Ethnographers tend to be uneasy about survey research. Some of us shun it because it seems “reductive” of human experience; others are intimidated by complex methods and analytics that weren’t part of our research training. But surveys are everywhere—some are rigorous and insightful, many are lousy. Whether we’re conducting surveys, collaborating with colleagues who do, or interpreting survey-based studies, an understanding of survey research fundamentals is essential.
Tutorial offers survey basics from an ethnographer and survey methodologist who collaborate at the world’s leading provider of media and marketing information. Their crash course on survey fundamentals includes:
when to use surveys and why
basics of survey design
writing effective survey questions
evaluating survey quality
the total survey error framework
how ethnographers and survey researchers can add value to each others’ work
This tutorial is designed for...