Sample : Survey Research Processes

1. Define the research aims/objectives

2. Identify the population and sample

3. Decide how to collect replies

4. Design the questionnaire

5. Run a pilot survey

6. Carry out the main survey

7. Analyse the data

A Short Guide to Questionnaire Design – Focussing on Structured Self Completion

What Is A Questionnaire?

“A questionnaire is a document used as a data capture instrument and does two things:

•         it lists all the questions a researcher wishes to   address to each respondent and

•         it provides a space or some mechanism for   recording the responses” 

            (Raymond Kent)

Questionnaire Types

Questionnaires can be:

•          Unstructured/semi-structured – qualitative

•          Structured - quantitative

•          list all questions

•          put in logical sequence

•          specify precise wording to be used

•          provide pre defined categories for recording the replies

•          Main aim is that questions are standardised so individual responses can be counted up and compared

Questionnaire Design

Designing an effective series of questions is never easy:

•          respondents must be able to understand the questions and understand them in the same way as other respondents

•          respondents must be able to provide the answers

•          respondents must be willing to provide the   information

Questionnaire Design

•         The crucial part of good research design is making sure that the questionnaire addresses the objectives of the research

•         Fulfilling these aims should drive the design of the questionnaire and help with the selection of questions that are relevant, concise and efficient

•         Researchers can make the mistake of asking too many questions

•         Clear and concise questionnaires can help get the best response rate

Data Collection

Decide how to collect replies:

1)         Self administered (online, postal etc) – i.e. completed by the respondent

            Questionnaires can be delivered to the respondent by

            post, e-mail attachments or publishing on a web site for interactive completion.

2)         Interviewer administered (face to face)

Questionnaire introduction

It is important to explain to the potential respondents why you believe they should answer the questions – this can be in the introduction or an accompanying message (email) or letter (postal)  

Introductory letters, reply paid envelopes and follow-up telephone calls also help to raise the response rate for self-administered questionnaires.  

Self-Administered Questionnaires

•         Respondents are more likely to commit to answer a questionnaire when they see it as interesting, of value, short, clearly thought through, and well presented.

•         Inducements to complete surveys can be used,

            e.g. offering respondents a report of the survey findings or entry in a prize draw.

•         It is good practice to send questionnaires to an identified individual which should lead to a higher response rate.

•         Questionnaires can be delivered to the respondent by various means including post, e-mail attachments or via publishing on a web site for interactive completion

Questionnaire Design

Design of the questionnaire can be split into three elements:

•         Determine the questions to be asked

•         Select the question type for each question and specify the wording 

•         Design the question sequence and overall questionnaire layout

• Software is available to support  type, wording and design

Determine the questions to be asked

Key link needs to be established between the

research aims and the individual questions

(Source: University of Derby)