Chapter ??

15

SurveysSurveys

C H A P T E R

Chapter Outline

• The questionnaire• The Dephi method• The personal interview• The normative survey

Questionnaires

• Determining objectives• Delimiting the sample• Constructing the questionnaire

– Starting with open-ended questions– Developing closed questions

• Ranking• Scales (e.g., strongly agree, agree, undecided, disagree,

strongly disagree)• Categorical responses (yes/no)

Rules for Constructinga Questionnaire

• Clearly worded items (e.g., avoid usually, most)

• Short questions• Only one idea (concept) per question• Avoid negatively worded items• Avoid technical language and jargon• Avoid leading questions (cues to answers)• Length

Pay Attention: Little Things Matter

• Appearance and design• Pilot study—most important thing• Cover letters• When to send the questionnaire• Follow-ups• Return rates• Plan analysis for the beginning

Constructing Electronic Surveys

• Determine which survey software is available.

• Become familiar with the software so you can use if effectively.

• Design the survey so it is appealing and easy to use.

• Pilot and revise—and pilot again as needed.

Other Forms of Surveys

• The Dephi method– Procedures for reaching consensus

– Using experts

– Conducting rounds

• The personal interview– More adaptable

– More versatile

– Observing responses leads to insights

– Better return rates(continued)

Other Forms of Surveys (continued)

• Telephone interviews– Less expensive– Work from central location (use computer)– Easier to reach people– More candid responses possible

• Normative surveys– Growth charts– Fitness norms