There is a survey. Types and types of questionnaire questions
(psychological, marketing or sociological) plays an important role in the life and development of modern society. It is with its help that specialists from various fields manage to conduct various studies, act on a clearly defined plan and achieve high (and accurate) results. Everything becomes possible with a clear structure and regulations of any survey - the "question-answer" system.
The main advantages of this method are the ability to obtain information from a large number of respondents - a questionnaire survey as a research method does not limit the number of participants, as well as ensuring a high level of mass research. Anonymity can be considered another positive point, since the vast majority of surveys are aimed at fixing answers, and not at the respondent's personality. However, it is worth clarifying that all this does not apply to where slightly different rules apply.
Questioning allows you to get the maximum possible amount of information about a product in a short time, to find out the opinions of the society on some issues and in other similar cases. As is clear from the name of the method itself, it is based on the main means that captures all the data of the survey, that is, the questionnaire. If you turn to the explanatory dictionary for help, you can get the following definition of this word: a questionnaire is a set of questions (necessarily interconnected), each of which the respondent (respondent) must give a clear answer. Questions in the questionnaires may require answers that are precise (mathematical) or expressing a specific opinion (sociological and psychological). Based on these answers, experts draw appropriate conclusions on the problem of interest to them.
In the modern world, to analyze the opinions of different groups of people, questionnaires are most often used as a method of sociological research, therefore, professionals in this field, as well as experienced psychologists, whose task is to correctly compose questions for the respondent, are working on the creation of appropriate questionnaires. There are several rules that the so-called "questionnaire" must comply with. First, it should be correlated with the total number and content of questions in the questionnaire. Secondly, in order to be able to analyze the results of the survey of different focus groups, questions should always be placed at the beginning of the questionnaire to clarify the personal data of the respondent - full name (in a small number of cases), age, gender, and Thirdly, questioning as a research method is not should be overloaded with vague or unimportant questions, tired of which the respondent will not be able to fully answer the most important ones.
Among other things, the questions in the questionnaire should be clear and logical, follow a logical sequence, and gradually increase the interest of the respondent (in the case of a marketing survey). At the end of the survey, you should ask the most difficult questions, the answers to which you will have to think about. An important condition for the quality of the survey is the accuracy of the wording of the questions, which does not allow double interpretation or ambiguity. When creating a questionnaire, it is impossible to allow questions from several verbose sentences, using professional terms. In addition, if the questionnaire as a research method is not sociological, it should not address questions about memories, or the social environment in which the respondent lives.
Finally, it should be noted: if you create a questionnaire for anyone on your own, do not forget to check before questioning. You can ask questions to people who are not interested in order to assess how well the wording sounds and whether it is easy to give an answer. If the "pilot" test is successful, you can proceed to the study.
One of the main tasks in the course of a psychological workshop is the independent development and conduct of a survey. The main theoretical questions presented in this section will help to understand the basic principles of conducting a survey.
General characteristics of the method
Questionnaire(from French enkuete - a list of questions) - a system of questions united by a single research plan aimed at identifying the quantitative and qualitative characteristics of the object and subject of analysis.
Questionnaire is a structurally organized set of questions, each of which is logically related to the central task of the study. Questionnaire questions may relate to professional orientation (motives, interests, hobbies), moral and psychological qualities of the individual, style of communication and behavior, character traits, etc.
Questionnaire - a research method that provides written answers to a system of questions, each of which is associated with the central task of the study.
This method has the following virtues:
high efficiency of obtaining information;
the possibility of organizing mass surveys;
relatively low labor intensity of the procedures for preparing and conducting research, processing their results;
the lack of influence of the personality and behavior of the interviewer on the work of the respondents;
the lack of expression in the researcher of the relationship of subjective predilection for any of the respondents.
However, questionnaires are also characterized by limitations:
the lack of personal contact does not allow changing the order and wording of questions depending on the answers or behavior of the respondents, as, for example, in a conversation;
the reliability of such “self-reports” is not always sufficient, the results of which are influenced by unconscious attitudes and motives of respondents or their desire to look in a more favorable light, deliberately embellishing the real state of affairs.
In modern psychology, questioning is considered an auxiliary research method, in such sciences as sociology or demography - one of the main ones.
Varieties of the survey method
There are several types of questionnaires.
Questionnaires based on self-assessment by the respondents of their properties and qualities. The form of the answer is an assessment in points of the degree of severity of one or another personal property, character traits (initiativity, sociability, anxiety, independence, etc.). When using this method, it is necessary to take into account its significant drawback; a high degree of subjectivity of answers due to the desire of a person to show himself from the best side and hide shortcomings. Using closed-ended questions with multiple choice answers (for example, ranked according to the degree of agreement: “No, it’s not at all true”, “Probably so”, “True”, “Absolutely true”), you can increase the informative value of the answers.
Assessment of socio-psychological, personal qualities can be carried out by a group of experts. The advantage of this method of questioning lies in the greater objectivity of the data obtained, since the group of experts includes people who have known a person for a long time and from different angles. However, interviewing several people is time-consuming and sometimes it is difficult to determine the competence of experts.
Another type of survey method is questionnaires, the questions of which are aimed at assessing the respondents of their actions in specific life situations. As a result of data processing, the psychologist draws a conclusion about the presence and level of development of the respondent's individual personality traits.
The types of questionnaires are determined by the form of the content of the questions, and checking their validity and reliability is one of the difficulties. The selection of questions should be truthful in relation to the problem and logically related to the objectives of the study. The phrases of the questions should be short, unambiguous, clear.
Questions in the questionnaire are classified according to the following criteria:
about the facts of consciousness (aimed at identifying opinions, plans for the future, motives, expectations, value judgments of the respondents);
about the facts of behavior (revealing real actions, actions and results of people's activities);
about the identity of the respondent (relating to his gender, age, education, profession, marital status, etc.). Their presence allows further processing of the results of the survey within a particular group of people, if necessary, comparing similar information with other groups.
form :
closed;
semi-closed;
open.
Closed - this is a form of questions to which pre-formulated answers are given in the questionnaire. Such a question provides a full set of answers, from which the subject will only have to choose. The researcher has the opportunity not only to find out the content of judgments, but also to measure the intensity of assessments, scaling them for each option. The advantages of closed questions are: the ability to exclude misunderstanding of the questions, the comparability of answers, a relatively easier form of filling out answers and processing the data obtained. It is advisable to use this variant of constructing questions when studying certain groups of the population (for example, soldiers (sailors)), and also when the researcher clearly imagines what answers to the proposed question can be.
There are several ways to present answer options for a closed question:
a) a dichotomous form, suggesting opposite, mutually exclusive answers (such as "yes - no", "agree - disagree", etc.);
b) polyvariant form, providing several answers. For example: “What lectures did you attend this week?
Psychology, - sociology, - philosophy, - aesthetics”;
c) a scale form used in cases where it is necessary to express the intensity of an attitude, experience, etc. Answers might look like this:
Completely agree - I don't know - Completely disagree;
d) tabular form. For example:
When processing data from large contingents of respondents, coding of responses to closed questions is used. In this case, all answers are accompanied by three-digit numbers, in which the first digits indicate the serial number of questions, and the third indicates the serial number of the answer.
The use of closed questions in the questionnaire allows you to effectively compare the results of the respondents. However, they lack the expression of individual assessments.
semi-closed the question is used either when the researcher does not know all the possible answers, or when he intends to more fully find out the individual opinions of the subjects. In addition to ready-made options, the list of answers contains the column "other answers" and a certain number of empty lines.
An open question implies that the respondent freely answers the proposed question without any restrictions, for example, when filling out a biographical questionnaire. An open question allows the subject to build his answer both in form and in content. The advantages of open questions are that they do not contain hints, do not impose someone else's opinion, and make it possible to collect more complete information. This form of questions is preferable when the psychologist does not know what the assessment of the phenomenon under study may be, wants to get frank independent answers. When using open-ended questions, comparability of answers is difficult. Therefore, such questions are used either in the early stages of the questionnaire, or when there is a need to express all the individual opinions in the group. Such questions are inappropriate in anonymous questionnaires.
Formulation method:
indirect.
AT direct The question provides for an answer that should be understood in the sense in which the respondent understands it. A direct question is aimed at direct, open receipt of information from the respondent.
However, sometimes when it is required to give a critical answer about themselves or others, many respondents tend to limit themselves to socially desirable and approved answers. In such cases, it is advisable to use indirect questions.
Indirect the question usually involves the use of some imaginary situation that masks real information. Indirect questions involve a transfer to something else; the answer to it involves deciphering in a different sense, hidden from the subject. For example, instead of asking a student: “Why do you miss lectures so often?”, you can ask the question: “It's no secret that some of the students in your course rarely attend lectures. Why do you think?
By function :
informational (basic);
questions-filters and control (not basic or clarifying).
Main questions are aimed at collecting information about the content of the phenomenon under study from each respondent.
Filter Questions are used when information is needed only from a part of the total population of respondents. This is a kind of "questionnaire in the questionnaire." The start and end of a filter are usually clearly marked.
For example:
“The next two questions are for psychology students only.
What is the quality of practical classes in the psychology of communication?
How can the acquired knowledge help you in your work in the specialty? Attention! Questions for everyone.
The presence of filter questions that limit the range of respondents allows you to prevent distortion of information that may arise from the answers of insufficiently competent persons.
Control questions provide an opportunity to clarify the correctness and reliability of the information provided by the respondents.
Control questions are of two types. The first is a repetition of informational questions, only in other words. If the answers to the main and control questions are diametrically opposed, then they are excluded from further analysis. Other control questions serve to identify individuals who tend to give socially approved answers. They offer many answers where in practice there can only be a single answer.
For example:
“Have you ever been naughty as a child?
Have you ever lied to people in the past?”
The likelihood of getting an honest, but not widespread answer to such questions is very small.
There are several requirements for improving the effectiveness of control when compiling questions in the questionnaire:
Questionnaire main and control questions should not be placed side by side, otherwise their relationship will be noticed;
Answers to direct questions are better controlled by indirect ones;
It is necessary to control only the most significant questions of the questionnaire;
The need for control, as a rule, decreases if a significant part of the questions allows for avoidance of answers, expressions of uncertainty of opinion (such as “I don’t know”, “when how”, etc.).
Questioning is a procedure for conducting a survey in writing using pre-prepared forms. Questionnaires (from the French “list of questions”) are filled in by the respondents themselves.
One of the pioneers in the use of this method was Francis Galton, who studied the origin of the mental qualities of a person from self-reports of respondents. The results of the survey were presented by him in the book "English men of science: their nature and education" (1874).
This method has the following advantages:
High efficiency of obtaining information;
The possibility of organizing mass surveys;
Relatively low labor intensity of the procedures for preparing and conducting research, processing their results;
The lack of influence of the personality and behavior of the interviewer on the work of the respondents;
The lack of expression in the researcher of the relationship of subjective predilection for any of the respondents,
However, surveys also have significant disadvantages:
The lack of personal contact does not allow, as, say, in a free interview, to change the order and wording of questions depending on the answers or behavior of the respondents;
The reliability of such “self-reports” is not always sufficient, the results of which are influenced by the unconscious attitudes and motives of the respondents or their desire to look in a more favorable light, deliberately embellishing the real state of affairs.
In modern psychology, questioning is considered an auxiliary research method, in such sciences as sociology or demography - one of the main ones, providing, according to some data, up to 80 % collected information.
Consider the main types of questions in the questionnaire.
1) about the identity of the respondent, concerning his gender, age, education, profession, marital status, etc. Their presence allows further processing of the survey material within a particular subgroup of people, if necessary, comparing similar information from different subgroups;
2) about the facts of consciousness, designed to identify the opinions, motives, expectations, plans, value judgments of the respondents;
3) about the facts of behavior, revealing the real deeds, actions and results of people's activities.
Depending on the form of the answer, the questions are divided into closed, semi-closed and open.
A closed question contains a full set of possible answers. In this case, the respondent only graphically indicates his choice from the options given to him. The number of choices to be made (one or more) is usually specified in the instructions.
There are the following ways of presenting answer options for a closed question:
a) a dichotomous form that offers opposite, mutually exclusive answers (such as "yes - no", "true - false", "agree - disagree", etc.);
b) a polyvariant form, providing for the so-called. "response menu", where it is quite possible to dwell on several of them. For example:
What lectures did you attend this week?
psychology
Sociology
religious studies
Philosophy
Aesthetics"
c) a scale form used in cases where there is a need to express the intensity of attitudes, experiences, impressions, etc. Then the proposed answers may look, for example, as follows:
I completely agree
I agree, but there are exceptions.
Disagree, but sometimes
Completely disagree
d) tabular form. For example:
|
Do you have enough time to: |
|||
When processing data from large contingents of respondents, coding of responses to closed questions is used. To do this, all answers are accompanied by three-digit numbers, in which the first two digits indicate the serial number of the question, and the third indicates the serial number of the answer. In practice, such coding is also common, in which all numbers serve to indicate the ordinal numbers of answers. The subject is asked to underline or circle the codes of the selected answers.
The use of closed questions in the questionnaire allows you to effectively compare the results of the respondents. However, they lack the completeness of expressions of individual opinions or assessments, which sometimes causes dissatisfaction of the subjects, and it is also known that such questions can provoke a series of rash, appropriately “mechanical” answers.
A semi-closed question is used if the compiler is not aware of all possible answers, or if he intends to more accurately and fully find out the individual points of view of the persons being examined. In addition to the list of ready-made answers, such a question contains the “other answers” column and a certain number of empty lines (usually five to seven);
An open-ended question assumes that the answer to it will be completely and completely formulated by the respondent himself,
Of course, this will greatly hinder the comparability of answers. Therefore, such questions are used either at the early stages of compiling the questionnaire, or when there is a need for the most complete expression of all individual answers available in the group. Such questions are also inappropriate in cases where the anonymity of respondents is of particular importance.
Questions can be direct or indirect, depending on how they are formulated.
A direct question is aimed at direct, open receipt of information from the respondent. It is expected that it will be given an equally direct and honest answer.
However, where it is required to express a sufficiently critical attitude towards themselves and others, many tend to confine themselves to socially approved answers, sometimes to the detriment of sincerity. Indeed, what will be the teacher's answer to the question "What prevents you from doing your classes well?" or a student's response "Why do you often miss lectures?"
In such cases, an indirect question is formed, which is usually associated with the use of some imaginary situation that masks the critical potential of the transmitted information. For example: "It's no secret that some of the students in your course rarely attend lectures." Why do you think? or “Sometimes you can hear the opinion that some teachers do not conduct their classes well. What explains this attitude towards work?
By function, the questions of the questionnaire are divided into information (basic), filters and control (clarifying).
At the same time, most of the questions are aimed at obtaining information from each of the respondents. This is the so-called. main questions.
Filter questions are used when information is needed not from the entire population of respondents, but only from a part of them. This is a kind of "questionnaire in the questionnaire." The beginning and end of the filter is usually clearly indicated graphically. For example:
“The next three questions are for psychology students only.
Are you a student of psychology? ...
What is the quality of practical classes in the psychology of communication? ...
To what extent can the knowledge gained on them help you in your work in your specialty?
Attention! Questions for everyone.
Restrictions on the range of respondents, carried out by the filter, make it possible to avoid distortions of information introduced by the answers of insufficiently competent persons.
Control questions provide an opportunity to clarify the correctness of the information provided by the respondents, as well as to exclude unreliable answers or even questionnaires from further consideration.
These are usually questions of two varieties. The first are repetitions of informational questions formulated in other words. If the answers of the main and control question are diametrically opposed, they are excluded from the subsequent analysis. Other control questions serve to identify individuals who have an increased propensity to choose socially approved answers. They offer a number of answers where in practice there can be only a single answer. For example:
"Have you ever been naughty as a child?"
“Have you ever lied to other people in the past?”
"Are you always ready to help strangers?"
As can be seen from the nature of these questions, the likelihood of getting an honest, but not actually widespread, answer is very small.
There are several ways to improve control efficiency:
In the questionnaire, the main and control question should not be placed side by side, otherwise their relationship will be detected;
Answers to direct questions are best controlled by indirect questions;
It is necessary to control only the most significant questions in the questionnaire;
The need for control, as a rule, decreases if a significant part of the questions allows evasion, expressions of uncertainty of opinion (such as “I don’t know”, “I find it difficult to answer”, “when how”, etc.).
Stages of preparation of the questionnaire.
I. Analysis of the survey topic, highlighting individual problems in it;
II. Development of a pilot questionnaire with a predominance of open questions;
III. Pilot survey. Analysis of its results;
IV. Clarification of the wording of the instructions and the content of the questions;
V. Questioning;
VI. Generalization and interpretation of the results. Preparing of report.
Questionnaire composition. Such a standardized and correspondence conversation with a respondent has a fairly stable scenario. It usually begins with a brief introduction - an appeal to the respondent, which sets out the topic of the survey, its goals, the name of the organization or person conducting the survey, and the strict confidentiality of the information received.
Then, as a rule, instructions for filling out the form are set out. In the event that the nature of the questions or their form change throughout the questionnaire, the instructions may be not only at the beginning, but also in other parts of the form.
It is very rare that the process of filling out the questionnaire is of particular benefit to the interviewees. Therefore, usually the first questions are as easy and interesting as possible. It is important to make sure that the majority of respondents want to answer them. The functions of such questions-contactors are:
a) the formation of a setting for cooperation;
b) stimulating the interest of the subjects;
c) introducing respondents to the range of problems discussed in the questionnaire;
d) getting information.
These are followed by more complex questions that make up the main content of the questionnaire.
And, finally, in the final part of the form, easier questions again follow, which is associated with the onset of exhaustion of attention, with increased fatigue of the respondents.
Requirements for the wording of questions for the questionnaire:
Does the question contain hints, either explicitly or implicitly? (After all, a question like “What do you like about ...?” already has a certain external assignment, since it assumes that something “likes”)
Does the question exceed the level of memory or thinking of the respondent? (As an example, you can try to accurately answer a question such as “How many hours per month do you spend preparing for seminars?”)
Does it contain words that are incomprehensible to the respondents or have extremely vague content? (Suppose, such as "tolerance", "altruism", "rating", "infantilism", etc., or words like such "often", "rarely", "on average", ..., the content of which is very ambiguous for different not just a schoolboy, not every student will give an answer to the question "Do you often show conformity?" And how is it "often"? Once a day, a week, a year?)
Does the question hurt the dignity and pride of the respondent? Will it cause an excessive negative emotional reaction?
Isn't the question too long in terms of size? Are the answers to it overly detailed?
Is it not asked about several different subjects at the same time? Is there an error in the logic of presentation?
Will the question appeal to everyone? Is a filter needed?
Does the issue need to be controlled? In what exactly?
What type of question (according to the form of the answer and the method of formulation) is most preferable in this particular case?
Are there evasion options in a closed question? Are they needed?
Is there grammatical agreement between the question and the answers to it?
Were there any distortions when reprinting the questionnaire?
3. Questioning as a research method
Questioning is a procedure for conducting a survey in writing using pre-prepared forms. Questionnaires (from the French “list of questions”) are filled in by the respondents themselves.
This method has the following advantages:
High efficiency of obtaining information;
The possibility of organizing mass surveys;
Relatively low labor intensity of the procedures for preparing and conducting research, processing their results;
The lack of influence of the personality and behavior of the interviewer on the work of the respondents;
The lack of expression in the researcher of the relationship of subjective predilection for any of the respondents,
However, surveys also have significant disadvantages:
The lack of personal contact does not allow, as, say, in a free interview, to change the order and wording of questions depending on the answers or behavior of the respondents;
The reliability of such “self-reports” is not always sufficient, the results of which are influenced by the unconscious attitudes and motives of the respondents or their desire to look in a more favorable light, deliberately embellishing the real state of affairs.
Consider the main types of questions in the questionnaire.
1) about the identity of the respondent, relating to his gender, age, education, profession, marital status, etc. Their presence allows further processing of the survey material within a particular subgroup of people, if necessary, comparing similar information from different subgroups;
2) about the facts of consciousness, intended to reveal the opinions, motives, expectations, plans, value judgments of the respondents;
3) about the facts of behavior that reveal the real actions, actions and results of people's activities.
When processing data from large contingents of respondents, coding of responses to closed questions is used. To do this, all answers are accompanied by three-digit numbers, in which the first two digits indicate the serial number of the question, and the third indicates the serial number of the answer. In practice, such coding is also common, in which all numbers serve to indicate the ordinal numbers of answers. The subject is asked to underline or circle the codes of the selected answers.
The use of closed questions in the questionnaire allows you to effectively compare the results of the respondents. However, they lack the completeness of expressions of individual opinions or assessments, which sometimes causes dissatisfaction of the subjects, and it is also known that such questions can provoke a series of rash, appropriately “mechanical” answers.
A semi-closed question is used if the compiler is not aware of all possible answers, or if he intends to more accurately and fully find out the individual points of view of the persons being examined. In addition to the list of ready-made answers, such a question contains the “other answers” column and a certain number of empty lines (usually five to seven);
An open-ended question assumes that the answer to it will be completely and completely formulated by the respondent himself,
Of course, this will greatly hinder the comparability of answers. Therefore, such questions are used either at the early stages of compiling the questionnaire, or when there is a need for the most complete expression of all individual answers available in the group. Such questions are also inappropriate in cases where the anonymity of respondents is of particular importance.
Questions can be direct or indirect, depending on how they are formulated.
A direct question is aimed at direct, open receipt of information from the respondent. It is expected that it will be given an equally direct and honest answer.
However, where it is required to express a sufficiently critical attitude towards themselves and others, many tend to confine themselves to socially approved answers, sometimes to the detriment of sincerity. Indeed, what will be the teacher's answer to the question "What prevents you from doing your classes well?" or a student's response "Why do you often miss lectures?"
In such cases, an indirect question is formed, which is usually associated with the use of some imaginary situation that masks the critical potential of the transmitted information. For example: "It's no secret that some of the students in your course rarely attend lectures." Why do you think? or “Sometimes you can hear the opinion that some teachers do not conduct their classes well. What explains this attitude towards work?
By function, the questions of the questionnaire are divided into information (basic), filters and control (clarifying).
At the same time, most of the questions are aimed at obtaining information from each of the respondents. This is the so-called. main questions.
Filter questions are used when information is needed not from the entire population of respondents, but only from a part of them. This is a kind of "questionnaire in the questionnaire." The beginning and end of the filter is usually clearly indicated graphically. For example:
“The next three questions are for psychology students only.
Are you a student of psychology? ...
What is the quality of practical classes in the psychology of communication? ...
To what extent can the knowledge gained on them help you in your work in your specialty?
Attention! Questions for everyone.
Restrictions on the range of respondents, carried out by the filter, make it possible to avoid distortions of information introduced by the answers of insufficiently competent persons.
Control questions provide an opportunity to clarify the correctness of the information provided by the respondents, as well as to exclude unreliable answers or even questionnaires from further consideration.
These are usually questions of two varieties. The first are repetitions of informational questions formulated in other words. If the answers of the main and control question are diametrically opposed, they are excluded from the subsequent analysis. Other control questions serve to identify individuals who have an increased propensity to choose socially approved answers. They offer a number of answers where in practice there can be only a single answer. For example:
"Have you ever been naughty as a child?"
As can be seen from the nature of these questions, the likelihood of getting an honest, but not actually widespread, answer is very small.
There are several ways to improve control efficiency:
In the questionnaire, the main and control question should not be placed side by side, otherwise their relationship will be detected;
Answers to direct questions are best controlled by indirect questions;
It is necessary to control only the most significant questions in the questionnaire;
The need for control, as a rule, decreases if a significant part of the questions allows evasion, expressions of uncertainty of opinion (such as “I don’t know”, “I find it difficult to answer”, “when how”, etc.).
Stages of preparation of the questionnaire.
I. Analysis of the survey topic, highlighting individual problems in it;
II. Development of a pilot questionnaire with a predominance of open questions;
III. Pilot survey. Analysis of its results;
IV. Clarification of the wording of the instructions and the content of the questions;
V. Questioning;
VI. Generalization and interpretation of the results. Preparing of report.
Questionnaire composition. Such a standardized and correspondence conversation with a respondent has a fairly stable scenario. It usually begins with a brief introduction - an appeal to the respondent, which sets out the topic of the survey, its goals, the name of the organization or person conducting the survey, and the strict confidentiality of the information received.
Then, as a rule, instructions for filling out the form are set out. In the event that the nature of the questions or their form change throughout the questionnaire, the instructions may be not only at the beginning, but also in other parts of the form.
It is very rare that the process of filling out the questionnaire is of particular benefit to the interviewees. Therefore, usually the first questions are as easy and interesting as possible. It is important to make sure that the majority of respondents want to answer them. The functions of such questions-contactors are:
a) the formation of a setting for cooperation;
b) stimulating the interest of the subjects;
c) introducing respondents to the range of problems discussed in the questionnaire;
d) getting information.
These are followed by more complex questions that make up the main content of the questionnaire.
And, finally, in the final part of the form, easier questions again follow, which is associated with the onset of exhaustion of attention, with increased fatigue of the respondents.
Requirements for the wording of questions for the questionnaire:
Does the question contain hints, either explicitly or implicitly? (After all, a question like “What do you like about ...?” already has a certain external assignment, since it assumes that something “likes”)
Does the question exceed the level of memory or thinking of the respondent? (As an example, you can try to accurately answer a question such as “How many hours per month do you spend preparing for seminars?”)
Does it contain words that are incomprehensible to the respondents or have extremely vague content? (For example, such as “tolerance”, “altruism”, “rating”, “infantilism”, etc., or words like such “often”, “rarely”, “on average”, ..., the content of which is very ambiguous for different not just a schoolboy, not every student will give an answer to the question "Do you often show conformity?" And how is it "often"? Once a day, a week, a year?)
Does the question hurt the dignity and pride of the respondent? Will it cause an excessive negative emotional reaction?
Isn't the question too long in terms of size? Are the answers to it overly detailed?
Is it not asked about several different subjects at the same time? Is there an error in the logic of presentation?
Will the question appeal to everyone? Is a filter needed?
Does the issue need to be controlled? In what exactly?
What type of question (according to the form of the answer and the method of formulation) is most preferable in this particular case?
Are there evasion options in a closed question? Are they needed?
Is there grammatical agreement between the question and the answers to it?
Were there any distortions when reprinting the questionnaire?
Poll (questionnaire) method
The use of questionnaires or questionnaires is one of the most popular marketing research methods.
The questionnaire method is a psychological verbal-communicative method in which a formalized list of questions is used as a means of collecting information from an object - a questionnaire.
Questioning -- one of the main technical means of concrete social research; used in sociological, socio-psychological, economic, demographic and other studies.
During the survey, each person from the group selected for the survey is invited to answer in writing the questions posed in the form of a questionnaire.
During the survey, contact with the respondent is kept to a minimum. Questioning allows you to most strictly follow the planned research plan, since the “question-answer” procedure is strictly regulated.
With the help of the questionnaire method, it is possible to obtain a high level of mass research at the lowest cost. A feature of this method can be called its anonymity (the identity of the respondent is not recorded, only his answers are recorded). Questioning is carried out mainly in cases where it is necessary to find out the opinions of people on some issues and cover a large number of people in a short time.
Despite numerous advantages, the method has a number of disadvantages, among which the following can be noted:
· It is not known what level of detail in responses provides a reasonable answer.
· Not every respondent correctly understands the meaning of the questions.
· Analysis of questionnaires allows you to understand what people think, but does not explain why they hold this point of view.
· A list of strengths and areas of activity requiring further improvement is not formed.
· The accuracy of the results depends on the quality of the questions asked.
According to the form, the questions are divided into open - it is proposed to give a free answer - and closed - the answer consists in choosing from several statements proposed in the questionnaire. Open-ended questions provide deeper information, but with a large number of questionnaires they lead to significant difficulties in processing due to non-standard answers.
Basic rules for constructing a questionnaire: logical sequence of topics covered by questions; the interest of the respondent should grow from question to question; the absence of too complex or intimate questions; compliance of the wording of questions with the educational level of the surveyed group; in closed questions, all possible answers should be provided; the total number of questions should not be too large - the survey should not tire or annoy the respondent.
Questioning can be carried out in three ways: the questionnaire is filled out in the presence of the collector individually; group filling in the presence of the collector; Respondents fill in the questionnaires on their own and, in order to maintain anonymity, submit questionnaires at the same time; "mail" questionnaire, when the questionnaire is distributed or sent to the house, and then returned to the respondents by mail.
Consider this method for obtaining data on consumer preferences of survey participants in a cultural environment. This survey involved 44 people. Segment group - students of senior classes of secondary school and higher educational institutions (Age from 15 years to 21 years). The method of questioning is postal. All participants were sent a questionnaire (see Appendix 2).
The analysis of these questionnaires showed the following results:
1) To the question “How do you most often spend your leisure time?” The most popular answers were “I visit cultural institutions (theaters, museums, discos, recreation centers, etc.) (45%), “I read books, periodicals” (45%), “I walk along the street” (41%). “I do various hobbies” (dancing, drawing, etc.) was answered by 36% of the respondents. The answer “watching TV” was the least popular (23%).
2) To the question “What cultural events and cultural institutions do you prefer?” the most popular answers were theaters (95%), cinemas (95%), museums (65%). Exhibitions were noted by 45% of respondents, discos and nightclubs - 41%. Pop music concerts are preferred by 23%, and classical music concerts by only 18%. The 'no one cares' option was not selected.
3) To the question “What cultural events and cultural institutions do you visit most often?” cinemas were the most frequent answer (77%). The remaining options did not pass the 50 percent barrier. Most often, 41% of respondents visit the theater, 36% visit exhibitions, and 27% go to museums. Discos and pop music concerts were chosen by 23%. Judging by this survey, the least attended are classical music concerts (4%). The option “everyone is indifferent” was not marked.
4) To the question "How often do you visit cultural institutions?" 50% of the respondents answered “once a week”, 30% once a month, 14% several times a week. The least popular options were once a year (4%) and I don't visit (2%).
5) To the question “With whom do you most often visit cultural institutions?” the following results were obtained: 86% prefer to visit cultural institutions with friends. This was the most popular answer, the other options did not even pass the 10 percent barrier. 7% of the respondents visit cultural institutions alone. The option “with your soul mate” was chosen by 5%, “with parents” - 2%. Not a single vote was received for the options “with children” and “whole family” due to the fact that the survey was conducted by a certain segment group - students.
6) To the question "What is your goal when you go to a cultural institution?" the most popular answer was "having fun" (68%) and learning more about culture (55%). Next came the options “to keep company and chat with friends (friend / girlfriend, family)” (28%) and “meet new people” (14%). The option to kill time was not chosen.
7) The question “Are you satisfied with the quality of cultural events (the level of professionalism of the actors, the variety of repertoires, the overall design)?” not only demanded to answer “Yes / No”, but also asked to indicate what did not suit the interviewee in the SCS institution.
Institutions were grouped into 3 types: 1) theater, cinema 2) exhibition, museum 3) disco, nightclub.
The survey showed that 91% were satisfied with the quality of theaters and cinemas, 9%, respectively, were not satisfied. The reasons for dissatisfaction were: “lack of worthy films”, “same type films”, “boring plays”. 86% were satisfied with the quality of exhibitions and museums, 14% were not satisfied. No reasons were given for dissatisfaction. 64% are satisfied with the quality of discos and nightclubs, 36% are not. The reasons for dissatisfaction were: “bad, boring music”, “high cost of alcohol in bars”, “mismatch of musical interests”.
8) To the question “Would you like to visit cultural institutions more often?” 95% of the respondents answered "YES" and 5% - no. To the question “If yes, then for what reasons do you visit less often than you want?” the most common answers were "no free time" (77%), financial difficulties (45%). Other options were also given: “no company” (16%) “health does not allow” (14%) “danger due to a criminal situation” (7%)
9) To the question “Are you attracted by various competitions, lotteries at cultural events?” "YES" answered 45.5%, "NO" - 54.5%
10) To the question “Do you visit bars, cafes in cultural institutions? "YES" answered 68%, "NO" - 32%
11) To the question “Do you think that there are not enough cultural institutions in your area of residence”? "YES" answered 66%, "NO" - 34%
“Which ones?”: “there is nothing in the area where I live” (23%), “theaters” (27%), “cinemas” (18%), “museums” (16%), “discotheques, nightclubs » (7%).
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