1. SO4063 Lecture 14
Collecting Data

2. Lecture Objectives
To outline the requirements of assessment 2: create a data collection instrument
To continue questionnaire design workshop

3. Priority readings
Alan Bryman (2008) Social Research Methods, 3rd ed., Oxford: Oxford University Press.
Chapter 9 OR
Nigel Gilbert (2001) Researching Social Life, 2nd ed., London: SAGE.
Pages

4. Data collection Research topic Research questions Research methods
Now collect data?
First prepare and follow guidelines
The following procedures are recommended for a
survey/structured interviews:
Determine the major questions
Draft questionnaire items/questions
Design the questionnaire/questions
Pilot test the questionnaire/interview
Develop a data-collection strategy
Develop a cover letter and send the questionnaire

5. Cover Letter/Information Sheet
Introduce the research
Written rationale
identify yourself, your employer, purposes of research and procedure of interview
ethical issues:
anonymity, confidentiality, right to withdraw
opportunity for interviewee to ask questions

6. Collecting the data know your way around the interview schedule/survey
keep to the schedule: even small variations in wording can affect responses
recording answers: write exact words used by interviewee, or use fixed choice questions.
clear instructions
filter questions
question order
every interviewee must get questions in the same order
general questions before specific questions
earlier questions may affect salience of later ones
first questions should be directly related to the topic
potentially embarrassing or sensitive questions towards the end

7. In Interviews
probing
when respondent does not understand question or gives insufficient answer
non-directive probes: “mmm”, “can you say a bit more about that?”
repeat fixed choice alternatives
prompting
interviewer suggests possible answers
show cards
leaving the interview
thank the interviewee

8. Research Training Exercise
Each question must have its own answer space: a tick-box, a space for writing, a set of categories
For this project, use closed questions: a fixed set of options AND instructions (i.e. tick one, tick all that apply or rank by importance)
Usually allow for ‘Other’ and a space for people to write ‘If other, please specify’
Why closed questions?
quicker and easier to complete (better response rate and less missing data)
easy to process data (pre-coded)
easy to compare answers (intercoder reliability)

9. Closed Questions Disadvantages
restrictive range of answers: no spontaneity
difficult to make fixed choice answers exhaustive
respondents may interpret questions differently
Closed questions can take a number of forms
Two options, tick one
Many options, tick one
Many options, tick zero or more
Many options, rank by importance
Likert (agreement scale)
The practical organisation of the questionnaire must take
question structure into account: easy to answer and easy to
process.

10. Simple closed questions
Example questionnaire extract
Gender: Male □ 1 Female □ 2
Age: 18 or under □ 1
□ 2
□ 3
31 or older □ 4

11. More complex closed question
Marital status
Single □1
Married □2
Divorced/Separated □3
Other □4
If ‘Other’ please specify:_______________

12. 4. How often do you read newspapers?
Tick the category that is closest:
Never □ (Skip to question 6)
More than 1 per day □
1 every day □
2-4 per week □
1 per week □
Less than 1 per week □

13. Variable number of answers
Where do you eat out?
Tick each one that applies
Restaurant □
Café/cafeteria □
Pub □
Other □
If ‘other’ please specify:_____________

14. Types of Questions personal factual questions
factual questions about others
informant factual questions
attitudes
beliefs
normative standards and values
lay knowledge
Attitudes:
questions have already been piloted
known properties of reliability and validity
helps you to draw comparisons with other studies
bias: some positively phrased and some negatively phrased

15. Measuring Attitudes
Measurement of attitudes often uses “Likert” scales:
a set of statements relevant to the attitude being
measured with options indicating agreement:
Disagree
Strongly disagree
Neutral
Agree
Strongly agree

16. Likert Scales
6. People have different views about women's role in society. Please indicate whether you agree or disagree with each of the following things people might say, using the categories provided:
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
A woman's place is in the home □
Young children suffer if the mother works outside the home
Women are entitled to the same pay for the same work as men

17. Open Questions Advantages respondents answer in their own terms
allow for new, unexpected responses
exploratory - generate fixed answer questions
Disadvantages
time-consuming for interviewer and respondent
difficult to code
more effort required from respondent
interviewer variation in recording answers

18. Pilot Survey Check that the research instrument works
gain practice at using interview schedule
does each question flow smoothly on to the next?
identify vague or confusing questions
remove any questions that received uniform responses- no variability
open questions can generate fixed choice answers to include in the final study
pilot respondents should not be in final sample.

19. Assignment 2 Ask yourself: Are the questions comprehensible?
Are the categories in closed questions adequate? Do they cover everything? Make the right distinctions? No very unlikely ones? Will they make sense to the respondent?
Is the structure okay? Not too complicated or illogical?
Is there anything likely to confuse the respondent or interviewer?
Exactly how long will it take? If too long, shorten it now!
Piloting will also allow you to create closed categories for questions, using real-world feedback rather than your imagination

20. Example Information Sheet
Survey of Students views on SULIS
Dear Student,
The survey is part of a research project for my course of study in
U.L. The purpose of this questionnaire is to assess how often you
use SULIS and for what purposes.
The survey will take no longer than 5 minutes. The information
provided by you in this questionnaire will be used for research purposes.
It will not be used in a manner which allows identification of your
individual responses. Participation in this study is completely voluntary
and you can withdraw at anytime.
If there are any other concerns or questions please feel free to me
at _______________ or my lecturer Dr. Carmel
Thank you for your cooperation.

21. Example Survey Please tick in the appropriate box
Do you consent to take part in this survey? Yes □ 􀁔 No□
Are you Male□ Female □
Which age group do you fit into?
etc
Thank you for participating in this research.

22. Assignment 2 Worth 10% Due beginning week 10 Your individual Project
The sample
Propose mode of delivery ( , internet, phone etc.)
Your research collection instrument/s
Introductory paragraph
A pilot test report/noting any changes

23. Essential you all attend
Lecture Plan
Introduction to SPSS
Labs begin next week
Essential you all attend