Page 44 - DLIS401_METHODOLOGY_OF_RESEARCH_AND_STATISTICAL_TECHNIQUES

Unit 2: Research Design

3. Advantages and Disadvantages of Experiments Notes

The isolation of the one crucial variable, when all others are controlled, is the main advantage
of experiments (it can lead to hypothesis falsification). Experiments are well-suited for projects
with clearly defined concepts and hypotheses, thus it is the ideal model for causality testing.
It can also be used in the study of small-group interaction, possibly in a field research, i.e. as
a natural experiment. Experiments can also be repeated.
The big disadvantage is the artificial character of the research, and, in the social sciences, they
often involve ethical difficulties, or can simply not be executed.
B. Survey Research
Note on quantification, which is quite essential in survey research, that numbers are representations
of..., they are created, they represent something, so do not reify them (e.g., they are limited to
the sample, and therefore to the sampling procedure - typically a probability sample design).
You have to know the process that created the numbers or you cannot make any inferences.
The powers of the analytical tools (quantitative data analysis) should not be abused. Note that
quantitative methods are generally better on matters of reliability, while qualitative methods
are better on validity.
The main advantage of survey research is of course the generalizability of its findings because
of the representativeness of the sample (see sampling - as a matter of external validity). Note
that a pre-test of the questionnaire is always necessary (as a matter of validity).
1. The Questionnaire
Survey research typically involves administering a questionnaire to a sample of respondents
to draw conclusions on the population from which the sample is drawn. The questionnaire is
standardized to ensure that the same observation method is used on all respondents. This
involves considerations of questionnaire construction, question wording, and the way in which
the questionnaire is administered to the respondents.
(a) Questionnaire Construction
In the construction of the questionnaire, attention is devoted to increase the respondents’
cooperation and avoid misunderstanding of the questions. First, the questionnaire format
should be presentable, not too densely packed, and clear. This involves using intelligible
contingency (“if no/yes go to...”) questions, or matrix questions that contain al the items or
response options to a question. Second, the effects of question order have to be considered,
and this can be pre-tested with different questionnaires, and by being sensitive to the research
problem. Third, clear instructions on how to answer the questions should be given, and it is
best to divide the questionnaire into different sections that are each preceded with instructions.
(b) Question Wording
The question wording should equally enhance the unambiguous nature of the questionnaire.
Several options are available depending on the research perspective: attitudes, for instance,
can be measured with Likert scale questions (variation from strongly disagree to strongly
agree). Questions can also be open-ended (and coded by the researcher for analysis) or closed-
ended (an exhaustive list of mutually exclusive alternatives).
Note that open-ended questions may pose problems for analysis (too many responses), while
closed-ended questions may impose too rigid a framework on the respondents. Also, each
statement should not be too long, not negatively phrased, and posed in neutral, unambiguous
terms to avoid social desirability effects and bias in any one (pro/con) direction. Also avoid
double-barreled questions, and make sure to ask comprehensible and relevant questions.

LOVELY PROFESSIONAL UNIVERSITY 39