Research strategies Methods of data collection Survey Questionnaires

Research strategies & Methods of data collection Survey Questionnaires

The survey strategy • Focuses on a given population (via sampling) • What, who, where, how much, how many? • Mostly exploratory, descriptive; but can also suggest models, relationships, possible reasons • Survey using questionnaires are popular: • • • can provide standardized, quantitative data from a sizeable population the per data (or per respondent) cost is very low allows easy comparison in general it is perceived as authoritative relatively easy to understand & explain

The survey strategy • Provides relatively strong control over the research process • Can provide representative results (is the sampling is adequate) • Pilot study is necessary • Allows inependent research (it is your data) • Primary data collection methods: • Questionnaires • Structured observations • Structured interviews

Questionnaires

Questionnaire • A method of data collection in which each respondent answers the same questions in a predetermined order.

Questionnaires • The use of questionnaires is overrepresented among data collection methods • Good for descriptive and explanatory (and not for exploratory) research • Works best with standardised questions (interpreted on the same way by all respondents) • Can be used as the only method, but works better in combination with qualitative techniques • Limitations: • Limited number of questions • Threat: creating a wrong one

Types of questionnaire Self-completed: • Internet questionnaires: • • on-line, off-line web, mobile available population? visual apperarnace can vary by screns • Postal questionnaires • Delivery and collected questionnaires Interviewer-completed: • Telephone questionnaires • Face-to-face questionnaires (= structured interviews? )

How to choose? • Characteristics of the prospective respondents • Importance of reashing a particular respondent • Importance of avoiding contamination and distortion • Size of sample needed • Types of question • Number of questions • Available resources (feasibility)

Improving response rates for postal questionnaires Incentives: monetary, sent with questionnaire Length: shorter Appearance: brown envelope, colored ink Delivery: recorded delivery, stamped return envelope Contact: pre-, follow-up Content: interesting/relevant, user friendly language, behavioral and demographic questions only (no attitude questions) • Origin: university sponsorship • Communication: explanation for not-participating requested, anonimity stressed • • •

Steps of questionnaire data collection • Concept of the research: definitions, population, research question etc. • Design • Pilot testing • Amendment • Sampling • Delivering • Coding • Entering (typing) • Preparation for analysis • Analysing

Types of items (individual questions) • Open: • Numbers • Text: • Words • Senteces • Longer text • Semi-closed • Eg. : closed + „other: …. ” • Closed

Types of closed questions • List questions: • Binary (eg. yes/no) • Select one • Select more • Category questions • Ranking questions • Rating questions (eg. Likert-scale): • • • Agreement Amount Frequency Likelihood Etc. • Semantic differential • Matrix questions

Combining items into one variable • Indices • Scales • Typologies

Consructing the questionnaire • Order of the questions • Visual presentation • Coering letter or welcome screen • Introduction text • Closing • Contacts