Explain the Concept of Structure As It Relates to Questionnaires

Chapter 10

Learning Objective 1

Explain the concept of structure as it relates to questionnaires.

The degree of structure in a questionnaire is the degree of standardization imposed on it. In a highly structured questionnaire the questions to be asked and the responses permitted by the subjects are completely predetermined. In a questionnaire with less structure the response categories are not provided; sometimes even the questions can vary.

Learning Objective 2

Cite the drawbacks of using high degrees of structure.

Fixed-alternative questions may force a subject to respond to a question on which he or she does not really have an opinion. They may also prove inaccurate if none of the response categories allows the accurate expression of the respondent’s opinion. The response categories themselves may introduce bias if one of the probable responses is omitted because of an oversight or insufficient prior research.

Learning Objective 3

Explain what is meant by disguise in a questionnaire.

The amount of disguise in a questionnaire is the amount of knowledge hidden from the respondent as to the purpose and/or sponsor of the study. An undisguised questionnaire makes the purpose of the research obvious by the questions posed; a disguised questionnaire attempts to hide the purpose of the study.

Learning Objective 4

Discuss two situations in which disguise might be desirable.

Disguise is useful when knowledge of the purpose of the study or its sponsor would cause respondents to change their answers. Disguise is also used to help re-create a more natural environment for those participating in research, especially experimental research.

Learning Objective 5

Differentiate among the main methods of administering questionnaires.

Personal interviews imply a direct face-to-face conversation between the interviewer and the respondent, as opposed to telephone interviews. In both types, the interviewer asks the questions and records the respondents’ answers, either while the interview is in progress or immediately afterward. Mail questionnaires are sent to designated respondents with an accompanying cover letter. The respondents complete the questionnaire at their leisure and mail their replies back to the research organization. Internet-based questionnaires involve either e-mails sent to respondents, who in turn reply to the e-mail with their answers, or surveys that are completed by respondents via the Web.

Learning Objective 6

Discuss three important aspects used to compare the four different methods of administering questionnaires.

Sampling control concerns the ability to identify, reach, and receive answers from population members. Information control involves the amount, type, and quality of information that can be retrieved from respondents. Administrative control is concerned with the degree of quality control possible and time and cost requirements.

Learning Objective 7

Explain why sampling control is difficult with telephone interviews and how this problem can be overcome.

Many individuals and households either do not have a telephone, have an unlisted telephone number, or have moved since the most recent telephone directory was published. As a result, studies using telephone interviews based on samples drawn from telephone directories will not include many people who are members of the particular population being studied. Random digit dialing overcomes this problem by randomly generating telephone numbers to be dialed. Plus one sampling addresses the problem by taking valid telephone numbers and adding a randomly determined single digit to the number. In-bound telephone surveys have respondents place a call to a computer at a research provider’s office and answer questions typically by using the buttons on the telephone’s keypad. This approach overcomes the problem of developing a list of population members when population members are hard to identify and/or other methods would be inefficient.

Learning Objective 8

List and discuss two types of Internet-based

questionnaires.

The two types of Internet-based questionnaires include e-mail surveys and Web surveys. With e-mail surveys, the data collection instrument is sent in the body of the e-mail or as an attachment. Web surveys require respondents to go to a Web page, typically by clicking a link, where they complete the survey.