week 7 chapter 8

8/8/2019 Week 7 Chapter 8

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Questionnaire surveys

Chapter 8


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Survey communication approach

Communication

Approach/Survey

Observational

ApproachResearch

Question

Conditions

behaviors

Events,

processes,procedures

Attitudes,

intentions

Motivations,

expectations


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Survey Communication Approach


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Survey is a means of collecting data by askingpeople (called respondents) either verbal orwritten question.

Survey includes qualitative & quantitativemethods.

Qualitative methods In-depth interviews &focus groups.

Quantitative methods Questionnaire surveys

Survey Communication Approach


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Questionnaire surveys are usually conducted with a largesample of the population, researcher is interested in.

E.g. An organizational researcher might conduct a

questionnaire survey with a sample of employees torepresent all the employees of that organization todetermine workers feeling toward a four-day work week.

Questionnaire surveys usually involve quantification of dataand findings are represented numerically.

E.g. from the analysis of data collected through questionnaire surveysit is found that 78% of employees believe that four-day work week willenhance their productivity.

Questionnaire Surveys


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Questionnaire surveys are characterized by

their structure and standardization.

All the respondents are asked questions in apredetermined sequence.

Limited number of responses are available for

respondents to choose from.

E.g. The respondent may be instructed to answer onealternative response, such as under 17, 18-35, or

over 35 to indicate the age of the person.

Questionnaire Survey


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Interviewer Completed - When an interviewer

reads the questions out to the respondent andrecords the respondents answers on the

questionnaire.

Respondent Completed - When respondents

read and fill out the questionnaire.

Interviewer completion Vs

Respondent - completion


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Expensive in terms of interviewers time

(interviewers are paid for their time).

Enhances accuracy and completeness ofresponses.

Higher response rate as respondents may

feel reluctant to say no or feel the need to

impress the interviewer (that you know a lot

about the topic).

Interviewer Completed Questionnaires


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Patchy and incomplete response.E.g. respondents may not bother to provide answers to open-ended questions that welcome suggestions or comments.

Low response rate.

could introduce bias into the results because peoplewho choose not to respond differ from those who didrespond.

Can be cheaper and quicker.

Respondents may be willing to share sensitiveinformation as it provides anonymity to respondents.

Respondent completed

Questionnaire


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Household questionnaire surveys

Street/quota intercept survey

Telephone survey Mail survey

E-survey

Customer/visitor on-site intercept survey

Captive group surveys

Organization surveys

Types of questionnaire survey


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Household questionnaire surveys in which people are selected onthe basis of their place of residence and interviewed there eitherface to face or contacted by mail or telephone.

Mostly conducted by governments (local/national) or commercial

organizations for policy development or marketing purpose.

Provide information about a community as a whole.

Mostly interviewer-completed but could be respondent completed

e.g. information collected during census is through respondentcompleted questionnaire surveys.

Household questionnaire survey


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Household surveys could be quite lengthy and

could last up to 20 to 30 minutes.

Household surveys are most expensive to

conduct due to the length of interviews,

problems in contacting the representative

samples or wide geographical spread of the

study area.

Household questionnaire survey


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Street surveys in which people are stopped onthe street, in the square or in shopping malls foran interview.

Street interviews are of relatively short length 5to 10 minutes and are mostly interviewer-completed.

It is difficult to get a representative sample of thepopulation. There are possibilities of under -representation or over-representation.

Street/quota intercept surveys


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Under representation certain people may not befrequent shoppers at all.

Over-representation a shopping mall located in theCBD (central business district) is visited more by officeworkers than housewives or retired personnel.

Quota Sampling a means to overcome the problem ofunrepresentative samples. Interviewer is given a quotaof different types of people in terms of age, gender,occupation etc. to interview.

Street/quota intercept survey


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Telephone interviews when people selected to be part of thesample are interviewed on the telephone.

Extensively used in market research.

Length of a telephone interview is 10 to 15 minutes. And thereforehave highest response rate.

Respondents feel comfortable in expressing their thoughts andopinion or to provide sensitive information as they are anonymous

to the interviewer.

Reduces interviewer bias

Telephone Survey


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Mostly a random sample is selected from thetelephone directory.

Allows expanded geographic coverage withoutdramatic increase in cost.

With computer assisted telephone interviewing(CATI) responses can be entered directly intocomputer to speed up the analysis process.

Telephone Survey


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Mail surveys when questionnaires are sendthrough post to the selected sample of people.

Respondents then complete the questionnaireand return it via post in a postpaid envelope.(respondent-completed questionnaire)

Lowest response rate (only 30% of respondentsbother to reply).

Mail Survey


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E-surveys when email or internet is used to

send out questionnaires to the potential

respondents.

Saves postage cost but it is confined to those

having access to the internet.

Response rate is low to medium.

E-surveys


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Customer/visitor intercept survey whencustomers/visitors/users of a facility are surveyed on

site.E.g. People travelling through a specific airline may be asked

to fill out a questionnaire about their experience on theflight.

Captive group surveys in which members of a specificgroup (having unique characteristics) are surveyed.

E.g. Members of senior citizens club or members of union of aparticular organization.

Organization Surveys members of an organization aresurveyed through any means such as telephone, mailor captive group surveys.


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Questionnaire Design

ResearchQuestions

ListInformation

requirements

QuestionnaireSurvey

Draft Design


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Types of questions Open-ended question

Closed/pre-coded/fixed alternative question

Open-ended questions are free-answer questionswhere respondent is not limited to choose from arange of answers.

Closed questions are ones where respondent hasto choose from a range of answers.



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Measuring attitudes and opinions Open-ended questions what things you like most about your job?

Checklist Please check which of the following sources of informationabout investments you regularly use.

Personal advice from your broker. Brokerage newsletters.

Your own study or intuition.

Others (please specify) ____________

Ranking Please rank the following items in order of their importancein choosing a training course. Use 1 for the most important and 4 forthe least important.

High quality of the faculty ____

Good academic reputation ____

Closeness to home ____

Curriculum ____



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Rating response questions (Likert & attitude statements) Mergers and acquisitions provide a faster means of growththan internal expansion.

Semantic differential bipolar adjectives anchor the

beginning and end (of poles) of the scale (4 7 points).Please tick the line below to indicate the level of difficulty you facein using public transport.

Difficult___:___:___:___:___:___:___Easy


Strongly

disagree

Disagree Neither

agree nor

disagree

Agree Strongly

Agree

1 2 3 4 5


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Wording of questions

Avoid use of jargons slang terms.

Avoid loaded questions that include non-neutral oremotionally charged terms.

E.g. Do you believe radical extremists should be allowed to burnAmerican flag?

Avoid leading questions that sways the respondent toanswer in a desired manner.

E.g. Most people agree that conserving energy is important do youagree?

Avoid double-barreled questions that asks more thanone thing.

E.g. Do you find using a cell phone convenient and time saving?


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