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Session 4
Session 4
Ethical Considerations
In the collection of data, researchers should be ethical, practicing the principles of honesty
and integrity. The data collected should be kept confidential and used only for the purposes
originally specified.
Researchers should respect the rights of those participating in the research and avoid any
harm to them. When you ask participants to complete a questionnaire, they have a right to
reject you. Sometimes, depending on the degree of personal involvement on the part of
participants, you may need a written consent from them. Sometimes, depending on your area
of discipline, you may need to get prior approval from an ethics committee to ensure the
design of your research includes appropriate measures to protect the interests of the
participants. As long as the information obtained is recorded in such a manner that your
subjects can be identified, directly or indirectly, you will need to submit your research
proposal to an ethics committee for approval. It is advisable, hence, that you do not request
information that is private and identifies the subject. For more information see
http://www.nus.edu.sg/irb/Guide.htm.
It is recommended that you do not ask for respondents personal medical history. For
instance, a question about how many minutes a person exercises each week is appropriate.
One on the types of medicine prescribed is not.
Reliability and Validity
Reliability refers to the issue of whether others doing your research under the same
conditions will find the same results. If a survey questionnaire is administered to the
same participants on different occasions and the results produced are the same on
each occasion, then the survey results are reliable. This is why the questions should be
well-constructed so every respondent will understand and interpret all questions in the
same way. The reliability of the results is also dependent on a certain sample size for
the results to be statistically significant.
Validity relates to whether your research tool actually tests what you set out to test. Hence,
the quality of your research tool how thoroughly it is designed and how well it is executed
is important. In other words, irrelevant questions cause the questionnaire to be invalid and
will not produce a reliable study.
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Activity 1
1. You want to find out whether a branded coffee shop will attract customers on campus.
Which question is reliable? Explain your choice.
(a) Do you like high quality pastry?
(b) How much are you willing to pay for a pastry?
Less than $2
Between $2 and $2.50
More than $2.60
2. You want to find out whether a branded coffee shop will attract customers on campus.
Which question is valid? Explain your choice.
(a) How much do you like coffee?
(b) How many times a month would you visit a coffee shop on campus?
1-2 times
3-4 times
More than 5 times
3. You want to determine how patients self-medicate.
Are these questions reliable/valid? Explain your answers.
(a) It is safe to take many Panadol tablets in one day.
True
False
Undecided
(b) Please list what you do when you have a cold.
(c) We should be prescribed antibiotics when we have the flu. Circle your choice.
Disagree
Agree
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Research Objectives
Many scientific investigations begin with a theoretical question. This is then stated as an
assumption which serves as the hypothesis of the research project. The hypothesis serves as a
prediction about the outcome of the study, expressing the researchers supposition. Research
is needed to prove or disprove the hypothesis.
Theoretical Question: Do patients adhere to
the instructions on how to take their
medicine?
Activity 2
Look at the above example of a research question and hypothesis. Devise three relevant
questions you would ask to get the results to prove or disprove your statement.
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Description
Example
either-or
multiple-choice
checklist
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ranking
fill-in
1
2
Strongly
Disagree
5
Strongly
Agree
Personal information should only be asked if it is absolutely vital to your research. It may be
placed at the beginning or end of the questionnaire. Give a range to choose from instead of
asking them to provide a blank for them to fill in. For example, you may write:
Age:
15-20
21-30 31-40
Profession:
Education IT Administration
Sales & Marketing
School level: Lower secondary Upper secondary JC University
Crafting the questions
Provide clear instructions by instructing the respondents to circle, tick or provide
short answers. If you want the respondents to choose from a scale of 1 to 5, state
clearly what 1 and 5 represent.
Write simply, clearly and keep the questions short. You have to avoid ambiguous,
vague, leading, loaded and compound questions. Moreover, avoid words which may
cause offence, especially in a multi-racial country like Singapore.
Organization of the questionnaire
Keep the questionnaire short (about 10 12 questions).
Try to keep your questionnaire to 12 pages; the respondent should not take more
than 10-15 minutes to complete it.
Determine if each question is providing you with information that you need. Any
question that is not providing necessary information should be removed. If you can
obtain the information from another source, you do not need to ask the question.
Place the easiest / straightforward or least contentious questions first and the difficult
ones at the end. This encourages the respondents to complete the questionnaire.
Pay attention to the categorization and numbering of the questions so you can tabulate
your data easily. Use sub-headings if necessary.
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Session 4
1. Review the
research question
2. Determine your
sample or subjects
6. Revise the
questionnaire
5. Trial or pre-test
the questionnaire
4. Create the
questions
7. Distribute the
questionnaire
If you are not distributing the questionnaire personally, write a cover letter to explain why
you are conducting the survey.
State who you are.
Give the objective of the study.
Explain what you might do with the data.
Ensure confidentiality.
Provide instructions on when you need the questionnaire to be completed.
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Session 4
22 August 2013
Date
Dear Participant
Salutation
We are second year Pharmacy students from the National University of State who you are.
Singapore (NUS), Faculty of Science, who have to design a health
communication campaign and a research poster as partial fulfillment
for our Foundation in Effective Communication module.
State the objective
As little is known about whether Singaporeans follow instructions
of the study.
when taking their medicine, the objective of this survey is to gather
Explain what you
information about how Singaporeans use their prescription medicine.
might do with the
The results of the survey will be used for the projects in this module.
data.
Please help us by completing the questionnaire. To ensure
confidentiality, please do not identify yourself in any way on the
questionnaire, that is, do not give us your name, identification card
number, address and contact number.
Request help.
Ensure
confidentiality.
_______________
Kenneth Wee
9YYY-YYYY
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Activity 3
Examine the following questionnaire, and comment on its strengths and weaknesses, based
on what you have learned about designing a questionnaire.
Objective: To survey the general public on their awareness of safe practices in the use of
medications
Questions
1.
4.
5. What is the daily recommended maximum number of Panadol tablets (500 mg) that a
person may consume?
a) 6
b) 8
c) 10
d) 12
6. It is safe to take the left over antibiotic medications from a relative in the family if your
symptoms appear to be similar to those experienced by your relative.
a) True
b) False
c) Not sure
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How long do you keep unused medication (e.g. Aspirin tablets) you bought from the
Retail Pharmacy?
a) 3 months
b) 1 year
c) Until the date of expiry on the package
8. Where do you think you should be storing your unused medications (e.g. tablets, cough
mixture, medicated cream etc.) at home?
a) in the refrigerator
b) in a drawer in the kitchen
c) in a drawer in the dining/living room
9.
How frequently should you be checking the unused medicine at home to ensure that it is
safe for consumption?
a) every 6 months
b) once a year
c) once in 3 years
10. Are you confident enough to ensure that the way you consume medications (whether
prescription medication or self-medication) is a safe practice?
a) Yes
b) No
c) Not sure
Activity 4
In your project groups, do the following:
1. Identify a health issue and target group of you would like to focus your study on.
2. Narrow your topic to one suitable for a short survey. For instance, Smoking cessation
is too broad. Role of family in smoking cessation is better. Your library research can
give you ideas on how to further define your topic.
3. Formulate a research question for your research that would provide you with the
information you need for your article, poster and oral presentation tasks.
4. Complete the Health Communication Proposal form so that you are all clear about the
objectives of the survey you are about to conduct. Show this to your tutor at the next
session when you pilot the questionnaire.
5. Design a questionnaire to collect the information you need. Have a pilot questionnaire
ready by the next class session.
Points to note:
Your target group could be selected based on age, gender or a common health issue
such as smoking.
The research question should be related to the theme of persuading the general public
to adopt healthy behavior. You might want to read Lipowskis article Developing
Great Research Questions on IVLE for some guidance on formulating your research
question.
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Session 4
Your survey is the means by which you identify the determinants of healthy behavior
for your target population, i.e. the reasons for which they perform or do not perform
certain healthy behavior.
Consider if it is necessary to use other primary research methods such as observation
and interviews to gather additional information before or after you conduct your
survey.
You will pilot this questionnaire in the following tutorial session, so you should
prepare copies for the tutor and other students in your class to complete the
questionnaire.
References
Chew ML & Lee KC. The Science of Effective Communication in the Workplace. Singapore: Pearson
Prentice Hall; 2006.
Denscombe M. The Good Research Guide. Philadelphia: Open University Press; 2003.
Lipowski EE. Research fundamentals: Developing great research questions. Amer J of Health-Sys
Pharm. 2008;65:1667-70.
http://www.ashpfoundation.org/MainMenuCategories/ResearchResourceCenter/FosteringYoungInves
tigators/AJHPResearchFundamentalsSeries/Developinggreatresearchquestions.aspx. Accessed 2011
Aug 1.
Material originally developed by Wu SM and Richard D, revised by Lee KM. Survey samples credited to Chan PKs Breeze lecture on
surveys, and Chui WK.
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