Primary Research Options

• Interview– One-on-one questions/answers with an expert– Often focuses on open-ended questions– Personal, Phone, E-mail

• Survey– Series of questions for individuals in a group– Usually generates statistical data– Polls, questionnaires

Interviews

• Make a list of your questions.– More efficient gathering of information.– Reflects well on you the researcher.

• Phrase each question narrowly enough to keep to the point, but open-ended enough to allow the interviewee to expand.– NOT: Tell me about the importance of wayfinding at

IVCC.– INSTEAD: What do you think IVCC does well to help

students and visitors find their way around campus?– In what ways do you think IVCC could do better in this

area?

• Don’t phrase questions in a way that leads the interviewee to answer what you want to hear (leading questions).– NOT: Why is wayfinding so terrible at IVCC?– INSTEAD: What do you think IVCC does well to help

students and visitors find their way around campus?– In what ways do you think IVCC could do better in

this area?

• Send a list of questions in advance.– Gives interviewee time to generate answers.– Reflects well on you.

• When the interview is over, ask permission to collect follow-up information.– Other questions may arise.– Keeps door of communication open.

• Acquire the interviewee’s permission to use their words and/or ideas in your project.– Courtesy.– Avoiding legal action.

• Always send a thank you note.– Common courtesy toward a busy person.– Establishes a positive relationship.

Other– Be accurate with information gathered.– Record with permission.– Schedule a week in advance if possible– Be on time and be concise (1/2 hour).– Be professional.

Surveys

• Used to gain public or group opinion, typically through statistical data

• Typically distributed to a segment of the public or group, unless it’s small

Sample

• Representative segment of the population being surveyed

• Example: At IVCC, 3 out of 4 student find it difficult to find their classrooms.

• Valid sample?• Number and make-up of sample determines

validity of survey

First Task

Determine your representative sample.– What group? Which individuals?– How many? (Depends on who is being surveyed)

Guidelines

• Word the questions clearly.• Ask for only one piece of information in each

question.• Make sure that the wording of the question

doesn’t imply the “correct” answer.• If possible, include a range of response options

beyond a simple “yes” or “no.”• Try to allow for an even number of responses.

• Design the survey so the results will be easy to tabulate (i.e. rankings, multiple choice)

• Place open-ended questions at the end of the survey.

• Test the survey before you distribute it.• Other– Try to limit length to one page.– Ask for permission to distribute.