5

Survey Research

Survey Research Instrument Types

Survey
A measurement tool used to gather
information from people by asking questions
about one or more topics

Main types:
Questionnaires
Interviews

Questionnaire Delivery Methods

Mail survey
Group-administered questionnaire
Household drop-off survey
Point-of-experience survey
Electronic survey
Email survey
Web survey

Dual media survey

Interview Delivery Methods

Personal interview
Group interview / focus group
Telephone interview

Selecting the Survey Method

Selecting the Survey Method (contd.)

Population Issues with Surveys

Can the population units be identified?

Is the population literate?
Are there language issues?
Will the population cooperate?
What are the geographic restrictions?

Survey Sampling Issues

Remember: the units you select from the
population are your sample
What data is available?
Can respondents be found?
Are all members of the population in the
sampling frame?
Are response rates likely to be a problem?
Will incentives for participation help?

Question Issues

What types of questions can you ask?

Will filter questions be needed?
Can question sequence be controlled?
Will lengthy questions be asked?
Will long response scales be used?

Other Survey Issues

Content
Can the respondents be expected to know
about the issue?
Will the respondent need to consult records?

Bias
Can social desirability be avoided?
Can interviewer distortion and subversion be
controlled?

Administrative Issues

Cost
Facilities
Time
Personnel

Survey Design
Focus only on what you need to know. Be
specific!
Determine how you will analyze the data
ahead of time
Is there an existing and pre-validated
instrument already available?
Determine question content prior to
choosing response format or wording
prompt

Types of Questions
Structured
Closed ended: respondents mark an existing
answer

Unstructured
Open ended: respondents create their own
answer

Filter or Contingency Questions

Determines whether respondents are
qualified or experienced enough to answer
a subsequent one
Guidelines:
Try to avoid having more than three levels
(two jumps) for any question
If only two levels, use graphics to jump (for
example, an arrow and box)
If possible, jump to a new page

Question Content
Is the question necessary and useful?
Are several questions needed?
Double-barreled questions

Do respondents have the needed

information?
Will the respondent answer truthfully?
Try response brackets

Question Wording
Can the question be misunderstood?
What assumptions does the question
make?
Is the time frame specified?

Question Placement
Start with easy, nonthreatening questions
Put difficult questions near the end
Never start a mail survey with an openended question
Ask about one topic at a time

General tips
Send a primer letter or postcard before the
survey
Can you get an important stakeholder to write
it?

Thank the respondent at the beginning

Keep your survey as short as possible
Thank the respondent at the end
Offer to share the final results if you can

Mailin
g#

Responde
nts (from
841
surveyed)

% of Final
Response
Rate

116

13.8%

60

7.1%

143

17.0%

Interviews
Interviewers typically use a type of
questionnaire instrument as the script for
conducting the interview
Includes both structured and unstructured
questions
Incorporates questions for the interviewer to
answer regarding his or her observations

The Role of the Interviewer

Locate and enlist cooperation of
respondents
Motivate respondents to do a good job
Clarify any confusion/concerns
Observe quality of responses during
interview

Training the Interviewers

Describe the entire study

State who is the sponsor of the research
Teach enough about survey research
Explain the sampling logic and process
Explain interviewer bias
Walk through the interview from both sides

Conducting the Interview

Provide introduction
Explain the study
Ask questions as written
Follow the order given
Ask every question (minus contingents)
Dont finish sentences

Obtaining Adequate Responses: The

Probe

The silent probe

Overt encouragement
Ask for clarification/elaboration
Repetition

Record responses immediately

Include all probes used

Concluding the Interview

Thank the respondent

Tell them when you expect to send results
Dont be brusque or hasty to exit
Immediately after leaving, have the
interviewer write down any notes about
how the interview went

Discuss
Consider paid surveys
Will paying respondents affect their response?
Why or why not?