asking questions survey design methods and tools
TRANSCRIPT
Asking Questions
Survey design methods and tools
Where to begin?
Identify your audience
• Who needs the information?
• How will the information be used?
Where to begin?
Define the project scope and the desired product
• What are you trying to learn more about?
• How should the information be packaged?
Where to begin?
Work backwards from the desired product to identify
appropriate tools, techniques, and respondents
• What is the best way to get the information you need?
• Are there existing sources of information that you could tap into?
• If a questionnaire is an appropriate tool to use, who is the most
appropriate group of respondents, and what is the best way to
reach them?
Some guiding principles of questionnaire design
A good questionnaire meets the objectives of the survey
• Clear focus
• Well aligned with project objectives
• Need-to-know, not nice-to-know
• Every piece of data collected will be used
A good questionnaire is fielded to the right respondents
• Objectives and intended actions are clearly stated
• Respondents are engaged
• Privacy is respected, issues of confidentiality and any other
ethical matters are addressed up-front
• Delivery method is appropriate for reaching the desired
respondents
Some guiding principles of questionnaire design
A good questionnaire has well-designed questions
• Not leading or biased
• Clear, plain-language
• Comprehensive response options
• No overlapping categories
• Tested and validated
• Written with the analyst’s needs in mind so the right information
can easily be extracted and summarized
Some guiding principles of questionnaire design
Think it through from various angles to try and identify
potential sources of bias, such as:
• Loaded questions
• Non-representative sample
• Biased method of delivery
Some guiding principles of questionnaire design
Improving response rates
People will not feel motivated to respond if:
• They feel it is a waste of their time
• They can’t relate to the topic
• The questions are confusing or frustrating
• They are suspicious of your motives for collecting the
information
Improving response rates
• State the value of the research
• Make it relevant to the respondent
• Use an appropriate, accessible and appealing format
• Use reminders
• Be respectful, not pushy
• Keep it short, and disclose the time required
• If appropriate and practical, consider using an incentive
Tips and tricks
• Use questions from other well-designed questionnaires
• If you plan to triangulate or cross-reference other data sources,
design your questions so the data will be compatible
• Unless it is a qualitative study, keep open-ended questions to a
minimum
• Always run your objectives and questions by other researchers to
ensure you’re on the mark (YBS staff are available to help with this!)
• Always pilot-test your questionnaires to ensure the questions are
easy to interpret and they flow properly
Tips and tricks
• Use objective language in your report
• Clearly describe the methodology, sample and respondent group
• Disclose any shortcomings in the methodology
• Speak to the audience, as it may not have your level of technical
expertise on the subject
• Use a mixture of text and visuals
