obtaining data by asking people questions and recording their answers a standardised set of...
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Obtaining data by asking people questions and recording their answers
A standardised set of question is given to each respondent; they give their answers in writing
Gets you lots of data quickly and gives you an insight into people’s views, opinions and attitudes
But only if they answer accurately
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Unstructured Structured Semi-structured
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Unstructured interviews are useful for investigating something that hasn’t been well studied before
They have open questions that can only be analysed qualitatively
They allow psychologists to discover themes that might not be immediately apparent when starting the investigation
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Structured interviews involve all participants being asked the same questions in the same order
They have fixed, pre-determined questions
This usually generates quantitative data
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These ask the same questions of each participant. They are more open, allowing participants to expand on their answer and ‘go off at a tangent’ if a particular question sparks their interest
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Questionnaires can be both structured and unstructured but tend to lend themselves to being highly structured
We tend to use questionnaire when we want quantitative data &
Interview when we want qualitative data
You can however, gather both qualitative & quantitative data by both methods
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Social desirability bias – people give answers that make them ‘sound good’ rather than what they actually think
Honesty – people lie! It’s impossible to control for personal
interpretations of the questions
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Decide which attitudes, behaviours or traits you want to measure
Decide whether you want qualitative or quantitative data
Decide which sorts of questions you will ask
Pilot and modify the questionnaire Collect data
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Qualitative data Rich in detail or description, usually in
textual or narrative form Quantitative data
Numerical data, measurements of quantity or amount w
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Qualitative Rich in detail Allows for in-depth
analysis BUT Difficult to analyse Difficult to compare
people or groups
Quantitative Easier to analyse
(e.g. statistically) Easier to compare
people or groups BUT Undetailed and
potentially superficial
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Open questions Allow respondents to answer however they
want Generate qualitative data
Closed questions Restrict respondent to a predetermined set of
responses Generate quantitative data
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Straightforward response Are you female or male? M F What is your age in years? ____ years Do you smoke? Yes No
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Checklist What is the highest academic qualification you
hold? GCSEs A – Levels Batchelor Degree Post-graduate Degree
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Adjectival/adverbial response Does your anxiety affect your ability to do
the following things?
Not at allNot at all A BitA Bit Very Very muchmuch
Go to Go to workwork
Meet Meet friendsfriends
Go Go shoppinshoppingg
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Numerical (Likert) response scale Psychology is the most interesting A-Level
subject11 22 33 44 55
Strongly Strongly agreeagree AgreeAgree Not sureNot sure DisagreeDisagree Strongly Strongly
DisagreeDisagree
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Ranking scale Rank the following activities according to how
much time you spend on them each day (1 = most time, 4 = least time) Talking face to face Talking on the telephone Text messaging Other (e.g. MSN, IRC chat)
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Keep it simple & clear Keep it as short as possible Keep it relevant to purpose Collect personal information last Ask for one piece of information at a time Allow for ‘don’t know’ where appropriate Be sensitive
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Test Questionnaire with a group of
PPs
Obtain feedback from them
Identify issues with the q’aire
Alter the problem q’aire items
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Write your answers on your mini whiteboards
1. What is social desirability bias?
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2. What is qualitative data?
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3. What sort of questions does a structured interview have?
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4. What sort of data do you get from unstructured interview?
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5. Give an example of a Likert scale
You need to write a question and provide a scale
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Give an example of a fixed choice (closed)question
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Give an example of an open ended question