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Hagan, Research Methods in Criminal Justice and Criminology, 9/e

Chapter 5

Survey Research: Questionnaires

Some Guidelines for Questionnaire Construction

Survey Research: Questionnaires

Variables list

A list of variables being measured keyed to
the question number in the questionnaire which are designed to measure each variable

Dummy tables

Preliminary blank tables constructed prior to data-gathering that suggest the type of data needed, as well as the type of data analysis

Some Guidelines for Questionnaire Construction

Survey Research: Questionnaires

Questionable Wording:

Avoid biased or leading questions

Avoid double-barreled questions

Avoid asking questions in an objectionable manner

Avoid assuming prior information on the part

of the respondent

Avoid vague wording

Avoid asking more than you need to know

Avoid “response set” patterns by using reversal questions

Some Guidelines for Questionnaire Construction

Survey Research: Questionnaires

Pretest

A reconnaissance operation or exploratory testing of the instrument using subjects who are similar to the group to be studied

Organization of the Questionnaire

Survey Research: Questionnaires

Questionnaire

The order of questions may influence the willingness of subjects to respond to the survey.

A common error in surveys is to begin with the demographic items such as age, sex, and race.

Organization of the Questionnaire

Survey Research: Questionnaires

A Guaranteed Low-Response Questionnaire:

What is your name?
How old are you?
What is your sex?
How much money do you earn?

Do you cheat on your income tax?

How is your sex life?

When was the last time you committed a crime?

Mail Surveys

Survey Research: Questionnaires

Mail surveys are a popular means of conducting surveys that offers wide coverage at a minimum cost.

Survey Research: Questionnaires

Advantages of Mail Surveys

Disadvantages of Mail Surveys

No field staff, no transportation costs

No interviewers, no interviewer bias effects

Possible differences

between respondents and nonrespondents regarding the issue being investigated

Lack of uniformity in response

Offers respondents greater privacy

Slowness of response to follow-up attempts

Wide geographical samples at a reasonable cost, effort,

and time

Nonresponse

Offers respondents time to think out their responses, leading to more considered answers

Some respondents may

misinterpret the questions

Escalating costs if several follow-ups are required

The Tailored Design Method

Survey Research: Questionnaires

This involves tailoring the survey to the group

being studied in order to foster trust, increase

rewards, and decrease the cost of participation.

Particularly problematic is obtaining the participation of reluctant, busy professionals or elite policy-makers.

Self-Report Surveys

Survey Research: Questionnaires

Surveys in which subjects are asked to admit to the commission of various delinquent and/or criminal acts.

Survey Research: Questionnaires

Advantages of Self-Report Surveys

These methods correlate well
with other measures

Disadvantages of Self-Report Surveys

Inaccurate reporting
Poor or inconsistent instruments
Deficient research designs

vs.

Survey Research: Questionnaires

Advantages of Internet Surveys

Disadvantages of Internet Surveys

Faster and cheaper than phone surveys

Cheaper and more accurate than paper surveys

Limited to those with internet access and email accounts

The risk of coverage error has limited most email surveys to specialized populations

Results can be published online instantly for viewing by the respondent as a reward for participating

Some respondents may misinterpret questions

If research is limited to special populations, theoretical access of 100% is possible

Email has generally failed to produce comparable results to mail surveys

Lack of anonymity

Procedures in Internet Surveys

Survey Research: Questionnaires

Market research has found web-based research particularly useful and is fueling website design and better means of utilizing this strategy.

Krauss, Michael. “Research and the Web: Eyeballs or Smiles?” Marketing News 32 (December 7, 1998): 18–23.

Procedures in Internet Surveys

Survey Research: Questionnaires

Web surveys can use color photography, video clips, and other dramatic enhancements. Some helpful hints in Internet surveys include:

KISS (Keep It Simple, Stupid). Be as simple and straightforward as possible with questions.
Do not ask what they can’t answer. For example: “Did your toilet training as a child affect your sex life as an adult?”
Don’t sell. This is another way of saying avoid leading questions.

McCullough, Dick. “Market Research on the Web: Guidelines for Success.” Communication World 15 (October–November 1998): 29–36.

Procedures in Internet Surveys

Survey Research: Questionnaires

Ways of increasing response rates on Web surveys include the following:

Banner ads on Web sites
Email invitations
Phone invitations
Email panels

McCullough, Dick. “Market Research on the Web: Guidelines for Success.” Communication World 15 (October–November 1998): 33.

Procedures in Internet Surveys

Survey Research: Questionnaires

Keyboard entry

Inputting coded material via the keyboard

Coder monitoring

Double checking coders’ work for accuracy

Code sheet

A transfer sheet in which each box/cell is provided for coded material

Coding

Assignment of numbers to responses

Codebook

Guidebook for numerically classifying each question to be coded

It is most important to remember that surveys, for the most part, measure respondent attitude and not behavior.

Some possible ways of reducing nonresponse in mail surveys are follow-up, payment or altruistic appeals, attractive format, sponsorship, endorsements, personalization, shortened format, and good timing.

Coding is the assignment of numerical values to questionnaire items.

Self-report surveys involve asking (usually anonymous) respondents to admit to a variety of offenses they have committed in the past.

CHAPTER SUMMARY