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 appearance can vary by screens 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 data (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-format): Agreement Amount Frequency Likelihood Etc. Semantic differential Matrix questions

Combining items into one variable Indices: A type of composite measure that summarizes and rank-orders several specific observations and represents some more-general dimension. Scales: type of composite measure composed of several items that have a logical or empirical structure among them. Likert-scale: weighted by the average acceptance of other scale- items Bogardus-scale: increasing intesity (accepting a more intense presume the acceptance of the less intense) Thurstone-scale: weights assigned by an expert-team etc. Typologies: The classification (typically nominal) of observations in terms of their attributes on two or more variables.

Testing scales Validity and reliability tests Face validity Unidimensionality Variance Examination of empirical relationships Cronbach’s alpha (testing the reliability) What to do with missing data?

Constructing the questionnaire Made or use? Order of the questions Visual presentation Cover letter or welcome screen Introduction text Closing Contacts