What is Primary What is Primary Research and How Research and How do I get Started?do I get Started?

►Primary research is any type of Primary research is any type of research that you go out and collect research that you go out and collect yourself. yourself.

►Examples include surveys, interviews, Examples include surveys, interviews, analysis, participation-observation…analysis, participation-observation…

►For the purpose of your Phase 4 ISU, For the purpose of your Phase 4 ISU, you are going to choose between you are going to choose between doing either a survey or interview.doing either a survey or interview.

►The following is some basic advise on The following is some basic advise on how to properly create survey or how to properly create survey or interview questions.interview questions.

►Follow the directions on your Phase 4 Follow the directions on your Phase 4 assignment outline on how to assignment outline on how to incorporate the survey/interview into incorporate the survey/interview into your final research report. your final research report.

►Interviews: Interviews: Interviews are one-on-one Interviews are one-on-one or small group question and answer or small group question and answer sessions. sessions.

► Interviews will provide a lot of Interviews will provide a lot of information from a small number of information from a small number of people and are useful when you want to people and are useful when you want to get an expert or knowledgeable opinion get an expert or knowledgeable opinion on a subject. on a subject.

► It is based on It is based on qualitative researchqualitative research (feelings, in-depth experiences, personal (feelings, in-depth experiences, personal responses to situations)responses to situations)

What is an Interview?What is an Interview?

►Researcher asks the subjects to describe Researcher asks the subjects to describe and explain his or her behaviour. and explain his or her behaviour.

►Useful for determining the motivation for Useful for determining the motivation for the subject’s behaviour. the subject’s behaviour.

►To be valid, the interview questions To be valid, the interview questions should ask subjects to discuss actions should ask subjects to discuss actions after they occur rather than to speculate after they occur rather than to speculate about what they might do. about what they might do.

► It should be expected by the interviewer It should be expected by the interviewer that a subject may choose not to answer that a subject may choose not to answer all questions. The privacy and anonymity all questions. The privacy and anonymity of a subject is essential to ethical of a subject is essential to ethical research.research.

What is a Survey?What is a Survey?

► Surveys:Surveys: Surveys are a form of questioning Surveys are a form of questioning that is more rigid than interviews and that that is more rigid than interviews and that involve larger groups of people. involve larger groups of people.

► Surveys will provide a limited amount of Surveys will provide a limited amount of information from a large group of people information from a large group of people and are useful when you want to learn what and are useful when you want to learn what a larger population thinks.a larger population thinks.

► This means that it is based on This means that it is based on quantitativequantitative researchresearch

►The questions are written out and given The questions are written out and given to the subjects to answer in written form. to the subjects to answer in written form.

►Usually the questions are closed Usually the questions are closed questions that require the subject to questions that require the subject to select from the answers required. select from the answers required.

► It is possible to use a combination of It is possible to use a combination of closed and open-ended questions closed and open-ended questions depending on the focus of your research. depending on the focus of your research.

►For purposes of compiling accurate For purposes of compiling accurate statistical data, closed questions are statistical data, closed questions are easier to analyze.easier to analyze.

Other Methods…Other Methods…

►Observations: Observations: Observations involve taking Observations involve taking organized notes about occurrences in the organized notes about occurrences in the world. Observations provide you insight about world. Observations provide you insight about specific people, events, or locales and are specific people, events, or locales and are useful when you want to learn more about an useful when you want to learn more about an event without the biased viewpoint of an event without the biased viewpoint of an interview.interview.

►Analysis: Analysis: Analysis involves collecting data Analysis involves collecting data and organizing it in some fashion based on and organizing it in some fashion based on criteria you develop. They are useful when criteria you develop. They are useful when you want to find some trend or pattern. A type you want to find some trend or pattern. A type of analysis would be to record commercials on of analysis would be to record commercials on three major television networks and analyze three major television networks and analyze gender roles.gender roles.

Consider the following questions when Consider the following questions when beginning to think about beginning to think about

conducting primary research:conducting primary research:

► What do I want to discover?What do I want to discover?► How do I plan on discovering it? (This is called How do I plan on discovering it? (This is called

your research methods or methodology)your research methods or methodology)► Who am I going to talk to/observe/survey? (These Who am I going to talk to/observe/survey? (These

people are called your subjects or participants)people are called your subjects or participants)► How am I going to be able gain access to these How am I going to be able gain access to these

groups or individuals? groups or individuals? ► What are my biases about this topic?What are my biases about this topic?► How can I make sure my biases are not reflected How can I make sure my biases are not reflected

in my research methods?in my research methods?► What do I expect to discover? What do I expect to discover?

Creating Good Creating Good Interview and Survey Interview and Survey

QuestionsQuestions

When creating questions When creating questions you want to avoid:you want to avoid:

►Biased questionsBiased questions►Biased questions are questions that Biased questions are questions that

encourage your participants to encourage your participants to respond to the question in a certain respond to the question in a certain way. They may contain biased way. They may contain biased terminology or are worded in a biased terminology or are worded in a biased way.way.

►Biased question:Biased question: Don't you agree Don't you agree that campus parking is a problem?that campus parking is a problem?

►Revised question:Revised question: Is parking on Is parking on campus a problem?campus a problem?

►Questions that assume what Questions that assume what they askthey ask

►These questions are a type of biased These questions are a type of biased question and lead your participants question and lead your participants to agree or respond in a certain way.to agree or respond in a certain way.

►Biased question:Biased question: There are many There are many people who believe that campus people who believe that campus parking is a problem. Are you one of parking is a problem. Are you one of them?them?

►Revised question:Revised question: Do you agree or Do you agree or disagree that campus parking is a disagree that campus parking is a problem?problem?

►Double-barreled questionsDouble-barreled questions► A double-barreled question is a one that A double-barreled question is a one that

has more than one question embedded has more than one question embedded within it. Participants may answer one but within it. Participants may answer one but not both, or may disagree with part or all not both, or may disagree with part or all of the question.of the question.

►Double-barreled question:Double-barreled question: Do you agree Do you agree that campus parking is a problem and that that campus parking is a problem and that the administration should be working the administration should be working diligently on a solution?diligently on a solution?

►Revised question:Revised question: Is campus parking a Is campus parking a problem? (If the participant responds yes): problem? (If the participant responds yes): Should the administration be responsible Should the administration be responsible for solving this problem?for solving this problem?

► Confusing or wordy questionsConfusing or wordy questions► Make sure your questions are not confusing or Make sure your questions are not confusing or

wordy. Confusing questions will only lead to wordy. Confusing questions will only lead to confused participants, which leads to unreliable confused participants, which leads to unreliable answers.answers.

► Confusing questions:Confusing questions: What do you think about What do you think about parking? (This is confusing because the question parking? (This is confusing because the question isn't clear about what it is asking--parking in isn't clear about what it is asking--parking in general? The person's ability to park the car? general? The person's ability to park the car? Parking on campus?) Do you believe that the Parking on campus?) Do you believe that the parking situation on campus is problematic or parking situation on campus is problematic or difficult because of the lack of spaces and the difficult because of the lack of spaces and the walking distances or do you believe that the walking distances or do you believe that the parking situation on campus is ok? (This question is parking situation on campus is ok? (This question is both very wordy and leads the participant.both very wordy and leads the participant.

► Revised question:Revised question: What is your opinion of the What is your opinion of the parking situation on campus?parking situation on campus?

►Questions that do not relate to what Questions that do not relate to what you want to learnyou want to learn

► Be sure that your questions directly relate Be sure that your questions directly relate to what it is you are studying. A good way to what it is you are studying. A good way to do this is to ask someone else to read to do this is to ask someone else to read your questions or even test your survey your questions or even test your survey out on a few people and see if the out on a few people and see if the responses fit what you are looking for.responses fit what you are looking for.

►Unrelated questions: Unrelated questions: Have you ever Have you ever encountered problems in the parking encountered problems in the parking garage on campus? Do you like or dislike garage on campus? Do you like or dislike the bus system?the bus system?

HOW TO CREATE YOUR HOW TO CREATE YOUR SURVEY OR INTERVIEWSURVEY OR INTERVIEW

TitleTitle

►Should be bold and attractiveShould be bold and attractive

► It reveals to the respondent the topic It reveals to the respondent the topic being investigatedbeing investigated

IntroductionIntroduction

►May appear at the top of the first page May appear at the top of the first page or as a covering letteror as a covering letter

► Information to be included:Information to be included:► Introduce yourselfIntroduce yourself► The purpose of your studyThe purpose of your study► Request for co-operationRequest for co-operation► Instructions for completing and returning the formInstructions for completing and returning the form► Assurance of confidentialityAssurance of confidentiality► Deadline for returnDeadline for return► Name of contact personName of contact person► Expression of appreciation for the respondent’s participationExpression of appreciation for the respondent’s participation

Background Information - Background Information - Questions for Questions for RespondentsRespondents

► Information asked must be relevant to Information asked must be relevant to the research:the research:

►ExamplesExamples - Gender, Education, Age, - Gender, Education, Age, Marital Status, Occupation, Children etc. Marital Status, Occupation, Children etc.

►These are not part of your 10-15 These are not part of your 10-15 required questionsrequired questions

10-15 Research Questions10-15 Research Questions

► Ask questions that relate to your study. Ask questions that relate to your study. Ensure that each question serves a clear Ensure that each question serves a clear purpose.purpose.

ConclusionConclusion

► Thank the respondent for participating and Thank the respondent for participating and indicate if and when there will be any follow indicate if and when there will be any follow up. Remember that all respondents are up. Remember that all respondents are entitled to see the results of your research.entitled to see the results of your research.