Research Methods –STA630 VU
© Copyright Virtual University of Pakistan 77
Lesson 23
TOOLS FOR DATA COLLECTION
Broadly there are tools of data collection as part of communication surveys. These are:
1. Interview schedule
2. Questionnaire
3. Interview Guide
As discussed earlier interview schedule and questionnaires both are predesigned list of questions used
for communication with the respondents. In the case of interview schedule, the list of questions remains
in the hands of the interviewer who asks questions from the respondent, gets his/her response, and
records the responses. Questionnaire is also a list of questions, which is handed over to the respondent,
who reads the questions and records the answers himself. For purposes of convenience questionnaire
will refer to both interview schedule as well as questionnaire.
Interview guide is list of topics that are to be covered during the course of interview. Interview guide is
used for purposes of an in-depth interviewing. Questions on the topics are formulated on the spot. Most
of the questions are open ended. The interviewer may not use the same wording for each respondent;
the number of questions may be different; the sequence of questions may also be different.
Guidelines for Questionnaire Design
A survey is only as good as the questions it asks. Questionnaire design is one of the most critical stages
in the survey research process. While common sense and good grammar are important in question
writing, more is required in the art of questionnaire design. To assume that people will understand the
questions is common error. People may not simply know what is being asked. They may be unaware of
topic of interest, they may confuse thee subject with something else, or the question may not mean the
same thing to every respondent. Respondents may simply refuse to answer personal questions. Further,
properly wording the questionnaire is crucial, as some problems may be minimized or avoided
altogether if a skilled researcher composes the questions.
A good questionnaire forms an integrated whole. The researcher weaves questions together so they
flow smoothly. He or she includes introductory remarks and instructions for clarification and measures
each variable with one or more survey questions.
What should be asked?
The problem definition will indicate which type of information must be collected to answer the research
question; different types of questions may be better at obtaining certain type of information than others.
1. Questionnaire Relevancy
A questionnaire is relevant if no unnecessary information is collected and if the information that is
needed to solve the problem is obtained.
Asking the wrong or an irrelevant question is a pitfall to be avoided. If the task is to pinpoint
compensation problems, for example, questions asking for general information about morale may be
inappropriate. To ensure information relevancy, the researcher must be specific about data needs, and
there should be a rationale for each item of information.
2. Questionnaire Accuracy
Once the researcher has decided what should be asked, the criterion of accuracy becomes of primary
concern. Accuracy means that the information is reliable and valid. While experienced researchers
believe that one should use simple, understandable, unbiased, unambiguous, and nonirritating words.
Obtaining accurate answer from respondents is strongly influenced by the researcher’s ability to design
a questionnaire that facilitates recall and that will motivate the respondent to cooperate. Therefore avoid
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