Questionnaire Surveys: Typology, Design, and Coding
Chapter 10
Chapter 10
Questionnaire
Questionnaire
surveys: typology,
surveys: typology,
design and coding
design and coding
CONTENTS
CONTENTS
•
Introduction
•
The household questionnaire survey
•
The street survey
•
The telephone survey
•
The mail survey
•
E-surveys
•
User/site/visitor surveys
•
Captive group surveys
•
Questionnaire design
•
Coding
•
Validity of questionnaire-based data
•
Conducting questionnaire surveys
Introduction
Introduction
•
Definitions and terminology
•
Roles
•
Merits of questionnaire surveys
•
Limitations
•
Interviewer-completion or respondent-completion?
•
Types of questionnaire survey
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Definitions
•
Questionnaire
or ‘interview schedule’:
–
A printed or on-line list of questions
•
Survey
–
Whole process of conducting an investigation which
involves a number of ‘subjects’
•
Questionnaire survey
–
A survey involving the use of a questionnaire
•
ie. a ‘survey’ is
not
a ‘questionnaire’
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Roles of questionnaire surveys
•
Used when a specified range of information required
•
Typically involve just a
sample
of the
population
being studied
–
for implications see Ch. 13, Sampling
•
But, the aim is to make inferred statements about
the population as a whole
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Merits of questionnaire surveys
•
An ideal method of providing policy-related data
•
Transparent methodology
•
Quantification easily communicated/understood
•
Repeat surveys can study change over time
•
Can cover a wide range of (sporting) activities
•
Can study attitudes, meanings, perceptions of
population as a whole
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Limitations of questionnaire surveys
•
Samples – see Ch. 13
•
Self-reported data
–
exaggeration/under-reporting
–
accuracy of recall
–
sensitivity to some questions
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Interviewer-completion or respondent-completion?
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Types of questionnaire survey
(Fig. 10.3)
* refers to population of subjects to be studied – see ch. 13
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Types of questionnaire survey contd (Fig. 10.3)
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Types of questionnaire survey contd
(Fig. 10.3)
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Household survey
Household survey
•
Nature
–
Can cover all adult age-groups
–
Representative of whole community
–
Common for government, market research, etc.
•
Conduct
–
Typically interviewer-completed, but also ‘drop-off and collect’ with
respondent-completion sometimes used – or combination
–
Sampling – see chapter 13
•
Omnibus surveys
–
One questionnaire includes questions on a number of topics for
multiple clients
•
Time-budget studies
–
Respondents complete a 1 or 2-day diary of activities
•
National surveys
–
See Chapter 7: often seen as secondary data sources
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Street surveys
Street surveys
•
Nature
–
Conducted in:
•
Shopping street/mall
•
Tourism areas (but may be seen as ‘site survey’)
•
Transport nodes (bus-stations, airports) - tourism
•
Conduct
–
Interviewers typically given
quotas
related to known
demographics of the community
–
Still a problems of representativeness re people who
•
are housebound
•
do not visit shopping streets
•
do not visit particular tourist locations (eg. VFR sport tourists)
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Telephone survey
Telephone survey
•
Nature
–
Common for political polling
–
Growing response and representativeness problem
because of:
•
excluding those without land-line telephones
•
growing resistance/non-response in some countries
•
Conduct
–
Fast, using CATI – computer-aided telephone interviewing
•
Numbers selected/dialed automatically
•
Data keyed directly into computer
–
Not possible to show checklists to respondents
–
Anonymity may help honesty of response
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Mail/postal survey
Mail/postal survey
•
Nature
–
Ideal for surveying widely dispersed lists
•
eg. Members of organisations
•
Conduct
–
Low response rates – eg. 30% often quoted as ‘acceptable’ ….
but is it?
–
Factors affecting response rates – see below
•
Mail and user/site survey combos
–
In some on-site user/visitor surveys a brief face-to-face
interview is combined with a hand-out questionnaire which
respondents complete and mail back after their visit.
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Factors affecting mail survey response rates
(Fig. 10.4)
1.
Interest of the respondent in the survey topic
2.
Length of the questionnaire
3.
Questionnaire design/presentation/complexity
4.
Style, content, authorship of accompanying letter
5.
Provision of a postage-paid reply envelope
6.
Rewards for responding
7.
Number and timing of reminders/follow-ups – see
below
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Mail survey response pattern
(Fig. 10.6)
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
E-surveys
E-surveys
•
Nature
–
Conducted via email/Internet
–
Dependent on availability of email list or other means of
inviting sample to participate
•
Conduct
–
Partially or fully electronic
–
Commercial organisations offer online service, including
on-line questionnaire design, and analysis.
–
Problem of response rate due to growth of ‘junk mail’
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Types of e-survey
(Fig. 10.7)
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
User/on-site/visitor surveys
User/on-site/visitor surveys
•
Nature
–
Survey conducted at a leisure facility/site
–
Alternative terms:
•
On-site survey, site survey, user survey, visitor survey, spectator survey
–
Commonly used by facility/site managers
•
Conduct
–
Interviewer completion preferred for quality/ response rate
–
Respondent-completion, if not very closely supervised, can result
in:
•
Low response rates
•
Unrepresentative sample
•
Poor quality responses (incomplete etc.)
•
On-site/mail combo
–
face-to-face interview can be followed by handout of a mail-back
questionnaire – particularly in long-stay sites, such as cricket, golf match,
motor sport
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Uses of User/on-site/visitor surveys
Uses of User/on-site/visitor surveys
•
Establish catchment area (place of residence)
•
User profile (age, gender, socio-economic group etc.)
•
User opinions
•
Non-users :
–
Use census data to assess
non-users
within the
catchment area
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Captive group surveys
Captive group surveys
•
Nature
–
Respondents in organised group
–
May have little choice but to participate
–
Ethically, must be given the option
•
Conduct
–
Typically respondent-completed under supervision
–
Quick and cheap
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Questionnaire design: Contents
Questionnaire design: Contents
•
Introduction: research problems and information
requirements
•
Example questionnaires
•
General design issues
•
Types of information
•
Activity/events/places questions
•
Respondent characteristics
•
Attitude/opinion questions
•
Market segments
•
Ordering of questions and layout of questionnaires
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Questionnaire design: culmination of a
process
(Fig. 10.8)
Research questions/
management problem/
conceptual framework
List of information
requirements
Research strategy
Questionnaire
survey
Pilot/
test
Other
methods?
Final
design
Draft
design
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Example questionnaires: Case study 10.1
Example questionnaires: Case study 10.1
A.
Questionnaire for a site/street survey: respondent-
completed: Campus Sporting Life Survey
B.
Questionnaire for a household survey: interviewer-
completed: Short-stay Sport Holiday Survey
C.
Questionnaire for a site survey: interviewer-
completed: Ramsey Street Park Survey
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
General design issues: wording of questions
General design issues: wording of questions
(Fig. 10.9)
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
General design issues: wording of questions
General design issues: wording of questions
(Fig. 10.9)
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
General design issues: wording of questions
General design issues: wording of questions
(Fig. 10.9)
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
General design issues: wording of questions
General design issues: wording of questions
(Fig. 10.9)
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Pre-coded vs open-ended questions
(Fig. 10.10)
•
Open-ended:
–
What is the main constraint on your ability to study?
________________________________________
•
Pre-coded/closed:
–
A. My job
☐
1
–
B. Timetabling
☐
2
–
C. Child care
☐
3
–
D. Spouse/partner
☐
4
–
E. Money
☐
5
–
F. Energy
☐
6
–
G. Other ____________
☐
7
•
In interview situation card shown to interviewee
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Open-ended questions produce large numbers of answers
(Fig. 10.11), which will require coding (see later)
•
Question: Do you have any complaints about this (beach/picnic) area? (Site survey in a
beachside National Park with boating and camping. Number of responses in brackets)
–
Sand bars (22)
- Uncontrolled boats (23)
–
Parking (5)
- Jet skis (39)
–
Wild car driving (1)
- Surveys (1)
–
Lack of beach area (1)
- Should be kept for locals (1)
–
Too few shops (1)
- Seaweed (3)
–
Too few picnic tables (4)
- Need showers (1)
–
No timber for barbecue (2)
- Administration of National Park (1)
–
Need more picnic space (3)
- Maintenance & policing of Park (1)
–
Need boat hire facilities (1)
- Trucks on beach (2)
–
Need active recn facilities (1)
- Anglers (1)
–
Litter/pollution (74)
- Crowds/tourists (26)
–
Urban sprawl (1)
- Having to pay entry fee (6)
–
Need wharf fishing access (1)
- Houses along waterfront (2)
–
Lack of info. on walking trails (1)
- Unpleasant smell (drain) (2)
–
Not enough facilities (3)
- Sales people (1)
–
Slow barbecues (2)
- Need electric barbecues (1)
–
Etc.
- Etc
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Types of information
1.
Activities/events/places
What?
2.
Respondent characteristics
Who?
3.
Attitudes/motivations
Why?
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Activity/event/places questions
•
Effect of participation
reference period
•
See Table 10.1
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Participation in sport etc. by reference period, Britain, 1987:
Table 10.1 (part)
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Respondent characteristics: range of data
•
Gender
•
Age
•
Economic status
•
Occupation/social class
(own or 'head of household')
•
Previous job history
•
Income (own or household)
•
Education/qualifications
•
Marital/family status
•
Household type/family size
•
Life-cycle
•
Ethnic group/country of
birth
•
Residential location
•
Mobility - driving licence,
access to private transport
•
Party/group size/type
(site/visitor surveys)
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Attitude/opinion questions
•
Formats
a.
Open-ended or direct questions
b.
Checklist
c.
Ranking
d.
Likert scales
e.
Attitude statements
f.
Semantic differential
g.
Repertory grid
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Attitude/opinion questions contd
(Fig. 10.17)
a. Open-ended/direct
: What attracted you to apply for this
course?
____________________________________
b. Checklist:
Of the items on the card, which was the most
important to you in applying for this course?
A.
Good reputation
B.
Easy access
C.
Curriculum
D.
Level of fees
E.
Easy parking
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Attitude/opinion questions contd
(Fig. 10.17)
c.
Ranking
: Please rank the items on the card in terms
of their importance to you in choosing a course.
Please rank them 1 for the most important to 5 for
the least important.
Rank
A. Good reputation
___
B. Easy access
___
C. Curriculum
___
D. Level of fees
___
E. Easy parking
___
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Attitude/opinion questions contd
(Fig. 10.17)
d.
Likert scales
:
Looking at the items on the card, please say
h
ow
important each
was to you in choosing this course; was it:
Very important, Quite important, Not very important or Not
at all important?
Very
Quite
Not very Not at all
important important important important
Good reputation
□
1
□
2
□
3
□
4
Easy Access
□
1
□
2
□
3
□
4
Curriculum
□
1
□
2
□
3
□
4
Level of fees
□
1
□
2
□
3
□
4
Easy parking
□
1
□
2
□
3
□
4
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Attitude/opinion questions contd
(Fig. 10.17)
e.
Attitude Statements:
Please read the statements below and
indicate your level of agreement or disagreement with them
by ticking the appropriate box.
Agree
Agree
No
Disagree
Disagree
Strongly
opinion
strongly
The learning experience
is more important than the
qualification in education
□
1
□
2
□
3
□
4
□
5
Graduate course fees are
too high
□
1
□
2
□
3
□
4
□
5
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Attitude/opinion questions contd
(Fig. 10.17)
f.
Semantic differential
:
Please look at the list below and tick
the line to indicate where you think this course falls in
relation to each factor listed.
Difficult
|_______|________|________|________| Easy
Irrelevant
|_______|________|________|________| Relevant
Professional
|_______|________|________|________| Unprofessional
Dull
|_______|________|________|________| Interesting
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Introductory remarks, Ordering of questions
•
Consider content/length of opening/introductory
remarks
•
Question order:
–
Start with easy questions
–
Start with 'relevant' questions
–
Leave sensitive questions until later
•
Layout:
•
Be aware of the needs of the reader/user – interviewer or
respondent?
•
Special care with mail survey questionnaires
•
Compactness (eg. single page) = ease of handling
•
Two-column layout often helps
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Coding
Coding
•
Giving numerical codes to answers:
–
eg. Yes: 1 No: 0
–
alpha codes can be used, but numeric has
advantages
•
Coding of open-ended questions:
Fig. 10.19
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Recording coded information
(Fig. 10.20)
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|
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|
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1.
Which of the following best describes your current situation?
|
Full-time student with no regular paid work
1
|
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3
|
Part-time student - other
4
|
O
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A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Recording coded information contd
2.
Which of the following university sport facilities have you used
| Office use
in the last 4
weeks?
|
|
S
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1
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A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Recording coded information contd
3.
In thinking about the sport and social services provided
on campus,
|
what are the most important considerations for you?
|
Please rank the items below in terms of their importance to you.
|
Rank them from1 for the most important to 5 for the least important.
|
Rank
|
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S
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Recording coded information contd
4.
Approximately how much do you spend in an average month on
|
sport and social activities on and off campus?
|
|
N
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£
1
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|
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|
5.
Please indicate the importance of the following to you in relation to
|
campus life.
|
|
Very
Important
Not at all
|
important
important
|
R
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A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Recording coded information contd
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What suggestions would you make for improving campus social life? |
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A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Data from first completed questionnaire
(Fig. 10.21)
Variables
Data from one questionnaire (as in Fig 10.20)
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Data from 15 completed questionnaires
(Fig. 10.21)
Continued in Chapter 16
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Validity/
Validity/
reliability of
reliability of
questionnaire-
questionnaire-
based data
based data
(Fig. 10.22)
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General:
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Non-response
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Questionnaire design: lack of clarity
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Accuracy of recall
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Desire to impress
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Privacy concerns/sensitivity
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Language/accent
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Interviewee patience/fatigue
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Physical context
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Interviewer-administered
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Interviewer-respondent rapport
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Interviewer consistency
•
Respondent-completed
•
Literacy
•
Non-completion
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Checking validity
•
Dummy questions or answer categories
•
Semi-disguised duplication of questions
•
Comparing participation time periods
•
Use of/comparing alternative data sources
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Taking account of validity problems?
•
Not much evidence in the literature
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Conducting questionnaire surveys
Conducting questionnaire surveys
•
Planning fieldwork: tasks (Fig. 10.23)
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Seek permissions - to visit sites, obtain records, etc.
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Obtain lists for sampling – eg. voters lists
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Arrange printing – of questionnaires etc.
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Check insurance issues
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Prepare written instructions for interviewers
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Prepare identity badges/letters for interviewers
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Recruit interviewers and supervisors
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Train interviewers and supervisors
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Obtain quotations for any fieldwork to be conducted by
other organisations
j.
Appoint and train data coders/processor
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
Conducting a pilot survey
Conducting a pilot survey
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Pilot survey purposes
(Fig. 10.24)
a.
Test questionnaire wording
b.
Test question sequencing
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Test questionnaire layout
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Code open-ended questions
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Gain familiarity with respondents
f.
Test fieldwork arrangements
g.
Train and test fieldworkers
h.
Estimate response rate
i.
Estimate interview etc. time
j.
Test analysis procedures
A. J. Veal & S. Darcy (2014)
Research Methods for Sport Studies and Sport Management: A practical guide
. London: Routledge
This content explores the world of questionnaire surveys, covering topics such as different types of surveys (household, street, telephone, mail, e-surveys, and more), questionnaire design, coding, validity of data, and the process of conducting questionnaire surveys. It delves into the definitions, roles, merits, and limitations of questionnaire surveys, providing insights into their importance and challenges in collecting data for various studies. The material discusses the role of questionnaire surveys in gathering information, the benefits of using them, and the potential drawbacks, such as self-reported data inaccuracies.
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Chapter 10 Questionnaire surveys: typology, design and coding
CONTENTS Introduction The household questionnaire survey The street survey The telephone survey The mail survey E-surveys User/site/visitor surveys Captive group surveys Questionnaire design Coding Validity of questionnaire-based data Conducting questionnaire surveys
Introduction Definitions and terminology Roles Merits of questionnaire surveys Limitations Interviewer-completion or respondent-completion? Types of questionnaire survey A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Definitions Questionnaireor interview schedule : A printed or on-line list of questions Survey Whole process of conducting an investigation which involves a number of subjects Questionnaire survey A survey involving the use of a questionnaire ie. a survey is not a questionnaire A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Roles of questionnaire surveys Used when a specified range of information required Typically involve just a sample of the population being studied for implications see Ch. 13, Sampling But, the aim is to make inferred statements about the population as a whole A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Merits of questionnaire surveys An ideal method of providing policy-related data Transparent methodology Quantification easily communicated/understood Repeat surveys can study change over time Can cover a wide range of (sporting) activities Can study attitudes, meanings, perceptions of population as a whole A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Limitations of questionnaire surveys Samples see Ch. 13 Self-reported data exaggeration/under-reporting accuracy of recall sensitivity to some questions A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Interviewer-completion or respondent-completion? Interviewer-completion - More accuracy - Higher response rates - Fuller & more complete answers - Design can be less 'user- friendly' Respondent-completion - Cheaper - Quicker - Relatively anonymous Advantages Disadvantages - Higher cost - Patchy response - Incomplete response -Risk of frivolous responses - More care needed in design - Less anonymity A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Types of questionnaire survey (Fig. 10.3) Type Int. or resp. completion Cost Sample drawn from: Response rate Household Standard Either Time-use Resp. High High Whole popn* Whole popn* High High Omnibus Either Medium Whole popn* High * refers to population of subjects to be studied see ch. 13 A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Types of questionnaire survey contd (Fig. 10.3) Type Int. or resp. completion Interviewer Cost Sample drawn from Response rate Street Medium Most of pop n Medium Telephone Interviewer Medium People with land-line phone High but falling Mail Respondent Cheap General or Special Low A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Types of questionnaire survey contd (Fig. 10.3) Type Int. or resp. completion Respondent Cost Sample drawn from People access- ible via email/ internet Response rate E-survey Cheap Medium On-site Either Medium Site users only High Captive Respondent Cheap Captive group only High A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Household survey Nature Can cover all adult age-groups Representative of whole community Common for government, market research, etc. Conduct Typically interviewer-completed, but also drop-off and collect with respondent-completion sometimes used or combination Sampling see chapter 13 Omnibus surveys One questionnaire includes questions on a number of topics for multiple clients Time-budget studies Respondents complete a 1 or 2-day diary of activities National surveys See Chapter 7: often seen as secondary data sources A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Street surveys Nature Conducted in: Shopping street/mall Tourism areas (but may be seen as site survey ) Transport nodes (bus-stations, airports) - tourism Conduct Interviewers typically given quotas related to known demographics of the community Still a problems of representativeness re people who are housebound do not visit shopping streets do not visit particular tourist locations (eg. VFR sport tourists) A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Telephone survey Nature Common for political polling Growing response and representativeness problem because of: excluding those without land-line telephones growing resistance/non-response in some countries Conduct Fast, using CATI computer-aided telephone interviewing Numbers selected/dialed automatically Data keyed directly into computer Not possible to show checklists to respondents Anonymity may help honesty of response A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Mail/postal survey Nature Ideal for surveying widely dispersed lists eg. Members of organisations Conduct Low response rates eg. 30% often quoted as acceptable . but is it? Factors affecting response rates see below Mail and user/site survey combos In some on-site user/visitor surveys a brief face-to-face interview is combined with a hand-out questionnaire which respondents complete and mail back after their visit. A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Factors affecting mail survey response rates (Fig. 10.4) 1. Interest of the respondent in the survey topic 2. Length of the questionnaire 3. Questionnaire design/presentation/complexity 4. Style, content, authorship of accompanying letter 5. Provision of a postage-paid reply envelope 6. Rewards for responding 7. Number and timing of reminders/follow-ups see below A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Mail survey response pattern (Fig. 10.6) 80 70 Daily returns 70 60 Cumulative % 60 50 50 40 40 Reminder Card sent 30 Follow-up Letter sent 30 20 20 10 10 0 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 Days Start A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
E-surveys Nature Conducted via email/Internet Dependent on availability of email list or other means of inviting sample to participate Conduct Partially or fully electronic Commercial organisations offer online service, including on-line questionnaire design, and analysis. Problem of response rate due to growth of junk mail A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Types of e-survey (Fig. 10.7) Type Hybrid email/mail Request Questionnaire Email Attached text file Completion Manual on hard copy Word-process- or/spreadsheet Return Mail Hybrid email Email Attached text file Email + text file On-line submission On-line submission Fully electronic: ad hoc Fully electronic: panel Email On-line, interactive Online Panel email On-line, interactive Online A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
User/on-site/visitor surveys Nature Survey conducted at a leisure facility/site Alternative terms: On-site survey, site survey, user survey, visitor survey, spectator survey Commonly used by facility/site managers Conduct Interviewer completion preferred for quality/ response rate Respondent-completion, if not very closely supervised, can result in: Low response rates Unrepresentative sample Poor quality responses (incomplete etc.) On-site/mail combo face-to-face interview can be followed by handout of a mail-back questionnaire particularly in long-stay sites, such as cricket, golf match, motor sport A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Uses of User/on-site/visitor surveys Establish catchment area (place of residence) User profile (age, gender, socio-economic group etc.) User opinions Non-users : Use census data to assess non-users within the catchment area A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Captive group surveys Nature Respondents in organised group May have little choice but to participate Ethically, must be given the option Conduct Typically respondent-completed under supervision Quick and cheap A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Questionnaire design: Contents Introduction: research problems and information requirements Example questionnaires General design issues Types of information Activity/events/places questions Respondent characteristics Attitude/opinion questions Market segments Ordering of questions and layout of questionnaires A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Questionnaire design: culmination of a process (Fig. 10.8) Research questions/ management problem/ conceptual framework Research strategy List of information requirements Questionnaire survey Draft design Pilot/ test Final design Other methods? A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Example questionnaires: Case study 10.1 A. Questionnaire for a site/street survey: respondent- completed: Campus Sporting Life Survey B. Questionnaire for a household survey: interviewer- completed: Short-stay Sport Holiday Survey C. Questionnaire for a site survey: interviewer- completed: Ramsey Street Park Survey A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
General design issues: wording of questions (Fig. 10.9) Principle Use simple language Bad example What is your frequency of utilisation of sport goods retailers? Improved version How often do you use sports shops? A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
General design issues: wording of questions (Fig. 10.9) Principle Use simple language Bad example What is your frequency of utilisation of sport goods retailers? Do you play sport very often? Improved version How often do you use sports shops? Avoid ambiguity Have played any of the following sports within the last four weeks? (show list) A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
General design issues: wording of questions (Fig. 10.9) Principle Use simple language Bad example What is your frequency of utilisation of sport goods retailers? Do you play sport very often? Improved version How often do you use sports shops? Avoid ambiguity Have played any of the following sports within the last four weeks? (show list) What is your opinion on the extension of the airport? Are you for it, against it or not concerned? Avoid leading questions Are you against the extension of the airport? A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
General design issues: wording of questions (Fig. 10.9) Principle Use simple language Bad example What is your frequency of utilisation of sport goods retailers? Do you play sport very often? Improved version How often do you use sports shops? Avoid ambiguity Have played any of the following sports within the last four weeks? (show list) What is your opinion on the extension of the airport? Are you for it, against it or not concerned? 1. Do you use the local sports centre? Yes/No 2. What do you think of the facilities in the local sports centre? Avoid leading questions Are you against the extension of the airport? Ask just one question at a time. Do you use the local sports centre, and if so what do you think of its facilities? A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Pre-coded vs open-ended questions (Fig. 10.10) Open-ended: What is the main constraint on your ability to study? ________________________________________ Pre-coded/closed: A. My job B. Timetabling C. Child care D. Spouse/partner E. Money F. Energy G. Other ____________ 7 1 2 3 4 5 6 In interview situation card shown to interviewee A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Open-ended questions produce large numbers of answers (Fig. 10.11), which will require coding (see later) Question: Do you have any complaints about this (beach/picnic) area? (Site survey in a beachside National Park with boating and camping. Number of responses in brackets) Sand bars (22) - Uncontrolled boats (23) Parking (5) - Jet skis (39) Wild car driving (1) - Surveys (1) Lack of beach area (1) - Should be kept for locals (1) Too few shops (1) - Seaweed (3) Too few picnic tables (4) - Need showers (1) No timber for barbecue (2) - Administration of National Park (1) Need more picnic space (3) - Maintenance & policing of Park (1) Need boat hire facilities (1) - Trucks on beach (2) Need active recn facilities (1) - Anglers (1) Litter/pollution (74) - Crowds/tourists (26) Urban sprawl (1) - Having to pay entry fee (6) Need wharf fishing access (1) - Houses along waterfront (2) Lack of info. on walking trails (1) - Unpleasant smell (drain) (2) Not enough facilities (3) - Sales people (1) Slow barbecues (2) - Need electric barbecues (1) Etc. - Etc A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Types of information 1. Activities/events/places 2. Respondent characteristics 3. Attitudes/motivations What? Who? Why? A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Activity/event/places questions Effect of participation reference period See Table 10.1 A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Participation in sport etc. by reference period, Britain, 1987: Table 10.1 (part) % of persons aged 16+ participating in last: A. year B. 4 weeks 68.2 35.1 14.9 20.7 2.6 Ratio of A:B 1.5 2.7 5.1 1.7 8.7 Walking Swimming: indoors Swimming: outdoor Keep fit/yoga Skiing 44.5 12.8 2.9 12.3 0.3 A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Respondent characteristics: range of data Marital/family status Household type/family size Life-cycle Ethnic group/country of birth Residential location Mobility - driving licence, access to private transport Party/group size/type (site/visitor surveys) Gender Age Economic status Occupation/social class (own or 'head of household') Previous job history Income (own or household) Education/qualifications A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Attitude/opinion questions Formats a. Open-ended or direct questions b.Checklist c. Ranking d.Likert scales e.Attitude statements f. Semantic differential g. Repertory grid A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Attitude/opinion questions contd (Fig. 10.17) a. Open-ended/direct: What attracted you to apply for this course? ____________________________________ b. Checklist: Of the items on the card, which was the most important to you in applying for this course? A. Good reputation B. Easy access C. Curriculum D. Level of fees E. Easy parking A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Attitude/opinion questions contd (Fig. 10.17) c. Ranking: Please rank the items on the card in terms of their importance to you in choosing a course. Please rank them 1 for the most important to 5 for the least important. Rank A. Good reputation ___ B. Easy access ___ C. Curriculum ___ D. Level of fees ___ E. Easy parking ___ A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Attitude/opinion questions contd (Fig. 10.17) d. Likert scales: Looking at the items on the card, please say how important each was to you in choosing this course; was it: Very important, Quite important, Not very important or Not at all important? Very Quite important important important important Good reputation 1 Easy Access 1 Curriculum 1 Level of fees 1 Easy parking 1 Not very Not at all 2 2 2 2 3 3 3 3 4 4 4 4 2 3 4 A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Attitude/opinion questions contd (Fig. 10.17) e. Attitude Statements: Please read the statements below and indicate your level of agreement or disagreement with them by ticking the appropriate box. Agree Agree No Strongly The learning experience is more important than the qualification in education 1 2 3 Disagree Disagree opinion strongly 4 5 Graduate course fees are too high 1 2 3 4 5 A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Attitude/opinion questions contd (Fig. 10.17) f. Semantic differential: Please look at the list below and tick the line to indicate where you think this course falls in relation to each factor listed. Difficult |_______|________|________|________| Easy Irrelevant |_______|________|________|________| Relevant Professional |_______|________|________|________| Unprofessional Dull |_______|________|________|________| Interesting A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Introductory remarks, Ordering of questions Consider content/length of opening/introductory remarks Question order: Start with easy questions Start with 'relevant' questions Leave sensitive questions until later Layout: Be aware of the needs of the reader/user interviewer or respondent? Special care with mail survey questionnaires Compactness (eg. single page) = ease of handling Two-column layout often helps A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Coding Giving numerical codes to answers: eg. Yes: 1 No: 0 alpha codes can be used, but numeric has advantages Coding of open-ended questions: Fig. 10.19 A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Answers from 25 respondents to the question: 'What suggestions would you make for improving campus sporting life? (Fig. 10.19) More sport available /// Upgrade gym facilities /// More weekday events // More lunch-time events / More evening events // Better music in gym / Cheaper drinks /// Free transport from city / Better food /// Keep out non-students // Better spectator accommodation /// Better coaches/instructors // More classes for women // Lower membership costs // Warmer pool water // Better control of facility users // Suggested coding system code Comments on programme content 1 Comments on timing Comments on facilities Comments on costs Comments on organisation Other 2 3 4 5 6 A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Recording coded information (Fig. 10.20) Campus Sporting Life Survey 2008 1. Which of the following best describes your current situation? Full-time student with no regular paid work Full-time student with some regular paid work Part-time student with full-time job Part-time student - other 1 2 3 4 | Office Use | # 1 | qno | | | 2status | | ONLY ONE ANSWER POSSIBLE ONE CODE ONE VARIABLE (status) A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Recording coded information contd 2. Which of the following university sport facilities have you used in the last 4 weeks? Swimming pool Gym Squash courts Attended sports match a spectator UP TO FOUR POSITIVE ANSWERS POSSIBLE FOUR VARIABLES | Office use | | | 1 cafebar | 1 music | 0 sport | 0 travel | 1 1 1 1 A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Recording coded information contd 3. In thinking about the sport and social services provided on campus, | what are the most important considerations for you? Please rank the items below in terms of their importance to you. Rank them from1 for the most important to 5 for the least important. | Free or cheap access Convenient opening hours Quality of facilities Opportunities to socialise/meet people Available time | | Rank 1 4 2 3 5 | | 1 cheap | 4 daytime | 2unusual | 3 meet | 5 quality | FIVE RANKS REQUIRED FIVE VARIABLES A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Recording coded information contd 4. Approximately how much do you spend in an average month on sport and social activities on and off campus? NUMBER RECORDED 5. Please indicate the importance of the following to you in relation to campus life. Very important Relaxation opportunities 1 Social interaction 1 Fitness 1 | | 3 relax | 3 social | 1 mental | | 100 | | 100 spend | | | | | | Important Not at all important 3 3 3 2 2 2 THREE ANSWERS REQUIRED THREE VARIABLES A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Recording coded information contd 6. What suggestions would you make for improving campus social life? | Provide more flunchtime sessions___ _________________ ________________________________________________ ________________________________________ OPEN-ENDED (CODING SEE Fig. 10.19) UP TO THREE ANSWERS RECORDED = THREE VARIABLES 7. You are: Male 1 Female 2 8. Your age last birthday was: 22 years | | 1 sug1 | __ sug2 | __ sug3 | | | | 2 gender | | 22 age | A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
Data from first completed questionnaire (Fig. 10.21) Variables qno status cafebar music sport travel cheap daytme unusual meet quality spend relax social mental sug1 sug2 sug3 gend age 1 2 1 1 0 0 1 4 2 3 5 100 3 3 1 1 1 18 Data from one questionnaire (as in Fig 10.20) A. J. Veal & S. Darcy (2014) Research Methods for Sport Studies and Sport Management: A practical guide. London: Routledge
