|
|
|
|
|||
|
|
The advantages of self-administered questionnaires are the least costly
type of survey
Allows respondents all the time they need Respondents feel more comfortable... privacy |
||||
|
|
Disadvantages of self-administered questionnaires
Low response rate Not good for complex questions Variability of effort Some respondents fill it out hastily Some are very thorough |
||||
|
|
There are many advantages of Face-to-Face Interviews
Hi cost Better response rate Better quality responses More consistent effort in responses Interviewer can probe for more detailed response/clarification |
||||
|
|
The advantages of telephone surveys include
the avoidance most of the problems of mail-in surveys the availability of random-digit dialing & the ease of interval number selection |
||||
|
|
Disadvantage of telephone surveys are that they are over-used by marketing
companies
& they must be limited to 15 to 20 minutes |
||||
|
|
In choosing questions, keep in mind
a. your own research goals b. the impression a question may make c. the response motivations ( desire to appear knowledgeable, to express PC opinions ) |
||||
|
|
To achieve all of these goals,
a survey should use Multiple Indicators, ( discussed below ) i.e., several questions on the same topic, to validate respondents responses But this goal conflicts w/ the goal of keeping the survey short |
||||
|
|
The Master Survey should label & group together the Multiple Indicators,
while the Survey should mix them up |
||||
|
|
Sensitive questions may seem too personal unless the respondent
sees them as justified
Instead of apologizing, make sure respondent is aware of the bearing a question has on the research Make questions as specific as possible |
||||
|
|
Questions about the Sentiments are the most common type
They are most effective when they are related to concrete realities by being combined w/ questions concerning behavior |
||||
|
|
Remember, most people do not have an accurate view of their sentiments
They have an ideal view As opposed to their operative sentiments Example: Respondent believes: "I am not sexist. I am fair." Operative sentiment: "I need the best worker I can get--a man." |
||||
|
|
Thus link sentiments w/ behavior anytime you can
This gives the respondent a greater chance for a more accurate view of their sentiments |
||||
|
|
Knowledge questions are sometimes asked for their own sake
& sometimes as filters to determine if respondent has sufficient info to provide meaningful opinions Respondents will automatically agree or disagree w/ something they know nothing about |
||||
|
|
Each question is one of the Multiple Indicators of the concepts
that underlie the research design
Because the concepts being explored are likely to be complex, the survey should come at them from different angles or in slightly different ways Thus you must use a series of related questions to produce multiple measures of a single concept |
||||
|
|
Structured Questions have a fixed set of alternatives
Easy to answer Responses are easy to code & record as data Researcher must be able to anticipate most of the ways in which respondents will answer |
||||
|
|
Unstructured Questions permit respondents to answer as they
choose
Most useful when you expect a wide range of responses or when responses are likely to be detailed But respondents may ignore or answer in brief |
||||
|
|
In Wording the Questions, be as concise & direct as possible
Avoid technical jargon & over-elaboration The meaning of every question must be clear to all respondents Do not assume that the vocabulary of social scientists will have meaning for any others |
|
|||
| Avoid loaded questions: those so biased that a respondent
would find it difficult to take a particular position That is, it subtly suggests that one position is preferable to another |
|||||
| Utilize one-dimensional questions: you
should only survey one point at a time
Complex topics must be broken down into a series of one-dimensional questions |
|||||
| Respondents should not be able to skim a questionnaire,
answering many questions of a similar format w/ a similar answer ( such a pattern of answers is called yea-saying or nay-saying ) |
|||||
| Mix the types of formats:
7 point Likert scale 5 point Likert scale yes-no agree-disagree, etc. mix patterns of answers ( reverse order or wording of agree-disagree ) |
|||||
| In Constructing the Survey consider both form & content
Until now, we have talked most about content, i.e. what is in the research question |
|||||
| Form Considerations should include
a. Making the survey easily readable in grammar & sentence construction b. Big print c. Don't clutter up the page d. Use a format that is easy to follow. |
|||||
| Sequence the questions w/ the initial aim of capturing respondent's
attention
This is especially important on surveys, since they are no use if not filled out In an interview, the sequence must also be to establish rapport Opening questions should be general, non-threatening, & easy to respond to |
|||||
| The Body of questionnaire should progress through the topics
following some logical pattern that the respondent is likely to recognize & will facilitate an orderly interchange |
|||||
| Sometimes the nature of the questions suggests best order
You may want to try alternative orderings to determine the best Begin w/ the most general, advance to the most specific |
|||||
| Sensitive questions should be reserved for the end
Subject should feel comfortable by this time Word sensitive questions to be as inoffensive & intrusive as possible |
|||||
| Layout & response organization should spread questions &
answers out evenly on the page
w/ sufficient blank space for the Subject to note where one item ends & another begins |
|||||
| Layout minimizes TWO Common Occurrences on Surveys
a. failure to respond b. tendency to respond inappropriately or in a quick standard manner |
|||||
| When you design the questionnaire, assume the worst:
respondents will rush through, ignore questions, etc. |
|||||
| The Mold should be consistent
It is helpful to include a sample question |
|||||
| Filter or Contingency Questions are used to identify a subgroup
of respondents
Explicit instructions should direct the subject to the next item they should answer Use of different color pages can help isolate a series of questions for a specific category or respondents Arrows may also be used to direct respondents to a series of questions |
|||||
| Use similar formats for interview schedules as on self-administered
questionnaires
Sensitive questions are a greater problem for the interviewer Possible answers on a closed list could be printed on a card & handed to the respondent to choose from |
|||||
|
|
The Researcher needs an Introduction for almost all types of
field research: surveys, interviews, etc.
In general, there should be TWO Introductions of any Research Instrument a. The Printed Introduction is printed on the survey, or other research instrument b. The Presented Introduction is read to, explained, etc. to the subject |
|
|||
| The tone of the introduction should be professional | |||||
| a. The Printed Introduction on the Research Instrument explains FIVE Facets of the Research | |||||
| i. Explain what the study is about in a way
that captures the attention of the respondent
Keep it simple. do not use jargon. You can not necessarily tell the whole story because it may bias their answers |
|||||
| ii. Impress the Subjects w/ the importance
& their participation
Emphasize that respondents should be conscientious / take care to fill out the most correct answers, but don't "second guess" themselves; go w/ 1st impressions Respondents must be impressed upon to express their own ideas |
|||||
| iii. Assure Subjects that all data will be
handled in a way that protects their identity
Emphasize that not even you will be able to tell who participated |
|||||
| iv. Link the study to any sponsor that is
known & trusted
Identifying the project as a class project is less effective than linking it to a college or university |
|||||
| v. Explain the Disclaimer form &
give 1 to the Subject to sign
& allow them to keep another |
|||||
| Instructions for self-administered surveys must be short | |||||
| b. The Presented Introduction is read to, explained, etc. to the subject | |||||
| The Printed Introduction is optional but strongly recommended | |||||
| The Presented Introduction covers the same
material as the Printed Introduction
but attempts to cover points in greater detail, w/ greater emphasis on selected portions, & allows for some questions |
|||||