ERIC Number: ED117216
Record Type: Non-Journal
Publication Date: 1975
Reference Count: N/A
Cross Cultural Methods for Survey Research in Black Urban Areas.
Word, Carl O.
This paper summarizes the development of a new approach to survey research in black urban communities, in part by adapting standard techniques. Attention is directed at a group of salient assumptions underlying social science investigations, namely: (1) the universality of majority culture models of attitude structure; (2) sociolinguistic and linguistic styles in black communities; (3) the utility of majority culture cognitive frameworks to understanding black attitudes toward sensitive topics; and, (3) the adequacy of traditional survey research procedures to garner valid samples in urban black communities. Research pursued during summer 1975 involved eliciting a domain of thoughts about television in open-ended interviews with a cross-section of black respondents, refining that to a number of categories, and construction of an attitude scale reflecting those categories. Experienced black interviewers approached black residents of San Jose, East Palo Alto, San Francisco, and Oakland, California, in a variety of settings to ensure a mix of relevant and "irrelevant" factors. The interviewers attempted to structure the intercept as a conversation, so that the black respondents would feel free to utilize a similar communication style. The emphasis was on generating as much information about the cognitive categories people utilize to think about television as possible. (Author/JM)
Descriptors: Attitude Measures, Black Attitudes, Black Community, Cognitive Processes, Communication Problems, Community Surveys, Cross Cultural Studies, Cultural Influences, Field Interviews, Measurement Techniques, Research Methodology, Research Problems, Test Construction, Urban Population
Carl O. Word, Cablecommunications Resource Center/West, 800 Welch Road, Palo Alto, California 94304 (Price not quoted)
Publication Type: Reports - Research
Education Level: N/A
Sponsor: Booker T. Washington Foundation, Detroit, MI.; National Science Foundation, Washington, DC.
Authoring Institution: Cablecommunications Resource Center/West, Palo Alto, CA.
Identifiers - Location: California (Oakland)