Blackwell Reference Online

Extract

Quantitative surveys are usually comprised of standardized interviews that are conducted using a questionnaire. The term “standardization” describes the predetermination of the course of the interviews. In a fully standardized questionnaire each respondent is presented with the same stimulus, i.e., an equal question. Therefore, the reaction (i.e., the answer) is comparable to that of another respondent. The aim of a standardized interview is to avoid disturbing factors as far as possible. Usually, however, not all bias can be eliminated, which is why one should at least try to keep it constant. In standardized quantitative surveys, this means that the wording of all questions and response items is identical for all respondents. Furthermore, the sequence of the questions is specified exactly and the social situation should be constant in every interview. Standardization aims at comparability of results as an important prerequisite for generalization and representativity of the whole survey. Quantitative surveys are able to produce results that are considered representative for the part of the population that participated in the interview. Besides using a specific sampling technique, this is achieved by a high degree of standardization and by complying with specific criteria regarding selection, training, and control of the interviewers. In media and communication research, quantitative ... log in or subscribe to read full text