Survey Data Collection

Learning Outcomes

Learning Outcomes

Having successfully completed this module you will be able to:

• Demonstrate different types of survey questions and their uses.
• Demonstrate effects of different types of question on data quality.
• Demonstrate basic principles of questionnaire design and structure.
• Demonstrate role of data collection methodology in reducing the risk of non sampling error.
• Demonstrate the role of questionnaire design in the quality framework.
• Demonstrate main features of different data collection methods which inform choices of appropriate methods for different types of surveys.
• Demonstrate characteristics of common methods of testing questions which determine choices of methods.

• Conceptualisation and operationalisation
• Interviews and self-administered data collection methods (trade-offs between quality, cost, speed)
• Computer-assisted data collection methods, effect on costs, timeliness and data quality Other methods of data collection (diaries, observations, tests)
• Designing data collection instruments for social surveys Designing data collection instruments for business surveys
• Question design principles and types of questions
• Multimode data collection
• Designing different kinds of questions (sensitive and attitude questions, ordering, wording and context effects)
• Qualitative methods for question testing
• Quantitative testing for piloting questionnaires and procedures, managing and monitoring data collection
• Role of questionnaire design in overall quality framework

Teaching and learning methods

A variety of methods will be used including lectures and workshops/tutorials, mixed in a 5 day course designed for students on release from the workplace. Students are also expected to read wider than the lecture material as part of their individual study, and to critically appraise different approaches.

Resources & Reading list

Textbooks

Fowler, F. J. Jr. (2009). Survey Research Methods. California: Sage Publications Inc.

Dillman, D.A. (2007). Mail and Internet Surverys: The Tailored Design Method. Wiley.

Wilis, G.B. (2005). Cognitive Interviewing – A Tool for Improving Questionnaire Design. Sage.

Presser, S., Rothgeb, J. M., Couper, M. P., Lessler, J. T., Martin, E., Martin, J. and Singer, E. (Eds.) (2004). Methods for testing and evaluating survey questionnaires. Wiley.

Fink, A. (1995). How to Design Surveys. Sage.

Groves, R.M., Fowler, F.J, Couper, M.P, Lepkowski, J.M., Singer, E. and Tourangeau, R (2004). Survey Methodology. New York: Wiley.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat Information

Repeat type: Internal & External