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1
Collecting primary data: questionnaires
Week 7 lecture 2
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Agenda
Questionnaire introduction When to use questionnaire Types of questionnaire Identify data to be collected by questionnaire Design individual questions in questionnaire
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Questionnaire
Used extensively in survey research Can be used in experiment and case study
research strategies Strict definition
Surveys where the person answering the question actually records their own answers.
Broad view Include all techniques of data collection in which
each person is asked to respond to the same set of questions in a predetermined order.
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Important design issues
It is far harder to produce a good questionnaire than you might think
Issues to maximize response rates, validity and reliability Careful design of individual questions (item) Clear layout of the questionnaire form Lucid explanation of the purpose of the
questionnaire Pilot testing
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When to use questionnaires
Not particularly good for exploratory study or other research that requires large number of open-ended question What would be the most suitable data collection method for
exploratory study? Is questionnaire a good way to collect user requirements?
Work best with standardized questions that you can be confident will be interpreted the same way by all respondents. Descriptive or explanatory research
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When to use questionnaire
Descriptive research Opinion, attitude and experience of something Eg. End-user satisfaction of a new system
Explanatory research Cause-and-effect relationship between variables
Eg. Would color scheme of an e-commerce website affect customers’ purchasing behavior
Multi-method Eg. A questionnaire to discover customers’ attitudes
followed by in-depth interviews to explore and understand these attitudes.
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When to use questionnaire
To collect self-reported beliefs or behaviors. Behavior Attitudes/beliefs/opinions Expectations Self-classification Knowledge
Data are usually quantified and analysed by computer program
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Types of questionnaire
Self-administered questionnaires Completed by the respondents
On-line questionnaires Postal or mail questionnaires Delivery and collection questionnaires
Interviewer-administered questionnaires Responses are recorded by the interviewer
Telephone questionnaires Structured interviews
Interviewers physically meet respondents and ask the questions face to face.
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The choice of questionnaire Characteristics of the respondents from whom you
wish to collect data Importance of reaching a particular person as
respondent Importance of respondents’ answers not being
contaminated or distorted Size of sample you require for your analysis Types of questions you need to ask to collect your
data Number of questions you need to ask to collect your
data. Available resources
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The choice of questionnaire
It is difficult to know the actual respondents from online or postal questionnaire
Possible contamination of respondents’ answers In telephone or structured interview, interviewer
might lead to some certain response In self-administered questionnaire, respondents
might discuss answers with others
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The choice of questionnaire
Telephone or structure interview usually get high response rate (50%-70%)
Postal or delivery and collection questionnaire can get moderate response rate (30%-50%)
Online questionnaire usually get lowest response Hard to measure 30% within organization; 10% or lower for public
Internet survey
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Deciding what data need to be collected
Example Problem: towards the end of your information system
project, you need to measure the satisfaction of your client Naïve solution:
Email your client a short questionnaire contains two questions 1. Are you satisfied with the system we developed? YES/NO 2. Are you going to use the system in the future? YES/NO
Declare success to course coordinator because client answer “yes” to both questions
What’s the problem?
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Deciding what data need to be collected
Theory Suggest constructs of questionnaire
How do we measure End – User “satisfaction” of computer system? Content, Accuracy, Format, Ease of Use, Timeliness
How do we measure perception of adoption? Voluntariness, Relative Advantage, Compatibility, Image, Ease of
use, Result Demonstrability, Visibility, Trialability
www.isworld.org is an excellent source for Information system survey instruments!
http://www.isworld.org/surveyinstruments/tutor.htm
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Type of data we collect through questionnaire
Attribute Respondents’ generally background or some
special characteristics Opinion
Eg. Do you think the workload of this course is too high?
Behavior What do respondents do? Eg. How often do you visit your dentist?
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Ensuring that essential data are collected What question (s) you want to answer from the questionnaire?
What might influence a consumer to purchase online? What constructs you might need to answer those questions
Online payment, Internet product choice, Internet customer relation, …
What variables you need to collect data for those constructs Customer relation Want to know consumer’s opinion on:
It is important to provide an easy return process It is important to provide quality after-sale service.
How you might measure those variables Rating or scaling
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Using the data requirements tableResearch Objective: find student bloggers’ experience of using blog
Constructs Variables required Detail in which data measured
Check included in questionnaire
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Designing the questionnaire
Designing individual questions (items) Adopt questions used in other questionnaires
See survey instruments in ISworld Lots of instruments (questions) reported in academic
paper Adapt questions used in other questionnaires Develop your own
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Individual question style Open-ended question
Respondents answer in their own words Closed-ended question
Respondents choose a response from those provided Examples
Why do you blog? (OPEN) Which one of the reason make you start your first blog
() share daily activities as well as pictures with family member
() share information on a particular hobby () it makes me look cool () other reasons
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Open vs. Closed
Open-ended question Great freedom for respondent to answer Responses may be ambiguous Coding is time-consuming and costly which usually results
in some degree of error Entail more work from respondents
Closed-ended question Require less effort and less facility with words Difficult to develop good closed questions Recommendation for designing closed-end question: use
open questions in preliminary interviews or pretests
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Closed question style
List The respondent is given a list of choices, any of which may
be selected Category
Only one response can be selected Rank
Respondent is asked to place something in order Rating or Scale (Likert style)
A rating device is used to record response Quantity
Response is a number giving the amount
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List questions
Eg. Please choose all communication tools you ever
used in campus. Internal Message Board WebCT E-mail Other ___________
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Category question
Each respondent’s answer can only fit one category
Eg. How often do you visit this shopping center
Once a week Twice a week or more Less than once a week
What’s wrong with this responses?
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Ranking question
Should not ask respondent to rank more than four levels OK to offer more responses than being ranked
In telephone questionnaire, should not ask respondent to rank more than four responses
Rank-order the three most important things you want in the job you make your life’s work? (1 indicates the most important one 4 the least important one)
______ Making a lot of money
______ Being creative
______ Being free from supervision
______ Having opportunities for advancement
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Rating or Scale question Likert-style question
Ask respondents how strongly they disagree or agree with a statement or a series of statements
Odd number or even number scales Odd number offers a neutral choice Even number force respondents to make choice
For the following statement please circle the number that matches your view most closely
I feel that employee’s views have influenced the decisions taken by management.
1 2 3 4 5
Strongly Disagree
Disagree Neutral Agree Strongly Agree
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Quantity question
Eg. When did you start writing blog? ________