Chapter 4: Questionnaire Flashcards
What is by far the most common method of primary data collection?
Questionnaires
Types of Surveys
- Internet
- Paper and Pencil
- Face-to-face
- Telephone
Advantages of Internet Surveys
- Very cheap with big sample sizes
- Large geographical spread possible
- Fast processing / analysis time
- Relatively high response
- Offers many possibilities for stimuli and presentation
- Few socially desirable answers
- No problems with interviewers (no interviewer bias)
Disadvantages of Internet Surveys
- Representativeness: research is limited to people who can access the survey
- High editorial and design requirements
- The maintenance of an access panel requires constant attention and investments
Advantages of Face-to-face: In-home Interviews
- Survey takes place in respondents familiar environment
- Interviewer can observe the home and living conditions
- Complex, longer surveys are possible
- Offers many possibilities for stimuli and presentation
Disadvantages of Face-to-face: Intercept Interviews
- Many socially desirable answers
- Very labour-intensive = very expensive
- Possible influence by interviewer
- Possible selective response
- Response not really high
Advantages of Face-to-face: Intercept Interviews
- High level of interviewer productivity
- Presentation / stimuli material possible via mobile test unit
Disadvantages of Face-to-face: Intercept Interviews
- Survey should not be long or complex
- Possible influence by the interviewer
- Public / people present are often not a fully representative sample of the population / target group
Advantages of Telephone Interviews
- Fast method for data collection
- Large geographical spread is possible
- Response rate is reasonably good
- Good control over the interviewers / field force
Disadvantages of Telephone Interviews
- No use of physical stimuli
- Limited interview time - simple questions
- Limited databases of mobile numbers available
Advantages of Paper and Pencil Surveys
- Large geographical spread possible
- Relatively cheap
- No problems with interviewers
- Few socially desirable answers
Disadvantages of Paper and Pencil Surveys
- Low response rate
- High demands on editing and designing the questionnaire
- No control on how/who/when the questionnaire is completed
- Slow method of data collection
- Limited possibilities for complexity
Types of Questions in a Questionnaire
- Open-ended question
- Dichotomous question
- Multiple-choice question
- Rating scales
Advantages of Open-ended Question in Questionnaire
- Good starter
- Potential of rich insights
- Less biased answers
- Less preparation of developing questions
- Respondent can use own words
Disadvantages of Open-ended Question in Questionnaire
- Articulate respondents are favoured
- Analysis is difficult
- Coding of respondent’s answers
- Unsuitable for self-administered questionnaires
Dichotomous Question in Questionnaire
A question limited to two answer categories: Yes / No
Advantages of Multiple-choice Question in Questionnaire
- Reduced interviewer bias
- Easy to code and analyse
- Designing answer categories occurs beforehand
Disadvantages of Multiple-choice Question in Questionnaire
- Respondent is limited in answer options
- Difficult to design response options
