ConductingONLINE

SURVEYSValerie M. Sue, Ph.D.

ntroduction

1.

Learn ng Objectives Identify the purposes of survey research1

Define the characteristics of a survey2

Outline the steps in the survey process3

Evaluate survey administration methods4

Determine when an online survey is useful5

ProcessResearch

5

Research purpose

Research goal

Research objective

Research Purpose

1 Exploratory

2 Descriptive

3 Explanatory

Identify the research purpose

A survey to gauge employee satisfaction.

A public opinion poll of registered voters before an election campaign.

A survey of online shoppers focused on shopping cart abandonment.

Research Goal

General statement outlining the aim of the research.

Establish an assessment plan for the department.

Research Objectives

Specific statements about what will be measured.

To determine the number of projects completed in the department.

To uncover inefficiencies in departmental processes.

Research objectives should be

Specific Measurable

Reviewed by experts

Informed by the

literature

What is a Survey

A survey is a system for collecting information

used to describe, explain or predict

knowledge, attitudes or behaviors.

Process

ResearchSurvey

Define survey objectives or hypotheses

Conduct literature

review

Consult with subject matter experts

Conduct preliminary research: focus groups, interviews

Choose survey method: e-mail,

website, mobile

Evaluate sampling options

Draft questionnaire & invitation

Design & select

sample

Pretest questionnaire & invitation

Launch survey, monitor responses, send reminders

Download, clean & analyze data

Prepare report & present findings

Postal mail

Telephone interview

Face-to-face

interviewE-mail

Website Mobile

Su

rvey M

od

es

26

Evaluate pros & cons of each method

Advantages

Low cost

Wide geographic reach

No interviewer bias

Sensitive questions easier to ask

Disadvantages

Low response rate

Lengthy response period

Contingency questions ineffective

Don’t know who is responding

Postal Mail

Advantages

Limited coverage bias

Fast response

Complex questions possible

Wide geographic reach

Disadvantages

Fewer land phone lines

Confusion w/sales calls

Intrusive

Call screening

Telephone Interviews

Advantages

Good response rates

Complex questions possible

Longer interviews possible

Observational data collection

Disadvantages

Limited geographic reach

Time-consuming & expensive

Susceptible to interviewer bias

Sensitive topics difficult to explore

Face-to-Face Interviews

Advantages

Can be low cost

Fast & efficient

Contingency questions effective

Direct data entry

Wide geographic reach

Disadvantages

Coverage bias

Too many digital surveys, resulting in overload

Online Surveys

Timeline

ResearchSurvey

• Define survey objectives

• Begin literature review

Week 1

• Continue literature review

• Review objectives with experts

Week 2

• Revise objectives• Conduct

preliminary research

• Choose survey method

Week 3

• Select sampling strategy

• Locate or create sampling frame

Week 4

• Draft questionnaire & invitation

Week 5

• Pretest questionnaire & invitation

• Revise questionnaire & invitation

Week 6

• Launch survey• Send reminders

Week 7

• Send additional reminders

Week 8

• Download & clean data

• Analyze data

Week 9

• Continue data analysis

• Write first draft of report

Week 10

• Write second draft of report

Week 11

• Finalize report• Prepare

presentation

Week 12

• Present survey results

Week 13

Summary

Use an Online Survey if

1 Sample is large & widely distributed

2 Timeline is short

3 Topic is sensitive

4Audience has access to necessary technology

5 Sampling frame is available

6 Convenience sample is adequate

7Multi-media features would enhance project

8Staff has technological capability