1、1896 1920 1987 2006Study on Method of Mass Communication Research传播研究方法 （9&11）Dr. Yi Mou 牟怡Survey Does your employer or his representative resort to (诉诸) trickery in order to defraud you of a part of your earnings? If you are paid piece rates, is the quality of the article made a pretext for fraudul
2、ent deductions from your wages?”- A survey by Karl Marx (25,000 questionnaires were mailed out to French workers, without any record of any being returned). An early example Descriptive, exploratory, and explanatory Units of analysis = respondents Respondents A person who provides data for analysis
3、by responding to a survey questionnaire. Large samples, original data, measuring attitudes and orientationsTopics Appropriate for Survey Research Survey (调查) Questionnaire (问卷) Questionnaire A document containing questions and other types of items designed to solicit information appropriate for anal
4、ysis.Guidelines for Asking Questions Choose Appropriate Question Forms Questions and Statements Questions: Statements: Scales Choose Appropriate Question Forms Open-Ended and Closed-Ended Questions Open-Ended Questions Questions for which the respondent is asked to provide his/her own answers. Close
5、d-Ended Questions Survey questions in which the respondent is asked to select an answer from among a list provided by the researcher. Categories should be exhaustive (穷尽的). Categories should be mutually exclusive (排他的). Make Items Clear 在过去的一段时间里你的社交媒体使用情况怎样？ 在过去的24小时里，你使用微博的时间大概是_分钟？Principle Avoid Double-Barreled Questions 我相信新浪微博上的消息的真实性和权威性。Strongly Disagree Strongly Agree Principle Respondents Must Be Competent to Answer Consider the respondents literacy levelPrinciple
