SESSION 7: THE MAIL QUESTIONNAIRE AND TELEPHONE SURVEY Lecturer: Prof. A. Essuman-Johnson, Dept. of Political Science Contact Information: aessuman-johnson@ug.edu.gh College of Education School of Continuing and Distance Education 2014/2015 2016/2017
The Mail Questionnaire Method Introduction In the previous section we learnt about the face to face interview. Another method available to the researcher is the mail questionnaire which we turn our attention to in this section. The Mail Questionnaire This provides the quickest method of data collection from large and widely scattered groups of people. In its simplest form, it consists of a schedule of questions sent by mail to persons on a list or in a survey sample. Slide 2
The Mail Questionnaire Method The set of questions is to be completed and returned by the respondent. The mail questionnaire differs from other survey methods in the sense that it is carried out without the assistance or supervision of field staff. It assumes a literate target population and by implication is not recommended for a non literate or semi-literate population such as farmers, market women and small and itinerant traders. It is most suited for collecting data from literate populations like University students, administrative and academic staff. Slide 3
The Mail Questionnaire Method Questionnaire Construction The main instrument used for the collection of data from a literate or nonliterate population is the questionnaire. The following steps is a useful guide for constructing a questionnaire. After a topic for the research has been selected, the research problem for which answers are being sought has to be precisely formulated. In writing out the research problem, the researcher must be clear about which aspects of the problem are to be dealt with in Slide 4
The Mail Questionnaire Method the questionnaire and the hypothesis or research questions are to be answered and or demonstrated. To do this the researcher has to learn as much as possible about the subject matter and determine the broad variables for which data need to be collected before setting out to write the questions. The researcher should also determine the type of questions needed. The form of the questions would depend on the mode of administration of the questionnaire, the subject matter the sample or the Slide 5
The Mail Questionnaire Method target population and even the kind of analysis and interpretation the researcher wants for the study. The two main question types are precoded (close ended) and open ended. For SPSS data analysis, the recommended question type is pre-coded or close ended. It much more difficult to process and analyze open-ended questions for SPSS analysis. Using the variables determined in step (1) above write out a draft set of questions. An outline questionnaire is considered for which the best set of questions to include are considered. Slide 6
The Mail Questionnaire Method A re-examination or revision of the draft questions is done. The purpose of the re-examination is to allow for the removal of biases and blind spots which may be due to the researcher s fault. It is also to allow for the removal of technical problems that may have entered the draft questionnaire and if possible seek help from those in the field for guidance. The next stage is the pre-testing of the questionnaire during which it is tried out on some selected colleagues or friends or potential respondents to find out the rough edges of the draft that need to be straightened out. Slide 7
The Mail Questionnaire Method This is a very useful stage of the design because it provides a means of finding out unforeseen problems of the questionnaire like poor question phrasing, length of the questionnaire etc. It is this stage that helps the researcher to find out whether the questionnaire can be understood and its relevance to whoever is concerned. The pre-test helps to eliminate embarrassing questions and that target population would understand the questions. Slide 8
The Mail Questionnaire Method After the pre-test there is the need for editing the questionnaire and to specify the procedures for its use. This final editing is important because it ensures that every element in the questionnaire has passed inspection especially contents, form, sequence of questions, spacing etc. Usually the editorial job is directed mainly at making the questionnaire as clear as possible. In general the researcher should bear the following in mind when drafting the questionnaire: Slide 9
The Mail Questionnaire Method It should indicate what the questions are all about. It should be pleasing to answer and clear and unambiguous to the respondent. It should be short and last between 15-30 minutes. Slide 10
The Questionnaire Formulating the Questions The following are procedures that should be followed in the formulation of questions: Language: The language should not be too difficult to understand by the respondent. The questions must be short so that less educated respondents would be able to answer. A long questionnaire can be split into two or more for easy answers. Organization of the questions: This may take two general forms. Slide 11
The Questionnaire (a) (b) the follow or funnel sequence in which questions are asked from the general to the specific the inverted funnel sequence which involves asking questions from the specific to the general i.e. questions may proceed from the more familiar or importance to the less familiar or importance. Open ended questions should be easy and not embarrassing in order to win the confidence of the respondent. It is advisable that personal or intimate questions are put at the end as by the time they are asked the questions the cooperation of the respondent has been secured. Slide 12
The Questionnaire The question-type depends on first the objective of the interview, second on the degree of information the respondent has and third on the degree of the structure of the informant s views or opinions. Question type also depends on the mode of communication you intend to use to investigate the subject. It is also a function of the interviewer s knowledge and insight into the respondent s situation. Slide 13
The Questionnaire Depending on these factors, the question-type may be open ended or precoded. The questions must always be open-ended (1) when the responses go beyond mere classification (2) when the level and education of respondent is unknown or uncertain (3) if the aim is to find ideas of the respondent on some issues. Question Framing In framing the questions the researcher should bear in mind that the respondents should be capable of providing a precise answer. Slide 14
The Questionnaire The questions should also be simple and straight forward and easily understood by all respondents irrespective of their level of education or intelligence. Questions should be framed tactfully so as to break down any barriers of suspicion or reserve on the part of the respondent. All this is aimed at avoiding ambiguous questions in the questionnaire. Advantages of the Mail Questionnaire There are advantages in the use of the mail questionnaire compared to the face to face personal interview. Slide 15
The Questionnaire It is cheaper, more impersonal and can be administered for a large sample. It eliminates the expensive and time consuming task of training the field staff. All it needs is the cost of planning, sampling, photocopying, mailing and providing stamped self addressed envelopes for the return of the completed questionnaire. The respondent may answer questions more frankly by mail since anonymity is assured. Slide 16
The Questionnaire It reduces errors that may result from personal characteristics of the interviewer i.e. it eliminates interviewer bias. The questionnaire can be answered at the convenience of the respondent because it enables him/her to give a considered answer and also to consult personal or other documents or other people who may have other relevant information. The Main Disadvantages There are disadvantages for using the mail questionnaire: Slide 17
The Questionnaire The response-rate (return of completed questionnaires) is usually low ranging between 10-50%. It requires a higher level of education of the respondents, therefore the respondents should be literate. The answers have to be accepted as final as there is no opportunity to probe beyond the given answers to clarify ambiguous answers or even to appraise the non visible behavior of the respondents. Slide 18
The Questionnaire The researcher cannot be sure that the right person would complete the questionnaire. The respondent can see all the questions before answering any of them. It is therefore difficult to check on the honesty and reliability of the returns. Slide 19
Activity When would you prefer to do a mail questionnaire rather than a face to face interview?: Slide 20
Summary When the target population is literate and has sufficient common vocabulary to understand the questionnaire, the mail questionnaire is good to use for data collection. Its use requires a questionnaire a sampling frame of the target population and stamped self addressed envelopes for the return of the questionnaires. It can be administered for a large sample even though the response rate is about 50%. Slide 21
The Telephone Survey And Use of Personal Documents The Telephone Survey And Use of Personal Documents Introduction Another way of collecting data is through the use of the telephone. We will now turn our attention to the use of the telephone to collect data. The Telephone Survey A telephone survey is usually applicable to subscribers or firms. This is particularly useful for obtaining Slide 22
The Telephone Survey And Use of Personal Documents information about what an individual is doing at the time of the call or what he thinks about an issue. The telephone survey method has been most frequently used in radio and TV research e.g. to find out what programme the respondent is listening to or viewing at the time of the call. A telephone survey has the advantage of being a quick method of getting information as well as being relatively cheap. However where a few households or families have fixed landlines this method is not quite Slide 23
The Telephone Survey And Use of Personal Documents useful for studying or getting information. Furthermore, only simple and superficial questions can be posed as there is no possibility of obtaining detailed information. Slide 24
The Telephone Survey And Use of Personal Documents Comparative Advantages and Limitations of the Three Methods of Survey Research Criteria Personal Mail Telephone Interview Questionnaire Survey Cost High Low Moderate Response-rate High Low Moderate Control of interview situation High Low Moderate Applicability to geographically Moderate High Moderate dispersed information Applicability to heterogeneous High Low Low population Obtaining detailed information High Low Low Slide 25
Personal Documents Personal Documents The main sources of such personal documents include autobiographies, letters, diaries, certain types of school lessons and prize essays. These are usually in the form of (a) Written documents (b) documents produced on the writer s own initiative or produced in such a way that their content has been determined entirely by the writer (c) documents that focus on the author s personal experiences. Slide 26
The Use of Personal Documents Uses of Personal Documents They may be employed for exploratory and descriptive purposes rather than statistical purposes. They may be used for the development of insights into certain issues and also for illustrations rather than for verification and refutation. It may also be used in conjunction with other methods rather than by themselves and as supplements to other major methods of investigation. It may be used for investigation involving inner or personal experiences. It may also be used to bridge the gap in time and space. Slide 27
Limitations Limitations There are usually doubts about the authenticity of these documents e.g. an unscrupulous person can produce a document faked to look like it has been produced by someone else. There is the possibility that the author can misrepresent what he knows about himself for propaganda purposes. Personal documents may not be sustainable for treatment by statistical analysis. Slide 28
Limitations The validity of these documents is hardly ever beyond doubt. The documents are subject to errors of the memory and at the mercy of passing moods of their authors. Usually such documents are not easy to come by. Slide 29
Summary Summary A telephone survey is mainly used where the target population is literate and a phone directory exists. It is not useful especially in African countries where phone directories are outdated and have been supplanted by the mobile phones where there is no common directory. Personal documents such as diaries serve as useful sources of data for researchers Slide 30
THANK YOU Slide 31