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Peter M. Nardi - Doing Survey Research

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Peter M. Nardi Doing Survey Research
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The significantly updated third edition of this short, practical book prepares students to write a questionnaire, generate a sample, conduct their own survey research, analyse data, and write up the results, while learning to read and interpret excerpts from published research. It combines statistics and survey research methods in a single book.

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Doing Survey Research
Each day we are faced with continuing claims made by media pundits, politicians, teachers, and friends, often quoting research. Consider also the numerous comments and posts on Internet blogs, Twitter, and Facebook that illustrate the confusion between opinion and factual data. How do we learn to interpret the research we hear about and read, to distinguish opinions from scientific facts, and to use this knowledge to conduct our own studies to answer the questions faced in everyday situations?
Understanding the components that go into scientific research and learning how to do research, make decisions about which statistics to use, and analyze statistical findings are goals for everyone in todays research-oriented world. Questions about the reliability and validity of data from a study or public opinion poll come up routinely and need critical review. This book contributes to achieving these objectives.
Doing Survey Research is intended for people who want to learn how to conduct quantitative studies for a project in an undergraduate course, a graduate-level thesis, or a survey that an employer may want completed. This brief, practical textbook prepares beginners to conduct their own survey research and write up the results, as well as read and interpret other peoples research. It combines survey design with data analysis and interpretation.
And it is for those who need to understand and critically interpret survey research found in scholarly journals, reports distributed in the workplace, and social scientific findings presented online in the media, on a blog, or in social media postings.
Essential new updates to this edition include coverage of Big Data, Meta-Analysis, and A/B testing methodologymethods used by scholars as well as businesses like Netflix and Amazon.
Peter M. Nardi is Professor Emeritus of Sociology at Pitzer College, a member of the Claremont Colleges, former President of the Pacific Sociological Association, and author of Critical Thinking: Tools for Evaluating Research.
Fourth edition published 2018
by Routledge
711 Third Avenue, New York, NY 10017
and by Routledge
2 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN
Routledge is an imprint of the Taylor & Francis Group, an informa business
2018 Taylor & Francis
The right of Peter M. Nardi to be identified as author of this work has been asserted by him in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.
First edition published by Allyn & Bacon 2002
Second edition published by Pearson 2005
Third edition published by Routledge 2014
Library of Congress Cataloging-in-Publication Data
A catalog record for this book has been requested
ISBN: 978-1-138-04338-1 (hbk)
ISBN: 978-1-138-04339-8 (pbk)
ISBN: 978-1-315-17223-1 (ebk)
Typeset in Bulmer MT
by Apex CoVantage, LLC
contents
In this chapter, the differences between everyday thinking, pseudoscience, and scientific thinking are discussed. An argument is made about the advantages of doing survey research and understanding various kinds of research: exploratory, descriptive, explanatory, and evaluation. Conditions for understanding cause-and-effect relationships are presented. The chapter concludes with a comparison of quantitative and qualitative research methods and brief discussions of Big Data, meta-analysis, and social network analysis.
Discovering topics to study by searching for research ideas and finding existing studies is one of the goals of this chapter. Learning to write a good literature review is discussed, especially in the context of using theory to guide your research. The chapter also raises the ethical issues involved in doing research.
Central to doing survey research is understanding the idea of operationalization and how to go from ideas to concepts to variables. Learning the various levels of measurement is also essential for analyzing data. This chapter shows how to write hypotheses using independent and dependent variables and how to evaluate the reliability and validity of measures.
The strengths and weaknesses of different types of survey methods are discussed. The focus is on learning how to design a questionnaire: how to write attitude, behavior, and demographic questions and to format a survey. Ways to code responses and prepare data for computer analysis are also presented.
This chapter explains random probability sampling and describes different methods for obtaining samples. Longitudinal and cross-sectional research designs are discussed, as are different types of probability and nonprobability sampling and the idea of sampling error.
Understanding how to describe findings using graphs, tables, and statistics is the focus of this chapter. In addition, the emphasis is on learning to make decisions about when to use the mean, median, mode, and standard deviation and understanding the concept of the normal curve and z-scores. Concepts of probability and statistical significance are introduced.
This chapter discusses how to read and construct cross-tables of data and decide which statistics to use to measure association and correlation. Understanding how to reject or accept a hypothesis by using the appropriate statistics to assess bivariate relationships is highlighted.
This chapter shows how to assess differences between means using t-tests and analysis of variance. As with other bivariate data analysis, knowing when to use these statistical procedures and how to interpret them is central to testing hypotheses.
This chapter focuses on the analysis of three or more variables to answer more complex research questions. It discusses when to use and how to interpret linear multiple regression analyses and how to perform elaboration techniques with control variables.
In this final chapter, learning to write a report of the research project is emphasized, along with the key elements that go into a presentation of your study. Understanding the different audiences reading a report guides the preparation of the findings.
  1. i
Guide
Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted.
Albert Einstein, physicist
Each day we are faced with continuing claims made by media pundits, politicians, teachers, and friends, often quoting polls, scientific claims, and scholarly research. Consider also the numerous comments and posts on Internet blogs, Twitter, and Facebook that illustrate the confusion between opinion and factual data. How do we learn to interpret the research we hear about and read, to distinguish opinions from scientific facts, and to use this knowledge to conduct our own studies to answer the questions faced in everyday situations?
Understanding the components that go into scientific research and learning how to do research, make decisions about which statistics to use, and analyze statistical findings are goals for everyone in todays research-oriented world. Questions about the reliability and validity of data from a study or public opinion poll come up routinely and need critical review. This book contributes to achieving these objectives by providing the methods to design systematic studies.
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