1. Quantitative Methodology Quantitative Methodology Tradition: Survey Method For April 17, 2012 Deb Doublestein-Rockwell Jon Golub Connie Sattler

2. Overview of Topics Covered  Describe the Method  Describe the Data Collection  Data Interpretation Techniques  Example of a Problem

3. Describe the Method Survey  Capturing information on one or more groups of people  Involves asking questions regarding characteristics, opinions, attitudes or previous experiences  A design that summarizes responses into percentages, frequency, counts or statistical measure

4. Types of Surveys  Face to Face  Telephone (Skype or Video conferencing)  Questionnaires

5. Pros and Cons To Consider Remember survey data is never permanent. Data is self reported, could be distorted, or intentionally obscured  Face to face is friendly and informal in qualitative studies but formal and emotionally neutral in quantitative studies  Telephone is less expensive and less time consuming but not as high of response rate as face to face. Skype and video conferencing is limited to a select sample type The above types of personal interviews are good for clarification and collecting follow up information  Questionnaires can reach a large sample size but have a low response rate and misinterpretation due to differences in reading and writing skills among participants

6. Two ways to evaluate and quantify complex variables such as behaviors, opinions & attitudes  Checklist to simply indicated whether each item on the list is observed, present, true or not true.  Rating scale useful for measure of behavior & attitude. the Likert scale uses ratings (always, seldom and never) including a neutral category is controversial as it gives participant a way to not answer.

7. Planning and Constructing an Interview Questionnaire Qualitative Design  Find questions in advance  Consider cultural backgrounds  Make sure you interviewees are a representative sample  Find suitable location  Get written permission  Establish and maintain rapport  Focus on the actual rather than the hypothetical  Don’t put words in peoples mouth  Keep your reactions to yourself  REMEMBER you aren’t necessarily getting the facts Quantitative Design  As you write questions determine how you will quantify the responses (coding responses )  Consider asking some questions open ended questions to get qualitative data  Pilot the questions with a few volunteers to fine tune your questions  Ask questions in a way that measures a single idea per question  Save the controversial questions til the last part of the questionnaire  Be alert to vague responses and get additional information by non-leading questions “can you tell me more”  Consider how a computer might streamline the process. You can type responses directly or a program can transfer spoken words to text.

8. Increase Productivity of Interview research effort by:  Setting up interview in advance  Send agenda and questions ahead of time  Ask for permission to tape within the advance information  Confirm the date in writing  Send a reminder and another copy of the questions 10 days before  Be prompt with the interview and follow the agenda  Submit the transcript of the answers to get the interviewees written acknowledgment of it’s accuracy or a corrected copy then incorporate changes into the draft  Send final of the report with written permission to use the data in the report to the participant

9. Constructing a deliverable questionnaire  Keep it short – what do you intend to do with this info, and is it essential  Keep respondents task simple – open ended questions take more time lengthy answers (might not be able to read their writing, communication skill level, or rambling on)  Straightforward instructions don’t assume they are familiar with scales  Unambiguous language – no obscure language or technical jargon, or words with imprecise meanings such as “several or usually”  Give rationale for questions that’s purpose seems unclear  Check for unwarranted assumptions in your questions – “How many cigarettes do you typically smoke?” can be confusing to the smoker who has a difference in the number of cigarettes smoked during the work day and or weekend hours  Word questions that don’t give clues to a desired response  Determine in advance how you will code your responses.  Check for consistency – ask the question in two different ways at two different spots in the questionnaire.  Conduct a pilot test – give the test to volunteers and ask them to give you their thoughts on what questions run through their minds as they take it. This helps to identify if the test truly has validity, whether it measures what it is intended to measure.

10. Useful Tool for Scrutinizing Survey Questions __________________________________________________________ Write the question in the space below Why are you asking the question? How does it relate to the research problem? _________________________________________________________________________________________________________ _ _________________________________________________________________ o Make your questionnaire attractive and professional looking perhaps two or more colors (no typos)

11. Increase Productivity of Questionnaire research effort by:  Using email for request of participation as well as participants responses  For Paper mail delivery make sure you personalize your correspondence (word processing function can insert the names for you by finding the names in a database) recipient feels special to see their name  Use a database to keep track of who responded and who hasn’t  Use a scanner to facilitate data tabulations  When participants are in the same location as you are, administer the questionnaire on a computer to simplify the process

12. Using Mail or Email:  Consider Timing of you mailing: general rule stay clear of mid- December through early January, holidays and peak vacation times.  Make a good first impression consider the tone of the writing and the design of the questionnaire not cluttered and not to time consuming to complete  Motivate respondents – pay them offer an endorsement… may want to send a request for participation before the actual questionnaire.  Showing the institution, personalized name, potential value of the study, assure no unreasonable burden to the participant, include 2 ways of contacting the researcher with questions, be courteous and respectful in your request.  Include a self addressed envelope for return of the questionnaire  Offer the results of your study – by providing a check box for them to indicate the desire to have a summary. If de-identification is desired provide a postcard for the participant to fill in name and return address information to be able to see results.  Be gently persistent with non responders. Use a follow up reminder to only the un-received responses a week or two after the questionnaire was first sent. Be firm and persuasive, use tact, understanding and respect (see sample letter for reference on pg. 205)

13. Describe the Data Collection

14. Data Interpretation Techniques

15. Example of a problem

16. In Summary….

17. Reference