LECTURE 4 DATA COLLECTION METHODS 2

Surveys and Questionnaires

DESIGN ISSUES 1

Who will be the respondents? detailed sampling techniques will be eventually considered Method of administering mail, interview (face to face) or telephone Apply the procedure for developing a questionnaire what information is to be sought?

DESIGN ISSUES 2

Why ask? One must provide the rationale for every question. Trochim (2002) proposes four areas involved in writing a question
Determining the question content, scope and purpose Choosing the response format that you use for collecting information Figuring out how to word the question to get at the issue of interest How best to place the question in the survey.
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QUESTIONNAIRE CONTENT

Survey questions can be structured and unstructured

Dichotomous Questions Nominal, Ordinal (from simple count to rank) Likert Response Scale Filter or Contingency Questions

Question Content
- extent of detail required, avoiding double-barreled questions (two issues for one answer), knowledge of respondent, leading questions, loaded words

QUESTIONNAIRE FORMATS

Fill in the blanks (check) or write preferences (rank) Watch out for multiple answers Closed ended questions using other, please specify Unstructured please provide comments. Wording Issues misunderstand, preconceptions on words, verbs (past, present or future), emphasis on personal feelings, too direct question
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QUESTIONNAIRE FORMAT 2 PLACEMENT

Is the answer influenced by prior questions Is the question set too early or late in the questionnaire Structure your questionnaire in subsections and introduce each section with a statement. Length (in terms of page) is a critical factor

QUESTIONNAIRE DESIGN OTHER ISSUES

Target

the vocabulary of respondents Avoid questions beyond the normal capabilities of the respondents Avoid double negatives (especially with a agree/disagree scale)

INTERVIEWS

Gaining Access arranging meetings Introduction and explaining the objective of the study Keep to the structure of the questionnaire Avoid jumping to other questions. Avoid completing or finishing the answers Re-direct answers/conversation tactfully Probe for further insights Keep short notes/use mind maps Recall all aspects as soon as you leave the meeting
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ACTIVITY DESIGN QUESTIONNAIRE

(1) To investigate the reasons for the dividend policies by local companies. Design a questionnaire to be administered to Chief Financial Officers of a sample of companies using either (a) Mail or (b) direct interviews.