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SURVEY METHODS
F. ETHNOGRAPHY/ PARTICIPANT OBSERVATION
a research technique that collects data from a
● Participant observation refers to a wider
group of respondents, usually through a
set of methods including intensive
structured questionnaire.
observation which are also known as
Essential terms in survey design
ethnographic methods.
● Participant observation refers to a wider Target Reliability & Survey bias
Population Validity
set of methods including intensive
observation which .0are also known as Generalizability Demographics Questionnaire
ethnographic methods.
● Field notes are the basis of
Survey Designs: process of creating, formatting,
ethnography/participant observation and
and stylizing a survey.
are made after the observation has been
Types Of Survey Design:
completed.
1. Cross-sectional survey design: collect data
● one of the most complex research
from many different individuals at a single
methods and places both intellectual and
point in time.
interpersonal demands on the researcher.
2. Longitudinal survey design: repeatedly
● primarily a data collection method. It, in
collect data from the same sample over an
itself, is not a method of analysis though it
extended period of time.
does focus on culture.
The Three C’s
● The problems for a researcher using
● Clear, Concise, Communicative
ethnography/participant observation
STRENGTHS
include (a) the labour- and time-intensive
1. Surveys quickly gather information from lots
nature of the process, (b) the complexity
of people.
of the data collected and the need to
2. Questions are the same for everyone.
integrate different aspects of the data, and
3. People can answer honestly without
(c) the possibility of subjectivity in the
revealing their identity.
procedure and accusations of subjectivity.
4. Surveys provide data that's easy to count
● The ‘experiences’ of the observer are the
and compare.
primary form of data in participant
5. Surveys are often cheaper than other
observation but these ‘experiences’ should
methods.
be distinguished from more analytic
WEAKNESSES
statements in the field notes.
1. Relies on respondents ability to understand
and interpret the questions accurately.
2. Respondents might provide answers they STRENGTHS
perceive as socially acceptable rather than Represent Randomiza Generaliza Statistical
expressing their true opinions or behaviors. ativeness tion bility Inference
3. Poorly designed surveys can lead to unclear
WEAKNESSES
or misleading results.
4. If the surveyed group is limited, the survey Resource Potential Complexity Population
Intensive for Accessibili
results may not be generalizable to the Sampling ty
larger population. Error
5. Surveys can't easily explore unexpected
ideas like interviews can. Non-Probability Sampling Method
A. SAMPLING methods of selecting samples from a population
● sampling is the process of using a subset of without using randomization, they are based on
a population to represent the whole the subjective judgment of the researcher or
population. Sampling allows large-scale some other criteria, such as convenience,
research to be carried out with a more availability, or expertise.
realistic cost and time frame because it uses 1. Convenience Sampling - primarily
a smaller number of individuals in the determined by convenience to the researcher.
population to stand in for the whole. This can include factors like:
● Population - The total number of people or - Ease of access
things you are interested in. - Geographical proximity
● Sample - a smaller number within your - Existing contact within the population of
population will represent the whole. interest
● Sampling - The process and method of 2. Quota Sampling - Researchers select
selecting your sample. participants based on predetermined quotas
Two major types of sampling: that represent specific characteristics,
1. Probability sampling - also known as random ensuring a proportional representation of key
sampling, is a kind of sample selection where demographic or categorical variables in the
randomization is used instead of deliberate sample.
choice. Two Types:
2. Non-probability sampling - techniques are - Proportional Quota Sampling
where the researcher deliberately picks items - Non-Proportional Quota Sampling
or individuals for the sample based on their 3. Self-Selection Sampling - Also called
research goals or knowledge. volunteer sampling relies on participants who
voluntarily agree to be part of your research.
Probability sampling methods Two Steps:
1. Simple random sampling - every element in - Publicizing your need for subjects.
the population has an equal chance of being - Checking the suitability of each subject
selected as part of the sample. and either inviting or rejecting them
2. Systematic sampling -also known as 4. Snowball or Referral Sampling - The
systematic clustering, the random selection only researcher asks the initial samples to refer or
applies to the first item chosen. recruit other samples who meet the criteria
3. Stratified sampling -involves random selection of the study, such as people who belong to a
within predefined groups. specific group, community, or network.
4. Cluster sampling - groups rather than 5. Purposive Sampling - Sampling techniques
individual units of the target population are that choose participants deliberately due to
selected at random. qualities they possess.
STRENGTHS 3 Types Of Interview:
1. Does not require a sampling frame, so your Structured Unstructured Semi-structur
subjects are often readily available. This can ed
make non-probability sampling quicker and
questions and flow naturally sometimes
easier to carry out.
the response like everyday called
2. allows you to target particular groups within categories are conversation; interview
your population. predetermine no
guide
3. can provide researchers with the data to d by the predetermine
researcher d questions approach
make other types of generalizations from the
and answers
sample being studied.
WEAKNESSES Common in strongly prepares a set
1. extremely unlikely to be representative of the quanti participant-led of same
population studied. This undermines the questions to
generalizability and validity of your results. be answered
by all
2. at risk of several kinds of research bias: interviewees.
- As some units in the population have no Additional
chance of being included in the sample, questions
undercoverage bias is likely. might be
- Sampling bias can be common in this asked during
the interview
sampling since the selection of units to clarify or
included in the sample is often based on expand
ease of access. certain issues.
- While the subjective judgment of the
Limited scope Very Common in
researcher in choosing who makes up the
time-consumi quali
sample can be an advantage, it also ng
increases the risk of observer bias.
What is Rapport? a close and harmonious
relationship in which the people or groups
INTERVIEW METHOD concerned understand each other's feelings or
● most common qualitative method of data ideas and communicate we
collection
● Interviews are ideally suited to Issues to think about in relation to participants
experience-type research questions. ● Interviewing people you know: acceptable to
● useful for exploring understanding and interview someone you know these are known as
perception-and construction-type research ‘acquaintance interviews’
questions ● Interviewing strangers: Building rapport and
Face-To-Face Interview putting the participant at ease are a priority
● ideal way to collect interview data; the ‘gold ● Interviewing across difference: it is important
standard’ to ‘match’ the major social characteristics of the
Virtual Interviews And Telephone Interviews participant and the interviewer. disclosing
● (poor) substitute for face-to-face interviews, (sensitive) information
extensions of the traditional method rather ● In interviewing people who are socially
than substitutes for it. margin-alised in ways that we are not: we are
researching and representing the experiences of
the ‘other’ and this requires extra caution and
sensitivity (discussed further below).
● Power in interviews: The relationship between ● Less convenient for participants - Online
researcher and participant is typically conceived interviews may take longer due to written
of as a hierarchical one with the researcher in responses, which some participants may find
control of the interview. more burdensome than speaking.
● Interviewing people who occupy societal ● The researcher has less control over the
positions of greater or lesser power than you: if interview - Participants can edit their responses,
you are a (young) student interviewing high-status potentially affecting the spontaneity and
individuals such as consultant surgeons or heads authenticity of the data.
of large companies, there is potential for you to ● Some forms of information (and data) are lost -
feel vulnerable, for them to dominate. Verifying participant identity is challenging,
especially in online interviews.
● Participant distress: it’s not unusual for ● The researcher’s ability to respond to
participants to become distressed when participants is limited - Researchers may have
discussing sensitive issues, so don’t be too limited ability to refer participants to local support
anxious if it occurs. services.
● Interviewing vulnerable people: certain groups ● Risk of security data - Online interviews may be
of people are recognised to be more vulnerable less secure, risking data access by unauthorized
than others, and we recommend that new parties and compromising participant anonymity
interviewers only interview groups such as and confidentiality.
children
Advantages of Virtual Interview
● Convenient and Empowering for Participants -
Remote participation offers comfort and
convenience for both participants and
researchers.
● Accessible and (more) anonymous -
Overcoming geographical barriers, virtual
interviews are accessible to isolated and
dispersed groups.
● Potential ideal for Sensitive Topics - Anonymity
in virtual interviews encourages disclosure of
sensitive information.
● Relative resource-lite - Virtual interviews save
time and money, eliminating transcription and
travel expenses.
● Potentially allow more engagement with data
during data collection - Email interviews allow for
simultaneous questioning and analysis, with
participants contributing to the evolving analysis.