1. Research strategies & Methods of data collection
Survey
Questionnaires

2. 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

3. 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

4. Questionnaires

5. Questionnaire
A method of data collection in which each respondent answers the same questions in a predetermined order.

6. 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

7. Types of questionnaire
Self-completed:
Internet questionnaires:
on-line, off-line
web, mobile
available population?
visual apperarnace can vary by screns
Postal questionnaires
Delivery and collected questionnaires
Interviewer-completed:
Telephone questionnaires
Face-to-face questionnaires (= structured interviews?)

8. 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)

9. 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

10. Steps of questionnaire data collection
Concept of the research: definitions, population, research question etc.
Design
Pilot testing
Amendment
Sampling
Delivering
Coding
Entering (typing)
Preparation for analysis
Analysing

11. Types of items (individual questions)
Open:
Numbers
Text:
Words
Senteces
Longer text
Semi-closed
Eg.: closed + „other:….”
Closed

12. Types of closed questions
List questions:
Binary (eg. yes/no)
Select one
Select more
Category questions
Ranking questions
Rating questions (eg. Likert-scale):
Agreement
Amount
Frequency
Likelihood
Etc.
Semantic differential
Matrix questions

13. Combining items into one variable
Indices
Scales
Typologies

14. Consructing the questionnaire
Order of the questions
Visual presentation
Coering letter or welcome screen
Introduction text
Closing
Contacts