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Collecting Primary Data Using Questionnaires

11. Collecting Primary Data Using Questionnaires. Mark Misinco Ryan Post Shannon Riley. 11.1. Introduction to Questionnaires. What is a questionnaire? Design is key Affects response rate and reliability and validity of data collected Maximize affected factors by:

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Collecting Primary Data Using Questionnaires

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  1. 11 Collecting Primary Data Using Questionnaires Mark Misinco Ryan Post Shannon Riley

  2. 11.1 Introduction to Questionnaires • What is a questionnaire? • Design is key • Affects response rate and reliability and validity of data collected • Maximize affected factors by: • Careful design of individual questions • Clear layout of questionnaire form • Lucid explanation of the purpose of the questionnaire • Pilot testing • Carefully planned and executed administration

  3. 11.2 Overview of Questionnaire Techniques • When to Use Questionnaires • When it is the best data collection method • Descriptive Research • Attitude, opinion, and organizational practices questionnaires • Explanatory Research • Cause-and-effect relationships • Multiple-methods research design • Questionnaire on attitudes and follow-up interviews

  4. 11.2 Overview of Questionnaire Techniques • Types of Questionnaires

  5. 11.2 Overview of Questionnaire Techniques • Choice of Questionnaires • Possible Determinants: • Characteristics of respondents data is collected from • Importance of reaching particular person as respondent • Importance of respondents’ answers not being contaminated or distorted • Size of sample you require for your analysis, accounting for response rate • Types of questions to be asked • Number of questions to be asked • Resources: • Time available to complete the data collection • Financial implications of data collection and entry • Availability of interviewers and field workers to assist • Ease of automating data entry

  6. 11.2 • Self-administered vs. Interviewer-administered Table 11.1

  7. 11.2 • Self-administered vs. Interviewer-administered Table 11.1

  8. 11.3 Deciding on Data to Collect

  9. 11.3 Deciding on Data to Collect

  10. 11.3 Deciding on Data to Collect • Essential Data • Data Requirements Table • 1. Decide: Descriptive or explanatory • 2. Subdivide question/objective into specific investigative question • 3. Repeat • 4. Identify variables • 5. Establish detail level • 6. Develop measurement questions Table 11.2

  11. 11.4 Designing the Questionnaire • Assessing Validity • Internal Validity-the ability of your questionnaire to measure what you intend to do • Content validity • Criterion-related validity • Construct validity

  12. 11.4 Designing the Questionnaire • Testing for reliability • Three common approaches (Mitchell 1996) • Test re-test • Internal consistency • Alternative Form

  13. 11.4 Designing the Questionnaire • Designing Individual Questions • Adopt questions (Other questionnaires) • Adapt questions (Other questionnaires) • Develop questions (Created) • Question Types • Opened • Closed

  14. 11.4 Designing the Questionnaire • Designing Individual Questions • Open Questions • Used for unsure responses • Extremely time consuming • Keep use to a minimum • Please list up to three things you like about your job:

  15. 11.4 Designing the Questionnaire • Designing Individual Questions • List Questions • List of responses which respondent can choose • Meaningful and defined clearly • Catch all category, i.e. “other” • What is your religion; • Buddhist None • Christian Other • Hindu • Jewish Please say: • Muslim

  16. 11.4 Designing the Questionnaire • Category Questions • Designed so respondent can fit in only one category • Behaviors and Attributes • No more than 5 for phone interviews • Structured interviews can have more with the inclusion of a prompt card.

  17. 11.4 Designing the Questionnaire • Ranking Questions • Respondent to place things in rank order • Discovers relative importance • Instructions are clear and understood • 7 or 8 items for face to face(with prompt card) • 3 to 4 items for phone questions

  18. 11.4 Designing the Questionnaire • Rating Questions • Used to collect opinion data • How strongly a respondent agrees or disagrees • Include both positive and negative statements • Four, five, six, or seven point rating scale • Scale Rating • Using a scale based on numbers, 1 to 10, to rate answers • Or, semantic differential rating

  19. 11.4 Designing the Questionnaire • Quantity Questions • The response is a number • Used to collect behavior or attribute data • Example Date of Birth • Can be termed as self coding

  20. 11.4 Designing the Questionnaire • Question Wording • Helps ensure questions are valid • Example checklist questions: Box 11.9 • Does your question collect the data at the right level of detail to answer your investigative questions as specified in your data requirements table? • Does your question talk down to respondents? It shouldn’t! • Are the instructions on how to record each answer clear?

  21. 11.4 Designing the Questionnaire • Translating Questions • Lexical Meaning • Idiomatic meaning • Grammar and syntax • Experiential meaning • Source Questionnaire • Target questionnaire • Include both as appendices

  22. 11.4 Designing the Questionnaire • Question Coding • Quantity questions can be used as codes • Other questions will need a coding scheme • When possible, design coding scheme prior to collecting data • Open questions are coded after collection • More complex coding • Coding later discussed in Ch. 12

  23. 11.4 Designing the Questionnaire • Designing the Survey Form • Order and Flow • Should be logical to the respondent • Fuse of filter questions, allow people to skip of non-applicable questions • Write questions based on your population

  24. 11.4 Designing the Questionnaire • Designing the Survey Form • Layout of the questionnaire • Designed to make reading and answering questions easy • Attractive to encourage answering • May cost more but obtain more valid responses. • Length • 8-4 A4 pages • Less than 30 minutes for phone questions

  25. 11.4 Designing the Questionnaire • Explaining Purpose • Cover letter • Used by respondent for background • Whether or not to take survey • Some people throw out • Pg 384 fig. 11.3 example of good letter • Pre-letter • Will grant you access to send respondent the survey.

  26. 11.4 Designing the Questionnaire • Explaining Purpose • Introducing the questionnaire • Clear unbiased banner or title • A subtitle • Neutral graphic or logo • Have prepared answers • Purpose of the survey • How you obtained the respondents info • who is conducting the survey • Why someone else cannot answer

  27. 11.4 Designing the Questionnaire • Explaining Purpose • Closing the questionnaire • Explain what to do with the completed questionnaire • Starts by saying thanks • Gives date and how and where to return the survey

  28. 11.4 Designing the Questionnaire • Pilot testing and assessing validity • Pilot test • Used to refine questionnaire • Reliability of the data collected • Face Validity • Does the questionnaire make sense • A second shorter questionnaire

  29. 11.5 Administering the Questionnaire • Gain access to sample and maximize response rate • Response rate is directly correlated with the layout and design of a questionnaire

  30. 11.5 Improving your response rate • Monetary incentive • Providing the incentive with the questionnaire • Shorter questionnaire vs. longer questionnaire • More interesting vs. less interesting • Brown envelope vs. white envelope

  31. 11.5 Internet and Intranet mediated questionnaires • Ensure the design and layout are clear and compatible with all systems • Can be administered via e-mail or website • Websites can automatically collect the data into a database for easy analysis

  32. 11.5 General Netiquette Guidelines • Ensure that e-mails sent are relevant (not spam) • Avoid using multiple mailing lists • Avoid using attachments • Suggestions - Make pre-survey contact - First e-mail follow up one week after delivery - Second follow up after three weeks - Use a cover letter explaining the questionnaire

  33. 11.6 In Summary • Questionnaires are used to collect descriptive and explanatory data about opinions, attitudes, and behavior • 5 main types • Internet/intranet mediated • Postal • Delivery and collection • Telephone • Interview

  34. 11.6 In Summary • Create a data requirements table before designing the questionnaire • The order of the questions should be logical • All questionnaires should be pilot tested • Proper introduction (cover letters, etc.)

  35. 11.6 In Summary • The design of your questions, structure of your questionnaire, and the intensity of pilot testing greatly effect the validity and reliability of your questionnaire

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