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    Survey Questions, Design, and Implementation: Only The Most Important Parts

    Uploaded by

    Elle
    The document provides guidance on survey design and implementation. It discusses determining survey goals and target populations, writing clear and unbiased questions, ordering questions effectively, designing surveys to guide respondents, pretesting surveys, and planning survey distribution, collection, and data entry. Key aspects include getting clear on survey concepts and intent, using various question types and ordering questions from general to specific, providing visual cues to ease completion, and motivating response through relevance and multiple contacts.

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    Survey Questions, Design, and Implementation: Only The Most Important Parts

    Uploaded by

    Elle
    73 views18 pages
    The document provides guidance on survey design and implementation. It discusses determining survey goals and target populations, writing clear and unbiased questions, ordering questions effectively, designing surveys to guide respondents, pretesting surveys, and planning survey distribution, collection, and data entry. Key aspects include getting clear on survey concepts and intent, using various question types and ordering questions from general to specific, providing visual cues to ease completion, and motivating response through relevance and multiple contacts.

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    week 7 survey PPT

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    The document provides guidance on survey design and implementation. It discusses determining survey goals and target populations, writing clear and unbiased questions, ordering questions effectively, designing surveys to guide respondents, pretesting surveys, and planning survey distribution, collection, and data entry. Key aspects include getting clear on survey concepts and intent, using various question types and ordering questions from general to specific, providing visual cues to ease completion, and motivating response through relevance and multiple contacts.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    73 views18 pages

    Survey Questions, Design, and Implementation: Only The Most Important Parts

    Uploaded by

    Elle
    The document provides guidance on survey design and implementation. It discusses determining survey goals and target populations, writing clear and unbiased questions, ordering questions effectively, designing surveys to guide respondents, pretesting surveys, and planning survey distribution, collection, and data entry. Key aspects include getting clear on survey concepts and intent, using various question types and ordering questions from general to specific, providing visual cues to ease completion, and motivating response through relevance and multiple contacts.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 18

    Survey questions,

    design, and
    implementation
    ONLY THE MOST IMPORTANT PARTS
    Your intentions must be clear
    What are you really trying to get out of a survey?
    ◦ Get clear on your concepts
    ◦ What level of specificity do you need?
    ◦ Is this the right method???

    Who are you trying to reach?


    ◦ The population  the sample
    ◦ Do you want/need a probability sample?
    ◦ Do you have a list?

    Organize and plan to carry out your intent


    Social exchange theory guides questions,
    design, and implementation strategy
    Why do people respond?
    ◦ Cognition
    ◦ Motivation

    This survey is interesting, important and easy!


    Writing questions: principles
    Ultimate goal:
    ◦ Everyone will interpret the same
    ◦ Everyone will be able to respond accurately
    ◦ Everyone will be willing to answer
    Writing questions: principles
    Question is for
    ◦ A particular population
    ◦ A particular purpose
    ◦ Placement next to another particular question
    8 criteria for judging each question
    1. Does the question require an answer?
    2. Is there an accurate, ready-made response?
    3. Can one accurately recall and report past behavior?
    4. Is one willing to reveal the answer?
    5. Is one motivated to answer?
    6. Is understanding of the category influenced by more than words?
    7. Is information being collected by more than one mode?
    8. Is changing the question okay with the survey sponsor?
    Writing questions: Types
    Open ended question
    Closed question, ordered response
    Closed question, no order to response
    Writing questions: guidelines
    Simple words over specialized words
    Avoid specificity that exceeds potential for accurate, ready-made response
    Scaled questions
    ◦ Equal numbers of +/- categories in scale
    ◦ Avoid bias from unequal comparisons
    ◦ Always include “undecided” or “don’t know” at the end

    Avoid asking respondent to say “yes” when it means “no”


    Avoid excess cognitive burdens
    ◦ Ranking questions with basic instructions and limited choices

    Ask only one question at a time


    Designing survey: question order matters
    Survey is “a conversation… evolves in accord with societal norms”
    ◦ Do not ask demographic/personal information until the end

    Most salient  least salient


    ◦ Develop expectations and fulfill early on

    First question:
    ◦ Should apply to everyone
    ◦ Should be easy
    ◦ Interesting!
    ◦ Connected to survey purpose
    Designing survey: question order matters
    Describe before evaluate
    ◦ Then group common response types

    Opinion questions are not independent


    ◦ Order effects are real – use your judgment about what is most important
    Designing survey: guide respondents
    Pre-attentive and attentive processing
    Written words and visual clues guide to completion
    ◦ Size, color, spacing
    ◦ Similarity
    ◦ Figure/ground
    ◦ Simplicity, symmetry, and regularity
    Designing survey: guide respondents
    Answer boxes on the left aligned, with one vertical column of answers
    ◦ Online conventions re: button vs. box for one vs. more than one

    Use indentation and maintain spacing


    ◦ Skip patterns on paper need indentations for screened questions
    ◦ Online skip automatically

    Number every question sequentially


    ◦ Online include completion bar

    Maintain direction of question scales


    Implementation: check the fundamentals
    Pretest the survey questions
    ◦ Check comprehension, cognition, and time to complete

    Methods
    ◦ Knowledgeable colleague review
    ◦ Test across browsers/OS
    ◦ “Think out loud” completion evaluation
    ◦ Time for a small pilot with intended audience?
    Implementation: plan it out
    How do you contact respondents?
    How do you get the survey to them and back from them?
    Do you need to remind them to respond?
    How will you deal with the data?
    Implementation: get it to the people
    You need a list of the population especially if you are sampling
    ◦ Does the list contain everyone in the pop?
    ◦ Does the list include people not in the pop?
    ◦ How is the list maintained and updated?
    ◦ Are there duplicates on the list?
    ◦ Does the list have other information that can improve accuracy?

    Or you need some plans for non-probability sampling


    ◦ Convenience
    ◦ “Walk-bys” – be reasonably sure they resemble the pop
    ◦ Purpose
    ◦ Key informants
    ◦ Snowball
    ◦ Ask for the next respondent
    Implementation: motivate response
    Respondent friendly, easy to return, multiple/personalized contacts
    Salience: relate to current behavior and interests
    ◦ Why was I selected? Why is this useful?

    Pre-notice helps esp if the surveyor is not the known organization


    In-person distribution:
    ◦ What/why? Have a take-away and a practiced spiel
    ◦ Have all the materials there!
    ◦ Watch your bias in communicating and approaching
    Implementation: don’t forget data entry
    Make a codebook with uniform approach
    Deal with missing and ‘no opinion’
    “check all” is actually a series of yes/no (1/0) questions!

    Keep track with attention to detail


    You did it!
    QUESTIONS?

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