qualitative

DH450 : The Class : Research Methods : Surveys : qualitative

Surveys and other Qualitative Methods

Survey Research

Survey Methods

Overall Planning of the Survey
Clarify the research problem and purpose of the survey. The type of research should match the goal:
Ex: Exploratory / Correlational / Causal

Theory Application: Is there theory that can be applied?
Ex: If studying patient's decisions about why they choose tooth loss instead of restoration, you may want to apply the theory of reasoned action (which states that other people may influence the decision). You may decide to include questions about who helped them decide what to do etc.

Consider resources needed and whether they are available
Operationalize or define variables

Sampling Plan
Define population
Determine sample size required (more on this later)
Sampling technique: Random / Systematic / Stratified / Cluster (more on this later)

Instrument Development
Comparison of Survey Types

Type of Data Collection	Considerations	Disadvantages	Advantages
Personal Interview	Scheduling Interviewer skill/training Open-ended questions Probing	Time consuming Costly Interviewer bias Respondent bias No anonymity	Higher response rate Potential for clarification of ambiguous questions
Telephone	Interviewer skill/training	Design: can't just read a written survey Calling logistics: Timing Finding people at home Costly	Higher response rate Potential for clarification of ambiguous answers Less bias than face-to-face Anonymity
Written Survey Self-administered Researcher administered	Pre-notification (link to sample) Mailing: letter of transmittal (link to sample) Follow-up (link to sample)	Questions must be clear Lower return rate Addresses difficult to obtain	Can be widely distributed Low cost Confidentiality

Types of Surveys

Item Development
Validity
Ask: What question are you really trying to answer?
Keep it simple and focused - Make every measure count!

Necessity
Ask: What will we do with the information from this question?

Is this question necessary?

Survey questions

Question content

Developing good survey questions

Avoid:	Use:	Consider:
Double negatives Eliminate "no" and "not" when possible Vague questions Biased questions Positive/ negative wording "Loaded" wording Ex:"dangeous drugs" "Excess spending" Biased limited responses Ex: excellent, good, fair (no poor rating) Double barreled questions Asks more than 1 thing Abbreviations or jargon Objectional (personal) questions	Comprehensive, exhaustive categories Ex: does not apply, other, don't know Exclusive categories Balanced Equal number favorable/unfavorable items Content map Scales Likert Clear and precise language Make items as short as possible Positive wording	Measurement scale Ex: Frequency: Never, very seldom, seldom, often, very often, all of the time Quality: Poor, below average, average, good, excellent Type of data (level: nominal, ordinal, interval, ratio) will effect statistical test you can use to analyze results Number of alternatives Even, odd, middle value

Open-Ended or Closed Ended Questions

Question Type	Advantages	Disadvantages	Example
Open-Ended Questions	When range of answers is very large When want to avoid suggesting answers When want answers in respondents own words	More difficult to analyze Sometimes ramble, researcher must pick out intent	List the qualifications you look for in a secretary. Place a 1 next to the most important.
Close-Ended Questions	Alternative answers are provided Ex: multiple choice When large number of respondents and questions When answers are to be machine scored When responses from several groups are to be compared More reliable interpretation	May not be truly representative of answer by respondent	Rank each of the following qualifications in terms of its importance: Typing Shorthand Etc.

Develop Analysis Plan

When do you need the data?
How will data be scored, compiled, interpreted

Pilot Test

Revise....Pilot.....Revise
Always pretest any questionaire!

See if instructions are clear
See if categories are exhaustive, exclusive

Assemble and print the survey

Data collection

Mail: Letter of transmittal
Explain aim or purpose / Convey importance, persuade to respond / Assure confidentiality
Short (1 side of 1 page) / Provide your address, phone /Use letterhead
Return envelop, self addressed, stamped

Response
Response rate: 30% is minimal acceptable return rate
To increase return rate:
Notify people about the survey beforehand
Explain the purpose to appeal to the respondent
Provide clear, simple instructions
Survey should be as short as possible
Have interesting questions first, demographics last
Send 1st class so undelivered will be returned
Hand address
Use attractive stamps
Follow-up, using code, with those whom did not respond initially

Other Methods Used in Qualitative Research: (add link here)

Ethnography
Phenomenology
Grounded Theory
Observation
Unobtrusive measures

Once you have finished the lesson you should:

Go on to Open and Closed Questions
or
Go back to Surveys and other Qualitative Methods

E-mail Tricia Moore at Tricia.Moore@nau.edu
or call (520) 523-4012