RESEARCH METHOD COHEN ok

PLANNING A SURVEY 209
structured or semi-structured interviews, selfcompletion
or postal questionnaires, telephone
interviews, Internet surveys, standardized tests of
attainment or performance, and attitude scales.
Typically, too, surveys proceed through welldefined
stages, though not every stage outlined in
Box 9.1 is required for the successful completion of
a survey (see http://www.routledge.com/textbooks/
9780415368780 – Chapter 9, file 9.2.ppt).
The process moves from the general to the
specific. A general research topic is broken down
into complementary issues and questions, and,
for each component, questions are set. As will
be discussed in questionnaires (Chapter 15), it
is important, in the interests of reliability and
validity, to have several items or questions for each
component issue, as this does justice to the allround
nature of the topic. Sapsford (1999: 34–40)
suggests that there are four main considerations in
planning a survey:
3 Formulate research questions or hypotheses
(if appropriate): the null hypothesis and
alternative hypothesis.
4 Decidethe issues on which to focus.
5 Decide the information that is needed to
address the issues.
6 Decidethe sampling required.
7 Decide the instrumentation and the metrics
required.
8 Generate thedata collection instruments.
9 Decide how the data will be collected (e.g.
postal survey, interviews).
10 Pilot the instruments and refine them.
11 Train the interviewers (if appropriate).
12 Collect the data.
13 Analyse the data.
14 Report the results.
Rosier (1997) suggests that the planning of a
survey will need to include clarification of:
Chapter 9
Problem definition: deciding what kinds and
contents of answers are required; what
hypotheses there are to be tested; what
variables there are to explore
Sample selection: what is the target population;
how can access and representativeness be
assured; what other samples will need to be
drawn for the purpose of comparison
Design of measurements: what will be measured,
and how (i.e. what metrics will be used – see
Chapter 15 on questionnaires); what variables
will be required; how reliability and validity
will be assured
Concern for participants: protection of confidentiality
and anonymity; avoidance of pain
to the respondents; avoiding harm to those
who might be affected by the results; avoiding
over-intrusive questions; avoiding coercion;
informed consent (see Chapter 2 on ethics).
Afourteen-stageprocessofplanningasurvey
can be considered:
1 Definethe objectives.
2 Decide the kind of survey required (e.g.
longitudinal, cross-section, trend study,
cohort study).
The research questions to which answers need
to be provided.
The conceptual framework of the survey,
specifying in precise terms the concepts that
will be used and explored.
Operationalizing the research questions (e.g.
into hypotheses).
The instruments to be used for data collection,
e.g. to chart or measure background
characteristics of the sample (often nominal
data), academic achievements (e.g. examination
results, degrees awarded), attitudes and
opinions (often using ordinal data from rating
scales) and behaviour (using observational
techniques).
Sampling strategies and subgroups within
the sample (unless the whole population is
being surveyed, e.g. through census returns or
nationally aggregated test scores etc.).
Pre-piloting the survey.
Piloting the survey.
Data collection practicalities and conduct (e.g.
permissions, funding, ethical considerations,
response rates).
Data preparation (e.g. coding, data entry for
computer analysis, checking and verification).