Surveys Sampling Data Collection Surveys n Elicits information

Surveys Sampling & Data Collection

Surveys n Elicits information from patrons- might be factual, opinion, or both n Provides a quantitative or numeric description of trends, attitudes, or opinions of a population by studying a sample of that population § Creswell n Consistency of format and delivery n What is the purpose of the research? Why is a survey the appropriate tool?

Survey Types n Questionnaire n Paper-based (i. e. self-administered) n Can be administered to groups (e. g. , Class Evaluations) n Allows for clarification if necessary n Typically higher response rates n Interviews n Structured/ Formal n Identical questions n Identical delivery n Telephone or in-person

Surveys n Active n Mailed n By telephone n In-person interviewing n Distributed on location n Web/ Online n E-Mail/ Listserv n Passive n Comment Cards (surveys) are like bikinis. What they reveal is interesting, but what they conceal is essential. -Kenneth Boulding

Survey Design: Population/ Sampling n Define/ Enumerate Population n Literacy/ Language Issues n For self-administered n i. e. Children n Sample Selection n Who is the respondent/ unit? n Can they be found/ contacted? How? n i. e. unlisted numbers and random dialing What size sample is needed? n What response rate is acceptable? n

Surveys: Finding & Designing n Existing Instruments n Lib. Qual n WOREP n Library Research Services Web list n http: //www. lrs. org/us ersurveys. php n Design Templates n Surveymonkey n Zoomerang Advantages and Disadvantages?

Survey Design: Question Types n Dichotomous: Two possible responses (yes/no; true/false; male/female) n Have you used the public library in the past year? n Level of Measurement: Rank order or scale questions n Rank these library services in order of importance: availability of new releases, ability to renew online, new books on audio n Which library services do you use (check all that apply) n The library staff is helpful: Strongly Agree… n Filter/ Contingency Questions n If you answered no, skip to question 10… n Screening Questions n Have you ever taken an online tutorial?

Survey Questions n Types of Questions n Factual n Opinion/ Attitude n Self-perception n Information knowledge n Standards of action n Past or present behavior

Survey Design: Question Content n Are all questions useful/ necessary: level of detail n Do some questions need to be broken down further? n Avoid double-barreled questions n To cover all possibilities (i. e. do you use the library? Do you bring your children to the library? ) n To provide further context (have you ever used the archives? Was it for a school project or personal research? ) n To determine level of intensity (do you believe the public library is an important part of the community? Would you support increased funding? )

Survey Design: Question Content n Do respondents have necessary info to answer? (i. e. Is public funding adequate) n Should a question be more specific? n Difference between: did you like the book vs. did you recommend the book to others vs. will you read other books by the same author n Should a question be more general? (listing all services used vs. do you use the library at all)

Survey Design: Question Content n Are questions biased/ loaded? n Would you like increased evening/ weekend hours? Should the library eliminate overdue fines? n Will respondents be able (want) to answer truthfully?

Survey Design: Response Format n Structured Responses n Fill in the blank n Rating scales (placing items in order) n Check box n Single option (i. e. strongly agree…) n Multi-option (check all that apply) n n n Make sure all alternative as covered Treat all as separate variables Uniformity of options

Survey Design: Response Format n Unstructured Responses n Open-ended questions n Text-based responses n For interviews, must decide how to transcribe answers (i. e. every word/ general idea)

Survey Design: Question Wording n Can the question be misunderstood? n What sorts of online resources do you use? (do you mean general web, subscription database, for what purposes… research, entertainment, etc) n Does the question make assumptions? n Why do you use the library (assumes you do) n Is a time frame necessary and included n Should the library increase hours during exam time this year?

Survey Design: Question Wording n How personal? n Are library hours satisfactory vs. Do you feel library hours are satisfactory vs. Are you personally satisfied with library hours? n How direct? n What is your immigration status?

Survey Design: Question Wording n Define technical terms n Avoid jargon n Avoid offensive/ objectionable language

Survey Design: Question Placement n Ordering n Arrange by topic (do answers depend on prior questions) n Later questions may receive less attention/ interest n Opening questions n Set tone n Capture (or lose) interest n Sensitive questions n Attempt to establish trust, be non-threatening. Allow the option to not answer

Survey Design: Question Placement n Begin with easy, non-threatening questions n Do not begin with open-ended questions n Place more difficult questions later in survey n Stick to one topic at a time n Transition to new topics

Survey Design: Interviews n Role of Interviewer n Locate and enlist respondents n Motivate respondents to participate fully n Clarify and confusion n Observe the quality of the responses n Conduct a good interview

Survey Design: Interviews n Training n Describe study in detail (including purpose and objectives) n Be clear about sponsors of research n Instruct on survey research techniques/ rationale for questions n Explain interviewer bias and how to avoid it n Run through practice interviews

Survey Design: Interviews n Opening Remarks- gaining entry/ building trust n Explanation of research, purpose, goals n Stress confidentiality and voluntary nature n Stick to script but don’t be too formal n Ask questions exactly as written n In order n Ask every question n Provide clarification but not elaboration

Survey Design: Interviews n Probing: gaining adequate responses n Silence- can encourage people to talk more n Overt encouragement- nodding, saying okay etc. n Elaboration- i. e. asking “would you like to elaborate on that? ” n Asking for clarification n Repetition- repeat back an answer

Survey Design: Interviews n Recording responses n Take notes immediately n Include any probes/ clarifications n Use abbreviations

Survey Design: Interviews n Concluding the interview n Thank respondents n Tell them when they might expect results n Upon leaving, write down any notes/ observations

Survey Question Pitfalls n Poorly worded questions (ambiguous, broad, double-barreled) n Order of questions n Order of responses n Too many/ too few choices n Jargon n Differences in scale

Survey Issues n Self-reporting n Subjectivity n Response Rate n Respondent (Non-respondent) bias n Generalizing to a population

Surveys: Respect for Respondents n Remember respondents are doing you a favor n Be polite, courteous, always remember to thank them for participation n Offer to share results/ write-ups n Be as brief as possible n Be sensitive to respondents needs

Survey Questions: Samples n Compare: n Are you satisfied with our services? Y N n Which services have adequately met your needs? (Check all that apply) n How satisfied are you with xyz service? 1 2 3 4 Not at all Neutral Very 5

Survey Wrap-Up n Advantages and Disadvantages?