5 - Survey Research

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5Survey Research


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• Survey

– A measurement tool used to gather

information from people by asking questions

about one or more topics• Main types:

– Questionnaires

– Intervies

Survey !esearch Instrument "ypes


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• Mail survey

• #roup$administered questionnaire

• %ousehold drop$off survey

• &oint$of$e'perience survey

• (lectronic survey

– (mail survey – )eb survey

• *ual media survey

Questionnaire *elivery Methods


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• &ersonal intervie

• #roup intervie + focus group

• "elephone intervie

Intervie *elivery Methods


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Selecting the Survey Method


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Selecting the Survey Method ,cont-d./


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• 0an the population units be identified1

• Is the population literate1

• Are there language issues1

• )ill the population cooperate1

• )hat are the geographic restrictions1

&opulation Issuesith Surveys


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• !emember: the units you select from thepopulation are your sample

– )hat data is available1

– 0an respondents be found1

– Are all members of the population in the

sampling frame1

– Are response rates likely to be a problem1

– )ill incentives for participation help1

Survey Sampling Issues


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• )hat types of questions can you ask1

• )ill filter questions be needed1

• 0an question sequence be controlled1

• )ill lengthy questions be asked1

• )ill long response scales be used1

Question Issues


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• 0ontent

– 0an the respondents be e'pected to kno

about the issue1

– )ill the respondent need to consult records1

• 2ias

– 0an social desirability be avoided1

– 0an intervieer distortion and subversion be

controlled1

3ther Survey Issues


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• 0ost

• 4acilities

• "ime

• &ersonnel

Administrative Issues


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• 4ocus only on hat you need to kno. 2especific5

• *etermine ho you ill analy6e the data

ahead of time

• Is there an e'isting and pre$validated

instrument already available1

• *etermine question content prior to

choosing response format or ording

prompt

Survey *esign


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• Structured

– 0losed ended: respondents mark an e'isting

anser

• 7nstructured – 3pen ended: respondents create their on

anser

"ypes of Questions


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• *etermines hether respondents arequalified or e'perienced enough to anser

a subsequent one

• #uidelines: – "ry to avoid having more than three levels

,to 8umps/ for any question

– If only to levels9 use graphics to 8ump ,fore'ample9 an arro and bo'/

– If possible9 8ump to a ne page

4ilter or 0ontingency Questions


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• Is the question necessary and useful1

• Are several questions needed1

– *ouble$barreled questions

• *o respondents have the needed

information1

• )ill the respondent anser truthfully1

– "ry response brackets

Question 0ontent


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• 0an the question be misunderstood1

• )hat assumptions does the question

make1

• Is the time frame specified1

Question )ording


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• Start ith easy9 nonthreatening questions

• &ut difficult questions near the end

• ever start a mail survey ith an open$

ended question

• Ask about one topic at a time

Question &lacement


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• Send a primer letter or postcard before thesurvey

– 0an you get an important stakeholder to rite

it1

• "hank the respondent at the beginning

• ;eep your survey as short as possible

• "hank the respondent at the end

• 3ffer to share the final results if you can

#eneral tips


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Mailing #

Respondents (from

841surveyed)

% of FinalResponse

Rate

1 116 13.8%

2 60 7.1%

3 143 17.0%


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• Intervieers typically use a type ofquestionnaire instrument as the script for

conducting the intervie

– Includes both structured and unstructuredquestions

– Incorporates questions for the intervieer to

anser regarding his or her observations

Intervies


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•


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• *escribe the entire study

• State ho is the sponsor of the research

• "each enough about survey research

• ('plain the sampling logic and process

• ('plain intervieer bias

• )alk through the intervie from both sides

"raining the Intervieers


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• &rovide introduction

• ('plain the study

• Ask questions as ritten

• 4ollo the order given

• Ask every question ,minus contingents/

• *on-t finish sentences

0onducting the Intervie


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• "he silent probe

• 3vert encouragement

• Ask for clarification+elaboration

• !epetition

• !ecord responses immediately• Include all probes used

3btaining Adequate !esponses: "he

&robe


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• "hank the respondent

• "ell them hen you e'pect to send results

• *on-t be brusque or hasty to e'it

• Immediately after leaving9 have the

intervieer rite don any notes about

ho the intervie ent

0oncluding the Intervie


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• 0onsider paid surveys – )ill paying respondents affect their response1

– )hy or hy not1

*iscuss

Documents

5 - Survey Research