Survey Research(Special emphasis on Questionnaire)

Naveed Iqbal Ch.

Surveys(A Thumbnail Introduction)

“ A type of research to collect the data and facts bout some certain situation or issue from the target population existing in surroundings having relevance to the nature of study.”

“ Survey research is the research strategy to study the relationships and characteristics.”

“surveys are based on the desire to collect information (usually by questionnaire) about a well defined issue or situation (hypothesis) from the well defined population”

Surveys are method of data collection in which information is gathered through oral or written questioning”

“Data collection through survey involves persuasion of respondents and then on some level social interaction between the respondents and the research interviewer”

A team effort of many people having diverse skills.

surveys are now used in all areas of life. For example business, politics, agriculture, industry, education, media etc.

Why surveys? (Purpose & Uses)

To provide someone with information (to describe the situations).

To explain the situations (analytical surveys).

Problem identification & solving. To measure the change. To study attitudes, behavior and habits.

To examine the cause-effect relationship.

To study the characteristics. To formulate a hypothesis. To test a hypothesis. Decision making.

Types Of Surveys:

Descriptive Survey“A descriptive survey attempts to picture or

document current conditions or attitudes that is, to describe what exists at the

moment”

Examples: Audience survey to determine the program

taste. To study the changing values, life style by the

effect of some special type of program.

Analytical Surveys

“An analytical survey attempts to describe and explain WHY certain situations exist. Here we examine two, or more variable to test our research hypothesis”

Examples: How life-style effects the t.v. viewing habits. Impact of war games on teenagers.

Some more types…

1- Factual surveys. (respondents act as reporters). 2- Opinion surveys. (respondents expresses his view point

opinion). 3-Interpretative surveys. (interpretation ) Example: Why do you read newspapers?

Steps in the Process of Survey Research

Step 1:- Develop Hypotheses. Decide on type of survey (mail,

interview, telephone). Write survey questions. Decide on response categories. Design layout.

Step 2:-

Plan how to record data. Pilot test survey instrument. Revise the instrument.

Step 3:-

Decide on target population. Get sampling frame. Decide on sampling size. Select sample.

Step 4:-

Locate respondents. Conduct interviews. Carefully record data.

Step 5 :-

Enter data into computers. Recheck all data. Perform statistical analysis on data.

Step 6:-

Describe methods and findings in research report.

Present findings to others for critique and evaluation.

Three Methods of survey

Mailed questionnaire.

Personal interview.

Telephone interview.

The Mailed Questionnaire

It is one of the most important data collection survey method.

Mail survey involves sending a cover letter and a questionnaire to a specific person.

Advantages

Low cost. Reduction in biasing errors. Greater anonymity. Accessibility. Less time & trained staff.

Disadvantages

Requires simple questions. No probing opportunity. No control over WHO fills? Low response rate.

Personal Interviews Interviewing is a form of

questioning characterized by the fact that it employs verbal questioning.

Together with the questionnaire , interviews make up the survey method, which is one of the most popular technique of data collection.

Advantages

Flexibility in questioning. Control over the interview situation. High response rate. Collection of supplement data.

Disadvantages

Higher cost. Interviewer bias. Respondent’s hesitation on sensitive

topics. Greater staff requirement.

Telephone Interview

Telephone interview demonstrates the same structural characteristics as standard interviewing technique, except that it is conducted by telephone.

Advantages

Moderate cost. Less time consumption. Higher response rate. Quality ……(Supervision , Recording)

Disadvantages

Hesitation to discuss sensitive topics. The “Broken-Off ”interviews. No supplement information.

Mailed Questionnaire

Introduction

Mail survey involves sending a cover letter and a questionnaire to a specific person.

The cover letter states the purpose sponsor instructions and time of return.

The questionnaire---- totally self explanatory, clear and simple.

Advantages of Questionnaire

Less expensive (no need of interviewers). Quick results. Less opportunity for bias and errors. Wide coverage Respondents may use personal records. Collection of data about sensitive topics. Less time consumption. High response rate.

Disadvantages

Many factors effect on response rate Low education. Disliking to write. Disliking to read. No interest in the topic. No further explanations Lack of understanding of respondents. We receive minimum amount of in formations

against open ended questions.

Disadvantages

No probing and clarification. No identity of the respondent.(some one

else can also fill). No supervision- partial responses.

When to design?

1-The problemSOP

PSM

2-Literature review.3-Hypothesis (Variables, Operationalization)4-Literature review.5-Sampling.6-Questionnaire construction

Sampling

“The process of choosing some representative members from the target population”

1- Probability Sampling.

2- Non-Probability Sampling.

Probability Sampling

Simple random sampling. Systematic sampling. Cluster sampling. Stratified random sampling. Multi phase sampling. Multi stage sampling. Panel studies. Spatial sampling.

Non-Probability Sampling

Accidental sampling. Purposive sampling. Quota sampling. Snow ball sampling Etc etc…

Structure of the Questionnaire

There are three main elements:

The cover letter. The instructions. The main body.

The Cover Letter

The cover letter must have the following details; 

The main objectives and social significance of the study; The research team and its sponsors; The reasons why the respondent should complete the

questionnaire; Assurance of anonymity and confidentiality; Requirements for completion such as maximum time,

conditions, etc; Issues related to ethics.

The Instructions

How to fill the questionnaire? To remind the Ethics. To request the respondents not to

please the researcher.

The Main Body

It includes questions. Be careful with regard to;Content. Structure.Format.Wording.Flow.

Questionnaire Format

It refers to the general model which provides guidelines on hoe the questions should be placed?

Logical Order Transition and Flow

Questionnaire Formats

Funnel Format Inverted Funnel Format Diamond Format X-Format Box Format Mixed Format

Steps in Questionnaire Construction

The process of questionnaire construction goes through a number of interrelated steps as;

Step 1: Preparation: Decision for the most suitable type of

questionnaire. Determine the way how it will be managed? Literature Review. Proper Guidance from the Experts.

Step 2: Constructing the First Draft:

Formulation of the material. Implementation of decided method of

questionnaire. Secondary and tertiary questions.

Step 3: Self Critique:

Testing of ; Relevance Symmetry Clarity Simplicity Accordance with the basic rules.

Step 4: External Scrutiny:

Expert’s inspection And suggestions. Addition…. Deletion…. Changing…

Step 5: Re-examination & Revision:

After changing …Re-examination by the experts.

Implementation of the final changes.

Step 6: Pre-testing:

Selection of the small sample. Filling up of the questionnaire. Analysis of the data.

Step 7: Revision:

Revision of the minor changes by the researcher himself.

Revision of the major changes by the help of experts.

Step 8: Second Pre-test:

Revised questionnaire filling. Data analysis. Adjustments & revision.

Step 9: Final Draft Formulation:

Editorial work. Checking for spelling mistakes. Legibility. Instructions. Space for responses. Scaling issues General presentation.

Types of Questions

Primary Questions Directly related, as

“Who is boss in your home?”

Secondary Questions Provides info on secondary issues

Types of Questions

Tertiary Questions Padding Questions (Breather) Probes (Stimulating)

Direct Questions Do you believe in god?

Indirect Questions Do u think that ppl of ur age and status

believe in god?

Types of Questions

Suggestive Questions

Filter and contingency Questions

Fixed alternative & Open ended

Response Format…should be

Accurate Exhaustive Mutually Exclusive Uni-dimensional

Response Sets

Numerical Responses Verbal Scale Increasing length scale Graphic responses Graphic-Numerical Responses Thermometer Scale Face Scale

Response Sets

Ladder Scale Likert Scale Multiple Choice Options Semantic Differential Scale Ranking Scale Fill in the blanks Etc…..

Rules of Questionnaire Construction

Well presented, easy to follow. Good response categories Clear instructions Space for answers Relevancy Ambiguity What not to ask? The language

Rules of Questionnaire Construction

Logical progression Professional appearance Print and colors The size Ethics

Interviews

Types of Interviews

Structured vs Non-structured Standardized vs Non-standardized Other vs self-administrated Unique vs Panel Hard vs Soft Personal vs non-personal

Types of Interviews

Oral vs written Open vs guided Problem centered Clinical Biographical

Interview: The process

Seeking respondents Asking & recording questions Field supervision and checks Completion and interpretation

The Interviewer’s Tasks

Approaching the respondents Arranging Performing Controlling & recording Avoiding bias Establishing +ve relations.

Telephone Interviews

Intro Questions Recording Ethics