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Social Research MethodsChapter 10: Self-completion

questionnaires

Alan Bryman

Slides authored by Tom OwensSlides authored by Tom Owens

Bryman: Social Research Methods, 4th edition

What is a self-completion questionnaire?

• Also called a self-administered questionnaire• No interviewer present• Respondent writes answers on form • Returned to researcher or deposited for

collection• Usually postal questionnaires• Can be distributed in person or by email

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Comparing self-completion questionnaires and structured interviews

Self-completion questionnaires tend to:

– have fewer open questions

– have easier to follow designs

– be shorter, to reduce ‘respondent fatigue’

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• Cheaper and quicker to administer (to widely dispersed populations)

• No interviewer variability

• Convenience for respondents

Self-completion questionnaires have advantages…..

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Bryman: Social Research Methods, 4th edition

….but many disadvantages

– Cannot probe or prompt – Can only ask salient questions– Few open-ended or complex questions– Respondent can see the whole questionnaire

before answering (question order effects)– Cannot ensure that the ‘right’ person answers– Cannot collect additional data– Respondent fatigue if too many questions– Excludes people with limited literacy skills– Greater risk of missing data– Lower response rates Pages 234, 235

Bryman: Social Research Methods, 4th edition

Tips to improve response rates to postal questionnaires:

Since response rates are relatively low there is a risk of sample bias; a rate of 60%+ is needed to be acceptable (Mangione,1995).

Response rates can be improved by:– Writing a good covering letter– Including a stamped addressed envelope – Issuing reminders– Using shorter questionnaires– Give clear instructions– Using a layout attractive to the respondent– Providing monetary incentives

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Tips on designing a self-completion questionnaire:

• Use an uncluttered layout– neither too short and cramped nor too long and

bulky• Aim for clear presentation

– variety of font sizes, bold print, italics, and CAPITAL letters can be used

– but be consistent!

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Arrange fixed answers vertically

Because this makes the questionnaire less confusing to read

Because questions can be distinguished from answers

Because the respondent is less likely to make a mistake

Because the questionnaire is easier to pre-code

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Give clear instructions about how to respond

– how to indicate choice of answer:a tick, a circle, an underline…..?

– if more than one answer can be given:sometimes you might want the respondent

to select a number of possibilities from a list.

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• Never spread a question over two pages

• Locate the answers alongside each corresponding question, particularly for questions involving Likert scales

Keep questions and answers together

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Bryman: Social Research Methods, 4th edition

Formatting a Likert scale

In the next set of questions, you are presented with a statement. You are being asked to indicate your level of agreement or disagreement with each statement by indicating whether you: Strongly Agree (SA), Agree (A), are Undecided (U), Disagree (D), or Strongly Disagree (SD).

Please indicate your level of agreement by circling the appropriate response.

23. My job is like a hobby to me.SA A U D SD

24. My job is usually interesting enough to keep me from getting bored.SA A U D SD

25. It seems that my friends are more interested in their jobs.SA A U D SD

26. I enjoy my work more than my leisure time.SA A U D SD

Tips and skillsPage 238

Bryman: Social Research Methods, 4th edition

Using diaries as a form of self-completion questionnaire

• As an alternative to structured observation in quantitative research

• In a structured form:– with closed entries, like a questionnaire– recording time-use (amount of time spent on

different activities)• Can reduce error due to memory problems• But can be more intrusive than a questionnaire

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A diary study to examine gender and time use

Sullivan’s (1997) studied the ways in which the experience of domestic time is gendered:

• the diaries recorded the amount of time spent by household members on particular activities in a one-week period

• these activities were rank-ordered into seven categories ranging from cooking to domestic travel

The diary method enabled Sullivan to show the differences between men and women regarding the performance of certain tasks and the proportion of their time spent on doing tasks together.

Research in focus 10.1Page 241

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Guidelines for preparing a diary for quantitative research

• Corti (1993)– provide clear instructions for respondents

about how to complete diary and how often– include model of a completed diary entry– provide checklist of items, events or

behaviours to include in each entry– show blocks of time in columns

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Evaluating diaries as a form of self-completion questionnaire

• Advantages– precise estimates of time

spent on activities (valid, reliable data)

– shows chronological order of events

– useful for personal or sensitive issues

• Disadvantages– cost of producing

diaries and monitoring completion

– boredom, fatigue and attrition

– failure to record details– selective inclusion of

events

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