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Peer Review

Questionnaire Design and Surveys Sampling

by Dr. Hossein Arsham


Overall Numeric Rating:

2.3 stars
Content Quality: 3 stars
Effectiveness: 1.3 stars
Ease of Use: 2.5 stars
Reviewed: Oct 15, 2004 by Business Editorial Board
Overview: This website provides a comprehensive overview of issues a researcher might
encounter in questionnaire design and survey sampling. A heavy emphasis is
placed on the statistical issues that arise. Further, basics of sampling and
sample size calculation with some mention of selected statistical techniques are
discussed. A myriad of links to companion sites are also provided. These
sites address a multitude of research related issues with once again a heavy
emphasis placed on the statistical issues encountered.
Type of Material: An outline containing major issues, terminology and statistical formulas
utilized when conducting survey research is presented. The site also contains
Applets which tie in with some of the formulas presented. The module reads and
feels like a textbook excerpt on sampling and could be used as a supplement
to a research methods class.
Recommended Uses: If students currently were studying research design, this site would make an
excellent companion to reinforce the material being covered in class.
Technical Requirements: Internet access is required. Various statistical packages are referred to
including SAS and Excel. Access to one of these packages would make the
material more meaningful.
Identify Major Learning Goals: The site intends to provide the user with an overview of the major issues
encountered and steps involved in conducting questionnaire based research.
Essentially, a detailed outline for developing one's research design is
presented. Students will learn basic statistical issues in regard to sampling
Target Student Population: Given the detailed and straightforward presentation of the material and the
heavy statistical orientation, the material would be appropriate for junior or
senior level marketing research students, graduate students in a research class
or professionals with some need for a refresher in research.

Prerequisite Knowledge or Skills: Some exposure to basic statistics and research would be most useful.

Evaluation and Observation

Content Quality

Rating: 3 stars
Strengths: All of the major issues that need to be addressed when working on research
design are presented in detail. This would make a useful reference tool whereby
the user could search for a topic of interest. The content is solid on sampling
and sample size. The calcuations are the basic formulas that students would
need to know and know how to use.
Concerns: Some of the material has a strong statistical bent which for a statistics class
would be appropriate. However, for other research classes, this material may be
too complicated. Also, while the content is very detailed, at times it seems
to be an "everything but the kitchen sink" approach. In addition, while there
was "questionaire design" mentioned in the title, there was no survey design
in the module about how to word or write questions and answer selections.

Potential Effectiveness as a Teaching Tool

Rating: 1.3 stars
Strengths: The material provides a "textbook overview" of sampling in a very detailed and
comprehensive manner. It could be utilized as a supplemental reference tool.
Concerns: The presentation is very dry and a bit overwhelming. The material presented is
essentially a summary of what one would find in any research textbook. As such,
the module may not significantly interest students.

Ease of Use for Both Students and Faculty

Rating: 2.5 stars
Strengths: The website is very straightforward.
Concerns: In today's world of sophisticated websites, the simplicity of this site might be
off putting to students especially since it deals with a topic that overwhelms
many of them already.

Other Issues and Comments: While this website is going to be most meaningful to students in advanced
research classes, research instructors also would find this quite useful as a
reference when preparing for class and also when conducting their own research.