Qualitative Research Techniques: Questionnaires

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Presentation transcript:

Qualitative Research Techniques: Questionnaires LEM4001 Qualitative Research Techniques: Questionnaires

The research cycle

Introduction Qualitative vs. quantitative Q. Can questionnaires be a reliable research technique? What are your experiences? Knowledge – beliefs – attitudes – opinions – behaviour – attributes. Design and development must be supported by a logical, systematic and structured approach. Digital vs paper based? Q. Sampling effort? Meta-analysis by White et al. (2005) found mean number of respondents per questionnaire = 1422±261 and average response rate = 63±3%.

Questionnaire Design To consider….. Pre-testing (pilot) and cognitive interviewing; Question ‘type’ (filtering; binary; categorical; ordinal using psychometric Likert scale; linked; skip and filter); Minimise bias and ambiguity; Ethics (ground-truthing); Justify each element using an academic context; Analytics – usually descriptive or univariate approach. Question order: important questions come first; general to specific; closed to open questions; start off with some easy ones! Q. So what are the ‘top 5’ suggestions on best practice for questionnaire design?

Rules: Maximising chances of success Aim = to get as many responses as you can that are usable and accurate. To maximise response rates? Online vs face to face - Short, meaningful title. - Keep the questionnaire as short and succinct. How many questions? - Offer incentives for responding. - Be creative. - Make it convenient

White et al. (2005).

Tasks How does one extract the most meaningful data? Analytical techniques? Review Lightsource Farmer Survey. In pairs or on your own, design a simple ‘intelligent’ questionnaire with up to 10 questions for one of the following investigations: ‘All in a label?’ - consumer attitudes to the labelling of meat products in supermarkets. Landowner attitudes to ‘rewilding’ and the potential re- introduction of wolves to the Scottish Highlands. RHS Campaign for School Gardening: developing a case for young people’s learning, health and wellbeing. Attempt to use Google Forms to digitise your survey. https://www.google.com/forms/about / Then ask your neighbour for a critical comment or two…..

Designing your thesis: conclusive remarks Q. Can you now use these techniques for your actual thesis?

More Information White et al. (2005) Questionnaires in ecology: a review of past use and recommendations for best practice. Journal of Applied Ecology 42, 421–430. Go online: https://www.surveymonkey.com or https://www.google.com/forms/about/ Watch: http://skillshub.northampton.ac.uk/2013/09/05/writi ng-your-questionnaire-video/