Chapter 12 Surveys Research Methology IV - BNV 4521 1
What is a survey? l Counts ‘things’ in a group l Group l Shows correlation l But l called population not cause Note correspond between surveys, experiments and statistical techniques Research Methology IV - BNV 4521 2
What makes surveys interesting? l Population too large to count l Sample l and generalize findings Human population has characteristics l Questionnaires l Opinions/perceptions l Not determining state l But prove theories regarding population members Research Methology IV - BNV 4521 3
Methods to do survey Starts with a theory l Formulate a hypothesis l Select sample l Collects data l Analyse data l Conclude whether hypothesis true l Theory confirmed (or not) l Research Methology IV - BNV 4521 4
Random samples l Any member has an equal chance of being in the population l Pitfalls l Telephone interviews l WWW survey l Limit population for survey l Then generalize later Research Methology IV - BNV 4521 5
Design of questionnaires Non-human – measure l Non-human – ask humans who know it l Human – ask l l Questionnaires vs Schedules Research Methology IV - BNV 4521 6
Some rules l Ask directly and unambiguous l l l l l Facts vs opinion Expected viewpoint Asking personal information Asking information that could ‘hurt’ them Sensitivity differs Short and simple Pay attention to appearance of questionnaire Enough space for narrative (if applicable) Keep the analysis in mind (possibility and effort) Research Methology IV - BNV 4521 7
Measurements in questionnaires l Nominal measures l l Select from list of alternatives No order between alternatives Which pointing device do you use most often? l l Mouse Touch pad Track ball Touch screen Research Methology IV - BNV 4521 8
Measurements in questionnaires l Ordinal measures l Numbers to express measurements l But distance between has no meaning Write the numbers 1 to 4 in the boxes below to indicate how often you use your computer for the following activities. Use 1 for most often and 4 for least often. Use every number once only. Word processing Numerical calculations Games Other Research Methology IV - BNV 4521 9
Measurements in questionnaires l Ratio measures l 0 means nothing What is your age (in years)? What is the total capacity of the hard disk(s) (in gigabytes) on the personal computer that you use most often? Research Methology IV - BNV 4521 10
Asking questions l Open questions l Allows respondent to supply answer l Frustrating for researcher How long have you been working at your Years and months current firm? l Closed questions (restrict respondent) l Restrict respondent to select an answer from list of possible answers l Frustrating for respondent Research Methology IV - BNV 4521 11
Closed questioning techniques l Lickert scale l Specify degree to which statement applies to respondent l How important will multimedia capabilities be when you purchase you next personal computer? (1 = not important, 5 = very important) 1 l 2 3 4 5 LPC scales l Respondent has to indicate a preference between two explicit alternatives l Human When buying tickets for a movie do you prefer to buy them from a human or a machine? 1 2 3 4 5 6 7 Research Methology IV - BNV 4521 8 9 Machine 12
Pilot studies l the first version of questionnaire is bound to have several problems A small group to “test” questionnaire on l Don’t use results, but look for hitches l l Misunderstandings l Unexpected responses l Space requirements Research Methology IV - BNV 4521 13
Selecting your group for pilot study Not randomly l The more variety the better l Maybe consider atypical (irregular / unusual) respondents l l Repeat pilot study till no hitches (with different group) Research Methology IV - BNV 4521 14
Collecting data l Why would someone fill in your questionnaire l Pay? l Copy of report? (internet…) l Think research important l Telephone? Choose your timing l Influence of interviewers? ? ? l Research Methology IV - BNV 4521 15
The rest of the process Processing l Analyse l l Get professional help for statistics Research Methology IV - BNV 4521 16
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