Self-Report

SELF-REPORT

Self-report Techniques

Questionnaire - data collected through written, fixed questions.

Structured Interview - questionnaire delivered face-to-face or over phone in real-time.

Unstructured Questionnaire - may start with some predetermined questions, and further questions re developed in response to answers given.

Evaluation

- Self-report access what people think and feel, not possible through observation.

- Answers may lack validity because social desirability bias and/or people don't know what they actually think, therefore sample may be unrepresentative.

Questionnaires - collect data from large number of people, people may be more willing to reveal confidential information than in an interview. However, it can only be filled in by people who can write and have the time, therefore it's a biased sample.

Structured Interview & Questionnaire - can be repeated exactly, good for making comparisons between people and good for analysis.

Structured & Unstructured Interviews - may be affected by interviewer bias.

Unstructured Interview - more detailed information, more issues with interviewer skills and bias, more expensive due to training needed.

Self-Report Design

Clarity of Questions - avoid ambiguity, double negatives, double-barrelled questions.

Bias - avoid leading questions and social desirability bias.

Analysis - use closed or open questions.

Other Considerations - filler questions, leave anxiety-provoking questions until later, consider sampling technique, run a pilot study.

Recording Interviews - writing down answers may make interviewee feel evaluated.

Effect of Interviewee - non-verbal cues (e.g. crossing arms), listening skills (e.g. regulating comments)

Questioning skills in unstructured interview - how and what questions to ask (e.g. not too probing or repetitive)

Evaluation

Open Questions - collect more detailed, genuine data and access unexpected questions. however, such questions are difficult to answer so respondents may not give full answers, also more difficult to analyse.

Closed Questions - quantitative data produced, easier to summarise and draw conclusions. However, answers may lack validity because forced choice or acquiescence bias (reluctantly accept without protest).