chapter 15 The Survey

Chapter Outline The questionnaire The Dephi method The personal interview The normative survey

Questionnaires Determining objectives Delimiting the sample Constructing the questionnaire –Starting with open-ended questions –Developing closed questions Ranking Scales (strongly agree, agree, undecided, disagree, strongly disagree) Categorical responses (yes/no)

Rules for Constructing a Questionnaire Clearly worded items (e.g., avoid usually, most) Short questions Only one idea (concept) per question Avoid negatively worded items Avoid technical language and jargon Avoid leading questions (cues to answers) Length

Pay Attention: Little Things Matter Appearance and design Pilot study—most important thing Cover letters When to send the questionnaire Follow-ups Return rates Plan analysis for the beginning

Other Forms of Surveys The Dephi method –Procedures for reaching consensus –Using experts –Conducting rounds The personal interview –More adaptable –More versatile –Observing responses leads to insights –Better return rates (continued)

Other Forms of Surveys (continued) Telephone interviews –Less expensive –Work from central location (use computer) –Easier to reach people –More candid responses possible Normative surveys –Growth charts –Fitness norms