Preparing the Survey

Social values and belief systems influence individuals by shaping their attitudes and behavior (O’Donohue & Nelson, 2009). Beliefs must be rationalized and justified to be believed. Values are at the heart of the belief system and difficult to change. Attitude is a hypothetical structure that represents individual’s like or dislike (Vaske & Donnelly, 1999). The influence of values on attitudes and behavior occurs indirectly via other components in the cognitive hierarchy. For example, “basic beliefs serve to strengthen and give meaning to fundamental values” (Vaske & Donnelly, 1999, p. 525) . Read more …

See also in this blog:

• Research Overview
• Survey’s Perceptions and Biases
• Quantitative or Qualitative