Survey design

Overview
This learning resource is about how to design surveys (or questionnaires) in the social sciences.

Surveys are commonly used in psychology, health, marketing, sociology, governance, demographics, and many other disciplinary areas.

Survey research is an efficient way of gathering data to help answer a research question. The main challenge is developing reliable and valid measures and sampling representative data.

Survey design is critical in determining the quality of research. The potential for poor design is vast - whether intentionally on the part of the researcher or unintentionally. For example, watch this 2 min. episode of Yes, Minister about politicians trying to get the poll results they want.

Initial draft survey

 * 1) Create separate sections for each main purpose/research question/hypothesis
 * 2) Within each section, brainstorm ways data about topic/question could be obtained and draft items (questions) which you expect can provide a reliable and valid measure of the target constructs; items may also be obtainable from previous surveys. Start off with lots more possible questions/items (based on the operational definitions) than will actually be used; this way, you can cull and refine, using only the best items
 * 3) For each consider, brainstorm
 * 4) Add an informed consent statement, a coversheet, and an instructions page
 * 5) Get the draft survey critically reviewed by others, then redraft etc.
 * 6) Get assistance with high quality word-processing skills (if you don't have them) to tweak the essay so that it looks professional
 * 7) Pre-test the survey (on convenient others), redraft etc.
 * 8) Pilot test the survey (on target population), redraft etc.
 * 9) Use the survey in a major study

Survey structure

 * 1) Cover letter
 * 2) Informed consent
 * 3) Ethics complaints
 * 4) Sections containing survey questions
 * 5) Personal details / demographics
 * 6) One section per major topic
 * 7) Debrief information

Types of surveys
Types of surveys are:
 * 1) Hard copy
 * 2) Electronic
 * 3) Face to face
 * 4) Telephone

Types of questions
It is surprisingly difficult to develop a "good" survey question or item. Consider each of the following aspects of survey questions, their pros and cons, and with examples:
 * 1) Objective vs. subjective
 * 2) Close-ended vs. open-ended
 * 3) Leading and loaded questions
 * 4) Positive-, negative-, and double-negative-wording

Types of data
Surveys can be used to collect: data.
 * 1) quantitative and/or
 * 2) qualitative

Layout
Jenkins and Dillman (1995 ) suggest these general self-report survey design principles:
 * 1) Use the visual elements of brightness, color, shape, and location in a consistent manner to define the desired navigational path for respondents to follow when answering the questionnaire.
 * 2) When established format conventions are changed in the midst of a questionnaire use prominent visual guides to redirect respondents.
 * 3) Place directions where they are to be used and where they can be seen.
 * 4) Present information in a manner that does not require respondents to connect information from separate locations in order to comprehend it.

Pre-testing and piloting a survey

 * Pre-testing
 * 1) Have a few people you know look over the survey and fill it out; ask for their feedback and suggestions and make relevant changes


 * Pilot testing
 * 1) Arrange for a small group from the target population to complete the survey; analyse their responses, ask for their feedback, and make relevant changes

It is important to understand the purpose of sampling, which is to permit generalization and do so with a tolerable margin of error.

Biases
Several biases may influence the reliability and validity of results, including:
 * 1) Social Desirability Bias
 * 2) Order Effect
 * 3) Fatigue effect
 * 4) Novelty effect
 * 5) Demand characteristics

After designing a survey
Once a survey is designed, gather representative data] via sampling, then conduct data analysis.

There are many possible sampling strategies. It is worth considering their strengths, weaknesses, and applicability to your specific situation:
 * Sampling
 * 1) Random sampling
 * 2) Systematic random sampling
 * 3) Stratified sampling
 * 4) Clustering sampling
 * 5) Convenience sampling

Summary
In summary, a survey research project should exhibit:
 * 1) Clarity of research purposes, research questions and hypotheses
 * 2) Well-worded survey questions, using appropriate response formats and
 * 3) An appropriate sampling method