SOCIAL SURVEYS

 Research projects which use a questionnaire to collect

standardized data from a large number of people.

 Can be either Population or Sample surveys. Sample

surveys are the most common

 The collection of standardized data requires that the

same questions be given to all respondents in the same
order.
 TYPES OF SURVEYS
 Factual Surveys – Use to collect descriptive
information. Example, Population census, The Survey of
Living Conditions and The Labour Force Survey.
 Attitude Surveys – Carried out by opinion poll
organizations, market researchers, etc.
 Explanatory Surveys - Used to test hypotheses or to
test and develop theories.

Common to all types, is the use of the Questionnaire

as the instrument of data collection
THE QUESTIONNAIRE
 A questionnaire is a collection of questions and
/or statements that is designed to collect
information on a particular topic.
 It is an instrument used by researchers to convert
into data, information directly given by
respondents.
 In essence, it provides access to what is inside the
person's head
The questionnaire facilitates the
measurement of what a person:

 knows - knowledge, information

 likes & dislikes - values, preference
 thinks - attitudes, beliefs
 experiences - past & present

It is a useful alternative when direct observation is

not possible.
This approach to data collection requires
that the respondent:

 co-operates in the completion of questionnaire

 tells what is, instead of what he thinks ought to be, or what
he imagines the researcher would like to hear.
 knows how he feels or thinks in order to report.
 
It is possible therefore for the questionnaire to measure not
necessarily what a person likes, believes or thinks but what
he/she indicates in these regards.
The researcher must, therefore, pay attention
to the following factors:

 the respondent will have a tendency to show self in good

light.

 he/she may be unduly helpful by providing answers he

thinks the researcher wants instead of telling it like it is.

 he/she may not be able to provide answers to the questions

posed - out of ignorance etc.
 TYPES OF QUESTIONS
 Direct versus indirect (Specific vs. Non –Specific)
a. Do you like your job? - direct (specific)
b. How do you feel about your job? - indirect (non-specific)
a. How you feel about teacher A? - direct (specific)
b.How do feel about class taught by teacher A? - indirect (non-
specific)
Direct or specific questions may cause respondent to
become guarded or cautious and give less than honest
answers. Non-specific ones lead to desired information
with less alarm.
 
 TYPES OF QUESTIONS CONT.
 Fact versus opinion
a. What kind of car do you drive?
b. Do you prefer Japanese or American?
 Factual questions do not always solicit factual answers
because:
i. faulty memory
ii. conscious desire to create a certain impression

Nor do opinion ones always solicit honest opinions.

Respondents are normally inclined to provide socially
desirable answers.
TYPES OF QUESTIONS CONT.
 Questions versus Statements - Can be a direct
question as those types above (requiring a direct
answer) or a statement requiring an optional
response.
  Predetermined versus Response Keyed
Questions - Answer all vs. answer those that are
relevant.
5. Do you drink alcoholic beverages?
1. Never 2. Occasionally
3. Frequently 4. Always
(If never, go to 6 and then terminate. Otherwise, skip to
7 and continue)
 
6. Why don’t you drink alcoholic beverages?
1. Religious reasons 2. Health reasons 3. Others (Specify) ______

7. When you drink, which of the following are you most

likely to have?
1.Rum 2. Beer 3. Stout 4. Wine 5. Others (Specify)________
RESPONSE
MODES
 STRUCTURED RESPONSE (CLOSE-ENDED)
 Provide respondent with possible answers and ask him/her
to choose the most appropriate option.
 When the closed-ended format is used, the researcher
should be guided by the following:
- Response categories provided should be exhaustive
- Response options should be mutually exclusive
- There should be clear instruction to select the best answer

This format is ‘respondent friendly’ and facilitates greater ease in the

processing of data, since it can be transferred directly to computer. It
however, limits the possible answers to those thought of by the
researcher.
 UNSTRUCTURED RESPONSE (OPEN-
ENDED)

 Researchers ask questions and allow respondents

to provide answers
 Exert control only in regard to the questions
asked and the time and space provided.
 Respondents give own answer, rather than just
agreeing with those given.
  Format offers the respondent more flexibly
DISADVANTAGES OF OPEN-ENDED FORMAT

 Responses must be coded before processing - The

coding process can be time consuming and can be quiet
technical. It requires the researcher to accurately interpret
the meaning of respondents give to responses. There is
always the possibly of misunderstanding and researcher’s
bias.
 Respondents quite often provide answers that are
irrelevant to researcher's intent.
FILL-IN RESPONSES.
 This is transitional mode between structured and
unstructured mode.
 Respondents generate, rather than choose answers
 Responses are, however, limited in range and length -
often a single word or short phrase
Example: What is your father's occupation?
 The very wording of the question restricts the number of
possible responses and the number of words.
 
 Tabular Responses - Fill response into a table. A very
convenient way of organizing complex responses.

 Scaled Response - A structured response form.

Respondents are asked to express endorsement or rejection
of a given statement.
Example: The Likert Scale

 Ranking response – Respondents are given some

statements, etc. and asked to rank according to some
criteria.

 Checklist Response - Respondents choose all possible

answers from a number of options given to him
 DEVELOPMENT ISSUES
In constructing the Questionnaire, the researcher
should always consider the following factors:
Format – Wording
 Precision – Questions should be clear and unambiguous
 Concision – Items should be as short as possible
 Relevance – Question should all be relevant and necessary
 Double-barreled Questions – Each question should should
attempt to measure only one variable at a time
 Biased Items/Terms – Should not use leading questions
 Negative Items – Questions should be in positive form
 Abbreviations and Jargons – These should always be
avoided
 DEVELOPMENT ISSUES CONT.

Format – Layout
 Uncluttered – Items should be well-spaced/ spread-out
 Order – Items should flow in a logical order. The ordering
of questions affects the quality of responses
 Length – Should not be too many items – Instrument
shouldn’t be too long
 Personal Information – Request only when required
 Instructions – Always provide adequate instructions –
both general and specific.
CLASSIFICATION OF SURVEYS
 Three main Categories, based on the approach
use in the completion of the questionnaires:
- Mail Questionnaire
- Face-to-Face Interviews
- Telephone Interviews
MAIL QUESTIONNAIRE

 Postal services are utilized in the distribution

and return of instrument
 Classical approach is to send questionnaire
accompanied by a letter of explanation and self-
addressed stamped envelope.
 Respondents asked to complete and return
within a specified time.
COMPARATIVE FEATURES OF MAIL
QUESTIONNAIRE

 Cost – the cheapest

 Time – the slowest
 Degree of obtrusion – the least obtrusive
 Specificity – the least definite/certain
 Literacy – absolutely necessary
 Response rate – the lowest
 LOW RESPONSE RATE
This problem of a low response rate can have implications for
generalization. Hence the need to incorporate measures in the
design to ensure the highest possible response rate. A common
approach is the use of follow-up mailing. Can take two forms:
 Reminder only to non- respondents
 Letter to all, thanking those who have responded and a reminder to those who
haven’t as yet.
 Always include include a copy of the questionnaire
Even with all practical measures, a 100 % response rate will
never be achieved. Researchers must decide, in advance, what
rate is considered acceptable – that is, the minimum rate that
will not introduce response bias.
 FACE-TO-FACE INTERVIEWS
Most popular form in the Caribbean. Interviewers ask
questions and record answers as given. Most obtrusive form,
so special attention must be paid to interviewers’ competence,
behaviour and appearance.

Interviewers should,therefore, always

 display a pleasant and professional demeanor
 be familiar with questionnaire and research area.
 follow wording and format of questionnaire exactly
 record responses exactly as given
 use probing questions cautiously.
 be properly trained.
COMPARATIVE FEATURES OF FACE-TO-FACE
INTERVIEWS

 Cost – the most expensive

 Time – the most time consuming
 Degree of obtrusion – the most obtrusive
 Specificity – the most specific
 Literacy – not necessary
 Response rate – the highest
THE TELEPHONE INTERVIEW

Most convenient approach, but with obvious

Biases. Will have access only to those
 with telephones
 who are listed in the directory

 are available at the time of the interview

COMPARATIVE FEATURES OF TELEPHONE
INTERVIEWS

 Cost –
 Time –
 Degree of obtrusion –
 Specificity –
 Literacy –
 Response rate –
 STAGES IN THE CONSTRUCTION OF A
QUESTIONNAIRE

1. Identification and specification of variables.

2. Choosing question format.
3. Choosing response modes.
4. Preparing questions/items
5. Construction of the instrument.
6. Pilot testing – Test for reliability and validity.
7. Make required adjustments.
8. Repeat 6.