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 Are the Sample Members Persuaded to Participate?

Erin Ruel

Participants are persuaded by caring for the survey’s purpose. Start by “branding” the study. Find the words that will trigger interest in the topic and will make the participants want to complete the survey. This is not easy. In the early 2000s, every survey used the phrase “let your voice be heard” or some variant of that. It is now overused. Plus, people use social media these days to make their voices heard.

The example in Figure 54.1 is a transportation study focusing on traffic. It’s branded, “We’re going places,” and it solicits help. These are strong messages for a topic that is not extremely important. The graphic shows a traffic jam and personalizes it by ...

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