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Survey Research(Special emphasis on Questionnaire)
Naveed Iqbal Ch.
Surveys(A Thumbnail Introduction)
“ A type of research to collect the data and facts bout some certain situation or issue from the target population existing in surroundings having relevance to the nature of study.”
“ Survey research is the research strategy to study the relationships and characteristics.”
“surveys are based on the desire to collect information (usually by questionnaire) about a well defined issue or situation (hypothesis) from the well defined population”
Surveys are method of data collection in which information is gathered through oral or written questioning”
“Data collection through survey involves persuasion of respondents and then on some level social interaction between the respondents and the research interviewer”
A team effort of many people having diverse skills.
surveys are now used in all areas of life. For example business, politics, agriculture, industry, education, media etc.
Why surveys? (Purpose & Uses)
To provide someone with information (to describe the situations).
To explain the situations (analytical surveys).
Problem identification & solving. To measure the change. To study attitudes, behavior and habits.
To examine the cause-effect relationship.
To study the characteristics. To formulate a hypothesis. To test a hypothesis. Decision making.
Types Of Surveys:
Descriptive Survey“A descriptive survey attempts to picture or
document current conditions or attitudes that is, to describe what exists at the
moment”
Examples: Audience survey to determine the program
taste. To study the changing values, life style by the
effect of some special type of program.
Analytical Surveys
“An analytical survey attempts to describe and explain WHY certain situations exist. Here we examine two, or more variable to test our research hypothesis”
Examples: How life-style effects the t.v. viewing habits. Impact of war games on teenagers.
Some more types…
1- Factual surveys. (respondents act as reporters). 2- Opinion surveys. (respondents expresses his view point
opinion). 3-Interpretative surveys. (interpretation ) Example: Why do you read newspapers?
Steps in the Process of Survey Research
Step 1:- Develop Hypotheses. Decide on type of survey (mail,
interview, telephone). Write survey questions. Decide on response categories. Design layout.
Step 2:-
Plan how to record data. Pilot test survey instrument. Revise the instrument.
Step 3:-
Decide on target population. Get sampling frame. Decide on sampling size. Select sample.
Step 4:-
Locate respondents. Conduct interviews. Carefully record data.
Step 5 :-
Enter data into computers. Recheck all data. Perform statistical analysis on data.
Step 6:-
Describe methods and findings in research report.
Present findings to others for critique and evaluation.
Three Methods of survey
Mailed questionnaire.
Personal interview.
Telephone interview.
The Mailed Questionnaire
It is one of the most important data collection survey method.
Mail survey involves sending a cover letter and a questionnaire to a specific person.
Advantages
Low cost. Reduction in biasing errors. Greater anonymity. Accessibility. Less time & trained staff.
Disadvantages
Requires simple questions. No probing opportunity. No control over WHO fills? Low response rate.
Personal Interviews Interviewing is a form of
questioning characterized by the fact that it employs verbal questioning.
Together with the questionnaire , interviews make up the survey method, which is one of the most popular technique of data collection.
Advantages
Flexibility in questioning. Control over the interview situation. High response rate. Collection of supplement data.
Disadvantages
Higher cost. Interviewer bias. Respondent’s hesitation on sensitive
topics. Greater staff requirement.
Telephone Interview
Telephone interview demonstrates the same structural characteristics as standard interviewing technique, except that it is conducted by telephone.
Advantages
Moderate cost. Less time consumption. Higher response rate. Quality ……(Supervision , Recording)
Disadvantages
Hesitation to discuss sensitive topics. The “Broken-Off ”interviews. No supplement information.
Mailed Questionnaire
Introduction
Mail survey involves sending a cover letter and a questionnaire to a specific person.
The cover letter states the purpose sponsor instructions and time of return.
The questionnaire---- totally self explanatory, clear and simple.
Advantages of Questionnaire
Less expensive (no need of interviewers). Quick results. Less opportunity for bias and errors. Wide coverage Respondents may use personal records. Collection of data about sensitive topics. Less time consumption. High response rate.
Disadvantages
Many factors effect on response rate Low education. Disliking to write. Disliking to read. No interest in the topic. No further explanations Lack of understanding of respondents. We receive minimum amount of in formations
against open ended questions.
Disadvantages
No probing and clarification. No identity of the respondent.(some one
else can also fill). No supervision- partial responses.
When to design?
1-The problemSOP
PSM
2-Literature review.3-Hypothesis (Variables, Operationalization)4-Literature review.5-Sampling.6-Questionnaire construction
Sampling
“The process of choosing some representative members from the target population”
1- Probability Sampling.
2- Non-Probability Sampling.
Probability Sampling
Simple random sampling. Systematic sampling. Cluster sampling. Stratified random sampling. Multi phase sampling. Multi stage sampling. Panel studies. Spatial sampling.
Non-Probability Sampling
Accidental sampling. Purposive sampling. Quota sampling. Snow ball sampling Etc etc…
Structure of the Questionnaire
There are three main elements:
The cover letter. The instructions. The main body.
The Cover Letter
The cover letter must have the following details;
The main objectives and social significance of the study; The research team and its sponsors; The reasons why the respondent should complete the
questionnaire; Assurance of anonymity and confidentiality; Requirements for completion such as maximum time,
conditions, etc; Issues related to ethics.
The Instructions
How to fill the questionnaire? To remind the Ethics. To request the respondents not to
please the researcher.
The Main Body
It includes questions. Be careful with regard to;Content. Structure.Format.Wording.Flow.
Questionnaire Format
It refers to the general model which provides guidelines on hoe the questions should be placed?
Logical Order Transition and Flow
Questionnaire Formats
Funnel Format Inverted Funnel Format Diamond Format X-Format Box Format Mixed Format
Steps in Questionnaire Construction
The process of questionnaire construction goes through a number of interrelated steps as;
Step 1: Preparation: Decision for the most suitable type of
questionnaire. Determine the way how it will be managed? Literature Review. Proper Guidance from the Experts.
Step 2: Constructing the First Draft:
Formulation of the material. Implementation of decided method of
questionnaire. Secondary and tertiary questions.
Step 3: Self Critique:
Testing of ; Relevance Symmetry Clarity Simplicity Accordance with the basic rules.
Step 4: External Scrutiny:
Expert’s inspection And suggestions. Addition…. Deletion…. Changing…
Step 5: Re-examination & Revision:
After changing …Re-examination by the experts.
Implementation of the final changes.
Step 6: Pre-testing:
Selection of the small sample. Filling up of the questionnaire. Analysis of the data.
Step 7: Revision:
Revision of the minor changes by the researcher himself.
Revision of the major changes by the help of experts.
Step 8: Second Pre-test:
Revised questionnaire filling. Data analysis. Adjustments & revision.
Step 9: Final Draft Formulation:
Editorial work. Checking for spelling mistakes. Legibility. Instructions. Space for responses. Scaling issues General presentation.
Types of Questions
Primary Questions Directly related, as
“Who is boss in your home?”
Secondary Questions Provides info on secondary issues
Types of Questions
Tertiary Questions Padding Questions (Breather) Probes (Stimulating)
Direct Questions Do you believe in god?
Indirect Questions Do u think that ppl of ur age and status
believe in god?
Types of Questions
Suggestive Questions
Filter and contingency Questions
Fixed alternative & Open ended
Response Format…should be
Accurate Exhaustive Mutually Exclusive Uni-dimensional
Response Sets
Numerical Responses Verbal Scale Increasing length scale Graphic responses Graphic-Numerical Responses Thermometer Scale Face Scale
Response Sets
Ladder Scale Likert Scale Multiple Choice Options Semantic Differential Scale Ranking Scale Fill in the blanks Etc…..
Rules of Questionnaire Construction
Well presented, easy to follow. Good response categories Clear instructions Space for answers Relevancy Ambiguity What not to ask? The language
Rules of Questionnaire Construction
Logical progression Professional appearance Print and colors The size Ethics
Interviews
Types of Interviews
Structured vs Non-structured Standardized vs Non-standardized Other vs self-administrated Unique vs Panel Hard vs Soft Personal vs non-personal
Types of Interviews
Oral vs written Open vs guided Problem centered Clinical Biographical
Interview: The process
Seeking respondents Asking & recording questions Field supervision and checks Completion and interpretation
The Interviewer’s Tasks
Approaching the respondents Arranging Performing Controlling & recording Avoiding bias Establishing +ve relations.
Telephone Interviews
Intro Questions Recording Ethics