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Survey Design~Quantitative research

Presentation · February 2021

DOI: 10.13140/RG.2.2.10886.50242

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Research Methodology: Survey Design

Megh Raj Dangal, PhD

Associate Professor, Kathmandu University
2021
megh@ku.edu.np
98510-98003
 State question and hypotheses, identify variables

Determine design structure

Identify population and sample

Planning Stage

Design instruments and classify operational definitions

Select statistical test for resolving hypotheses/RQs

Stages of designing and carrying out a study

Execution Stage

Carry out plan, collect data

Analyze data, draw conclusions and evaluate

process
 Survey Design: What?
 “means for gathering information about the characteristics,
actions, or opinions of a large group of people”
 three distinguishing characteristics of survey research
 First, survey research is used to quantitatively describe specific
aspects of a given population (target pop and survey pop)
 Second, the data required for survey research are collected from
people and are, therefore, subjective
 Finally, survey research uses a selected portion of the population from
which the findings can later be generalized back to the population

“ The success of survey research depends on how closely

the answers that people give to survey questions match how
people think and act in reality” (Avedian, 2014, p. 4).

Survey Strengths
 Capable of obtaining information from large samples of
the population

 Inclusive in the types and number of variables that can be

studied, require minimal investment to develop and
administer, and are relatively easy for making
generalizations

 Provide estimates for the true population, not exact

measurements
Survey Weaknesses
 Unsuitable where an understanding of the historical
context of phenomena is required

 Difficulty assessing their own behavior or have poor

recall of the circumstances surrounding their behavior
 Surveys by type of study design (Avedian,
2014, p. 4)


 Descriptive – Graphical and numerical methods for summarizing
(describing) the data – Describe phenomena and summarize them.
 Graphs, tables and numerical summaries are all examples of descriptive
statistics

 Inferential – Making predictions based on the data– Inferential
Statistics uses methods for making predictions about a
population (total set of subjects of interest), based on data from a
sample (subset of the population on which study collects data).
 Measure associations, e.g. income and quality of life.
Survey Designs (Avedian, 2014, p. 4)

 Cross-sectional surveys: – Data collected at one point in

time selected to represent a larger population.

 Longitudinal surveys:
 – Trend: Surveys of sample population at different time
points.
 – Cohort: Study of sample population each time data are
collected but samples studied maybe different.
 – Panel: Data collection at various time points with the same
sample of respondents.
 According Bryman (2008), five prominent research designs are
outlined:
 Experimental and related designs (such as the quasi-experiment)

 Cross-sectional design, the most common form which is survey

research

 Longitudinal design and its various forms, such as the panel study
and the cohort study

 Case study design

 Comparative design
Six steps to better survey design (OECD,
2012)
 Step 1. Define survey objectives, use of results and
target population

 Define the objectives Research Questions Hypothesis


 Define the final use of the results

 Ensure a perception survey is the adequate tool

 Define target group(s)

Step 2. Draft survey questions/ Questionnaires
 Set up discussions with members of a target group to
identify key issues
 Translate those into questions and answer categories
 Draft simple and clear questions
 Keep the questionnaire short to maximise response
rate and concentration
 Ensure respondents have the opportunity to report
problems
 Questions for questionnaires
 1. Do the answers to the questions help meet the objectives of the survey?
 2. Do the questions address the most bothering issues of the target population?
 3. Is the language simple and devoid of technical jargon?
 4. Are key terms such as “regulation” clearly defined?
 5. Do you avoid asking two questions in one, i.e. do all questions only ask one question at a
time?
 6. Are questions clear and precise enough that they will be consistently understood in the
same way by all respondents?
 7. Are the formulation of questions and answer choices and their order as neutral as
possible, i.e. do they avoid suggesting answers?
 8. Are the answer choices and scales clearly defined and consistently understood across
respondents? Have both been chosen carefully?
 9. Does the target population have the capacity and knowledge to answer all questions?
 10. Have screening questions been included, that is, has the same question been asked in
different ways to identify consistent respondents and meaningful responses?
 11. Have tricky questions been included towards the end of the survey when respondents
feel more comfortable answering them?
 12. Is the questionnaire short enough to ensure that respondents will concentrate until the
end?
Step 3. Pilot and re-adjusting the questionnaire

 Test the survey on a smaller-scale target group to identify

weaknesses in the survey design

 Possibly ask volunteers to think aloud while answering

questions and analyse what motivated their answers

 Adjust questionnaire if needed

Step 4. Select respondents and the data
collection method
 Select a sample either by random sampling or other
methods
 Ensure that the sample size allows to draw valid
conclusions from the results
 Choose the data collection procedures: personal
interviews, telephone interviews, Internet surveys,
email surveys, etc.
 Maximise response rate through appropriate data
collection method
Step 5. Run the survey
 Ensure high response-rate through follow-up emails
otherwise conclusions to the survey could be biased

 Use trained interviewers to avoid unintentional influence

on responses
Step 6. Analyse the results
 Interpret results as perceptions rather than facts

 Take into account the response rate. A low rate means

that no general conclusions can be drawn

 Take into consideration the number and the way

respondents have been selected in the result analysis

 Understand how results were reached is essential to

draw policy conclusions
Errors: During surveys (Engel and Schutt (2010, p. 179) .
 Question Wording: Does the question have a consistent
meaning to respondents? Problems can occur with
 Lengthy wording Words are unnecessarily long and complicated.
 Length of question Question is unnecessarily long.
 Lack of specificity Question does not specify the desired information.
 Lack of frame of reference Question does not specify what reference
comparisons should be made to.
 Vague language Words and phrases can have different meanings to
respondents.
 Double negatives Question uses two or more negative phrases.
 Double barreled Question actually asks two or more questions.
 Using jargon and initials Phrasing uses professional or academic discipline-
specific terms.
 Leading questions Question uses phrasing meant to bias the response.
 Cultural differences in meaning Phrases or words have different meanings to
different population subgroups.
 Respondent Characteristics: Characteristics of
respondents may produce inaccurate answers. These
include
 Memory recall Problems remembering events or details about
events.
 Telescoping Remembering events as happening more recently than
when they really occurred.
 Agreement or acquiescence bias Tendency for respondents to “agree.”
 Social desirability Tendency to want to appear in a positive light and
therefore providing the desirable response.
 Floaters Respondents who choose a substantive answer when they
really do not know.
 Fence-sitters People who see themselves as being neutral so as not to
give the wrong answer.
 Sensitive questions Questions deemed too personal.
 Presentation of Questions: The structure of questions
and the survey instrument may produce errors
including
 Open-ended questions Response categories are not provided, left
to respondent to provide.
 Closed-ended questions Possible response categories are provided.
 Agree-disagree Tendency to agree when only two choices are
offered.
 Question order The context or order of questions can affect
subsequent responses as respondents try to remain consistent.
 Response set Giving the same response to a series of questions.
 Filter questions Questions used to determine if other questions
are relevant.
 Interviewer: The use of an interviewer may
produce error.
 Mismatch of interviewer-interviewee demographic
characteristics.

 Unconscious judgmental actions to responses.

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