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Measurement Methods
Measurement Methods for Descriptive Research
| Question | Answer |
|---|---|
| Survey Research | interviews or questionnaires in which participants report on their attitudes and behaviors |
| provide insight into how individuals see themselves and obtain info about people’s thoughts and feelings However, they may not be accurate, either because people are deceiving themselves or are trying to deceive the researcher. | self-reports |
| participants may respond based on how they want to be perceived or what is socially acceptable Minimized with anonymity of responses, neutrally worded questions, questions or scales testing validity of participants’ responses | Social desirability bias |
| one-on-one conversations directed by a researcher that can take place in person, over the phone, or via e-mail | interviews |
| disadvantages of interviews | difficulty with anonymity, lack of anonymity may increase social desirability bias, and interviewer bias, time consuming |
| the interviewer may provide verbal or nonverbal cues that impact how the participant responds | interviewer bias |
| advantages of interviews | one-on-one nature increases response rate and accuracy, privy to additional information, clarification or follow-up questions |
| all questions, follow-up questions, and responses by the interviewer are determined beforehand to ensure that all participants have a very similar experience | Structured interviews |
| there is a set of core questions or topics that the interviewer will follow, but the interviewer may prompt for more information, ask follow-up questions, or clarify questions as the interviewer deems necessary | Semi-structured interviews |
| Require participants to answer questions on paper or online | questionnaires |
| Observing and recording the behavior of humans or animals | observational research |
| the observers selectively attend to what they expect or hope to see; the observers pay closer attention to behaviors that support their expectations or interpret behaviors in ways that support their expectations or lose focus on the target behavior | Observer bias |
| observer who is not informed of the research hypothesis in order to reduce observer bias | Blind observer |
| Observer code sheet | a piece of paper on which the observer records a narrative account of what the participant did |
Created by:
alumesi