ncompass live: conducting surveys i: introduction and questionnaire design
DESCRIPTION
Tackling the job of conducting a survey for your library can be daunting. A systematic and quality-driven approach will yield results which can provide valuable information to decision-makers and stakeholders. This first in a three-part series of workshops on conducting surveys will demystify the survey process, from beginning to end of your project. This first workshop of the three-part series addresses 1) the reasons for conducting a survey; 2) issues in effective questionnaire design, data collection and analysis, and reporting; and 3) questionnaire design, especially measurement, question content, and structure, including examples.TRANSCRIPT
Conducting Surveys I
Introduction andQuestionnaire Design
NCompass Live – May 12, 2010
About the presenter
Research AnalystSpecial Projects AssociateGrant [email protected]
About you
Your role
Library DirectorLibrary Staff MemberTrusteeFriends/Foundation Board Member
Your credentials
About you, cont’d.
About this presentation
Reasons for conducting a surveyQuestionnaire design, data collection and analysis, and reportingMeasurement, question content, and structureExamples
1) Information needs for…
Strategic planMarketing planBudget justificationReturn on investmentGrant writing, fundraising
Capacity buildingFeasibility studyNeeds assessmentProgram planningProgram evaluation
What’s the goal?
Building customer/patron loyaltyIdentifying attractive prospectsFocusing on high potential customers/patronsPredicting future usage patternsImproving return on investmentIdentifying new products and services
What’s the question?
Opportunities, problems, challenges, barriersService, programming, accessibility needsSatisfaction, performanceExpectations, reputationValue, worthComparison to existing dataUsage patternsSnapshot
Respondents
Users
PatronsVisitorsOne-timeRegularsAge, Ethnicity, Gender, Disability, Geography, IncomeType of check-outsType of questions
Non-users
Potential usersAdmirers, loyaltyAwareInformedUnawareUninformedComputer ownersBook buyers
Pros and cons
Advantages
No interviewer biasInexpensiveRepeatableOften gains thoughtful answersMore respondentsCandid responses if confidentiality is ensuredEasy to analyze
Disadvantages
Doesn’t ensure qualified respondentsLow response rateInability to gain further detail / probePoor turnaround time
2) Survey research
The study of attitudes, beliefs, and behavior of people and their settings through questionnaires administered by mail, e-mail, handouts, personal and telephone interviews, and the Internet
Surveys
QuestionnaireMail, paper-and-pencilGroup-administeredInternetE-mail
InterviewPersonalTelephone
Design
Ease of useLengthSensitivityLayoutLanguage
Pretesting and revision
Data collection
Target audienceSamplingIncentivesConfidentiality/anonymity
Method of administration
Paper-and-pencil (Self report, face-to-face, telephone)Electronic (e-mail)Online/Internet
Data analysis
Descriptive statisticsQualitative vs. quantitative dataCoding
Reporting
Title pageTable of contentsIntroduction and objectivesExecutive summary or highlightsConclusions and recommendationsComplete findings of the studySupporting charts and graphsAppendixes
3) Questionnaire design
Questionnaire:A research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents
Measurement
Operational definitionValidityReliability
Measurement, cont’d.
AttitudeBehaviorIntentionAttributesOther characteristicsClassification
(demographics)
Question content
DichotomousMultichotomousScalesOpen-ended
Structure
General to specificQuestion sequenceFiltersSkip patternsLength
Structure, cont’d.
IntroductionBodyEncouragementNote of thanksReferral for questions
4) Examples
Disclaimer
Introduction (Ex. 1)
Happyplace Public Library would like to find out where we are now as a library. We would like to learn a little bit about your library experiences at Happyplace Public Library. The information gathered from the following survey may help us evaluate, plan, and shape some of our future thinking about our library and the various needs of our patrons.
Your opinions are very important to us, and your responses will remain confidential. Please take a moment to fill out this questionnaire, and return it to Happyplace Public Library in the accompanying envelope by February 29th. Thank you!
Introduction (Ex. 2)
The Nebraska Library Commission is in the process of gathering information from 21st Century Librarian Scholarship recipients to find out how the scholarship program worked for them and if they have completed their degree program.
Please take a few moments to complete this questionnaire about your experiences. This is for evaluation purposes and we will use some of the information in our federal grant report where we will discuss the outcomes of our recruitment activities and share the "stories" of how the scholarships have contributed to the developing library careers of scholarship recipients. When given the opportunity to comment, please do so in whatever detail you care to provide.
Assurance of confidentiality
Your responses will remain confidential.No identifying information will be attached to your answers.Your responses will be combined with like responses.
Q1. Scale
Overall, how satisfied or dissatisfied are you with the services the library provides to the community?
Very satisfiedSomewhat satisfiedNeither satisfied nor dissatisfiedSomewhat dissatisfiedVery dissatisfied
Q2. Dichotomous
Do you have a library card?YesNo(Don’t know)
Q3. Multichotomous & skip
When was the last time you visited the library?
TodayIn the last weekIn the last two weeksIn the last monthIn the last six monthsIn the last yearIt’s been over a year since I visited the libraryI’ve never visited the library (Skip to Question #)
Q4. Multichotomous
If you recall, what was the purpose of your most recent visit to the library? You may include today’s visit. (Check all that apply)
Use the computer labBrowse books, DVDs, CDs or other itemsRead magazines or newspapersAttend a programUse the copy machineCheck out an item for myselfCheck out an item for my childReturn itemsBrowse booksOther ________________________________Don’t recall
Q5a. Scale
To what extent was the result of your most recent visit what you expected? / How did your most recent visit to the library meet your expectations?
Better than I expectedJust as I expectedWorse than I expectedDon’t recallI’ve never visited the library
Q5b. Scale
Overall, how satisfied or dissatisfied are you with your most recent library visit?
Very satisfiedSomewhat satisfiedNeither satisfied nor dissatisfiedSomewhat dissatisfiedVery dissatisfied
Q5c. Scale
On a scale of 1 to 10, with 1 being very dissatisfied and 10 being very satisfied, how would you rate your most recent library visit? (Circle one)
1 2 3 4 5 6 7 8 9 10
Q6. Scale
Please rate the following services offered by Happyplace Public Library:
Excellent Good Fair Poor Doesn’t apply
Check-out processBookmobile serviceEtc.
Cont’d.
Q6. Scale, cont’d.
Bookmobile serviceAssistance with finding a book or other materialsCatalog systemAssistance with using the catalog systemCheck-out processNotifications about finesCustomer serviceInterlibrary loan service
Programming for adultsProgramming for childrenProgramming for teensAssessment of finesWebsite
Comments: __________ ____________________________________________________________
Q7. Scale
How satisfied or dissatisfied are you with the variety of the following items?
Verysatisfied
Somewhat satisfied
Neither satisfied nor dissatisfied
Somewhat dissatisfied
Verydissatisfied
Adult fiction booksDVDs
Etc.
Cont’d.
Q7. Scale, cont’d. & open-ended
Adult fiction booksAdult non-fiction/ self-help booksDVDsChildren’s booksTeen booksBooks on tapeBooks on CD
MagazinesNewspapers
Comments: ________ ________________________________________________________________________
Transition
We’d like to know some details about your experience with programming at Happyplace Public Library.
Q8. Scale
How likely are you to participate in adult programming in the next year/six months?
Very likelySomewhat likelySomewhat unlikelyVery unlikely
Q9. Scale
How important is it to you that adult programming be offered to the community, through the library?
Very importantSomewhat importantNot very importantNot at all important
Q10. Scale
If you have children under the age of 18 living at home, how likely are they to participate in children’s/teen programming in the next year/six months?
Very likelySomewhat likelySomewhat unlikelyVery unlikelyNo children living at home
Q11a. Dichotomous/filter
Do you have children under the age of 18 living at home?
YesNo (Skip to Question 16)
If you have children under the age of 18 living at home, have they participated in the summer reading program in the past?
YesNo
Q11b. Dichotomous
If you have children under the age of 18 living at home, have they participated in the summer reading program in the past?
YesNoNo children living at home
Q12. Scale
How important is it to you that programming be offered to your children, through the library?
Very importantSomewhat importantNot very importantNot at all importantNo children living at home
Q12. Scale/open-ended
How important is it to you that programming be offered to children in the community, through the library?
Very importantSomewhat importantNot very importantNot at all important
Comments: __________________________
Q13. Scale
How important is it to you that programming be offered to your teen(s), through the library?
Very importantSomewhat importantNot very importantNot at all importantNo teens living at home
Q14. Scale/open-ended
How important is it to you that programming be offered to teens in the community, through the library?
Very importantSomewhat importantNot very importantNot at all important
Comments: __________________________
Q15. Scale
If you have children under the age of 18 living at home, how likely are they to participate in the upcoming summer reading program?
Very likelySomewhat likelyNot very likelyNot at all likelyNo children living at home
Transition
Now we have some questions about Happyplace Public Library’s website…
Q16. Multichotomous
When was the last time you visited Happyplace Library’s website, www.happyplace.com?
TodayIn the last weekIn the last two weeksIn the last monthIn the last six monthsIn the last yearIt’s been over a year since I visited the websiteI’ve never visited the websiteDon’t recall
Q17. Scale
If you recall, overall, how satisfied or dissatisfied are you with your most recent visit to the library website?
Very satisfiedSomewhat satisfiedNeither satisfied nor dissatisfiedSomewhat dissatisfiedVery dissatisfiedI’ve never visited the websiteDon’t recall
Q18a. Open-ended
What was the purpose of your most recent visit to the library website?
____________________________________
Q18b. Multichotomous
What was the purpose of your most recent visit to the library website? (Check all that apply)
To access a databaseTo learn about programs offeredTo learn about services offeredTo access the online catalogTo reserve a bookTo get library contact informationTo find out how to get a library cardOther _______________________________
Q19. Scale
Please rate the ease of use of the library website to find/access information:
ExcellentGoodFairPoor
Encouragement
Almost done…one more page!
We’re almost done. Just a few last questions…
Thank you for your time. Just a few more questions…
Q20. Dichotomous/filter
Are you a fan of Happyplace Library on Facebook?
YesNoDon’t knowI don’t have a Facebook account
Q21. Scale
What would you say is the library’s reputation in the community?
ExcellentGoodFairPoor
Q22. Scale
To what extent do you agree or disagree with the following statements:
Stronglyagree Agree
Neither agree nor disagree Disagree
Strongly disagree
The library provides valuable services to the communityEtc.
Q22. Scale, cont’d.
The library provides valuable services to the communityThe library has a good reputation in the communityThe library has provided valuable services to meI would recommend using the library to my friends and familyThere’s room for improvement in the services the library provides
Transition
We’d like to learn a little bit more about you…
Reminder about confidentiality
The following information will be used for demographic purposes only.
Q23. Demographics
Gender:MaleFemale
Q24. Demographics
Age:Under 1818-2425-3435-4445-5455-6465-7475 or over
Q25. Demographics
Do you live… (Check all that apply)
Within city limits / In HappyplaceIn Happy CountyIn BBB CountyIn CCC CountyOther county ___________________
Q26. Demographics
Length of time living in Happyplace:
I don’t live in HappyplaceLess than 1 year1-5 years6-10 years11-20 years21+ years
Q27. Demographics
Highest level of education attained:
Less than high schoolHigh school diploma/GEDSome collegeAssociate degreeBachelor degreeGraduate degree
Q28. Demographics
Race (check all that apply):WhiteBlack or African-AmericanAmerican Indian and Alaska NativeAsianNative Hawaiian and Other Pacific IslanderSome other race ________________
Q29. Demographics
Ethnicity:Hispanic or Latino (of any race)Not Hispanic or Latino
Q30. Demographics
Household Income:Less than $20,000$20,000 to $29,999$30,000 to $49,999$50,000 to $74,999$75,000+
Open-ended questions
Comments:Other (please specify):If you have other comments for us about your experience with Happyplace Public Library, please provide it below:Your name (optional):
Note of thanks
Thank you for completing this questionnaire/survey. We appreciate your feedback!
Note of thanks
Thank you for completing this questionnaire/survey. We appreciate your feedback!
Referral for questions
If you have any questions regarding this survey, please contact Jane Smith at 402-555-0000 or [email protected]
Next steps
Evaluation
Print resources
Survey Research Methods by Floyd Fowler (Sage Publications)Internet, Mail, and Mixed-Mode Surveys: The Tailored Design Method by Don Dillman (Wiley)
Online resources
Research Methods Knowledge Basehttp://www.socialresearchmethods.net/kb/survey.php
Writing Guide: Survey Researchhttp://writing.colostate.edu/guides/research/survey/
LRS Library User Surveys on the Web by Type of Libraryhttp://www.lrs.org/usersurveys.php
Montana State Library Guidelines for Designing a Library Survey
http://msl.state.mt.us/For_Librarians/For_Public_Librarians/standards/PatronSurveys.doc
Questions?
Evaluation
CE credit
Related topics
Conducting Surveys II: Data Collection – June 9, 2010http://www.nlc.state.ne.us/scripts/training/eventshow.asp?ProgID=9637
Conducting Surveys III: Analyzing Data and Reporting Methods – July 14, 2010http://www.nlc.state.ne.us/scripts/training/eventshow.asp?ProgID=9638
Archived: Surveys, Focus Groups & Observation, or How to find out stuff from people in your community – March 10, 2010http://www.nlc.state.ne.us/scripts/training/eventshow.asp?ProgID=9552
Upcoming sessions
Cataloging with RDA: An Overview – May 19http://www.nlc.state.ne.us/scripts/training/eventshow.asp?ProgID=9522
Tech Talk with Michael Sauers – May 26http://www.nlc.state.ne.us/scripts/training/eventshow.asp?ProgID=9475
Communication—Getting the Word Out: Does your audience hear what you mean? – June 23http://www.nlc.state.ne.us/scripts/training/eventshow.asp?ProgID=9510