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38 Cards in this Set
- Front
- Back
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Types of Surveys
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Descriptive
Analytical |
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Descriptive
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Describe what exists at the moment
Describe what exists at the moment |
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Analytical
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Explain why certain situations exist
Variables are used to test hypotheses |
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Advantages of Survey Research
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Investigate problems in realistic settings (not under artificial conditions such as laboratory or screening rooms
Cost effectiveness considering the amount of information gathered (cost can be controlled: choice of mail, telephone, interview) Easy collection of large amount of data (allow to use multivariate methods to analyze data) |
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Disadvantages of Survey Research
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No manipulation of independent variables (causality cannot be easily investigated)
Bias can be caused by inappropriate wording or placement of questions. Talking to the wrong people (telephone survey) |
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Types of Data Collection Methods
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Internet survey
Personal interview Focus Group survey Telephone survey Mail Surveys |
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Internet Survey
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Used when have cost constraints
Time not a factor |
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Personal Interview
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Used when want in-depth information
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Focus Group
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Used to get a “general idea” of what people think
Good for product testing |
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Telephone Survey
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Used when have fewer cost constraints
Time is a factor |
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Internet Survey
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Used when population under study is internet users
Lack of scientific method |
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Constructing Questions
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Basic considerations in construction of good survey questions:
-Questions must be clearly and unambigously communicate desired info to the respondent -Questions should be worded to allow accurate transmission of respondents’ answers Depends upon the data collection method Design of questionnaire must always reflect the basic purpose of the research A complex research topic will require more questions than a less complex research tip |
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Open-Ended
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Requires respondent to generate their own answer
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Advantages of Open-Ended
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Choices or options are not provided, allowing unexpected results to e reported
Gives respondents opportunity to provide in-depth responses. Gather info about the feelings and motives behind their answers. May get answers researchers did not predict in designing questionnaire Useful for a pilot version of a study |
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Disadvantages of Open Ended
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Time involved in analyzing
Develop a coding scheme |
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Close Ended
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Requires respondent to choose from a list of possible answers
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Advantages of Close Ended
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-Choices or options are provided, allowing for easy analysis
-Provide greater uniformity in answers |
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Disadvantages of Close Ended
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-Can leave out important responses
Always use an “other” category Develop a coding scheme |
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Guidelines for writing Questions
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Be clear
Be brief Retain research focus Avoid double-barreled questions Avoid biased words and terms Avoid leading/loaded questions Keep questions simple Avoid embarrassing questions |
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Types of Close Ended Questions
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Dichotomous questions
Multiple choice questions -Exhaustive list of mutually exclusive choices Rating scales Semantic DifferentialTechnique -Measures the meaning of an item for an individual using bipolar adjectives Rank-ordered categories Respondent ranks a list of items in order of importance Others: Checklists Fill in the blank Forced choice Feeling thermometers |
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Introduction
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To generate a higher response rate, introductions should be
Short Realistically worded Serious Neutral Non-threatening Pleasant but firm |
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Instructions
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Clearly stated
Mail/self-administered – most specific instructions Screener/filter questions -To eliminate unwanted respondents or to include only respondents who have specific characteristics Instructions apply to respondents as well as interviewer |
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Question Order
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Start with “warm-up” questions
Demographic data, personal questions, and other sensitive items are placed at the end Organized in a logical sequence: from general to specific Similar questions grouped together |
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Layout
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Physical design of the questionnaire should be laid out to attract many responses
Neatly typed Response categories adequately spaced and presented in a non-confusing manner |
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Questionnaire Length
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Long questionnaires cause fatigue, respondent mortality and low completion rates.
Shorter questionnaires guarantee higher completion rates |
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How to balance
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Amount of money in research budget
Purpose of the survey Type of problems or questions to be investigated Age of respondents Type and complexity of questions Location in country where study is conducted Time of year Time of day Type of interviewer |
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Select a Sample
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Sampling frame which contains names and addresses of potential respondents
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Construct Questionnaire
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Must be concise and specific with detailed instructions since respondent will not be able to ask any questions
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Write a Cover Letter
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Purpose and importance of the survey
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Assemble a Package
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Includes questionnaire, cover letter, return, self-addressed, stamped envelope
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Mail Surveys
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Bulk mail regulations require sorting envelopes into zip code areas
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More things to do with Mail Surveys
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Monitor return rates
Send follow-up mailings Two weeks after initial mailing, then 2 weeks after follow-up if necessary Tabulate and analyze data |
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Gathering Data: Telephone Surveys
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Select a sample
Construct questionnaire Prepare interviewers instructions Basic mechanics of the survey -How to record call dispositions -Skip patterns -Some instructions can go directly on questionnaire Train/Brief interviewers -Go over entire questionnaire Collect the data Make necessary call backs (different dates and times for busy lines) Verify the results -Go over completed questionnaires to verify correct coding by interviewer Tabulate and analyze the data |
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Advantages of Mail Survey
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Wide geographic area
Special target through selective sampling Anonymity Low cost (printing, mailing lists, envelopes, postage) |
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Disadvantages of Mail Survey
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Self-explanatory (possible misunderstanding)
Slow return Who answers the questions? Low return rate (10% - 40%) |
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Advantages of Telephone Surveys
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More detailed questions
Inexpensive Clarify misunderstandings Response rate generally higher than mail Faster than mail |
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Disadvantages of Telephone Surveys
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No visual questions
Telephone directory does not provide complete sampling frame Large number of dialings and contacts |
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Hints to Successful Surveys
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Think English Composition 101: Introduction, Body, Conclusion
Begin with general, non-threatening/easy questions Introduction should set the stage for what’s to come Think flow-charts. Each question should flow into the next Plan/Organize: think about how your respondent will see the question Save the most sensitive subjects for the conclusion Demographic questions at end |
