Table Of ContentSURVEY RESEARCH AND SAMPLING
THE SAGE QUANTITATIVE RESEARCH KIT
Survey Research and Sampling by Jan Eichhorn is the 4th volume in The SAGE
Quantitative Research Kit. This book can be used together with the other titles in the
Kit as a comprehensive guide to the process of doing quantitative research, but is
equally valuable on its own as a practical introduction to Survey Research.
Editors of The SAGE Quantitative Research Kit:
Malcolm Williams – Cardiff University, UK
Richard D. Wiggins – UCL Social Research Institute, UK
D. Betsy McCoach – University of Connecticut, USA
Founding editor:
The late W. Paul Vogt – Illinois State University, USA
SURVEY RESEARCH AND SAMPLING
The SAGE Quantitative Research Kit
Jan Eichhorn
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© Jan Eichhorn 2021
This volume published as part of The SAGE Quantitative Research Kit (2021), edited
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CONTENTS
List of Tables and Boxes
About the Author
1 Introduction
Why Do We Need to Worry About Sampling and Survey Design?
The Approach of This Volume
Overview of the Content of This Volume
2 Sampling Approaches: How to Achieve Representativeness
Introduction
Populations and Sampling Frames
Probability and Non-Probability Sampling
Approaches to Probability Sampling
Simple Random Sampling
Cluster and Multistage Sampling
Stratified Sampling
Approaches to Non-Probability Sampling
Quota Sampling
Common Alternative Non-Probability Sampling Methods
Respondent-Driven Sampling
3 Sampling Mode: How We Actually Collect the Data
Introduction
Data Collection Methods
Face-to-Face
Telephone
Direct Mail
Internet Based
Combining Methods
Considering Non-Response Bias
Adjustments After Data Collection: Weighting
Applying Weights to Account for Response Biases
Applying Weights to Account for Attrition
4 Questionnaire Design: Asking the Right Questions
Introduction
Distinguishing Between Different Types of Questions
Open- and Closed-Ended Questions
Single-Answer Multiple-Choice Questions
Multiple-Answer-Item Questions
Likert Scale Questions
Numerical Scale Questions
Ranking Questions
Open Format (With Predetermined Units)
What Makes Good Questions – and Some Common Pitfalls
Non-Discrete Questions
Providing Non-Discrete Answer Option Sets
Providing Uncomprehensive Answer Option Sets
Leading Questions
Social Desirability
Thinking About the Questionnaire Structurally
The Effect of Question and Answer Option Order
Linking Questions for Analyses
Validity and Reliability Concerns
Conclusion
5 Ensuring Survey Quality: Piloting, Checks and Cross-Cultural Comparability
Introduction
The Complex Path to a Good-Quality Survey
Pre-Fieldwork Quality Checks
Cognitive Interviewing
Piloting
Interviewer Preparation and Briefings
Translation
Post-Fieldwork Quality Checks
Data Cleaning
Sensitivity Analyses
Cross-Cultural Construct Validity
6 Conclusion
Glossary
References
Index
LIST OF TABLES AND BOXES
LIST OF TABLES
2.1 Population statistics for Poland, sex and age (Eurostat, 2016) and quota
calculation 22
3.1 Influences on survey participation according to Groves and Couper (1998, p.
30) 44
3.2 Calculating weights for a survey sample from Poland with reference to
population statistics (Eurostat, 2016) 47
4.1 Example of an 11-point scale with a labelled midpoint 61
4.2 Example questions from the World Values Survey (2012) 75
LIST OF BOXES
2.1
Case Study: Predicting the US Presidential Elections 1936: Why Sampling Is So
Important 11
2.2
Ask an Expert: Rachel Ormston | Sampling Narrowly Defined Groups of
Respondents 14
2.3
Ask an Expert: John Curtice | Surveys, Polls and Exit Polls 27
3.1
Case Study: Random Route Procedure in Wave 5 of the German World Values
Survey Sampling 35
3.2
Ask an Expert: John Curtice | Mistakes in UK General Election Polling 49
4.1
Ask an Expert: Good Survey Questions and Common Pitfalls 63
4.2
Case Study: Asking About the Independence of Scotland 73
5.1
Case Study: The Processes Required to Create the Scottish Social Attitudes
Survey 83
5.2
Case Study: Young People’s Political Engagement 86
5.3
Ask an Expert: Susan Reid and Paul Bradshaw: On Cognitive Interviews and
