Surveys

• Likert/Ranking Scale Questions


  • Fixed choices
  • Likert: Rate agreement
  • Ranking: Rank choice against other options
  • Improvements:

  Improvements:

  • Even number
  • Change order/ranking; avoid response acquiescence
  • Categories distinct + scales easy interpret

  Strengths:

  • Easy analyse/compare
  • Reliable + replicable
  • More flexible than closed + reflective of real views/opinions

  Weaknesses:

  • Lack depth/detail of open questions + qualitative data
  • Options may not match views, low valid + less accurate
  • Subjective interpretation, low reliability; inconsistent
• Questionnaires

  • Predetermined questions
  • Done by individuals, or groups
  • Researcher absent

  External Reliability:

  • Lost over time, repetition difference
  • Use test-retest (participants do questions again)

  Face Validity:

  • Considering if each question measures construct
  • Consult expert

  Considerations:

  • Start easy (less defensive)
  • Use irrelevant ones; obscure purpose, avoid DC
  • Anonymous; avoid socially desirability
  • Unambiguous
  • No leading questions
  • Pilot study

  Strengths:

  • Private + anonymous; gives honest data, improve validity
  • Qualitative + quantitative data w/ open + closed questions

  Weaknesses:

  • Poor response rate (researcher absent); lowers generalisability
  • Difficult to phrase questions objectively
• Interviews

  • Clear to elicit honesty + avoid social desirability
  • Start basic/less significant
  • More nervous + guarded start; less valid
  • Interviewer factor; age, gender, etc - researcher effects
  • Interviewer less aware of other cultural norms; inaccurate, uninformed assumptions
  • Need
  • Good communication
  • Good interviewer
  • Interviewee is eased

  Strengths:

  • Address sensitive issues
  • Good qualitative data source

  Weaknesses:

  • Work best with confident honest + articulate participants
  • Dependent on interviewers’ skills, especially when unstructured

  Structured

  • Standardised
  • Systematic/replicable
  • Reliable
  • Less detail, low valid

  Semi-structured

  • Question schedule, some flexibility

  Unstructured

  • Open-ended + previous answers
  • Need skilled interviewer good at rapport + analytical
  • Flexible
  • Detailed; learn beliefs under behaviour, high valid
  • Unreplicable/unsystematic
  • Subjective
  • Unethical: anonymous/confidential