By Richard L. Scheaffer, III William Mendenhall, R. Lyman Ott, Kenneth G. Gerow
Effortless SURVEY SAMPLING is an interesting and useful advent to survey sampling. The booklet starts with real-world eventualities and makes use of easy-to-understand formulation, methodologies, and ideas to teach how pattern surveys are utilized in a wide selection of occasions.
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Additional resources for Elementary Survey Sampling
Example text
The Literary Digest attempted to predict the outcome of the 1936 presidential election by sending postcard questionnaires to 10 million people selected, evidently, from subscribers to the Digest, telephone directories, and automobile owners. 5 Designing a Questionnaire 29 cards showed Landon a winner over Roosevelt by 57% to 43%. 5%. The large error may have been partly due to the frame being weighted toward higher-income people, but, certainly, the high nonresponse rate was a significant factor.
A few of their main points are summarized here. Surveys are governed by principles of social exchange. Small gestures (personalized letters, reminder letters, or tokens of appreciation) can help reap big response rates because a major goal is to build trust between the interviewer and the respondent. In fact, authority is not all it’s cracked up to be. ”) Topic saliency improves the response rate because respondents may want to give their opinions on important matters, especially if they belong to a group that can be potentially advantaged (or disadvantaged) by the results of a survey.
Order is also important in the relative positioning of specific versus general questions. Respondents may be asked the following questions: A. Will you support an increase in state taxes for education? B. Will you support an increase in state taxes? It would not be unusual to find more people supporting B if asked in the order (B, A) than if asked in the order (A, B). If question A is asked first, people who support taxes for education and answer A affirmatively may think that B implies an increase in taxes not necessarily going to education, and they may then say no to this question.
