rmk chapter 4: survey research l types of surveys (q & i) types of surveys (q & i) types of...
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RMK Chapter 4: Survey ResearchRMK Chapter 4: Survey Research
Types of Surveys (Q & I) Types of Questions Decisions about Question Content Decisions about Response Format Decisions about Question Wording Decisions about Question Placement Conducting Interviews Advantages / Disadvantages of Methods
Types of SurveysTypes of Surveys
Questionnaires and InterviewQuestionnaires and Interviewss
QuestionnairesQuestionnaires
Group administrationGroup administrationGroup administrationGroup administration
Mail administrationMail administrationMail administrationMail administration
Household drop offHousehold drop offHousehold drop offHousehold drop off
Web-basedWeb-basedWeb-basedWeb-based
InterviewsInterviews
PersonalPersonalPersonalPersonal
TelephoneTelephoneTelephoneTelephone
Types of Types of QuestionsQuestions
Type of QuestionsType of Questions
UnstructuredUnstructured» Open ended / short comment box / transcript Open ended / short comment box / transcript
of interview / narrativeof interview / narrative
StructuredStructured» Details in following slidesDetails in following slides
Structured QuestionsStructured Questions
DichotomousDichotomousDichotomousDichotomous
____Yes____Yes
____No____No
MaleMale FemaleFemale
Structured QuestionsStructured Questions
NominalNominalNominalNominal
Occupational Class:Occupational Class:
1 = Truck driver1 = Truck driver2 = Lawyer2 = Lawyer3 = etc.3 = etc.
Structured QuestionsStructured Questions
OrdinalOrdinalOrdinalOrdinal
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
Structured QuestionsStructured Questions
IntervalIntervalIntervalInterval
Likert Response ScaleLikert Response Scale
11 22 33 44 55stronglystrongly disagreedisagree neutralneutral agreeagree stronglystronglydisagreedisagree agreeagree
Structured QuestionsStructured Questions
IntervalIntervalIntervalInterval
Semantic DifferentialSemantic Differential
veryvery some-some- neitherneither some-some- veryverymuchmuch whatwhat whatwhat muchmuch
interestinginteresting boringboring
simplesimple complexcomplex
uncaringuncaring caringcaring
usefuluseful uselessuseless
etc.etc.
Structured QuestionsStructured Questions
IntervalIntervalIntervalInterval
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?
Filter or Contingency QuestionsFilter or Contingency Questions
Have you ever smoked marijuana?Have you ever smoked marijuana?
yesyesnono
Filter or Contingency QuestionsFilter 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 QuestionsFilter or Contingency Questions
Try to Try to avoidavoid having more than three having more than three levels (two jumps) for any question.levels (two jumps) for any question.
If only two levels, use If only two levels, use graphicgraphic to jump to jump (for example, arrow and box).(for example, arrow and box).
If all responses can’t fit on the page, If all responses can’t fit on the page, then jump to a then jump to a new pagenew page..
Electronic advantages (web pages)Electronic advantages (web pages)– Can be programs to move forward in a Can be programs to move forward in a
specific way based on response.specific way based on response.
Decisions About Decisions About Question ContentQuestion Content
Decisions About Question ContentDecisions About Question Content
ExampleExample– Do you Do you needneed the age of each child or just the age of each child or just
the number of children under 16?the number of children under 16? ExampleExample
– Do you Do you needneed to ask income or can you to ask income or can you estimate?estimate?
Is the question necessary / useful?Is the question necessary / useful?Is the question necessary / useful?Is the question necessary / useful?
Decisions About Question ContentDecisions About Question Content
Examples: Bad QuestionExamples: Bad Question– What are your feelings towards What are your feelings towards African-African-
Americans and Hispanic-AmericansAmericans and Hispanic-Americans??– What do you think of proposed changes in What do you think of proposed changes in
benefits and hoursbenefits and hours??
Are several questions needed?Are several questions needed?Are several questions needed?Are several questions needed?
Don’t combine two issues in one...Don’t combine two issues in one...
Decisions About Question ContentDecisions About Question Content
If you ask about earnings, might not If you ask about earnings, might not mention all incomemention all income
If ask if they’re in favor of public TV, ask If ask if they’re in favor of public TV, ask for whom (might not mention it’s for whom (might not mention it’s because of because of Sesame StreetSesame Street for the kids) for the kids)
Are several questions needed?Are several questions needed?Are several questions needed?Are several questions needed?
Did you get all the info desired...Did you get all the info desired...
Decisions About Question ContentDecisions About Question Content
If you ask research participants about If you ask research participants about attitudes towards a specific religion, can attitudes towards a specific religion, can you interpret the results without finding you interpret the results without finding out about their attitudes towards out about their attitudes towards religion?religion?
Are several questions needed?Are several questions needed?Are several questions needed?Are several questions needed?
Do you need more context to interpret answer...Do you need more context to interpret answer...
Decisions About Question ContentDecisions About Question Content
If they say they support public TV …If they say they support public TV …– do they watch it?do they watch it?– would they be willing to have their tax would they be willing to have their tax
dollars spent on it?dollars spent on it?
Are several questions needed?Are several questions needed?Are several questions needed?Are several questions needed?
Need more info to determine the intensity...Need more info to determine the intensity...
Decisions About Question ContentDecisions About Question Content
ExamplesExamples– ‘‘Do you think Dean Rusk acted correctly in Do you think Dean Rusk acted correctly in
the Bay of Pigs crisis?’ -- can’t say if they the Bay of Pigs crisis?’ -- can’t say if they don’t know who he is.don’t know who he is.
– In TV surveys, ‘regular’ watchers can be In TV surveys, ‘regular’ watchers can be asked about program content, ‘never watch’ asked about program content, ‘never watch’ should not be asked.should not be asked.
Do respondents have the needed info?Do respondents have the needed info?Do respondents have the needed info?Do respondents have the needed info?
Decisions About Question ContentDecisions About Question Content
How well did you like the book? How well did you like the book?
Versus...Versus... Did you recommend the book to others?Did you recommend the book to others? Did you look for other books by that Did you look for other books by that
author?author?
Does question need to be more specific?Does question need to be more specific?Does question need to be more specific?Does question need to be more specific?
Decisions About Question ContentDecisions About Question Content
For instance, seasonal specificity.For instance, seasonal specificity.– If you ask what they usually watch and it’s If you ask what they usually watch and it’s
summer, you’ll get a different answer than in summer, you’ll get a different answer than in the winter.the winter.
Is question sufficiently general?Is question sufficiently general?Is question sufficiently general?Is question sufficiently general?
Decisions About Question ContentDecisions About Question Content
Ask about the benefits of a tax cut Ask about the benefits of a tax cut without asking about the disadvantageswithout asking about the disadvantages
Ask about the disadvantages of Ask about the disadvantages of eliminating welfare without asking about eliminating welfare without asking about the benefitsthe benefits
Is question biased or loaded?Is question biased or loaded?Is question biased or loaded?Is question biased or loaded?
Decisions About Question ContentDecisions About Question Content
To find out age or income, give brackets.To find out age or income, give brackets.– [18-22], [23-27], etc.[18-22], [23-27], etc.
To find out about charitable To find out about charitable contributions, ask how much “people you contributions, ask how much “people you know” typically give.know” typically give.
To find out what magazines they read, To find out what magazines they read, offer to buy used ones.offer to buy used ones.
Will respondent answer truthfully?Will respondent answer truthfully?Will respondent answer truthfully?Will respondent answer truthfully?
Decisions About the Decisions About the Response FormatResponse Format
Should the Response Format be...Should the Response Format be... Single option vs. multi-optionSingle option vs. multi-option StructuredStructured
Dichotomous (two possibilities)Dichotomous (two possibilities) Multiple choiceMultiple choice Fill-in-the-blankFill-in-the-blank Scale - interval (e.g., Likert response format, Scale - interval (e.g., Likert response format,
semantic differential, Guttmann scale)semantic differential, Guttmann scale) Checklist – Checklist – see next slide…see next slide…
UnstructuredUnstructured Open ended / free answer / narrativeOpen ended / free answer / narrative
If Checklist...If Checklist...
are all alternatives covered?are all alternatives covered? is it of reasonable length?is it of reasonable length? is the wording impartial?is the wording impartial? is the form of the response easy, is the form of the response easy,
uniform?uniform? If its possible that there may be some If its possible that there may be some
other alternatives, provide “other” option other alternatives, provide “other” option and allow open ended response.and allow open ended response.
Decisions About Decisions About Question WordingQuestion Wording
Decisions About Question WordingDecisions About Question Wording
Questions about ‘nationality’ or ‘marital Questions about ‘nationality’ or ‘marital status are too vague.status are too vague.
Questions about ‘mass media’ are too Questions about ‘mass media’ are too general.general.
What kind of headache remedy do you What kind of headache remedy do you use?use?– Want brand name?Want brand name?– Want type? (Aspirin, pill, or capsule?)Want type? (Aspirin, pill, or capsule?)
Can the question be misunderstood?Can the question be misunderstood?Can the question be misunderstood?Can the question be misunderstood?
Decisions About Question WordingDecisions About Question Wording
If you ask what social class someone’s in, If you ask what social class someone’s in, you assume that they know what social you assume that they know what social class is and that they think of themselves class is and that they think of themselves as being in one.as being in one.
Check assumption in a previous question.Check assumption in a previous question.
What assumptions does question make?What assumptions does question make?What assumptions does question make?What assumptions does question make?
Decisions About Question WordingDecisions About Question Wording
Do you think Congress will cut taxes?Do you think Congress will cut taxes? Do you think Congress will successfully Do you think Congress will successfully
resist tax cuts?resist tax cuts? Neither of these specifies a time frame.Neither of these specifies a time frame.
Is the time frame specified?Is the time frame specified?Is the time frame specified?Is the time frame specified?
Decisions About Question WordingDecisions About Question Wording
Are working conditions satisfactory or not Are working conditions satisfactory or not satisfactory in the plant where you work?satisfactory in the plant where you work?
» ObjectiveObjective Do you feel that working conditions are satisfactory Do you feel that working conditions are satisfactory
or not satisfactory in the plant where you work?or not satisfactory in the plant where you work?» FeelingFeeling
Are you personally satisfied with working conditions Are you personally satisfied with working conditions in the plant where you work?in the plant where you work?
» Personal satisfactionPersonal satisfaction
How personal is the wording?How personal is the wording?Ensure Appropriate Context for the studyEnsure Appropriate Context for the study
How personal is the wording?How personal is the wording?Ensure Appropriate Context for the studyEnsure Appropriate Context for the study
Decisions About Question WordingDecisions About Question Wording
How did you feel about being in the war? How did you feel about being in the war? - May be too direct- May be too direct
How well did the equipment hold up in the How well did the equipment hold up in the field?field?
How well were new recruits trained?How well were new recruits trained?
Is the wording too direct?Is the wording too direct?Is the wording too direct?Is the wording too direct?
Decisions About Question WordingDecisions About Question Wording
Does question contain difficult or unclear Does question contain difficult or unclear terminology?terminology?
Does the question make each alternative Does the question make each alternative explicit?explicit?
Is the wording objectionable?Is the wording objectionable? Is the wording loaded or slanted?Is the wording loaded or slanted?
Some Additional Issues...Some Additional Issues...Some Additional Issues...Some Additional Issues...
Question Placement Question Placement and Sequenceand Sequence
Decisions About PlacementDecisions About Placement
Is the answer influenced by prior Is the answer influenced by prior questions?questions?
Does question come too early or too Does question come too early or too late to arouse interest?late to arouse interest?
Does the question receive sufficient Does the question receive sufficient attention?attention?
The Opening QuestionsThe Opening Questions These are particularly true in the case of an These are particularly true in the case of an
interview.interview.– Should be easy to answerShould be easy to answer– Should not be sensitive materialShould not be sensitive material– Should get the respondent “rolling”Should get the respondent “rolling”
In a survey, considerIn a survey, consider– putting basic demographic questions towards putting basic demographic questions towards
the end of a survey because these are easy to the end of a survey because these are easy to complete and thus it may overcome “survey complete and thus it may overcome “survey fatigue.”fatigue.”
Sensitive QuestionsSensitive Questions
Only after trust is developedOnly after trust is developed Should make sense in that section of Should make sense in that section of
the survey (not “out of left field”)the survey (not “out of left field”) Precede with warm-up questionsPrecede with warm-up questions
A Checklist of Considerations A Checklist of Considerations (slide 1)(slide 1)
Start with easy, nonthreatening Start with easy, nonthreatening questions.questions.
Put more difficult, threatening questions Put more difficult, threatening questions near end.near end.
Never start mail survey with an open-Never start mail survey with an open-ended question.ended question.
Put demographics at end (unless Put demographics at end (unless needed to screen).needed to screen).
A Checklist of Considerations A Checklist of Considerations (slide 2)(slide 2)
Avoid demographics at beginning.Avoid demographics at beginning. For historical demographics, follow For historical demographics, follow
chronological order.chronological order. Ask about one topic at a time.Ask about one topic at a time. When switching topics, use a transition.When switching topics, use a transition. Reduce response set.Reduce response set. For filter or contingency questions, For filter or contingency questions,
make a flowchart.make a flowchart.
Important RuleImportant Rule
Keep questionnaire Keep questionnaire as short as as short as possible!possible!
InterviewsInterviews
The Role of the InterviewerThe Role of the Interviewer
Locate and enlist cooperation of Locate and enlist cooperation of respondents.respondents.
Motivate respondents to do good job.Motivate respondents to do good job. Clarify any confusion/concerns.Clarify any confusion/concerns. Observe quality of responses.Observe quality of responses. Conduct a good interview.Conduct a good interview.
Training the Interviewers Training the Interviewers (slide 1)(slide 1)
Describe the entire study.Describe the entire study. State who is sponsor of research.State who is sponsor of research. Teach enough about survey research Teach enough about survey research
(should respect method and be (should respect method and be motivated).motivated).
Explain the sampling logic and process.Explain the sampling logic and process. Explain interviewer bias.Explain interviewer bias. ““Walk through” interview.Walk through” interview.
Training the Interviewers Training the Interviewers (slide 2)(slide 2)
Explain selection procedures, includingExplain selection procedures, including– Reading mapsReading maps– Identifying householdsIdentifying households– Identify respondentsIdentify respondents
Rehearse interviewRehearse interview Explain supervisionExplain supervision Explain schedulingExplain scheduling
The Interviewer’s KitThe Interviewer’s Kit
Official-looking 3-ring notebookOfficial-looking 3-ring notebook MapsMaps Sufficient copies of surveySufficient copies of survey Official identificationOfficial identification A cover letterA cover letter A phone number to callA phone number to call
The InterviewThe Interview
Opening remarksOpening remarks Asking the questionsAsking the questions Obtaining adequate answersObtaining adequate answers Recording the responseRecording the response Concluding the interviewConcluding the interview
More Details on Following SlidesMore Details on Following Slides
Opening RemarksOpening Remarks
Gaining entry Gaining entry ---- appearance, appearance, confidence, non-threateningconfidence, non-threatening
Doorstep technique Doorstep technique ---- brief, suggest brief, suggest don’t askdon’t ask
IntroductionIntroduction -- -- name, organization, name, organization, credentialscredentials
Explaining the study Explaining the study ---- general, stress general, stress confidentialityconfidentiality
Asking the QuestionsAsking the Questions
Use questionnaire carefully, but Use questionnaire carefully, but informally.informally.
Ask questions exactly as writtenAsk questions exactly as written Follow the order given.Follow the order given. Ask every question.Ask every question. Don’t finish sentences.Don’t finish sentences. Don’t leave any questions blank.Don’t leave any questions blank.
Obtaining Adequate Responses - The Obtaining Adequate Responses - The ProbeProbe
Silent probe - a pauseSilent probe - a pause Overt encouragementOvert encouragement ElaborationElaboration
– How do you mean? Anything else?How do you mean? Anything else? Ask for clarificationAsk for clarification RepetitionRepetition
Recording the ResponseRecording the Response
Record responses immediatelyRecord responses immediately Include all probes (write them in)Include all probes (write them in) Use abbreviations where possible (for Use abbreviations where possible (for
exampleexample– R = respondent; DK = don’t know)R = respondent; DK = don’t know)
Concluding the InterviewConcluding the Interview
Thank respondent.Thank respondent. Don’t be brusque or hasty.Don’t be brusque or hasty. Immediately after leaving -- write down Immediately after leaving -- write down
any notes about how the interview went.any notes about how the interview went.
Advantages and Advantages and Disadvantages of Survey Disadvantages of Survey
Methods Methods (general assessment)(general assessment)
Visual PresentationsVisual Presentations Possible?Possible?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
InterviewInterview
PersonalPersonal PhonePhone
Visual PresentationsVisual Presentations Possible?Possible?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
YesYes YesYes YesYes NoNoYesYes
InterviewInterview
PersonalPersonal PhonePhone
Long Response CategoriesLong Response Categories Possible?Possible?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
InterviewInterview
PersonalPersonal PhonePhone
Long Response CategoriesLong Response Categories Possible?Possible?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
YesYes YesYes ?? NoNoYesYes
InterviewInterview
PersonalPersonal PhonePhone
PrivacyPrivacy??
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
InterviewInterview
PersonalPersonal PhonePhone
PrivacyPrivacy??
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
YesYes NoNo NoNo ??NoNo
InterviewInterview
PersonalPersonal PhonePhone
FlexibleFlexible??
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
InterviewInterview
PersonalPersonal PhonePhone
FlexibleFlexible??
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
NoNo NoNo YesYes YesYesNoNo
InterviewInterview
PersonalPersonal PhonePhone
Open-ended QuestionsOpen-ended Questions Feasible?Feasible?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
InterviewInterview
PersonalPersonal PhonePhone
Open-ended QuestionsOpen-ended Questions Feasible?Feasible?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
NoNo NoNo YesYes YesYesNoNo
InterviewInterview
PersonalPersonal PhonePhone
Reading and WritingReading and Writing Needed?Needed?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
InterviewInterview
PersonalPersonal PhonePhone
Reading & WritingReading & Writing Needed?Needed?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
YesYes YesYes NoNo NoNo??
InterviewInterview
PersonalPersonal PhonePhone
Can You Can You Judge QualityJudge Quality of Response?of Response?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
InterviewInterview
PersonalPersonal PhonePhone
Can You Can You Judge QualityJudge Quality of Response?of Response?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
NoNo ?? YesYes ??YesYes
InterviewInterview
PersonalPersonal PhonePhone
High High Response RatesResponse Rates??
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
InterviewInterview
PersonalPersonal PhonePhone
High High Response RatesResponse Rates??
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
NoNo YesYes YesYes NoNoYesYes
InterviewInterview
PersonalPersonal PhonePhone
ExplainExplain Study in Person? Study in Person?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
InterviewInterview
PersonalPersonal PhonePhone
ExplainExplain Study in Person? Study in Person?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
NoNo YesYes YesYes ??YesYes
InterviewInterview
PersonalPersonal PhonePhone
Low Low CostCost??
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
InterviewInterview
PersonalPersonal PhonePhone
Low Low CostCost??
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
YesYes NoNo NoNo NoNoYesYes
InterviewInterview
PersonalPersonal PhonePhone
Staff and FacilitiesStaff and Facilities Low?Low?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
InterviewInterview
PersonalPersonal PhonePhone
Staff and FacilitiesStaff and Facilities Low?Low?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
YesYes NoNo NoNo NoNoYesYes
InterviewInterview
PersonalPersonal PhonePhone
Access to Access to Dispersed SamplesDispersed Samples??
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
InterviewInterview
PersonalPersonal PhonePhone
Access to Access to Dispersed SamplesDispersed Samples??
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
YesYes NoNo NoNo NoNoNoNo
InterviewInterview
PersonalPersonal PhonePhone
Respondent Has Respondent Has TimeTime to Formulate to Formulate Answers?Answers?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
InterviewInterview
PersonalPersonal PhonePhone
Respondent Has Respondent Has TimeTime to Formulate to Formulate Answers?Answers?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
YesYes YesYes NoNo NoNoNoNo
InterviewInterview
PersonalPersonal PhonePhone
PersonalPersonal Contact? Contact?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
InterviewInterview
PersonalPersonal PhonePhone
PersonalPersonal Contact? Contact?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
NoNo YesYes YesYes NoNoYesYes
InterviewInterview
PersonalPersonal PhonePhone
Long SurveyLong Survey Feasible?Feasible?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
InterviewInterview
PersonalPersonal PhonePhone
Long SurveyLong Survey Feasible?Feasible?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
NoNo NoNo YesYes NoNoNoNo
InterviewInterview
PersonalPersonal PhonePhone
QuickQuick Turnaround? Turnaround?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
InterviewInterview
PersonalPersonal PhonePhone
QuickQuick Turnaround? Turnaround?
QuestionnaireQuestionnaire
GroupGroup MailMail Drop-OffDrop-Off
YesYes NoNo NoNo YesYesNoNo
InterviewInterview
PersonalPersonal PhonePhone
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