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TRANSCRIPT
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Quantitative Research I
Survey Methods & Design
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Survey Method• An approach to data COLLECTION
and ANALYSIS
• A method of collecting data that is
STRUCTURED and UNIFORM
• A method of analysing data involving
comparing responses located in a
DATA MATRIX.
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A Classification of Survey Methods
TELEPHONE FACE TO FACE MAIL COMPUTER
SURVEY METHODS
TRADITIONAL TELEPHONE
CATI
IN HOME MALL INTERCEPT
CAPI
POSTAL SURVEY
POSTAL PANEL
FAX E-MAIL INTERNET
DIRECT COMPUTER INTERVIEW
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In-home Interviews
Highest response rates
Target specific persons
Flexible question (naive) design
Sophisticated sequencing
Clustering of respondents
Day time not - at - homes
Supervision difficult
Costs of re - visits
Benefits Limitations
Probing answers
Clarifying ambiguity
Interviewer safety
Slow to complete
Use visual stimuli Interviewer bias
Record non-verbal reactions Very expensive
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Mall Intercept Interviews
Many advantages of in - homes
Less expensive
Less time consuming
Ease of supervision
Short questionnaires
Sample representativeness
Length and frequency bias
Respondent co-operation
Benefits Limitations
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Telephone Surveys
Low cost
Dispersed samples
Speed
Sophisticated routing systems
Domestic samples unrepresentative
Unlisted numbers
Call screening
No visual aids
Benefits Limitations
Direct data entry
Editing and validation by machine
Short questionnaires
Simple scales
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Mail Surveys
Anonymity of responses
Sensitive & personal questions
Complete at own pace
No interviewer bias
Lack of control over respondent
Cannot control speed of response
Cannot probe / clarify response
Sequence bias
Benefits Limitations
Dispersed samples
Targeting specialist populations
Simple question (naive) design
Low response rates
Inexpensive Follow - ups & incentives
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Which Survey Method ?• SAMPLING CONTROL
the researchers ability to direct the enquiry to a designated
respondent and secure the desired co-operation from the respondent.
• INFORMATION CONTROL
the kinds of questions that can be asked and the amount and
accuracy of information that can be obtained from respondents
• ADMINISTRATIVE CONTROL
the speed and cost and the control of replies afforded by the method of
administration.
(Churchill, 1996)
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Questionnaire
A set of questions designed to generate
the data necessary for accomplishing the
objectives of the research.
Provides for standardisation and uniformity
in data collected from respondents.
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The Questionnaire’s “Position” in the Research Process
A questionnaire matches the survey objectives with the respondent’s information
Respondent’s Information
Survey Objectives
Questionnaire
Data Analysis
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Questionnaire Design
Preliminary ConsiderationsQuestion ContentResponse FormatQuestion SequenceQuestion WordingLayoutPilot Work
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Preliminaries
Meeting Objectives?
Questions Relevant?
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Content
Able?
Willing?
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Format - Open
Respondents free to answer in their own words
Example :Question 10. What do you consider to be the benefits of this program PROBE ANY OTHERS.
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Format - Closed
Respondents asked to select answer(s) that apply
Example :
Surroundings
Question 10. Here is a list of some of the benefits associated with this program. Which one or ones, if any, apply to you? TICK ALL THAT APPLY
PriceParticipantsContentTiming
MaterialsOther (specify)NoneNA / DK
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Respondents indicate which of two alternative answers most closely corresponds to their position on a subject.
Example :
Question 10. Do you agree or disagree that the objectives of the program were met ? TICK ANSWER.
AgreeDisagreeOKNA
Format - Dichotomous
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Format - Scale
Respondents indicate where their answer lies across a continuum.
Example :
Question 10. To what extent do you consider that the objective of the programme were met ? Cross (x) the number that corresponds with your answer.
NOT MET
MET
1 2 3 4 5 6 7 9 8 10
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Primary Scales of Measurement
4 81 9
Nominal Numbers Assigned to Runners
Ordinal Rank Order of Winners
Third Place
Second Place
First Place
Interval Performance Rating on a 0 to 10 Scale
8.2 9.1 9.6
Ratio Time to Finish in Seconds 15.2 14.1 13.4
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Types of Scaling Techniques
• COMPARATIVE SCALES
Involve the respondent directly comparing stimulus
objects. e.g. How does Pepsi compare with Coke on
sweetness.
• NONCOMPARATIVE SCALES
Respondent scales each stimulus object independently
of other objects e.g. How would you rate the sweetness
of Pepsi on a scale of 1 to 10
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Paired Comparison
Rank Order
Constant Sum
Q-Sort and Other
Procedures
Comparative Scales
NonComparative Scales
Continuous Rating Scales
Itemised Rating Scales
StapelSemantic
DifferentialLikert
A Classification of Scaling Techniques
SCALING TECHNIQUES
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Modern Store
Low prices
Unfriendly staff
Narrow product range
Sophisticated customers
Old- fashioned store
High prices
Friendly staff
Wide product range
Unsophisticated customers
Semantic Differential Scale
• Here are a number of statements that could be used to describe
K-Mart. For each statement tick ( X ) the box that best
describes your feelings about K-Mart.
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Semantic Differential Scale - Snake Diagram
Modern Store
Low prices
Friendly staff
Wide product range
Sophisticated customers
Old- fashioned store
High prices
Unfriendly staff
Narrow product range
Unsophisticated customers
X
X
X
X
X
Key :Sears
X K-Mart
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Scale Decisions
Number of Categories generally between 5 and 9
Balance preferably a balanced scale
Odd or Even if neutral responses likely, use odd number
Forced or Nonforced if no opinion likely, use nonforced scale
Verbal Description label and close to response categories
Physical Form should be piloted.
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Balanced and Unbalanced Scales
Balanced Scale Unbalanced Scale
JOVAN MUSK FOR MEN IS JOVAN MUSK FOR MEN IS
Extremely good
Very good
Good
Bad
Very bad
Extremely bad
Extremely good
Very good
Good
Bad
Very bad
Extremely bad
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Sequence Introductory StatementEasy to StartClassification at EndEmbarrassing at EndPresent Before PastBehaviour Before AttitudesLogic (conversation)Funnel Technique
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WordingAvoid Technical LanguageAvoid Highbrow QuestionsAvoid AmbiguityAvoid BiasAvoid GeneralisationsAvoid Double QuestionsAvoid NegativesAvoid Hypothetical QuestionsAvoid Long-winded Questions
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Layout
Identification DataRequest for Co-operationInstructionsInformation SoughtInformation SoughtClassification Data
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Pilot Testing
Just Do It!
Just Do It Again!
Just Do It Again!!
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Commonly Used Probes and Abbreviations
Standard Interviewer’s Probe Abbreviation (AO ?)
(Other ?)
(AE or Else ?)
(Tell more)
(How mean ?)
(RQ)
(What mean ?)
(Which closer ?)
(Why ?)
(What in mind ?)
Any other reason ?
Any others ?
Anything else ?
Could you tell me more about your thinking on that ?
How do you mean ?
Repeat question
What do you mean ?
Which would be closer to the way you feel ?
Why do you feel that way ?
Would you tell me what you have in mind ?
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Dummy Table : Store Preference by Frequency of Visit
STORE PREFERRED
VISIT FREQUENCY Sears Wal-Mart K-Mart
Less than once a month
Once or twice a month
Three or four times a month
More than four times month
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Screeners Qualifying questions Have you been snow
skiing in past 12 months?
First few questions
Warm - ups What brand of skis do you own ?
First third of questions
Transitions What features do you like best about the skis ?
Middle half to second third
Difficult and complicated
Here are ten characteristics of snow skis. Please rate your skis on each characteristic
using the scale below
Last Section Classification and demographic
What is the highest level of education you attained ?
LOCATION TYPE EXAMPLE
Summary: Questionnaire Organisation