NMQ 745 Chapter 9
Surveys and the use of questionnaires
9.2 Defining a survey
- Researchers select samples of respondents before administering questionnaires or conducting
interviews to collect info about their attitudes, values, habits, ideas, demographic info, feelings,
opinions, perceptions, plans and beliefs.
- The assessment of the current status, opinions, beliefs and attitudes by questionnaires or
interviews from a known population
- 2 characteristics:
o Samples are usually big – from a few hundred t a few thousand
o Many variables are measured and multiple hypotheses are tested.
9.3 Survey design
-Data are used to describe and explain the status of phenomena, to trace change and to draw
comparisons.
-Design = How much control a researcher have over his/her survey environment
-Should aim for optimal control
-Aspects of the survey process
o Sampling issues (incl sampling strategy, size, response rate)
o Questionnaire design issues
o Interviewer issues, namely decisions regarding the nature of training and supervision
that should be given as well as the gender and cultural background of interviewers
o Choice of data-collection method eg telephone, e-mail personal interview
9.4 Data-collection methods
9.4.1 Group administration of questionnaires
- Most often used
- Researcher waits while whole group completes the questionnaire
Advantages
o Respondents can complete the questionnaire in a short space of time
o Test administrators can check questionnaire for accuracy
o This method is relatively cheap and easy to do
o Respondents can be reached across long distances
o The response rate it optimal
o The interviewer can immediately assist with issues in the questionnaire which are not clear
to the respondents
Disadvantages
o When different administrators administrate the test, this could lead to different responses
o The primary researcher has limited control over what happens in the field
o The conditions in which the questionnaire is administered cannot be controlled by the
primary researcher
o Costs could be rather high when using standardised tests
Surveys and the use of questionnaires
9.2 Defining a survey
- Researchers select samples of respondents before administering questionnaires or conducting
interviews to collect info about their attitudes, values, habits, ideas, demographic info, feelings,
opinions, perceptions, plans and beliefs.
- The assessment of the current status, opinions, beliefs and attitudes by questionnaires or
interviews from a known population
- 2 characteristics:
o Samples are usually big – from a few hundred t a few thousand
o Many variables are measured and multiple hypotheses are tested.
9.3 Survey design
-Data are used to describe and explain the status of phenomena, to trace change and to draw
comparisons.
-Design = How much control a researcher have over his/her survey environment
-Should aim for optimal control
-Aspects of the survey process
o Sampling issues (incl sampling strategy, size, response rate)
o Questionnaire design issues
o Interviewer issues, namely decisions regarding the nature of training and supervision
that should be given as well as the gender and cultural background of interviewers
o Choice of data-collection method eg telephone, e-mail personal interview
9.4 Data-collection methods
9.4.1 Group administration of questionnaires
- Most often used
- Researcher waits while whole group completes the questionnaire
Advantages
o Respondents can complete the questionnaire in a short space of time
o Test administrators can check questionnaire for accuracy
o This method is relatively cheap and easy to do
o Respondents can be reached across long distances
o The response rate it optimal
o The interviewer can immediately assist with issues in the questionnaire which are not clear
to the respondents
Disadvantages
o When different administrators administrate the test, this could lead to different responses
o The primary researcher has limited control over what happens in the field
o The conditions in which the questionnaire is administered cannot be controlled by the
primary researcher
o Costs could be rather high when using standardised tests
