Self-Report Techniques: Questionnaires and Interviews

Define Self-Report technique

A self-report technique is where the participant gives information to the researcher providing

details of own feelings/thoughts/behaviour. This could involve responding to questions on a

questionnaire or during an interview.

Define questionnaires

A technique using a structured set of questions, for asking a large sample of

people about their views and behaviours. Questionnaire surveys may be conducted in person,

by telephone, by post and via the internet. Questions can be closed (require simple answer)

or open-ended (develop answer in own words)

What are the strengths of questionnaires

1) More truthful responses

2) Simplicity

Evaluate ‘more truthful responses’ as a strength of Questionnaires

Participants may be more willing to express themselves

truthfully in a questionnaire rather than when face-to-face in an interview because they

can remain anonymous. This leads to more valid data

Evaluate ‘simplicity’ as a strength of Questionnaires

: Once constructed and piloted, questionnaires can be carried out with a

minimum of training, unlike interviews which require a researcher to be trained. This

means it is possible to access a large group of participants more easily.

What are the limitations of questionnaires

1) Problem with wording of questions

2) Biased samples

Evaluate ‘problem with wording of questions’ as a limitation of questionnaires

The way a question is worded may influence the

responses given so that answers are not a true reflection of the participant. For example,

complex questions can be misunderstood so may be skipped or an invalid response

provided, whereas in an interview, the researcher can be asked for clarification

Evaluate ‘biased samples’ as a limitation of questionnaires

The response rate can be very low for questionnaires. Only the people

that are most willing to respond will return the questionnaire, meaning that the sample

may not be representative of the population

Define interviews

: Any face-to-face situation where one person (the interviewer) asks a series of

questions to another person (the respondent). These questions can be pre-determined

(structured) or created in response to answers (unstructured) or a mixture of the two types

(semi-structured).

Define Structured Interviews

Set of pre-determined questions

What are the strengths of Structured Interviews?

1) Replication is possible

2) Any misunderstood questions can be

explained

Evaluate ‘replication is possible’ as a strength of Structured Interviews

• Replication is possible because

standardised questions are used.

Answers from different participants

can be compared and answers are

easier to analyse in comparison to

unstructured interviews

Evaluate ‘Any misunderstood questions can be

explained’ as a strength of structured interviews

Any misunderstood questions can be

explained – this is advantageous

compared to questionnaires and

improves the validity of the answers

given.

What are the limitations of Structured Interviews

1) Social desirability bias

2) Requires skilled personnel

Evaluate ‘social desirability bias’ as a limitation of Structured Interviews

Social desirability bias –

interviewees may give answers they

think will create a favourable

impression

Evaluate ‘requires skilled personnel’ as a limitation of Structured interviews

. Requires skilled personnel –

researchers need to be trained in

effective interviewing skills, which is

not necessary with a questionnaire.

Define Unstructured Interviews

Questions created in response to

answers.

What are the strengths of Unstructured Interviews?

1)Lots of ‘rich’ data

2) Flexibility

Evaluate ‘lots of ‘rich’ data‘ as a strength of unstructured interviews

Lots of ‘rich’ data due to the use of

open-ended questions, all types of

interviews can collect rich detailed

data of both complex and personal

issues.

Evaluate ‘flexibility‘ as a strength of Unstructured Interviews

• Flexibility – unstructured

interviews can enable complex

issues to be explored in further

depth by tailoring questions, which

may not be possible with other

methods such as structured

interviews and questionnaires

What are the limitations of of Unstructured Interviews?

1) Requires skilled personnel

2) More difficult to analyse

Evaluate ‘Requires skilled personnel‘ as a limitation of Unstructured Interviews

More difficult to analyse the data

due to lack of standardised

questions and the larger amount of

data gathered

Evaluate ‘More difficult to analyse’ as a limitation of Unstructured Interviews

More difficult to analyse the data

due to lack of standardised

questions and the larger amount of

data gathered.

Explain why it is important to construct appropriate questions

When structuring a questionnaire or interview, questions should be clear, free from bias and

lead to answers that are easy to analyse.

Explain how to construct appropriate questions

. Aspects to consider include:

• Sequence of questions: Start with easier, factual questions to relax the respondent.

• Filler questions: Including some irrelevant questions to distract the respondent from the

main purpose of the survey. This may reduce demand characteristics.

• Options questions: ensure options are clear and cannot be interpreted differently.

• Avoid leading questions: Which prompt respondents

• Avoid presumptive questions: Which assume respondents are able to answer.

• Avoid double-barrelled questions: Combining two or more questions is confusing.

• Avoid social desirability bias: Asking questions that are sensitive can lead to respondents

to answer in a way that think is acceptable rather than truthful.

Explain closed questions

: Require simple answers, with no option for expansion. Typically, the

questionnaire will provide a fixed number of responsesfrom which the participant selects

the one that applies to them. Likert scales (strongly agree to strongly disagree) and rating

scales are also examples of closed questions. Closed questions obtaining numbers

produce quantitative data which are easier to analyse. However, the answers often lack

the depth and detail associated with open questions

Explain open questions

: Allow respondents to answer freely without constraint. They allow

respondents to develop their viewpoint and answer in more depth, often providing rich

qualitative data. However, answers from open questions may be difficult to analyse

Explain the questions used in a Structured Interview

: Questions are decided in advance. They are easier to replicate and

answers can be easier to analyse, but questions are more restrictive

Explain the questions used in an Unstructured Interview

: An interviewer starts with a question or topic but forms further

questions based on answers given by the interviewee. They provide rich data, but are

difficult to analyse

Why should the interviewer build rapport with interviewees?

to put

them at ease to gain full and detailed answers