Opinions about the quality of services provided by city and commune offices have a direct impact on residents' perception of the quality of life in a given place. The office, like any entity providing services, is subject to continuous assessment of clients (in this case, residents). The basic measure of the quality of services offered by city and commune offices is the satisfaction of residents. Therefore, it is worth examining the moods and opinions of residents and, on this basis, planning actions to improve the image of the office and implementing projects that improve the quality of life.
How to do it? Let's look at various ways of surveying the opinions of city or commune residents. We have at least several research methods at our disposal. We will start with quantitative research.
Quantitative research
Our experience shows that offices most often choose quantitative research techniques. These are studies based on a survey questionnaire, and their basic features include: quantitative description of the phenomenon (the results are numbers, they answer the question: how many?), objective interpretation of the results and the possibility of generalizing the results to the entire population - due to large research samples. Depending on the method of conducting the survey, i.e. depending on the method of application of the survey, the following types of research are distinguished:
- direct interview with the interviewer (PAPI – Paper & Pen Personal Interview and CAPI – Computer Assisted Personal Interview),
- CATI telephone interview (Computer-assisted telephone interviewing),
- online survey CAWI (Computer-Assisted Web Interview).
Each of the above methods has its advantages, but also some limitations. So let's look at the characteristics of the methods indicated above.
PAPI
PAPI is the most traditional research method among quantitative techniques, which involves conducting a direct interview with the respondent by an interviewer who reads the question and the proposed answers, and writes down the respondent's answer in a paper questionnaire on an ongoing basis.
This type of research is considered one of the most effective because the respondent, when talking to the interviewer face-to-face, feels more obliged to provide a reliable answer and it is more difficult for him to refuse to participate in the survey. That is why the offices we cooperate with most often use this research method. We carried out PAPI research, among others: for the Katowice City Hall, the Pszczyna City Hall, the Chorzów City Hall and the Polkowice Commune Office.
Research report from an exemplary study for the Katowice City Hall at the link:
https://www.katowice.eu/Konsultacje/Shared%20Documents/Raport%20z%20badania%20Szarych%20Szeregow.pdf
The disadvantage of this method is that the data collected on paper questionnaires must then be transformed into electronic data and transferred to the system to be able to segregate, analyze and generate reports. This process, called survey coding, is time-consuming and requires additional work (which generates additional costs).
CAPI
Another survey method is CAPI. In this method, the interviewer reads the question to the respondent and the respondent's answer is saved on an ongoing basis on a mobile device (laptop, tablet or smartphone) containing special software, thanks to which the process of sorting answers and generating results is efficient and quick.
CATI
In research carried out using the CATI method, the interview with the respondent is conducted by telephone, and the interviewer reads the questions and notes the answers obtained using a special computer script (program). This script allows for some automation of the questionnaire, e.g. by managing the filtering of questions asked or randomizing the order in which specific issues will be read to the respondent. It also makes it easier and faster to sort through responses and generate results.
CAWI
CAWI is a computer-assisted interview conducted via a website. This is a type of research in which the respondent is asked to complete a survey in electronic form. Unlike PAPI and CATI, this method allows you to include not only text questions in the survey, but also graphic and multimedia elements, e.g. charts, infographics, drawings, photos, videos and sounds. CAWI is characterized by quick access to the obtained data and the possibility of quick analysis, because the data is already in electronic form immediately after obtaining it. There is also the elimination of human error, in other words, we avoid the risk of errors made by the interviewer, because everything happens without his participation.
Choosing a survey method
If we are faced with a decision which survey method to choose, three important factors may guide us: the time we have to conduct the survey, the number of questions in the survey and the budget we have.
- Study implementation time. In terms of project implementation time, CATI and CAWI are the best. Both tests can be performed without leaving the office, and the data obtained are saved directly on the computer, which eliminates the coding stage.
- Number of research questions. Research consisting of a large number of research questions is conducted using methods that are characterized by direct contact with the respondent (e.g. PAPI, CAPI).
- Costs associated with the study. The cheapest methods include indirect contact with the respondent (e.g. CATI, CAWI). This is due to the possibility of collecting data remotely (from the office), which significantly reduces the costs of employing interviewers. Moreover, these methods do not require coding of the results.
Survey research success
The success of a survey depends to the greatest extent on a properly selected research sample, a well-constructed research tool (i.e. a survey questionnaire) and - in the case of a direct and telephone interview - the interviewer, who should be open, communicative, trustworthy, patient and able to control the course of the conversation with the respondent.
In the next article, we will introduce you to qualitative research methods. We invite you to read it today!
