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Chapter4A.ppt
- 1.
- 2. Using Questionnaires inSurvey Research Construction is key to valid and reliable research Well written and manageable questions – Manageable interviews Consider why use survey methods?
- 3. Issues to consider Getting clear response Limiting response Length Intrusive – personal questions and private thoughts
- 4. Procedure for Development Specify what information will be sought Determine the type of questionnaire and method of administration Determine the content of individual questions Determine the form of response to each question Determine the wording of each question
- 5. Forms Self-administered surveys Face-to-face interviews Telephone surveys Computer assisted and Web-based E-mail
- 6. Self-Administered Respondents completeon their own Best designed for – Measuring variables with numerous values or response categories – Investigating attitudes and opinions not usually observable – Describing characteristics of a large population – Studying ‘private’ or ‘difficult’ behaviors
- 7. Self-Administered Response ratestend to be lowest for mailed questionnaires – As low as 20 – 30% – Low response rate affects generalizability More standardization of the questions An increased reliability over other qualitative methods – Response patterns can vary
- 8. Self-Administered Closed-ended itemslimit the researcher – Adjust for differences in respondents – Clarify misunderstood items – Explain ambiguity Not suitable for all audiences – Young children – Visually impaired – Learning/reading disabilities
- 9. Computer Assisted andWeb-Based Way to create and administer self-administered questionnaires Marketing researchers find response rates increase – This is not across the board Questionnaires (especially short ones) can be sent via email – Or provide internet link to site which hosts survey
- 10. Web-Based Surveys Createown web page or hire a commercial company – www.hostedsurvey.com Allow for instant data coding Need to be able to write code or use software Maybe less time and costs Access is a huge issue (affecting generalizability) – Variation in computer ownership and usage – Internet access
- 11. Interviews Reading questionnaireitems in a face-to-face or telephone situation Unstructured or in-depth – Suited for exploratory research – Either with one person or in focus groups – Open-ended items – Cannot standardize – Good for complex situations
- 12. Interviews Structured – Considerrole of interviewer Style Personal characteristics – Influenced by the process – Training is critical – Follow wording – Record responses Example: General Social Survey (GSS)
- 13. Interviews Response ratestend to be highest with face-to- face interviews – Excluding ‘street corner’ technique Issues – More time – Smaller samples – Higher cost
- 14. Telephone Most popular –Less costly – Less time – Less subjective to interviewer As compared to face-to-face Often conducted with computers Can probe for information/clarification Threshold about 20 minutes
- 15. Constructions Regardless ofsurvey type, construct in a way – Allows for candid answers – Accurately – Consistently – Addresses goals, hypotheses, research questions
- 16. Conceptualizing the Task List the set of research questions, hypotheses – Consider how others have measured – At least one questionnaire item for each variable – Operationalize the concept Outline what you want to cover – Consider the following categories Attitudes: feelings and opinions Behaviors: what they actually do Demographics: who they are
- 17. Measuring Behavior Translateopinions into action Useful in – Making policy – Improving working conditions – Evaluation of programs Measure of what they say they do
- 18. Demographics Need toknow how opinions and behaviors vary across different categories of people Such things as – Age, income, education – Political beliefs, sexual orientation Put at end of instrument – Easy to answer
- 19. Instructions Beginning ofeach section, should include clear instructions Disclose needed information for respondents to decide whether to complete the survey Consider phrasing – Don’t alienate Tell whether – Anonymous: no names or IDs – Confidential: names or IDs, not attached responses
- 20. Instructions Information aboutdue date – General time line is a good idea Information on submitting Be consistent with instructions and format – A little variation might break up ‘routine’
- 21. Conceptualizing Brainstorm Reduceyour list to items that are connected to your ‘research’ variables Be creative and make an engaging survey Length of questionnaire – Time to construct – Time for respondents to complete – Cost of construction and dissemination – # of variables/concepts Font, spacing, and format
- 22. Question Writing Targetthe vocabulary and grammar to the population be surveyed. – For studies within a specific organization, use the jargon used in that organization. – Be careful to avoid language that is familiar to you, but might not be to your respondents. Avoid unnecessary abbreviations.
- 23. Avoid ambiguity,confusion, and vagueness. – Make sure it is absolutely clear what you are asking and how you want it answered. – Avoid indefinite words or response categories.
- 24. Avoid emotionallanguage, prestige bias and leading questions – Watch out for loaded words that have a history of being attached to extreme situations. – Watch for prestige markers that cue the respondent to give the "right" answer. – Avoid leading questions. – Avoid loading questions with extra adjectives and adverbs.
- 25. Avoid double-barreledquestions – Make each question about one and only one topic. Don't assume the respondent is an expert on themselves (unless you have no choice)
- 26. Avoid askingquestions beyond a respondent's capabilities – People have cognitive limitations, especially when it comes to memory of past events. – It is pointless to ask people about things that are not natural ways for them to think.
- 27. Avoid falsepremises Avoid asking about future intentions (if you can) Avoid negatives and especially double negatives