RESEARCH METHOD COHEN ok

COVERING LETTERS OR SHEETS AND FOLLOW-UP LETTERS 339
example, include questions that are likely to be of
general interest. Make sure that questions that
appear early in the format do not suggest to
respondents that the enquiry is not intended for
them. Intersperse attitude questions throughout
the schedule to allow respondents to air their
views rather than merely describe their behaviour.
Such questions relieve boredom and frustration
as well as providing valuable information in the
process.
Coloured pages can help to clarify the overall
structure of the questionnaire and the use
of different colours for instructions can assist
respondents.
It is important to include in the questionnaire,
perhaps at the beginning, assurances of confidentiality,
anonymity and non-traceability, for
example by indicating that respondents need not
give their name, that the data will be aggregated,
that individuals will not be able to be identified
through the use of categories or details of their
location etc. (i.e. that it will not be possible to
put together a traceable picture of the respondents
through the compiling of nominal, descriptive data
about them). In some cases, however, the questionnaire
might ask respondents to put their names
so that they can be traced for follow-up interviews
in the research (Verma and Mallick 1999: 121);
here the guarantee of eventual anonymity and
non-traceability will still need to be given.
Redline et al. (2002)indicatethattheplacing
of the response categories to the immediate right
of the text increases the chance of it being
answered (the visual location), and making the
material more salient (e.g. through emboldening
and capitalization) can increase the chances of
it being addressed (the visibility issue). This is
particularly important for branching questions and
instructions.
Redline et al. (2002)alsonotethatquestions
placed at the bottom of a page tend to receive
more non-response than questions placed further
up on the page. Indeed they found that putting
instructions at the bottom of the page, particularly
if they apply to items on the next page, can easily
lead to those instructions being overlooked. It is
important, then, to consider what should go at the
bottom of the page, perhaps the inclusion of less
important items at that point. Redline et al. (2002)
suggest that questions with branching instructions
should not be placed at the bottom of a page.
Finally, a brief note at the very end of
the questionnaire can: ask respondents to check
that no answer has been inadvertently missed
out; solicit an early return of the completed
schedule; thank respondents for their participation
and cooperation, and offer to send a short
abstract of the major findings when the analysis is
completed.
Covering letters or sheets and follow-up
letters
The purpose of the covering letter or sheet is
to indicate the aim of the research, to convey
to respondents its importance, to assure them of
confidentiality, and to encourage their replies. The
covering letter or sheet should:
provide a title to the research
introduce the researcher, her/his name,
address, organization, contact telephone/fax/
email address, together with an invitation to
feel free to contact the researcher for further
clarification or details
indicate the purposes of the research
indicate the importance and benefits of the
research
indicate why the respondent has been selected
for receipt of the questionnaire
indicate any professional backing, endorsement
or sponsorship of, or permission for, the
research (e.g. university, professional associations,
government departments: the use of a
logo can be helpful here)
set out how to return the questionnaire
(e.g. in the accompanying stamped, addressed
envelope, in a collection box in a particular
institution, to a named person; whether the
questionnaire will be collected – and when,
where and by whom)
indicate the address to which to return the
questionnaire
indicate what to do if questions or uncertainties
arise
Chapter 15