Introduction

Characteristics
of surveys

Planning a
survey

Questionnaire construction

The Final
questionnaire

Qualitative
surveys

Internet-based
surveys

Response rate

Strengths and limitations of
the survey
method

Improving
survey results

Aids

Unstructured interviewing is an excellent way to get deeper into a subject and see it from the respondent's point of view. This is done by asking more detailed or narrower questions. To illustrate, let's say we were investigating how students felt about having to complete an independent research study as a graduation requirement. We might start off a broad question, such as:

"Does your university require completion of an independent research project as a graduation requirement?"

After the conversation runs out on this question, we might ask:

"What do you see as the advantages or benefits of this requirement?" And then follow with specific questions, such as:

"What are the advantages for you?"
"For other students?"
"For your university?"

After there are no new responses to these questions, we could shift the focus of the conversation again by asking:

"What do you see as the greatest problems with this requirement?"
"What are the greatest problems for you?"
"For other students?"
"For your university?"

We could continue to probe for the respondent's thoughts by asking:

"How would you feel if the research requirement was changed?"
"Why would you feel this way?"
"How do you think other students would feel?"

The questioning could continue with new questions, depending on how the respondent replied to the first set. In qualitative interviewing, responses are often recorded, either on audiotape or as a set of notes. In taking notes, try to record the most important part of each reply. To the extent possible, your notes should allow you to reconstruct key responses in the respondent's exact words. If you plan to use audio recording, be sure to get the respondent's permission to record the session.

After getting agreement to record the interview, it is a good idea to engage in some "small talk" about the neighborhood, the weather, or some other commonly discussed topic. This will help the respondent get used to being recorded. When the respondent shows signs of being comfortable with the process, you can begin the interview proper. We have more to say about unstructured interviewing in Chapter 13.

For another discussion of qualitative interviewing, we suggest you visit Qualitative Interviewing. This site illustrates how questions are presented and interaction is carried out with respondents. It also offers guidance on how to prepare and conduct qualitative interviews.

Internet-based surveys

Survey methods have been adapted for use with email and Web sites. Web surveys are based on placing a short questionnaire on a Web site and asking persons who visit the site to complete the questionnaire. The investigator then tabulates and posts the results on the site or publishes the results in printed form. Email surveys are a form of self-administered questionnaires. The investigator prepares a questionnaire and sends it by email to a set of addresses. Responses are tabulated and the results are disseminated by email or other means.

Although becoming more popular, Internet-based surveys have relatively limited scientific value. In most cases, it is difficult to generalize results beyond the groups of persons who responded. Email surveys, however, have potential in situations where all the members of a population have email addresses. Such populations might include the faculty of a university, all government officials in a ministry, or members of professional organizations. In these cases, enumeration of the population or selection of a sample for an email survey is a quick, low cost way of conducting a survey. All the requirements for constructing a sample and questionnaire apply to conducting an email survey. Also, the questionnaire used should be brief and related to the interest of members of the email group.