Questionnaire SurveysQuestionnaire Surveys

Obtaining data by asking people Obtaining data by asking people questions and recording their answersquestions and recording their answers

A standardised set of question is given A standardised set of question is given to each respondent; they give their to each respondent; they give their answers in writinganswers in writing

Gets you lots of data quickly and gives Gets you lots of data quickly and gives you an insight into people’s views, you an insight into people’s views, opinions and attitudesopinions and attitudes

But only if they answer accuratelyBut only if they answer accurately

Types of QuestionTypes of Question

Closed questionsClosed questions Restrict respondent to a predetermined Restrict respondent to a predetermined

set of responsesset of responses Generate quantitative dataGenerate quantitative data

Open questionsOpen questions Allow respondents to answer however Allow respondents to answer however

they wantthey want Generate qualitative dataGenerate qualitative data

Types of Closed QuestionTypes of Closed Question

Straightforward response Straightforward response Are you female or male? MAre you female or male? M FF What is your age in years? ____ yearsWhat is your age in years? ____ years Do you smoke? YesDo you smoke? Yes NoNo

Types of Closed QuestionTypes of Closed Question

ChecklistChecklist What is the highest academic What is the highest academic

qualification you hold?qualification you hold? GCSEsGCSEs A – LevelsA – Levels Undergraduate degreeUndergraduate degree Post-graduate degreePost-graduate degree

Types of Closed QuestionTypes of Closed Question

Adjectival/adverbial responseAdjectival/adverbial response Does your anxiety affect your ability to do Does your anxiety affect your ability to do

the following things?the following things?

Not at allNot at all A BitA Bit Very Very muchmuch

Go to Go to workwork

Meet Meet friendsfriends

Go Go shoppinshoppingg

Types of Closed QuestionTypes of Closed Question

Numerical (Likert) response scaleNumerical (Likert) response scale Psychology is the most interesting A-Level Psychology is the most interesting A-Level

subjectsubject11 22 33 44 55

Strongly Strongly agreeagree AgreeAgree Not sureNot sure DisagreeDisagree Strongly Strongly

DisagreeDisagree

Types of Closed QuestionTypes of Closed Question

Ranking scaleRanking scale Rank the following activities according Rank the following activities according

to how much time you spend on them to how much time you spend on them each day (1 = most time, 4 = least each day (1 = most time, 4 = least time)time)

Talking face to faceTalking face to face Talking on the telephoneTalking on the telephone Text messagingText messaging Other (e.g. MSN, IRC chat)Other (e.g. MSN, IRC chat)

Advantages of questionnairesAdvantages of questionnaires Researcher doesn’t need to be present Researcher doesn’t need to be present

while Ps completes questionnaire so while Ps completes questionnaire so can collect data from large number of can collect data from large number of Pts cheaply and quicklyPts cheaply and quickly

Fewer investigator effects (because Fewer investigator effects (because fewer interpersonal factors influence fewer interpersonal factors influence Ps as Ps often complete questionnaire Ps as Ps often complete questionnaire alone)alone)

Advantages of questionnairesAdvantages of questionnaires

Pts may feel more willing to reveal Pts may feel more willing to reveal personal information than in personal information than in interview because researcher is not interview because researcher is not presentpresent

Can be easily repeated as questions Can be easily repeated as questions are normally standardised so easy to are normally standardised so easy to establish external reliability (test re-establish external reliability (test re-test)test)

Disadvantages of questionnairesDisadvantages of questionnaires

Social desirability biasSocial desirability bias – Pts may – Pts may want to present themselves in a want to present themselves in a favourable light so give untruthful favourable light so give untruthful answers (especially for sensitive topics)answers (especially for sensitive topics)

Low response rates - only most Low response rates - only most motivated Pts reply so sample may be motivated Pts reply so sample may be restricted to a certain type of person restricted to a certain type of person (also only suitable for literate Pts)(also only suitable for literate Pts)

Disadvantages of Disadvantages of questionnairesquestionnaires

Pts may read differently into each Pts may read differently into each question and reply based on own question and reply based on own interpretation of question - i.e. what interpretation of question - i.e. what is 'good' to someone may be 'poor' to is 'good' to someone may be 'poor' to someone else, therefore there is a someone else, therefore there is a level of subjectivitylevel of subjectivity

Factors in questionnaire designFactors in questionnaire design

Match the factor to the appropriate Match the factor to the appropriate description on the next page.description on the next page.

N.B. They are not in the correct N.B. They are not in the correct order!order!

Factors in questionnaire designFactors in questionnaire designFactor Description

Aim Think about Ps boredom and concentrations (don’t include too many questions)

Length Some researchers pay respondents to take part as response rates can be low. Consider the type of sampling.

Question order Questions need to be written so they are easy to analyse – simpler with closed questions but may limit responses of Ps.

Question formulation

Be clear on specific research aims – make sure all questions relate to research aim. Ensure there are no unnecessary questions.

Incentives Start with easy Qs, save sensitive Qs until they’ve relaxed.

Pilot study Questions need to be tested on a small group of people and modified or refined in response to any difficulties encountered.

Measurement scale

Include some filler questions to distract from main purpose of the study (to reduce demand characteristics).

InterviewsInterviews

Download the document entitled: Download the document entitled: ‘Interviews in psychological research’ ‘Interviews in psychological research’ from the website and complete the from the website and complete the mind map in your booklet.mind map in your booklet.

Exam question practiceExam question practice A psychologist carried out a research study to investigate the

effects of institutional care. To do this, she constructed a questionnaire to use with 100 adults who had spent some time in an institution when they were children. She also carried out interviews with ten of the adults.

a) For this study, explain one advantage of collecting information using a questionnaire. (3 marks)

b) In this study, the psychologist collected some qualitative data. Explain what is meant by qualitative data.

(2 marks)

c) Write one suitable question that could be used in the interviews to produce qualitative data.

(2 marks) 

Exam feedback (a)Exam feedback (a) 1 mark for a slightly muddled or very brief outline of an 1 mark for a slightly muddled or very brief outline of an

advantage. 2 further marks for accurate elaboration. advantage. 2 further marks for accurate elaboration.

Data from the hundred adults could be collected relatively quickly because the researcher would not need to be present when the questionnaires were completed

Participants might be more willing to answer honestly because they would feel more anonymous as researcher is not present when they respond to questions

There might be a reduction in investigator effects; this is because the researcher’s reactions would not be visible so they cannot influence participants’ answers

Exam feedback (b)Exam feedback (b)

1 mark for a very brief or slightly muddled answer 1 mark for a very brief or slightly muddled answer e.g. qualitative data uses words. e.g. qualitative data uses words.

2nd mark for accurate elaboration e.g. by 2nd mark for accurate elaboration e.g. by comparison or by using an example.comparison or by using an example.

Qualitative is non-numerical data and uses words Qualitative is non-numerical data and uses words or pictures. This data can give a better or pictures. This data can give a better description of what people think or feel compared description of what people think or feel compared to quantitative data in numbers. to quantitative data in numbers.

Exam feedback (c)Exam feedback (c)

One mark for a question which would produce One mark for a question which would produce qualitative data but is not linked to the scenario qualitative data but is not linked to the scenario e.g. “How are you feeling?” e.g. “How are you feeling?”

Two marks for an appropriate question e.g. “Tell Two marks for an appropriate question e.g. “Tell me what it was like in the institution” me what it was like in the institution”

0 marks for a question that would not 0 marks for a question that would not produce qualitative data. produce qualitative data.

HomeworkHomework Revision notes on correlations, Revision notes on correlations,

ethics, questionnaires and interviewsethics, questionnaires and interviews