t absolutely have to 0 Use 3 concepts of a given concept in a questionnaire Double barreled questions quotdo you like birds and alligators Loaded language Questions that ask you to average quoton an average week how many times Leading questions quotdo you agree with mostAmericans Abbreviations Vocabulary quotdo you think the president s private life is germane to people may not be familiar with the vocab False bipolar quotdo you like cream in your coffee subject may not like coffee Determining reliability in validity 0 Additional control questions to include in your questionnaire Check questions ask twice worded positively once and negatively once Rotate polarity avoid an answer set by having your responses varying in order some go strongly agree to strongly disagree and some go strongly disagree to strongly disagree Use measures of test taking behavior page 369 Social desirability scale judges if you re trying to make a good impression MMPI lie scale detects if a subject is lying make all of my own shoes and clothes lnfrequency index detects if a subject is quotChristmas tree ing their answers People have a tough time with negatively worded questions Interview Surveys Occur when you use actual interviews face to face Structured interview use a questionnaire to ask subjects questions Advantage yield specific information and can analyze them with quantitative analysis Unstructured interview use open ended questions llhow do you feel about We can probe deeply we can get a rich amount of knowledge The quality of the knowledge is purely subjective We re not sure how valid the info is and there is no way to test for validity These lead to qualitative analysis Phrasing interview questions Author argues that it s important to ask demographic questions to establish a comfort level Questions should be brief and to the point Use simple words and phrases Don t use emotional laden terms Don t use biased or leading questions Include all alternatives Training interviewers The interviewers can impact results Watts Riots example Approaching validity Nonverbal factors have a huge impact on survey responses
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