Survey Research (Special emphasis on Questionnaire)

Surveys

(A Thumbnail Introduction)

• “ A type of research to collect the data and facts bout some certain situation or issue from the target population existing
in surroundings having relevance to the nature of study.”

• “ Survey research is the research strategy to study the relationships and characteristics.

• Surveys are based on the desire to collect information (usually by questionnaire) about a well defined issue or situation
(hypothesis) from the well defined population”

• Surveys are method of data collection in which information is gathered through oral or written questioning.

• “Data collection through survey involves persuasion of respondents and then on some level social interaction between
the respondents and the research interviewer”

• A team effort of many people having diverse skills.  surveys are now used in all areas of life. For example business,
politics, agriculture, industry, education, media etc.

Why surveys? (Purpose & Uses)

✓ To provide someone with information (to describe the situations).

✓ To explain the situations (analytical surveys).

✓ Problem identification & solving.

✓ To measure the change.

✓ To study attitudes, behavior and habits

✓ To examine the cause-effect relationship.

✓ To study the characteristics.

✓ To formulate a hypothesis.

✓ To test a hypothesis.

✓ Decision making.

Types Of Surveys:

Descriptive Survey

❖ “A descriptive survey attempts to picture or document current conditions or attitudes that is, to describe what exists at
the moment”

Examples: Audience survey to determine the program taste.

To study the changing values, life style by the effect of some special type of program.

Analytical Surveys

❖ “An analytical survey attempts to describe and explain WHY certain situations exist. Here we examine two, or more
variable to test our research hypothesis”

Examples: How life-style effects the t.v. viewing habits.

Some more types

1- Factual surveys. (respondents act as reporters).

2- Opinion surveys. (respondents expresses his view point opinion).

3- Interpretative surveys. (interpretation ) Example: Why do you read newspapers?

Steps in the Process of Survey Research

Step 1: Develop Hypotheses.

Decide on type of survey (mail, interview, telephone).

Write survey questions.

Decide on response categories.

Design layout

Step 2: Plan how to record data.

Pilot test survey instrument.

Revise the instrument.

Step 3: Decide on target population.

Get sampling frame.

Decide on sampling size.

Select sample

Step 4: Locate respondents.

Conduct interviews.

Carefully record data.

Step 5 : Enter data into computers.

Recheck all data.

Perform statistical analysis on data.

Step 6: Describe methods and findings in research report.

Present findings to others for critique and evaluation.

Three Methods of survey:

Mailed questionnaire. - It is one of the most important data collection survey method. Mail survey involves sending a
cover letter and a questionnaire to a specific person.

Advantages Disadvantages

Low cost. Requires simple questions.

Reduction in biasing errors. No probing opportunity

Accessibility. Low response rate

Personal interview. - Interviewing is a form of questioning characterized by the fact that it employs verbal questioning.
Together with the questionnaire , interviews make up the survey method, which is one of the most popular technique of
data collection.

Advantages Disadvantages

Flexibility in questioning. Higher cost

Control over the interview situation. Interviewer bias

High response rate. Respondent’s hesitation on sensitive topics

Collection of supplement data. Greater staff requirement

Telephone interview. - demonstrates the same structural characteristics as standard interviewing technique, except that
it is conducted by telephone.

Advantages Disadvantages

Moderate cost. Hesitation to discuss sensitive topics

Less time consumption. The “Broken-Off ”interviews

Higher response rate. No supplement information

Quality ……(Supervision , Recording)

Mailed Questionnaire

Mail survey involves sending a cover letter and a questionnaire to a specific person. The cover letter states the purpose sponsor
instructions and time of return. The questionnaire---- totally self explanatory, clear and simple.

Advantages of Questionnaire: Less expensive (no need of interviewers). Quick results. Less opportunity for bias and errors. Wide
coverage. Respondents may use personal records. Collection of data about sensitive topics. Less time consumption. High
response rate.

Disadvantages of Questionnaires: Many factors effect on response rate. low education. Disliking to write. Disliking to read. No
interest in the topic. No further explanations. Lack of understanding of respondents.We receive minimum amount of in formations
against open ended questions. No probing and clarification. No identity of the respondent.(some one else can also fill). No
supervision- partial responses.

When to design?

1-The problem SOP PSM

2-Literature review.

3-Hypothesis (Variables, Operationalization)

4-Literature review.

5-Sampling.

6-Questionnaire construction
Sampling

• “The process of choosing some representative members from the target population”

1- Probability Sampling. - Probability Sampling, Simple random sampling, Systematic sampling, Cluster sampling,
Stratified random sampling, Multi phase sampling, Multi stage sampling, Panel studies, Spatial sampling

2- Non-Probability Sampling. - Accidental sampling, Purposive sampling, Quota sampling, Snow ball sampling.

Structure of the Questionnaire:

• There are three main elements:

The cover letter. - The cover letter must have the following details; The main objectives and social significance of the study;
The research team and its sponsors; The reasons why the respondent should complete the questionnaire; Assurance of
anonymity and confidentiality; Requirements for completion such as maximum time, conditions, etc; Issues related to ethics.

The instructions. - How to fill the questionnaire? To remind the Ethics. To request the respondents not to please the
researcher.

The main body. - It includes questions. Be careful with regard to;  Content.  Structure.  Format. Wording.  Flow.

Questionnaire Format

✓ It refers to the general model which provides guidelines on how the questions should be placed?

 Logical Order

 Transition and Flow

 Funnel Format

 Inverted Funnel Format

 Diamond Format

 X-Format  Box Format

 Mixed Format

Steps in Questionnaire Construction

The process of questionnaire construction goes through a number of interrelated steps as;

Step 1: Preparation:  Decision for the most suitable type of questionnaire.  Determine the way how it will be managed? 
Literature Review.  Proper Guidance from the Experts.

Step 2: Constructing the First Draft:  Formulation of the material.  Implementation of decided method of questionnaire. 
Secondary and tertiary questions.

Step 3: Self Critique: Testing of :  Relevance  Symmetry  Clarity  Simplicity  Accordance with the basic rules.

Step 4: External Scrutiny:  Expert’s inspection And suggestions.  Addition….  Deletion….  Changing…

Step 5: Re-examination & Revision:  After changing …Re-examination by the experts.  Implementation of the final changes.

Step 6: Pre-testing:  Selection of the small sample.  Filling up of the questionnaire.  Analysis of the data.

Step 7: Revision:  Revision of the minor changes by the researcher himself.  Revision of the major changes by the help of
experts.
Step 8: Second Pre-test:  Revised questionnaire filling.  Data analysis.  Adjustments & revision.

Step 9: Final Draft Formulation:  Editorial work.  Checking for spelling mistakes.  Legibility.  Instructions.  Space for
responses.  Scaling issues  General presentation.

Types of Questions

• Primary Questions - Directly related.

• Secondary Questions. - Provides info on secondary issues.

• Tertiary Questions. - Padding Questions (Breather) and Probes (Stimulating)

• Direct Questions -Do you believe in god?

• Indirect Questions -Do u think that ppl of your age and status believe in god?

• Suggestive Questions

• Filter and contingency Questions

• Fixed alternative & Open ended

Response Format…should be

• Accurate

• Exhaustive

• Mutually Exclusive

• Uni-dimensional

Response Sets

-Numerical Responses -Face Scale

-Verbal Scale -Ladder Scale

-Increasing length scale -Likert Scale

-Graphic responses -Multiple Choice Options

-Graphic-Numerical Responses -Semantic Differential Scale

-Thermometer Scale -Ranking Scale

-Fill in the blank

Rules of Questionnaire Construction

-Well presented, easy to follow. -Logical progression

-Good response categories -Professional appearance

-Clear instructions. -Print and colors

-Space for answers. -The size

-Relevancy. -Ethics

-Ambiguity -The language

Types of Interviews:

-Structured vs Non-structured -Unique vs Panel

-Standardized vs Non-standardized -Hard vs Soft

-Other vs self-administrated -Personal vs non-personal

-Oral vs written - Open vs guided

-Problem centered - Clinical

-Biographical

❖ Interview: The process

-Seeking respondents

-Asking & recording questions

-Field supervision and checks

-Completion and interpretation

❖ The Interviewer’s Tasks

-Approaching the respondents

-Arranging

-Performing

-Controlling & recording

-Avoiding bias

-Establishing positive relations.

❖ Telephone Interviews

-Intro

-Questions

-Recording

-Ethics