Primary Research Methods: Surveys, Questionnaires and Interviews

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11 Terms

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Survey

A method collecting data from many people, usually using questionnaires.

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Questionnaire

A set of written questions completed by respondents.

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Open-ended questions

Questions allowing detailed written answers.

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Closed-ended questions

Questions with fixed answers like yes/no or multiple choice.

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Structured interview

An interview with set questions asked in the same order.

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Unstructured interview

A flexible interview with open discussion.

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Semi-structured interview

An interview with set questions but flexible discussion.

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Interviewer bias

When the interviewer affects the answers.

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Response rate

The percentage of people who return a survey.

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Pilot study

A small test study before the main research.

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Focus group

A guided group discussion on a topic.