The third phase of research used an anonymous online questionnaire, which was distributed to an online panel of respondents using a recruitment company. The survey was partly based on the decision-pathways methodology first created by Gregory et al.
(1997). The survey used a series of linked questions concerning people‘s attitudes towards the use of wind farms; hence more detailed viewpoints can be investigated while attempting to uncover underlying reasoning and values. It also used a set of more novel questions to investigate more detailed opinions (e.g. aesthetic evaluation of wind farms, strength of opinion). The design phase for this method is of critical importance and will be outlined here but specific features are discussed as the results are presented in chapter 9.
5.5.1 Online research methodologies
The decision-pathway (DP) survey was conducted online for multiple reasons. However, because online research methodologies are a relatively new method of collecting data, some of the relevant issues will be highlighted.
There are many advantages to using online surveys, especially when limited resources are available (Evans & Mathur, 2005). The DP survey was conducted online using specialist software, primarily because it required that respondents only answer follow-up questions that are applicable to them. This is easily done using skip-logic functions on advanced survey software. Furthermore, online surveys are inexpensive and time efficient (both for data
91 collection and input) compared to paper or telephone surveys. Using an online recruitment panel, alongside participant quotas, also allows more control over the sample hence it is possible to access a larger spread of the UK population with relatively limited resources (e.g. compared to the paper survey done in Phase 2 which relied on respondents from the predominantly urban Cardiff area only).
Many of the issues that have to be considered when designing traditional or non-internet surveys also have to be considered when using an online approach (Hewson, Yule, Laurent, & Vogel, 2003). These include presentation, question length and type, response bias, non-response bias and response error etc. For example, sampling error and biases exists in online surveys as much as they exist in paper-surveys, although there is evidence that non-response to items is actually lower in online versions (Hewson et al., 2003).
Internet samples might be very different from the general population, which is problematic for studies that aim to generalise their findings. The initial belief about online samples was that they consist predominantly of technologically proficient, educated, white, middle-class males (Hewson, 2003). However, this is becoming increasingly untrue especially in countries like the UK where access to the internet is widespread and rapidly growing. For example, the Office of National Statistics reported in 2010 that 77% of the UK population accessed the internet regularly, 60% of those daily (ONS, 2010). On the other hand, those who had never accessed the internet were more likely to be over 65, widowed, on low income or without any formal qualifications. Hence this population will be difficult to reach using online surveys.
Furthermore, when using internet samples, it is also difficult to recruit a random sample of participants because the ‗internet-user population‘ is difficult to define in itself. As Kraut, Olsen, Banaji, Cohen & Couper (2004) point out, ―no sampling frame currently exists that provides a random sample of Internet users‖ (p. 107). However to address these issues inherent in internet samples, various techniques are available. These include using quotas, collecting a host of demographic variables and targeted sampling that does not rely on posting a survey web link on websites (Hewson, 2003). This ensures that one can make use of the fact that the internet allows you to access a more diverse population sample, while still addressing sampling biases and randomisation problems as best as possible. For this reason, a recruitment company was used to access an online panel of respondents
92 according to age and gender quotas. This is also in line with Evans and Mathur‘s (2005, p.
209) recommendations:
Quotas and screening can help to target the proper respondents in a
demographically balanced manner. In addition, panelists have already agreed to participate in online surveys, been screened for online activities, and answered demographic and other background questions.
As the following sections will show, to ensure the best quality survey was produced with the available resources, suggestions from Hewson (2003) were followed in the design, implementation and sampling, e.g. piloting the survey on various computer versions, limiting questions per page etc.
5.5.2 Questionnaire design and structure
The design of the DP questions was carefully considered. The design of the overall structure and of specific questions is much tied to the results (and very important for the interpretation of the findings); therefore the specific design features of this survey will be discussed in chapter 9 in conjunction with the findings of the survey. However the rationale and general structure will be outlined here.
This last research phase primarily aims to show that people hold more nuanced opinions about wind farms even at a general level and that these matter even though they might be quite flexible attitudes. Hence support for wind energy/farms should not be taken for granted. A new methodology is tested to see if it would be useful for this kind of investigation. It was chosen because it will allow a larger sample (representative) to express opinions beyond those of support-oppose (or favourability) as it is usually the case in the survey literature (e.g. McGowan & Sauter, 2005). The profiles and pathways created by answering a series of questions are based on previous literature (both survey and local case studies) and findings from P1 and P2.
Online software was used to construct and host the questionnaire (Qualtrics Labs, 2010).
The Qualtrics software was suitable for the design of the survey and able to provide a professional and attractive survey. It was piloted extensively on various browser and computer formats to ensure compatibility. The questionnaire consisted of 4 sections, 26 questions (excluding quotas) and a total of 75-77 items depending on which pathway respondents chose. It was estimated that this would take between 15-30 minutes to complete. At the beginning of the questionnaire, respondents were reassured that no
93 special knowledge is required and that all types of opinions are sought. The main wind farm decision-pathway questions are covered in section 2. The question tree, which determined which profile/pathway respondents were assigned to, can be found on page 193 (Figure 9.2). The specifics of each of the follow-up questions will be discussed in chapter 9. The entire questionnaire can be found in Appendix 5.8.
Structure of DP survey:
Quotas: Before the survey was started, respondents were asked to provide age and gender information. It was explicitly said that this was to check quotas to collect a nationally representative sample.