Questionnaire Surveys
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Obtaining data by asking people questions
and recording their answers
A standardised set of question is given to
each respondent; they give their answers
in writing
Gets you lots of data quickly and gives
you an insight into people’s views,
opinions and attitudes
But only if they answer accurately
Types of Question
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Closed questions
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Restrict respondent to a predetermined set of
responses
Generate quantitative data
Open questions
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Allow respondents to answer however they
want
Generate qualitative data
Types of Closed Question
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Straightforward response
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Are you female or male? M
F
What is your age in years? ____ years
Do you smoke? Yes
No
Types of Closed Question
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Checklist
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What is the highest academic qualification you
hold?
GCSEs
 A – Levels
 Undergraduate degree
 Post-graduate degree
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Types of Closed Question
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Adjectival/adverbial response
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Does your anxiety affect your ability to do the
following things?
Not at all
Go to
work
Meet
friends
Go
shopping
A Bit
Very much
Types of Closed Question
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Numerical (Likert) response scale
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Psychology is the most interesting A-Level subject
1
2
3
4
5
Strongly
agree
Agree
Not sure
Disagree
Strongly
Disagree
Types of Closed Question
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Ranking scale
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Rank the following activities according to how
much time you spend on them each day (1 =
most time, 4 = least time)
Talking face to face
 Talking on the telephone
 Text messaging
 Other (e.g. MSN, IRC chat)
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Advantages of questionnaires
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Researcher doesn’t need to be present
while Ps completes questionnaire so can
collect data from large number of Pts
cheaply and quickly
Fewer investigator effects (because fewer
interpersonal factors influence Ps as Ps
often complete questionnaire alone)
Advantages of questionnaires
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Pts may feel more willing to reveal
personal information than in interview
because researcher is not present
Can be easily repeated as questions are
normally standardised so easy to establish
external reliability (test re-test)
Disadvantages of questionnaires
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Social desirability bias – Pts may want
to present themselves in a favourable light
so give untruthful answers (especially for
sensitive topics)
Low response rates - only most motivated
Pts reply so sample may be restricted to a
certain type of person (also only suitable
for literate Pts)
Disadvantages of
questionnaires
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Pts may read differently into each
question and reply based on own
interpretation of question - i.e. what is
'good' to someone may be 'poor' to
someone else, therefore there is a level of
subjectivity
Factors in questionnaire design
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Match the factor to the appropriate
description on the next page.
N.B. They are not in the correct order!
Factors in questionnaire design
Factor
Description
Aim
Think about Ps boredom and concentrations (don’t include
too many questions)
Length
Some researchers pay respondents to take part as
response rates can be low. Consider the type of sampling.
Question order
Questions need to be written so they are easy to analyse
– simpler with closed questions but may limit responses of
Ps.
Question
formulation
Be clear on specific research aims – make sure all
questions relate to research aim. Ensure there are no
unnecessary questions.
Incentives
Start with easy Qs, save sensitive Qs until they’ve relaxed.
Pilot study
Questions need to be tested on a small group of people
and modified or refined in response to any difficulties
encountered.
Measurement scale
Include some filler questions to distract from main
purpose of the study (to reduce demand characteristics).
Interviews
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Download the document entitled:
‘Interviews in psychological research’ from
the website and complete the mind map in
your booklet.
Exam question practice
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A psychologist carried out a research study to investigate the effects of
institutional care. To do this, she constructed a questionnaire to use with
100 adults who had spent some time in an institution when they were
children. She also carried out interviews with ten of the adults.
a) For this study, explain one advantage of collecting information using a
questionnaire.
(3 marks)
b) In this study, the psychologist collected some qualitative data. Explain what
is meant by qualitative data.
(2 marks)
c) Write one suitable question that could be used in the interviews to produce
qualitative data.
(2 marks)
Exam feedback (a)
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1 mark for a slightly muddled or very brief outline of an advantage.
2 further marks for accurate elaboration.
Data from the hundred adults could be collected relatively quickly
because the researcher would not need to be present when the
questionnaires were completed
Participants might be more willing to answer honestly because they
would feel more anonymous as researcher is not present when they
respond to questions
There might be a reduction in investigator effects; this is because
the researcher’s reactions would not be visible so they cannot
influence participants’ answers
Exam feedback (b)
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1 mark for a very brief or slightly muddled answer e.g.
qualitative data uses words.
2nd mark for accurate elaboration e.g. by comparison or
by using an example.
Qualitative is non-numerical data and uses words or
pictures. This data can give a better description of what
people think or feel compared to quantitative data in
numbers.
Exam feedback (c)
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One mark for a question which would produce
qualitative data but is not linked to the scenario e.g.
“How are you feeling?”
Two marks for an appropriate question e.g. “Tell me
what it was like in the institution”
0 marks for a question that would not
produce qualitative data.
Homework
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Revision notes on correlations, ethics,
questionnaires and interviews