Self-report techniques

• Questionnaires

  Written response used to asses thoughts and findings

  This can be through a device on paper
• Advantages of questionnaires

  Cost effective

  They can gather large amounts of data quick as they can be distributed to large numbers of people

  The data collected is straightforward (mainly fixed choice closed questions)

  • Comparisons ca be made using graphs/charts due to statistical analysis
• Disadvantages of questionnaires

  May not always be truthful as respondents may keen to present themselves in a positive light and it may influence their answer (demand characteristics and desirability bias)

  • Response bias (respondent tend to rely in a similar way)
• Structured interviews

  made up of pre-determined set of questions that are asked in a fixed order. It is like a questionnaire but done face to face or on call
• Advantages of structured interviews

  Straightforward to replicate due to their standardised format

  • Format reduces differences between interviewers
• Disadvantages of structured interviews

  Interviewer bias

  • Given the nature of the structured interview, for interviewers to deviate from the topic or elaborate their points and this may be a source of frustration for some
• Unstructured interview

  It is more like a conversation as there's no set questions. There is a general aim that a certain topic will be discussed and interactions tend to be free-flowing.
• Advantages of unstructured interviews

  • More flexible than structured interview
  • Interviewer can follow up points as they arise and more likely to gain insight into the world-view of the interview
• Disadvantages of unstructured interviews.

  • Data is not straightforward meaning the researcher have to go through irrelevant information and draw conclusions which could be difficult
  • Risk of interviewees may lie for social desirability
• Advantages of self-report techniques

  Participants can be asked about their feelings and thoughts which can be more useful than observing behaviour

  • Scenarios can be asked about hypothetically without having to physically set them up and observe their behaviour
• Disadvantages of self-report techniques

  • Participants may try to give the 'correct' response they think the researchers are looking for or try to come across the most socially acceptable way (social desirability)= untruthful
  • Gathering information about thoughts is only useful if participants are willing to describe them to the experiment
• Likert Scale closed question


  When the respondent indicates their agreement (or otherwise) with a statement using a scale of usually five points
• Rating scale closed questions


  Similar to likert scale questions but gets respondents to identity a value that represents their strength of feeling about a particular topic
• Fixed choice option closed question


  A list possible options and respondents are required to indicate those that apply to them
• Open questions

  Questions which invite respondents to provide their own responses and do not give them set answers to select from

  • Provides qualitative data (numerical)
• Advantages of open questions

  Rich and detailed information collected

  Reliable as a reason is stated 

  • High validity
• Disadvantages of open questions

  • Takes long to respond
• Closed questions

  Questions which provide respondents with set answers to select from which they cannot deviate from. 

  • Provides quantitative data (detailed, language based)
• Advantages of closed questions

  Researchers can statistically analyse the data , produce graphs and charts 

  • Quick and easy to respond
• Disadvantages of closed questions

  Not that reliable as they may not have the option they want in the list they provided 

  Low validity

  • Not that much level of detail in the information
• Tips for writing effective questions for questionnaires in interviews

  • Questions must be clear 
  • No double barrelled question ( do you like chicken and pizza?)
  • No double negatives (against banning)
  • No leading questions (isn't it obvious that...)
• Tips for conducting successful interviews

  Recording the interview

  The effect of the interviewer

  • Questioning skills needed in unstructed interviews