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16.1 Quantitative research gives you statistics in response to set
questions. For instance, it could tell you what proportion of your users
would like you to extend your opening hours to 6pm, or the aspects of your
service that users would most like to see improved. It allows you to get
views from a widely representative group of users (and non-users), and can
give statistically reliable information (ie you can be reasonably certain
that the answers given by your sample represent those of the entire group).
It also allows you to compare information year on year if you ask the same
questions. Quantitative surveys can be face-to-face, postal or conducted
over the telephone.
16.2 Quantitative research will tell you what proportion of people think
something but, unless you plan carefully, it won't tell you why. It can
also fail to pick up on what might be significant problems for users, but
which you hadn't considered when drafting your questions.
Points to think about:
 | Preparation: read other surveys the results and the
questionnaires and any evaluation of the process. Talk to colleagues who
have used surveys.
| Questions: the usefulness of a survey will depend on the questions.
It is only too easy to carry out surveys which ignore the issues that are
important to your users. Discussion groups can help you find out what you
should be asking, or talk to local organisations who represent your users.
| Testing: pilot your questionnaire on a small group. Can they
understand the questions? Do you get meaningful results? Will the results
help you? Avoid leading questions, and only ask one question at a time (if
you asked a question like 'do you like our charter or should it contain
more information?' what would a 'yes' answer mean?).
| Relevance: don't ask a question if you can¹t act on the results.
| Satisfaction surveys: be wary of simple satisfaction surveys they
are relatively unsophisticated and can provide misleading information. For
instance, with health services, people are generally so pleased to be
better that they will say they are highly satisfied, having forgotten what
happened along the way.
| Design: pay attention to the design and layout of survey forms. A
large print size, plenty of space for people to write, clear instructions
and questions, putting everything in a logical order and asking for
personal information at the end rather than the beginning will all increase
the chances that people will fill in the form. People may be put off by a
very long questionnaire.
| Expertise: if you need to ask complex questions, you might need to
employ someone to conduct the interview rather than rely on a
self-completion questionnaire.
| Removing barriers: think about how to remove barriers for users:
translate questionnaires, or consider an interpreter; use an interviewer
for people who might have difficulty reading or writing; use Braille, large
print or audio cassettes to survey visually impaired people; put your
questionnaire on the Internet and invite e-mail responses (e-mail addresses
appear automatically on mail, so bear in mind that people won't be able to
send anonymous responses in this way); include a reply-paid envelope for
postal surveys.
| Confidentiality: allow people to make their comments anonymously.
Make clear that opinions will not be published in such a way that
individuals can be identified, unless you want to quote responses, in which
case you need to ask for people's permission.
| Responses: sample sizes and response rates will vary according to
the sort of survey method you are using, who you are asking and what you
are asking. Response rates to postal surveys can be as low as 510% if they
are sent 'cold'. You can improve this by designing the questionnaire
carefully, including pre-paid reply envelopes, personalising letters,
offering prize draws etc, but don't expect a 100% response! A 60% response
would be regarded as very good. It's worth getting professional advice
about sample sizes. The larger your sample the more the exercise is going
to cost, and there's a stage at which accuracy levels will not be
significantly improved by increasing the sample size.
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Pros
| A very good method of obtaining reliable statistical information.
| Requires a relatively low level of interaction.
| Allows you to analyse large samples quickly and even to track
changes over time, if you use the same questions in later surveys.
| Can be low-cost if routine and supported by in-house expertise.
| Good method of getting the views of non-users.
| Conducting the survey over the phone gives you the chance to
explain questions if necessary.
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Cons
| A poorly designed survey, with poorly drafted questions, can give
misleading results.
| If only a small number of people respond, results will be unreliable.
| Difficult to get views of the disadvantaged minority groups who
make up only a small part of your community.
| A lot of time and money can be involved in analysing results.
| Difficult to obtain qualitative information.
| If you conduct the survey over the phone, time constraints may
result in hurried answers, and there is a danger of the answers reflecting
the views of the interviewer.
| Can be costly (you may not be able to afford to survey a large
number of people).
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Costs: varies depending on how the survey is done and how large the sample
is. An in-house postal questionnaire can be relatively cheap.
Use to: discuss general issues with users. Can be targeted to particular
groups and focused on specific issues.
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The Abbey Practice 1997 Patients' Survey
To ensure that the Practice has a clear and up-to-date idea of its
patients' attitudes towards the services it provides, 940 users were sent
questionnaires by post in April 1997. The survey asked questions under four
headings: the physical environment in the surgery, the doctor, the staff
and miscellaneous questions.
To ensure that the material returned could be collated and produce
statistically worthwhile results, a tick box method was employed for the
answers. 218 questionnaires were returned. This was considered a very good
response rate.
As a result of patients' comments homeopathy treatment is now provided and
a fax machine for repeat prescriptions has been installed on a 6-month
trial period.
Contact: Dr Anthony Stellon tel: 01304 821182 fax: 01304 827673
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Horsham District Council Leisure Services Directorate
The Directorate places a strong emphasis on obtaining customer feedback across
a broad range of services to ensure that it continues to meet the demands
of the district¹s residents.
This has resulted in such ventures as a 'junior board of directors' set up
at Broadbridge Heath Leisure Centre to provide an insight into younger
customers' requirements. A survey of 1,200 teenagers (the Horsham Youth
Leisure Survey) undertaken in collaboration with sixth-form students has
provided valuable feedback to support leisure strategy development. In
light of the findings of the survey, the District Council has recently
agreed to the conversion of the Park Recreation Centre to a modern 'Family
Entertainment Centre'. This will incorporate ten-pin bowling, American pool
and snooker, a range of high-tech interactive games, a theme bar and
catering facilities.
Contact: Steve Hawker tel: 01403 215261 fax: 01403 215268
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