Samenvatting
Summary literature CAS
This is a summary of the 2024/2025 literature for Conducting A Survey, including the book and the articles.
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Literature CASChapter 1 – introduction
For most countries, the web has become the major mode of data
collection.
In quantitative research, most questions are close-ended.
Web makes it possible to approach or analyze groups of people one would
not easily find outside of the internet (= Internet communities, like chat
rooms, newsgroups, online games, or discussion boards on websites).
Qualitative studies do not require representative samples. The questions
are often open-ended.
There are three different research methodologies for qualitative research
on the internet:
1. Passive analysis
= analyzing interactions and information without participating
2. Active analysis
= observing with participation/involvement with the participants,
often without revealing the researcher’s identity
3. Web surveys
= more ethical than the other ones, because the participants are
informed by the researcher’s identity
Different types of web surveys
Non-probability web surveys (non-random)
- Polls as entertainment
= generally not scientific, does not form a threat to scientific web
surveys
- Unrestricted self-selected surveys
= sometimes claim to be scientific, participants are recruited using
methods such as the placement of announcement and ads, making
it not representative, because people self-select whether they want
to participate
- Volunteer opt-in panels
= does not use a random sample, but rather appeals to people who
volunteer in answering survey questions, thereby creating a
volunteer panel. Even though this type offers more control in the
selection of participants, it is important to keep in mind that the
, initial panel consists of a self-selected group of volunteers. So, it is
not scientific.
Probability-based web surveys (random)
- Intercept surveys
= every nth person who visits a particular website is invited to
participate in the survey (cookies are used). Proves to be useful to
evaluate sites and to measure customer satisfaction
- List-based samples
= samples drawn from a pre-existing list of individuals, groups, or
entities that form the target population of the study.
- Web option in mixed-mode surveys
= useful when the participants vary in whether they want or do not
want to use the internet for the survey
- Pre-recruited panels of internet users
= same as volunteer panels, but then the panel is recruited using
other modes (random digit dialing; address-based sampling)
- Pre-recruited panels of the full population
= people without internet are provided with internet/computers to
be able to participate. This is the only type of survey that can be
generalized beyond the internet population. The difference from a
mixed-mode sample is that respondents complete the survey in the
same online mode, because the right equipment is provided.
Total survey error (TSE)
= conceptual framework, which describes statistical error properties of
sample surveys.
There are four fundamental concepts to design a good and accurate
survey:
- Accurate measurements
- High response rate
- High coverage
- Proper sampling
Measurement error
= the deviation of the answers retrieved from the respondents from their
true value.
Can be caused by:
- Poor design
- Complicated terms
, - Respondents intentionally and unintentionally responding incorrectly
to the questions
- Environmental factors in which a respondent fills in the survey
- Sensitive subjects
Non-response error
Types:
- Unit non-response = individuals not participating in the survey
- Partial non-response = individuals who drop out during the survey
- Item non-response = individuals who fail to provide the answer to an
individual question or item
Non-response only leads to error when the non-respondents differ from the
respondents.
Coverage error
= discrepancies between the frame population and the actual target
population.
Digital divide = demographic groups that do not have internet access
differ substantially from groups who do have access.
People who do have access to the internet are often richer, younger and
more educated more likely to be over-represented in online surveys
Sampling error
= respondents in the sample do not accurately represent the frame
population and therefore the validity of the survey can be harmed.
Difference between coverage error and sampling error:
- In coverage error the frame does not represent the target population
correctly, while in sampling error the frame might be accurate, but
the sample that is drawn from the frame population is not.
Sampling error often relates to the size of the sample relative to the size of
the population.
Dimension differences between modes
Position of web surveys in comparison to other modes.
Degree of interviewer involvement
Self-administered surveys are less influenced by social desirability bias
than interviewer-administered questionnaires. But, low degree of
interviewer involvement can lead to errors of non-observation and
measurement errors
, Degree of interaction with the respondent
Verbal and non-verbal cues can only be seen in real life questionnaires, not
in web surveys.
Degree of privacy
Web surveys allow total privacy
Internet penetration
The usability of an online survey is affected by the internet penetration of
the target population. There is a wide variability of internet penetration
across different countries and areas.
Even though the internet penetration in Asia is only 34.7%, if one would
draw a probability sample of the entire worldwide internet population, it
would result in a sample in which the greater part would be Asian citizens
because of the high numbers of people living in Asia.
Internet penetration has increased rapidly, also in third world countries,
giving them the opportunity to participate in web surveys
Chapter 2 – developing the survey
Response scales have a significant effect on response formulation in
questions that are difficult to process, whereas in easier questions (where
responses are based on direct recall) the response scales have a smaller
effect. Open-ended format would be preferable.
The researcher should know:
- What questions to ask (only the relevant ones!)
- What form the questions should take (scale, categories, open-ended)
- How to word the questions
- How to sequence the questions (interesting-personal)
Survey response process by Tourangeau et al. (2000)
1. Comprehension of the question
- Respondent error: misinterpret the question
2. Retrieval of relevant information (cognitive processing)
- Respondent error: forget crucial information
3. Use of information to make evaluation (generating an opinion)
- Respondent error: make inaccurate conclusions based on what is
retrieved
4. Selection and reporting of an answer (formatting the response)
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