Transcript Surveys - Simmons College

Surveys
Sampling & Data Collection
Surveys
 Elicits information from patrons- might be factual,
opinion, or both
 Provides a quantitative or numeric description of
trends, attitudes, or opinions of a population by
studying a sample of that population
 Creswell
 Consistency of format and delivery
 What is the purpose of the research? Why is a
survey the appropriate tool?
Survey Types
 Questionnaire
 Paper-based (i.e. self-administered)
 Can be administered to groups (e.g., Class
Evaluations)
 Allows for clarification if necessary
 Typically higher response rates
 Interviews
 Structured/ Formal
 Identical questions
 Identical delivery
 Telephone or in-person
Surveys
 Active
 Mailed
 By telephone
 In-person interviewing
 Distributed on location
 Web/ Online
 E-Mail/ Listserv
 Passive
 Comment Cards
(surveys) are like bikinis.
What they reveal is interesting,
but what they conceal is
essential.
-Kenneth Boulding
Survey Design: Population/ Sampling
 Define/ Enumerate Population
 Literacy/ Language Issues
 For self-administered
 i.e. Children
 Sample Selection
 Who is the respondent/ unit?
 Can they be found/ contacted? How?
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i.e. unlisted numbers and random dialing
What size sample is needed?
What response rate is acceptable?
Surveys: Finding & Designing
 Existing Instruments
 LibQual
 WOREP
 Library Research
Services Web list
 http://www.lrs.org/us
ersurveys.php
 Design Templates
 Surveymonkey
 Zoomerang
Advantages and Disadvantages?
Survey Design: Question Types
 Dichotomous: Two possible responses (yes/no;
true/false; male/female)
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Have you used the public library in the past year?
 Level of Measurement: Rank order or scale questions
 Rank these library services in order of importance:
availability of new releases, ability to renew online, new
books on audio
 Which library services do you use (check all that apply)
 The library staff is helpful: Strongly Agree…
 Filter/ Contingency Questions
 If you answered no, skip to question 10…
 Screening Questions
 Have you ever taken an online tutorial?
Survey Questions
 Types of Questions
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Factual
Opinion/ Attitude
Self-perception
Information knowledge
Standards of action
Past or present behavior
Survey Design: Question Content
 Are all questions useful/ necessary: level of detail
 Do some questions need to be broken down further?
 Avoid double-barreled questions
 To cover all possibilities (i.e. do you use the library?
Do you bring your children to the library?)
 To provide further context (have you ever used the
archives? Was it for a school project or personal
research?)
 To determine level of intensity (do you believe the
public library is an important part of the community?
Would you support increased funding?)
Survey Design: Question Content
 Do respondents have necessary info to
answer? (i.e. Is public funding adequate)
 Should a question be more specific?
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Difference between: did you like the book vs.
did you recommend the book to others vs. will
you read other books by the same author
 Should a question be more general? (listing
all services used vs. do you use the library at
all)
Survey Design: Question Content
 Are questions biased/ loaded?
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Would you like increased evening/ weekend
hours? Should the library eliminate overdue
fines?
 Will respondents be able (want) to answer
truthfully?
Survey Design: Response Format
 Structured Responses
 Fill in the blank
 Rating scales (placing items in order)
 Check box
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Single option (i.e. strongly agree…)
Multi-option (check all that apply)
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Make sure all alternative as covered
Treat all as separate variables
Uniformity of options
Survey Design: Response Format
 Unstructured Responses
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Open-ended questions
Text-based responses
For interviews, must decide how to transcribe
answers (i.e. every word/ general idea)
Survey Design: Question Wording
 Can the question be misunderstood?
 What sorts of online resources do you use?
(do you mean general web, subscription
database, for what purposes… research,
entertainment, etc)
 Does the question make assumptions?
 Why do you use the library (assumes you do)
 Is a time frame necessary and included
 Should the library increase hours during exam
time this year?
Survey Design: Question Wording
 How personal?
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Are library hours satisfactory vs. Do you feel
library hours are satisfactory vs. Are you
personally satisfied with library hours?
 How direct?
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What is your immigration status?
Survey Design: Question Wording
 Define technical terms
 Avoid jargon
 Avoid offensive/ objectionable language
Survey Design: Question Placement
 Ordering
 Arrange by topic (do answers depend on prior
questions)
 Later questions may receive less attention/ interest
 Opening questions
 Set tone
 Capture (or lose) interest
 Sensitive questions
 Attempt to establish trust, be non-threatening. Allow
the option to not answer
Survey Design: Question Placement
 Begin with easy, non-threatening questions
 Do not begin with open-ended questions
 Place more difficult questions later in survey
 Stick to one topic at a time
 Transition to new topics
Survey Design: Interviews
 Role of Interviewer
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Locate and enlist respondents
Motivate respondents to participate fully
Clarify and confusion
Observe the quality of the responses
Conduct a good interview
Survey Design: Interviews
 Training
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Describe study in detail (including purpose
and objectives)
Be clear about sponsors of research
Instruct on survey research techniques/
rationale for questions
Explain interviewer bias and how to avoid it
Run through practice interviews
Survey Design: Interviews
 Opening Remarks- gaining entry/ building
trust
 Explanation of research, purpose, goals
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Stress confidentiality and voluntary nature
 Stick to script but don’t be too formal
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Ask questions exactly as written
In order
Ask every question
Provide clarification but not elaboration
Survey Design: Interviews
 Probing: gaining adequate responses
 Silence- can encourage people to talk more
 Overt encouragement- nodding, saying okay
etc.
 Elaboration- i.e. asking “would you like to
elaborate on that?”
 Asking for clarification
 Repetition- repeat back an answer
Survey Design: Interviews
 Recording responses
 Take notes immediately
 Include any probes/ clarifications
 Use abbreviations
Survey Design: Interviews
 Concluding the interview
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Thank respondents
Tell them when they might expect results
Upon leaving, write down any notes/
observations
Survey Question Pitfalls
 Poorly worded questions (ambiguous, broad,
double-barreled)
 Order of questions
 Order of responses
 Too many/ too few choices
 Jargon
 Differences in scale
Survey Issues
 Self-reporting
 Subjectivity
 Response Rate
 Respondent (Non-respondent) bias
 Generalizing to a population
Surveys: Respect for Respondents
 Remember respondents are doing you a
favor
 Be polite, courteous, always remember to
thank them for participation
 Offer to share results/ write-ups
 Be as brief as possible
 Be sensitive to respondents needs
Survey Questions: Samples
 Compare:
 Are you satisfied with our services? Y N
 Which services have adequately met your
needs? (Check all that apply)
 How satisfied are you with xyz service?
1
2
3
4
Not at all
Neutral
Very
5
Survey Wrap-Up
 Advantages and Disadvantages?