KEY FEATURES: Introduces students to developing research questions and shows their importance in driving research design. Rarely taught topics, such as how to enter and clean data, offer students information missed in both research methods and statistics courses. Shows how to write up survey results for academic, business and nonprofit reports to alleviate the confusion students feel about how to write up findings. Rigorous treatment of sampling focuses on many sampling issues from probability theory to weighting. Offers the process of actually conducting a survey with advice on administering surveys, incentives, and improving response rates.

How Do We Ensure Our Survey Questions Measure What They Are Supposed To?

How Do We Ensure Our Survey Questions Measure What They Are Supposed To?

Erin Ruel

As noted in Part 4, we work hard to ensure our questions are clear and easy to understand. But how well do they measure the concepts we want them to measure, and do they measure them consistently? The terms we use to evaluate this are called “validity” and “reliability.” By “validity” is meant accuracy—does the survey question accurately and precisely measure the concept of interest? Reliability gets at how consistently a survey question produces the same results if asked multiple times of the same participants.

Validity can be assessed in several ways, such as face validity, content validity, criterion-based validity, and construct validity. Face validity addresses whether or not, on its ...

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