School of Communication, Information and Library Studies

Survey Research

Methods of Inquiry Syllabus:514

Gustav W. Friedrich

1. Questionnaire Construction
a. Questions: clear and unbiased
1) questions and statements
2) open-ended and closed-ended
3) make items clear
4) avoid double-barreled
5) respondents must be competent to answer
6) questions should be relevant
7) short items are best (20 words)
8) avoid negative items
9) avoid biased items and terms
b. Questionnaire construction: clear and motivating
1) general format (spread out and uncluttered)
2) formats for respondents (boxes)
3) contingency questions (arrows pointing to box set off to side)
4) matrix questions (of items and responses)
5) ordering questions (start with most interesting for self-administered)
6) instructions (clear and motivating)

2. Sample selection: simple random; systematic; stratified; cluster

3. Data collection: 3 forms
a. Self-administered (mail or delivered--home or group)
1) make it easy and rewarding
2) monitor returns: 40% 20% 10% after 2 week intervals; 50% = adequate, 60% = good; 70% = very good
b. Interview surveys: 80-85% completion
1) general rules
a) appearance and demeanor
b) familiarity with questionnaire
c) follow wording exactly
d) record responses exactly
e) probe for responses
2) coordination & control (training and supervising multiple interviewers: use specification--instructions on what to do in various situations)
c. Telephone surveys: 97% have phones; CATI
d. Comparison:
1) Self-administered: cheaper, quicker, for sensitive topics
2) Interviews: better return rate; easier for complicated topics; can sample without names; can observe environment and people

4. Strengths and weakness of survey research.
a. Strengths: good for describing large populations; flexible (can develop operational definitions after observation)
b. Weaknesses: standardization is artificial; ignores content; unlike field research, cannot modify original design; can only collect self-reports of social action--not social action itself.

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