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Best Practices for Establishment
Web Surveys
Grace O’Neill
U.S. Census Bureau
Establishment Survey Methods Staff
FedCASIC 2007
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Outline of Presentation
Overview of Establishment Surveys
Best Practices for Establishment Web
Surveys
Summary
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Overview of Establishment
Surveys
Questionnaire design
Data collection
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Overview of Establishment
Surveys
Questionnaire design
Factual and open ended
Precise technical concepts
Primarily paper forms
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Overview of Establishment
Surveys
Data collection
Establishment size and structure
Authorization requirements
Longitudinal surveys
Response Burden
Record based retrieval
Multiple respondents
Multiple sessions
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Best Practices for Establishment
Web Surveys
Questionnaire design
Working with IT
Instructions and text
Pre-filled information
Tables
Edits
Remark box
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Best Practices for Establishment
Web Surveys
Data Collection
Web survey uptake
Multiple sittings
Use of paper form
Data authorization
Multiple respondents
Data review
Record keeping
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Questionnaire Design
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Working with IT
Problem:
IT staff doesn’t do what survey
management want them too
Outcome:
This frustrates both survey
management and IT staff and is
counterproductive
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Working with IT
Best Practice:
Work to understand IT staff
Larger relationship issues
Ownership of the web form
Confines of paper are well known
Struggle between IT best practices and survey best practices
Use of bells and whistles
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Instructions and text
Problem:
Establishment surveys have a
significant amount of additional text
Outcome:
Respondents are overwhelmed by text
and can miss important information
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Instructions and text
Best Practice:
Use visual cues to call attention to
important information
Use of help buttons and hyperlinks
If it appears with the question on the
paper form, it should appear with the
question on the web form
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Pre-filled information
Problems:
There is information that survey mangers do not want respondents to change (for example: address and NAICS code)
Outcome:
Respondents are frustrated when they can’t change pre-filled information
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Pre-filled information
Best Practice:
Respondents need to be able to edit
pre-filled information
Changes need to occur on the same
page as the problem
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Separate response boxes with
instructions
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Edit pre-filled answer boxes
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Tables
Problem:
Many establishment forms are table
driven
Outcome:
Respondents have problems
completing tables in a web format
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Tables
Best Practice:
Design tables carefully
Automatically resizing tables
Scrolling
Consider breaking large tables into
smaller tables
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Edits
Problem:
Edit check can be done behind the
scenes without respondents knowledge
Outcome:
Respondents are frustrated when they
receive error messages for data they
didn’t enter
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Edits
Best Practice:
Edits and any corresponding error
messages should be transparent to
respondents
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Remarks Box
Problem:
Respondents don’t remember remarks
by form end
Outcome:
Respondent leave remarks box blank
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Remarks Box
Best Practice:
Web forms need a remarks box on any
page that seems logical
All remarks boxes need specific
instructions
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Data Collection
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Web survey uptake
Problem:
Low web survey completion rates
Outcome:
Unhappy survey managers and
sponsors
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Web survey uptake
Best Practice:
Understand respondent expectation
Introduce with new survey/ new sample
Inform respondents
Pre-mailings
Flyers/ postcards
Cover letter
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Multiple Sessions
Problem:
Most establishment surveys can not be
completed in one session
Outcome:
Respondents are hesitant to log out of
web form
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Multiple Sessions
Best Practice:
Seamless navigation through form
Simple and clear logging in and out and saving functions
Return respondent to expected location
Clear notification that the form was saved
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Use of Paper Form
Problem:
Survey managers think a web form replaces the the paper form
Outcome:
Respondents are not provided access to a paper form
Hard to complete survey
Hard to maintain records
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Use of Paper Form
Best Practice:
Provide respondents with access to an
electronic copy of the paper form
Most respondents prefer .PDF
Paper forms can be located:
“Home” web site
Front page/ main menu of web form
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Use of Paper Form
At the end of the survey, provide
respondents with a paper and/ or an
electronic copy for their records
Ideally, the paper form populated with their
answers
Can also be a list of questions and
answers
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Summary: Questionnaire Design
Include IT staff in web survey decisions
Technology should add value, not complication
Carefully think about changes from the paper form to the web form
Include a way for respondents to change pre-filled information on the same page as the information
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Summary: Questionnaire Design
Use tables judiciously
Make edits transparent
Remark boxes on all necessary pages
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Summary: Data Collection
Inform respondents
Make navigation as seamless as
possible
Respondents pass paper not
usernames
Documentation
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Contact Information
Grace O’Neill
U.S. Census Bureau
Email address:
Telephone number: 301-763-3537