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Collecting primary data using questionnaires
Lecture 12Professional Development and Research
Lecturer: R. Milyankova
Collecting primary data using questionnaires
Objectives of this session: To understand the advantages and disadvantages of
questionnaires as a data collection method To be aware of range of self-administered and
interviewer-administered questionnaires To be aware of possible need to combine techniques
within a research project To be able to design, pilot and administer a
questionnaire to answer research questions and to meet objectives
To be able to apply the knowledge, skills and understanding gained to your own research project
Questionnaire – a definition
General definition:All techniques of data collection in which each person is asked to respond to the same set of questions in a predetermined order
(de Vaus, 2002)
It includes structured interviews and telephone questionnaires as well as questionnaires in which questions are answered without the interviewer to be presented
Response rate, validity and reliability can be maximized by:
Careful design of individual questions Clear layout of the questionnaire
form Clear explanation of the purpose of
the questionnaire Pilot testing Carefully planned and executed
administration
When to use questionnaires?
Not good for exploratory research that requires large number of open questions
Good for descriptive research – attitude and opinion questions or qs of organizational practices, describing the variability of different phenomena
Explanatory or analytical research – enables to examine relationship between variables in a particular cause-effect relationships
Types of questionnaires
Types of questionnaires
On-line Postal Delivery and collection
Self-administered
Telephone Structured Interview
Interviewer administered
Questionnaires
The choice of questionnaireInfluenced by factors related to the: characteristics of the respondents from whom you wish to
collect data importance of reaching a particular person as a respondent importance of answers not being contaminated or distorted size of sample you require for your analysis, taking into
account the response rate types of questions you need to ask to collect your data number of questions you need to ask Contamination of results – uninformed response (guess at
the answer) Longer questionnaires are better presented by structured
interviews
The choice of questionnaire depends on:
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
CAPI – computer aided personal interviewingCATI – computer aided telephone interviewing
What data need to be collected?
If explanatory research: Relationships between variables? Which variables are dependent? (Change in
response to changes in other variables) Which variables are independent? (cause
changes in independent variables) Which variables are extraneous? (may also
cause changes in dependent variables)
Types of variables
Attitude (opinion) how respondents feel about something
Belief what respondents think or believe is true or
false Behaviour
what respondents do Attribute
characteristics of respondents
Types of variable
Attitude How do you feel about the following statement?
‘Financial advisors should place their clients’ interest before their own’.
(please tick the appropriate box)strongly agreemildly agreeneither agree or disagreemildly disagreestrongly disagree
Types of variable
BeliefIn general, do financial advisors place their clients’
interests before their own?(please tick the appropriate box)
always yesusually yessometimes yesseldom yesnever yes
Types of variable
BehaviourHow often do you place your clients’ interests before
your own?(please tick the appropriate box)
80-100% of my time60-79% of my time40-59% of my time20-39% of my time0-19% of my time
Types of variable
AttributeHow old are you?(please tick the appropriate box)
less than 30 years30 to less than 40 years40 to less than 50 years50 to less than 60 years60 years or over
How to ensure that the data collected will enable the research questions to be answered?
Decide whether the main outcome of your research is descriptive or explanatory
Subdivide each research question or objective into more specific investigative questions about which you need to gather data
Repeat the second stage if you feel that the investigative questions are not sufficiently precise
Identify the variables about which you need to collect data to answer each investigative question
Establish how to measure the data for each variable
How to ensure that the data collected will enable the research questions to be answered?
Research question / objective:
Type of research:
Data requirements table:
Investigative questions
Do employees feel that they should be able to smoke in their office if they want to as a right
(opinion)
Variables required
Opinion of employees to smoke in their office as a right
Detail in which data measured
Should be allowed, should not be allowed, no strong feelings
Check included in questionnaire
Designing the questionnaire
The validity and reliability depend on:
the design of your questions the structure of your questionnaire the rigor of your pilot testing
Stages if a question is to be valid and reliable
Researcher is clear about the information required and designs
a question
Respondent decodes the question in the way the
researcher intended
Respondent answers the question
Researcher decodes the answer in the way the respondent
intended
Foddy (1994)
Designing individual questions
Adopt questions used in other questionnaires
Adapt questions used in other questionnaires
Develop your own questions 12
34
5
12
34
5
3Scan a multitu
de of
information and decide what is
important.
12
34
5
12
34
5
12
34
5
12
34
5
12
34
5
1Manage tim
e effectively
2Manage resources effectively.
3Scan a multitu
de of
information and decide what
is important.
4Decide how to manage multip
le tasks.
5Organize the work when directions are not specific
.
1Manage tim
e effectively
Rating Sheet
Types Of Questions Open = open-ended Closed = forced-choice
List – list of items to be selected Category – only one response may be selected Ranking – to place information in order Scale or rating – rating device is used Quantity – response gives the amount Grid - responses to two or more questions can
be recorded using the sane matrix
Types Of Questions
A. Unstructured / Open
B. Structured / Closed
A. Unstructured / Open
B. Structured / Closed
Open Questions
Please list up to three things you like about your job:
1. …………………………………2. ………………………………… 3. …………………………………
Structured Questions
I. List questionsI. List questionsI. List questionsI. List questions
Please tick the box in the provided column for services you provided as a home care assistant for this client in the past month:
Service Provided
cleaning rooms shopping bed making laundry other (please describe) …………………...
XX
XX
XX
Structured Questions
II. Category questionsII. Category questionsII. Category questionsII. Category questions
How often do you visit this shopping centre?
First visit 2 or more times a week
Once a week Less than once a week to fortnightly
Less than fortnightly Less oftento once a month
XX
Structured Questions
Dichotomous scaleDichotomous scaleDichotomous scaleDichotomous scale
III. Ranking and scale questionsIII. Ranking and scale questionsIII. Ranking and scale questionsIII. Ranking and scale questions
____Yes____Yes
____No____No
MaleMale FemaleFemale
Structured Questions
Ordinal scaleOrdinal scaleOrdinal scaleOrdinal scale
Rank the candidates in order of preference fromRank the candidates in order of preference frombest to worst...best to worst...
___ Bob Dole___ Bob Dole___ Bill Clinton___ Bill Clinton___ Newt Gingrich___ Newt Gingrich___ Al Gore___ Al Gore___ George Bush___ George Bush
Structured Questions
Interval scaleInterval scaleInterval scaleInterval scale
Likert Response ScaleLikert Response Scale
11 22 33 44 55stronglystrongly disagreedisagree neutralneutral agreeagree stronglystronglydisagreedisagree agreeagree
Structured Questions
Interval scaleInterval scaleInterval scaleInterval scale
Semantic DifferentialSemantic Differential
veryvery some-some- neitherneither some-some- veryverymuchmuch whatwhat whatwhat muchmuch
interestinginteresting boringboring
simplesimple complexcomplex
uncaringuncaring caringcaring
usefuluseful uselessuseless
etc.etc.
Structured Questions
Interval scaleInterval scaleInterval scaleInterval scale
Guttman (Cumulative) ScaleGuttman (Cumulative) Scale
___Are you willing to permit immigrants to live in your country?___Are you willing to permit immigrants to live in your country?___Are you willing to permit immigrants to live in your community?___Are you willing to permit immigrants to live in your community?___Are you willing to permit immigrants to live in your neighborhood?___Are you willing to permit immigrants to live in your neighborhood?___Would you be willing to have an immigrant live next door to you?___Would you be willing to have an immigrant live next door to you?___Would you let your child marry an immigrant?___Would you let your child marry an immigrant?
Structured Questions
IV. Quantity questionsIV. Quantity questionsIV. Quantity questionsIV. Quantity questions
What is your year of birth?What is your year of birth?
11 99
V. Grid questionsV. Grid questionsV. Grid questionsV. Grid questions
Filter or Contingency Questions
Have you ever smoked marijuana?Have you ever smoked marijuana?
yesyesnono
V. Grid questionsV. Grid questions
Filter or Contingency Questions
Have you ever smoked marijuana?Have you ever smoked marijuana?
yesyesnono
If If yesyes, about how many times have , about how many times have you smoked marijuana?you smoked marijuana?
OnceOnce2 to 5 times2 to 5 times6 to 10 times6 to 10 times11 to 20 times11 to 20 timesmore than 20 timesmore than 20 times
Filter or Contingency Questions
try to avoid having more than three levels (two jumps) for any question
if only two levels, use graphic to jump (e.g., arrow and box)
if possible, jump to a new page