Where to get the
questions from?
The importance of preliminary qualitative research.
Delia Chiaro,
In questionnaire based survey research wording is
all important because the way in which a question is couched affects
respondents’ understanding of what is being asked of them (see “Reasons for piloting questionnaires”).
However, not only is careful wording essential, but the type of question
asked also needs careful planning. If we choose to adopt open-ended questions,
the information we retrieve may well be of interest, but it is likely to be
unfocussed, pretty chaotic and certainly of no use for statistical analysis.
Thus, generally speaking, questionnaires tend to contain closed questions such
as “yes/no”; “Wh-” questions followed by a list of
answers from which the respondent is asked to choose the one closest to his or
her opinion or attitude; statements to agree or disagree with etc. Wording and
form are two crucial technicalities in questionnaire design, but let us take a
step back at what happens before researchers put pen to paper and the
instrument is still its ideational phase. Let us consider the actual substance
of the questions to be asked. How do we decide what the questions should
contain? What exactly do we ask? In other words, where do we actually get the
questions from?
If we are working within the ESP paradigm then we are likely
to have some kind of research question in our minds from which we begin working
and we are also bound to have our own ideas about what we would like to ask.
This is all well and good, but somewhat insufficient to develop a whole
questionnaire which sets out to produce data that is as objective, complete and
all-encompassing as possible. We also need to avoid bringing our own biases
into our research. For these reasons, prior to writing a questionnaire it is
standard practice to carry out a number of interviews with people in order to
broaden the researcher’s ideas on the subject as well as to gain more input for
what is to go into the questions. Thus, before drafting the instrument,
researchers will ideally have obtained a set of questions which will be a
mediation between their own ideas and fresh input from preliminary qualitative research.
Preliminary
Qualitative Research
Although interviews are normally seen as
instruments connected to qualitative research proper in their own right (which indeed they are)
they are also frequently adopted in the groundwork that contributes to gaining
insight into what actually goes into questionnaires.
Interviewing is a direct approach to
obtaining information from respondents. Interviews are less structured and more
intensive than standardized questionnaire-based interviews, (i.e. those which
are administered by reading questions over the phone or face-to-face with the
respondent). Furthermore, unlike “written” questionnaires, they are normally
carried out on small samples of people and may be representative of only part
of the population. Two types of interviews are used mostly: individual in-depth
interviews and focus group interviews.
Individual In-Depth
Interviews
These interviews are conducted face-to-face
with a single respondent with the aim of
exploring a subject in detail. If the respondent agrees, the interview can be
recorded so that the researcher can examine and interpret what is said at a
later date. In these interviews the respondent is prompted to speak freely
about the subject in question. It is the task of the interviewer to create a
relaxed atmosphere and without biasing responses, to encourage the respondent
to speak and to get her/him back on track if s/he digresses. Such an interview
will normally be between 30 minutes and 2 hours long. The interviewer must be
highly skilled to be able to probe as much as possible into responses by asking
questions such as “Why did you say that?”
and “That’s
interesting, can you tell me more?”
Advantages and
Disadvantages of Individual In-Depth Interviews
A one-to-one setting can provide a comfortable
atmosphere that will enable the respondent to speak freely with the
interviewer. Subtleties and nuances can emerge from an individual interview
which might well remain masked in a wider group setting. On the other hand,
in-depth interviews are lengthy and time consuming as it would be extremely
difficult for an interviewer to conduct more than a couple in a day without
sacrificing quality.
Focus Group interviews
These interviews are conducted by a trained
mediator among a small group of respondents who are encouraged to discuss a
subject in a natural and unstructured manner. This particular interview type is
especially useful for preparatory questionnaire work as free-flowing group
discussion often leads to unexpected findings and ideas of which the researcher
may not have thought. A focus group normally includes 8-12 members who are
homogenous in terms of their socio-demographic features. It is essential that
the group has adequate experience of the subject at issue. Thus, depending on
the object of our research, for example, a typical focus group could be made up
of young, legal translators or community interpreters working in hospital
maternity departments. The interviews take place in a relaxed atmosphere with
refreshments offered beforehand and readily available throughout the 1–3 hours
of the interview. The discussion is usually video-taped, although often researchers
also observe the group via a two-way mirror. The skill of the interviewer who
acts as moderator is paramount: s/he must establish a rapport with
participants, keep the discussion moving and elicit insights. Usually the
moderator will play an essential role in the elaboration and interpretation of
data.
Advantages and
Disadvantages of Focus Group Interviews
One advantage of focus group interviews is that
respondents can enlarge and refine their responses through their interaction
with other group members, something which tends to naturally lead to more
accurate and detailed information than what emerges from an individual
interview. Furthermore, the situation and atmosphere of the group is more
exciting than that of a standard interview and the “crowd” makes individuals
feel more secure in expressing themselves. The moderator questions the group as
a whole and not as individuals so respondents may feel uninhibited in
expressing themselves.
Of course participants in focus
groups may “play games” and go along with the group rather than express their
own opinions, not to mention the fact that one more vocal member with strong
opinions may alter the group’s expressed view substantially.
In both Translation and Interpreting Studies
researchers often wear two hats in that they are often also practitioners of
what they are researching. Unfortunately this does not necessarily mean that
they do better research, as their experience may bias their questions and
interpretation of data. A non-practitioner may be a better researcher, but is bound to know less
about the topic s/he is researching due to his/her lack of personal experience.
It is precisely here that preliminary research can be of great help allowing
the practitioner-cum-researcher to step back and look at what s/he is doing
more objectively through the eyes of the interviewee and the researcher to
glean first-hand information about a world s/he has never personally
experienced.
Thus the researcher’s ideas,
broadened and fine-tuned by extensive preliminary investigations, can provide
ample material for the questions that will make up the questionnaire. However,
this stage does not substitute piloting. It goes without saying that more
interviewing and more piloting will lead to more viewpoints and more fresh input.
Questionnaires should undergo numerous drafts before definitive administration.
Repetitive piloting with wording sometimes subtly different in each draft is
essential to ensure a well-adjusted instrument. Only when all the questions
“work” can administration proper be carried out.
Recommended reading
Malholtra. Naresh
K. 1996. Marketing Research: an Applied
Orientation.
Tull, Donald S. and
Aaker, David A.; Kumar, V. and Day, George, S. 1995.
Marketing Research Fifth Edition.