1. Research Methology IV - BNV45211 Chapter 12 Surveys

2. Research Methology IV - BNV45212 What is a survey? Counts ‘things’ in a group Counts ‘things’ in a group Group called population Group called population Shows correlation Shows correlation But not cause But not cause Note correspond between surveys, experiments and statistical techniques Note correspond between surveys, experiments and statistical techniques

3. Research Methology IV - BNV45213 What makes surveys interesting? Population too large to count Population too large to count Sample and generalize findings Sample and generalize findings Human population has characteristics Human population has characteristics Questionnaires Questionnaires Opinions/perceptions Opinions/perceptions Not determining state Not determining state But prove theories regarding population members But prove theories regarding population members

4. Research Methology IV - BNV45214 Methods to do survey Starts with a theory Starts with a theory Formulate a hypothesis Formulate a hypothesis Select sample Select sample Collects data Collects data Analyse data Analyse data Conclude whether hypothesis true Conclude whether hypothesis true Theory confirmed (or not) Theory confirmed (or not)

5. Research Methology IV - BNV45215 Random samples Any member has an equal chance of being in the population Any member has an equal chance of being in the population Pitfalls Pitfalls Telephone interviews Telephone interviews WWW survey WWW survey Limit population for survey Limit population for survey Then generalize later Then generalize later

6. Research Methology IV - BNV45216 Design of questionnaires Non-human – measure Non-human – measure Non-human – ask humans who know it Non-human – ask humans who know it Human – ask Human – ask Questionnaires vs Schedules Questionnaires vs Schedules

7. Research Methology IV - BNV45217 Some rules Ask directly and unambiguous Ask directly and unambiguous Facts vs opinion Facts vs opinion Expected viewpoint Expected viewpoint Asking personal information Asking personal information Asking information that could ‘hurt’ them Asking information that could ‘hurt’ them Sensitivity differs Sensitivity differs Short and simple Short and simple Pay attention to appearance of questionnaire Pay attention to appearance of questionnaire Enough space for narrative (if applicable) Enough space for narrative (if applicable) Keep the analysis in mind (possibility and effort) Keep the analysis in mind (possibility and effort)

8. Research Methology IV - BNV45218 Measurements in questionnaires Nominal measures Nominal measures Select from list of alternatives Select from list of alternatives No order between alternatives No order between alternatives Which pointing device do you use most often? Mouse Mouse Touch pad Touch pad Track ball Track ball Touch screen Touch screen

9. Research Methology IV - BNV45219 Measurements in questionnaires Ordinal measures Ordinal measures Numbers to express measurements Numbers to express measurements But distance between has no meaning But distance between has no meaning Write the numbers 1 to 4 in the boxes below to indicate how often you use your computer for the following activities. Use 1 for most often and 4 for least often. Use every number once only. Word processing Numerical calculations Games Other

10. Research Methology IV - BNV452110 Measurements in questionnaires Ratio measures Ratio measures 0 means nothing 0 means nothing What is your age (in years)? What is the total capacity of the hard disk(s) (in gigabytes) on the personal computer that you use most often?

11. Research Methology IV - BNV452111 Asking questions Open questions Open questions Allows respondent to supply any answer Allows respondent to supply any answer Frustrating for researcher Frustrating for researcher How long have you been working at your current firm? Closed questions (restrict respondent) Closed questions (restrict respondent) Restrict respondent to select an answer from list of possible answers Restrict respondent to select an answer from list of possible answers Frustrating for respondent Frustrating for respondent Years andmonths

12. Closed questioning techniques Lickert scale Lickert scale Specify degree to which statement applies to respondent Specify degree to which statement applies to respondent How important will multimedia capabilities be when you purchase you next personal computer? (1 = not important, 5 = very important) How important will multimedia capabilities be when you purchase you next personal computer? (1 = not important, 5 = very important) LPC scales LPC scales Respondent has to indicate a preference between two explicit alternatives Respondent has to indicate a preference between two explicit alternatives When buying tickets for a movie do you prefer to buy them from a human or a machine? When buying tickets for a movie do you prefer to buy them from a human or a machine? Research Methology IV - BNV452112 12345 123456789 HumanMachine

13. Research Methology IV - BNV452113 Pilot studies the first version of questionnaire is bound to have several problems the first version of questionnaire is bound to have several problems A small group to “test” questionnaire on A small group to “test” questionnaire on Don’t use results, but look for hitches Don’t use results, but look for hitches Misunderstandings Misunderstandings Unexpected responses Unexpected responses Space requirements Space requirements

14. Research Methology IV - BNV452114 Selecting your group for pilot study Not randomly Not randomly The more variety the better The more variety the better Maybe consider atypical (irregular / unusual) respondents Maybe consider atypical (irregular / unusual) respondents Repeat pilot study till no hitches (with different group) Repeat pilot study till no hitches (with different group)

15. Research Methology IV - BNV452115 Collecting data Why would someone fill in your questionnaire Why would someone fill in your questionnaire Pay? Pay? Copy of report? (internet…) Copy of report? (internet…) Think research important Think research important Telephone? Telephone? Choose your timing Choose your timing Influence of interviewers??? Influence of interviewers???

16. Research Methology IV - BNV452116 The rest of the process Processing Processing Analyse Analyse Get professional help for statistics Get professional help for statistics