WLA Conference - Applying Survey Methodology in the Real World

Thomas Walker, Associate Dean, UW Milwaukee SOIS)

Teaches Research Methods, the room was very, very full (about 45-50).

He noted that UIUC also does library research (part of where he learned about surveying), for a fee, as will other consultants. He promised to also talk about the way research reports are reflected in the media. Below is a rough transcription of his presentation with some additional notes.

Introduction to Surveys

• What are they?
• How to plan a survey
• How to collect data
• Sampling
• Questionnaires
• Questions

Surveys: a formal method of gtathering informationk about a group of poeple through a sample, A carefully chosen sampl can be used to project results to a larger population

They are NOT collected from 100%; from a self selected group; collect from a group njust because that "sample" is easy to get data from

Data is gathered systematically using standardized procedures, not associated with individuals, but creates a composite profile of the whole group

Library Surveys usually are to assist in the planning process: identify needs, perceptions of what libraries are and should be, etc.

Surveys and methods of collection:

• telephone
• mail
• in-person at the library or other location
• website or email
• while methods of data collection can be used to describe the type of survey, methods should not be the main reason a sample is chosen

Planning a survey

1. Development [establishes parameters]
   
2. Pre-test [important step]
   
3. Final Draft Plan and survey
4. Implementation
5. Coding
6. Analysis and reporting

Development: define budget, staffing, time; define outcomes; broadly define population and sample; draft data collection method; draft questionnaire

Pre-test [should this be one word or two?]: More clearly define population and sample; refine questionnaire; pretest again; evaluate pretests and continue or pretest again

Final draft of plan and survey

• Finalize population and sample
• Prepare final questionnaire
• Organize logistics of implementation

Implementation: select sample; collect data

Coding: evaluate the validity of data (remove invalid responses and otherwise clean up); prepare data for analysis (code)

Analysis: prepare data sets and subsets; analyze data

Final reporting: contextualize data in pre-established framework of survey plan; prepare report

Two Critical Tasks

• Questionnaire Design
• Sampling

Questionnaires: define what kind of information is required and from whom do you need data;break down complex problems into very simple ones; create clear simple questions, not complex ones; may be self administered or done by an interviewer; should be introduced to let the respondent know what the purpose is, who will analyze it, and whether the results will be made public; should conclude by expressing appreciation; should be written at an appropriate reading level

Confidentiality: statements assuring confidentiality are desirable and may be required; inform respondents that responses are voluntary; if children are involved, extra precautions must be taken

Clear simple questions: scales may be useful (on a scale of 1 to 5...); multiple choice may be clear, if all possible choices have been anticipated; open-ended questions can yield rich data, but are difficult to analyze or quantify; questions should be pre-tested; special terms should be defined

How to Sample

• Define overall population
• Determine accurate ways to sample the population
• There is not one magic formula for determining sample size

Confidence level is important.

• Factors include how exact data needs to be, budget, time, ease of administration