- Identify the reasons for the popularity of survey research.
- Define the term “omnibus survey” and contrast their strengths and weaknesses to those of single-purpose surveys.
- List the sources of errors of observation and errors of nonobservation in survey research and give one example of each source.
- Explain how social exchange theory can be used to improve survey response rates.
- Discuss the advantages and disadvantages of including don’t know and neutral responses among response choices and of using open-ended questions.
- Discuss the rationale for using multi-question indexes.
- List the different methods for improving survey questions.
- Outline a cover letter for a survey that contains each of the required elements.
- List the strengths and weaknesses of each type of survey design, giving particular attention to response rates.
- Explain the rationale for a mixed mode survey.
- Discuss the key ethical issues in survey research.
