Primary Research Options Interview – One-on-one questions/answers with an expert – Often focuses on open-ended questions – Personal, Phone, 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.