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Lookup NU author(s): Professor Tony Young
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Survey methodologies, usually using questionnaires, are among the most popular in the social sciences, but they are also among the most mis-used. Their popularity in small-scale intercultural research is associated with perceived ease of use, and the access they can give to large amounts of data which are analysable by even very inexperienced researchers. Problems can derive from mismatches between paradigms, research questions and instruments. They can also arise for more microcosmic reasons, relating to sampling, instrument design, low response rates, and over-claims for what data from a small sample can really say about a population. This chapter details these potential pitfalls but also shows how the application of relatively simple, tried-and-trusted considerations and techniques can mitigate against them. It also gives a brief overview of approaches to analysis, and discusses the purposes that questionnaire-based research can serve as part of a mixed-methods design.
Author(s): Young TJ
Editor(s): Zhu Hua
Publication type: Book Chapter
Publication status: Published
Book Title: Research Methods in Intercultural Communication: A Practical Guide
Print publication date: 01/01/2016
Acceptance date: 01/09/2015
Place Published: Oxford
Library holdings: Search Newcastle University Library for this item