PSY6-L4

• Nominal Scale – Lowest and simplest level

  of measurement
• Ordinal Scale – Rank Ordering response
• Interval Scale – Measures magnitude or

  quantitative size using measures with equal

  intervals
• Ratio Scale – Has a true zero point value
• Response Styles:

  ● Willingness to answer

  ● Position Preference

  ● Manifest content
• COLLECTING SURVEY DATA

  ● Self-Administered

  ● Questionnaires

  ● Mail Surveys

  ● Computer and Internet

  ● Surveys

  ● Telephone Surveys

  ● Interviews

  ● Focus Groups
• The “GOODNESS” of the survey itself is evaluated

  in two areas:

  Reliability & Validity
• Reliability

  • Extent to which the survey is consistent and

  repeatable
• Validity

  • The extent to which the questionnaire

  measures what it intends to measure
• Sampling – Deciding who the subjects of the

  research is
• Population – People, animals, or objects that have

  the same or common trait
• Sample of Subjects – A group that was chosen

  from the population that would participate in the

  research as respondents
• Representativeness – How accurately we can

  generalize from the data
• PROBABILITY SAMPLING

  Selecting subjects in such a way that their chances

  of being involve can be calculated.

  ● Be able to define our population

  ● Random selection
• PROBABILITY SAMPLING

  Includes:

  ● Simple Random Sampling

  ● Systematic Random Sampling

  ● Stratified Random Sampling

  ● Cluster Sampling
• NON-PROBABILITY SAMPLING

  The subjects are not chosen at random
• NON-PROBABILITY SAMPLING

  Includes:

  ● Quota Sampling

  ● Purposive Sampling

  ● Convenience Sampling

  ● Snowball Sampling