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Constructing Survey Data

Constructing Survey Data
An Interactional Approach

First Edition

April 2014 | 392 pages | SAGE Publications Ltd
Engaging and informative, this book provides students and researchers with a pragmatic, new perspective on the process of collecting survey data. By proposing a post-positivist, interviewee-centred approach, it improves the quality and impact of survey data by emphasising the interaction between interviewer and interviewee. Extending the conventional methodology with contributions from linguistics, anthropology, cognitive studies and ethnomethodology, Gobo and Mauceri analyse the answering process in structured interviews built around questionnaires.  

The following key areas are explored in detail:
  • An historical overview of survey research
  • The process of preparing the survey and designing data collection
  • The methods of detecting bias and improving data quality
  • The strategies for combining quantitative and qualitative approaches
  • The survey within global and local contexts
Incorporating the work of experts in interpersonal and intercultural relations, this book offers readers an intriguing critical perspective on survey research.

Giampietro Gobo, Ph.D., is Professor of Methodology of Social Research and Evaluation Methods at the Department of Social and Political Studies - University of Milan. He has published over fifty articles in the areas of qualitative and quantitative methods. His books include Doing Ethnography (Sage 2008) and Qualitative Research Practice (Sage 2004, co-edited with C. Seale, J.F. Gubrium and D. Silverman). He is currently engaged in projects in the area of workplace studies.

Sergio Mauceri, Ph.D., is Lecturer in Methodology of Social Sciences and teaches Quantitative and Qualitative Strategies of Social Research at the Department of Communication and Social Research - University of Rome ‘La Sapienza’. He has published several books and articles on data quality in survey research, mixed strategies, ethnic prejudice, multicultural cohabitation, delay in the transition to adulthood, worker well-being in call centres and homophobia.
Introduction: Rescuing the survey
Surveying the Survey: Back to the Past
The Making of the 'Survey Society': The 19th Century

The Common Roots of the Survey and In-depth Interview

The Pioneers: 1880 - 1935

Technical Improvements and the Abandonment of Mixed Methods

The Idea of Standardizing the Survey Interview

The Split between Quantitative and Qualitative Methods

The Explosion and Institutionalization of Surveys

Technical Modifications toward a Standardized Interview

The Decline of the Concern for Data Collection

The Globalization of the Survey Culture Model

Concluding Remarks

Back to the 'Golden Age': Towards a Multilevel Integrated Survey Approach
What is Survey Research?

From the Standard to the Multlievel and Integrated Survey Approach

Concluding Remarks

The Answering Process
What Lies Behind the Datum?

The Co-construction of Survey Data

The 'Cognitive Turn' and the CASM Movement

Inference Procedures

Situation Awareness

The Limits of the 'Cognitive Turn' and Social Information Processing (SIP)

From Cognition to Interaction: The Pragmatic Turn

The Logic of Conversation

Concluding Remarks

Asking and Questioning
Attributing Meanings to Questions

Evaluation: The Heuristics of Judgement

An Alternative Typology: Cognitive Tasks and Response Alternatives

Concluding Remarks

Answers: Cognitive Processes
Open-ended or Closed-ended? Facing the Dilemma

Scalar Answers

The Influence of the Response Alternatives

The Pragmatics of Response Alternatives

Response Alternatives and Linguistic Communities

Researchers versus Interviewees? Towards a Reconciliation of Separate Worlds

Concluding Remarks

Communicative Processes
Psychological States of Interaction

Social Conventions

Answers and Interviewees' Demographic Characteristics

The Setting

Concluding Remarks

The Living Questionnaire: The Survey at Work
The Initial Contact with Interviewees

The Nonresponse Phenomenon

The Sociology and Psychology of Nonresponse

The Questionnaire in Action

Incongruences in the Answers

Concluding Remarks

From Standardization of Stimuli to Standardization of Meanings: The Interactional Survey Approach
The Behaviourism-based SSA: The Standardization of Stimuli

The Interactional Survey Approach: Standardizing Meanings

Bridging the Gap between Questionnaire (Researcher) and Interviewee: Empowering the Interviewer

Standardizing the Meaning of Response Alternatives Too

Concluding Remarks

Training for the Interactional Survey Approach
Motivating the Interviewee by Following the Norms of Conversation

The Interviewer's Hermeneutic Role

The Specific Hermeneutic Competence of Interviewers

Evaluation of Interviewer Performance

Concluding Remarks

Re-conceptualizing Data Quality
What is Data Quality?

Dimensions of Data Quality

From Data Quality to Survey Quality

Concluding Remarks

Mixed Survey Strategies: Quality in the Quantity
What is Mixed Methods Research?

Mixed Strategies: The Proportion of Quality and Quantity in a Research Design

The Integrative Role of Qualitative Procedures in the Survey: A Typology

The Pilot Study: Orientation of the Data Construction Process

Concluding Remarks

Pretesting Strategies: Assessing Data Quality in Advance
Aims of Pretesting

Pretesting Strategies based on Manifest Evidence

Qualitative Strategies: Inside the Black Box to Discover the Hidden Biases

Concluding Remarks

Deviant Case Analysis: Improving Data Quality
The Limitations of Monitoring Techniques within the Data Matrix

Deviant Case Analysis (DCA): The Exception that Refines the Rule

The Functions of Deviant Case Analysis

Exploring Deviant Cases: Some Techniques

Concluding Remarks

Glocalizing the Survey
Towards Multicultural Methodology

The Global Survey and its Discontents: The Limits of Current Survey Methodology

An Individualist Social Philosophy

Western Tacit Knowledge Embedded in the Survey Model

Lessons Learned from Cross-Cultural Surveys

De-colonizing the Survey

The Local Structural Context

Combining Global and Local

Brand New: Re-Styling the Survey

Concluding Remarks


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ISBN: 9781849201773
ISBN: 9781849201766

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