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• Defining Survey Goals and Objectives: A Quick Guide

29 July 2022

Table Of Contents

What’s a Survey Goal? What are Survey Objectives?

The importance of survey goals and objectives, how to set goals and objectives for your survey, what are some common survey goals and objectives, setting survey objectives: 3 best practices, final thoughts.

Survey goals and objectives are important because they help you ask the right questions, obtain useful answers, and achieve the best results.

How do we know?

Because setting goals and objectives is the first step in our template creation process, and we’ve experienced all of those benefits firsthand.

In this article, we’ll:

• Know the difference between survey goals and survey objectives.
• Dig deeper into why survey goals and objectives are so important.
• Show you how to set goals and objectives for your surveys.
• Talk about a few survey goal examples.
• Explore a few best practices you can follow to define specific objectives.

Ready? Let’s get started. You can click to jump ahead to the section that interests you.

Your goal is the primary aim of your survey. It’s a broad statement that explains the purpose of your survey and what you’re looking to achieve with it.

You need answers from a group of people, and your goal conveys why you need to get those answers from this group of people.

An objective is a specific step or action that would help you achieve your survey’s goal. Often, there will be multiple objectives for a single goal statement.

For instance:

Goal : “To understand why our customers churn”.

• Objective 1 : “To assess various factors that lead to cancellation such as bugs, competitors, performance, pricing, support, etc.”
• Objective 2 : “To determine the percentage of customers that stopped using our product within the last 6 months.”

Why should you begin by setting a goal for your survey? Why not jump head-first into asking a bunch of questions?

Before you can ask questions, you need to know how you’d use the answers. How are you going to put the data to use?

The answers you gain from your survey are only useful if you have a clear idea about how you’d use them and the actions and decisions you’d take with them.

A survey goal explains the purpose of collecting the data through your survey. Once you know the goal you want to accomplish with your survey, you get a clear idea about what you want to learn. And when you’re clear about what you want to learn, it gets a lot easier to come up with the right questions you’d want to ask your audience.

When the survey’s purpose is clear, you’ll:

• Know the right type of questions to ask
• Get rid of the ambiguous questions
• Stick to only the questions that’ll help you reach your goal
• Include questions that are highly relevant to your goal

As you can see, setting goals and objectives is the essential first step in conducting a successful survey .

The second step is choosing the right survey software, because you will get access to survey templates for different survey goals, like market research, bestselling products, website usability, etc.

Here’s a quick survey created using SurveySparrow.

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Setting goals and objectives can be quite confusing. Here are a few questions you can ask yourself to define goals and objectives for your surveys:

What is the Subject or Topic?

What is it that you need feedback or opinion about?

For instance, the subject or topic could be an experience — say, your users’ onboarding or purchase experience — your product or service , a functionality , your brand , an event , etc.

What Do I Want to Learn?

Now that you’ve nailed the subject of your survey, you need to know what you want to learn about the subject. Ask yourself: what am I looking to learn?

For instance, you might want to learn about your customers’ satisfaction with your product, or you might be looking to determine the effectiveness of your landing page copy.

Who Should I Ask?

Once you’re clear about the subject and what you’re looking to learn about it, the next step is to identify who you’re looking to learn that from.

Think about the target audience you’d be reaching out to for opinions about the subject. The people you need answers from. The people who’d provide you with the right set of answers.

The key is to narrow down on a specific customer segment that would provide you with accurate information.

What Do I Intend to Accomplish with the Data I Collect?

What are you looking to achieve with the answers that have been provided to you? How would it lead to you improving, understanding, or determining something?

For instance, you might want to validate if there’s a need for a solution because you’re looking to solve an unmet need and develop a better offering for a specific customer segment.

If you’re finding it hard to develop goals and objectives for your surveys, you can follow a simple framework to write effective goal statements .

A. Start your objective or goal statement with the word to , followed by an action verb such as improve , measure , assess , validate , investigate , explain , explore , identify , and so on.

For instance, “To determine how satisfied customers are with a new functionality”, “To identify what motivates our ideal customers to choose us over our competitors”, “To inform us on how many items we need to procure this quarter”, etc.

B. You can then come up with relevant objectives based on your goal statement. Once you have the objectives required to attain the survey’s goal, you can put together a list of questions needed to achieve those objectives.

Now that you know what survey goals and objectives are and how you can define them, let’s take a look at some common survey goal examples you can take inspiration from to define your own.

Survey Goal Examples

• The typical customer service survey goals :
• Identify the customers dissatisfied with our service and resolve their issues.
• Explore opportunities to provide better support.
• Understand how a specific interaction affected the relationship.

2 . The common employee survey goals :

• Measure the overall engagement and satisfaction of all employees.
• Determine employees’ understanding of our company’s mission and values.
• Measure the success of our current policies and procedures.
• Understand the key drivers of team effectiveness and performance.

3. A business executive looking for feedback regarding :

• a product or functionality
• an experience
• or a recent event

4. A startup or an SMB owner looking to understand :

• the size of the addressable market
• the buyer personas or customer profiles
• the target segment’s brand preferences
• the direct or indirect competitors
• unmet or underserved customer needs

Objectives help you ask the right questions, get the correct answers, and make the survey process so much easier. Here are a few best practices you can follow to define clear objectives for your survey:

• Define SMART Objectives
• Research on the Subject (or Topic)
• Get Feedback

1. Define SMART Objectives

Your survey objectives should follow the specific, measurable, achievable, relevant, and time-bound (SMART) rule .

• Specific : Your objective needs to be precise and lay out the exact step or action needed to achieve your survey’s goal.
• Measurable : Rather than stating “to increase customer retention”, you could say something along the lines of “to increase customer retention by 5%”.
• Achievable : Increasing your customer satisfaction from 60% to 90% is much less achievable than increasing it from 60% to 70%.
• Relevant : Is the objective relevant to the overall goal of your survey?
• Time-bound : You make your objective time-bound when you say “to increase customer retention by 5% in 3 months”.

2. Research on the Subject (or Topic)

You need to conduct thorough research on the subject of your survey. When you have a firm grasp of the survey’s subject , you can write insightful questions that help you achieve your survey’s goal. For instance, if you’re a marketing manager, and you’re looking to conduct a survey, the subject of your survey could be:

• Messaging, positioning, and brand perception
• New product feature
• Brand assets , logo , and design
• Product satisfaction
• Ad concepts

That said, keep in mind that most information is inherently biased and not trustworthy.

3. Get Feedback

Once you’re done writing the goals and objectives for your survey, review them a few times. Make sure everything is clean and organized.

After you’ve reviewed it for flaws, ask a colleague to critique it. They can provide you valuable feedback on how you can improve them and help you spot any holes or mistakes that you might have missed.

Also, before you start distributing your survey, run a survey pilot. Select a small group of respondents from your target group and ask them for their feedback and ideas. Doing this will help you identify any issues or vague questions in your survey.

Before you can write your questions and gain insights, you need to be clear about why you need to gain those insights.

When you’ve defined clear goals and objectives, you make sure that the data you collect is worthwhile, valid, and accurate.

Got any questions on setting survey goals and objectives? Any interesting tips or techniques you use to define clear goals and objectives for your surveys? Let us know about them in the comment section below.

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• Knowledge Base

Methodology

• Survey Research | Definition, Examples & Methods

Survey Research | Definition, Examples & Methods

Published on August 20, 2019 by Shona McCombes . Revised on June 22, 2023.

Survey research means collecting information about a group of people by asking them questions and analyzing the results. To conduct an effective survey, follow these six steps:

• Determine who will participate in the survey
• Decide the type of survey (mail, online, or in-person)
• Design the survey questions and layout
• Distribute the survey
• Analyze the responses
• Write up the results

Surveys are a flexible method of data collection that can be used in many different types of research .

Table of contents

What are surveys used for, step 1: define the population and sample, step 2: decide on the type of survey, step 3: design the survey questions, step 4: distribute the survey and collect responses, step 5: analyze the survey results, step 6: write up the survey results, other interesting articles, frequently asked questions about surveys.

Surveys are used as a method of gathering data in many different fields. They are a good choice when you want to find out about the characteristics, preferences, opinions, or beliefs of a group of people.

Common uses of survey research include:

• Social research : investigating the experiences and characteristics of different social groups
• Market research : finding out what customers think about products, services, and companies
• Health research : collecting data from patients about symptoms and treatments
• Politics : measuring public opinion about parties and policies
• Psychology : researching personality traits, preferences and behaviours

Surveys can be used in both cross-sectional studies , where you collect data just once, and in longitudinal studies , where you survey the same sample several times over an extended period.

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Before you start conducting survey research, you should already have a clear research question that defines what you want to find out. Based on this question, you need to determine exactly who you will target to participate in the survey.

Populations

The target population is the specific group of people that you want to find out about. This group can be very broad or relatively narrow. For example:

• The population of Brazil
• US college students
• Second-generation immigrants in the Netherlands
• Customers of a specific company aged 18-24
• British transgender women over the age of 50

Your survey should aim to produce results that can be generalized to the whole population. That means you need to carefully define exactly who you want to draw conclusions about.

Several common research biases can arise if your survey is not generalizable, particularly sampling bias and selection bias . The presence of these biases have serious repercussions for the validity of your results.

It’s rarely possible to survey the entire population of your research – it would be very difficult to get a response from every person in Brazil or every college student in the US. Instead, you will usually survey a sample from the population.

The sample size depends on how big the population is. You can use an online sample calculator to work out how many responses you need.

There are many sampling methods that allow you to generalize to broad populations. In general, though, the sample should aim to be representative of the population as a whole. The larger and more representative your sample, the more valid your conclusions. Again, beware of various types of sampling bias as you design your sample, particularly self-selection bias , nonresponse bias , undercoverage bias , and survivorship bias .

There are two main types of survey:

• A questionnaire , where a list of questions is distributed by mail, online or in person, and respondents fill it out themselves.
• An interview , where the researcher asks a set of questions by phone or in person and records the responses.

Which type you choose depends on the sample size and location, as well as the focus of the research.

Questionnaires

Sending out a paper survey by mail is a common method of gathering demographic information (for example, in a government census of the population).

• You can easily access a large sample.
• You have some control over who is included in the sample (e.g. residents of a specific region).
• The response rate is often low, and at risk for biases like self-selection bias .

Online surveys are a popular choice for students doing dissertation research , due to the low cost and flexibility of this method. There are many online tools available for constructing surveys, such as SurveyMonkey and Google Forms .

• You can quickly access a large sample without constraints on time or location.
• The data is easy to process and analyze.
• The anonymity and accessibility of online surveys mean you have less control over who responds, which can lead to biases like self-selection bias .

If your research focuses on a specific location, you can distribute a written questionnaire to be completed by respondents on the spot. For example, you could approach the customers of a shopping mall or ask all students to complete a questionnaire at the end of a class.

• You can screen respondents to make sure only people in the target population are included in the sample.
• You can collect time- and location-specific data (e.g. the opinions of a store’s weekday customers).
• The sample size will be smaller, so this method is less suitable for collecting data on broad populations and is at risk for sampling bias .

Oral interviews are a useful method for smaller sample sizes. They allow you to gather more in-depth information on people’s opinions and preferences. You can conduct interviews by phone or in person.

• You have personal contact with respondents, so you know exactly who will be included in the sample in advance.
• You can clarify questions and ask for follow-up information when necessary.
• The lack of anonymity may cause respondents to answer less honestly, and there is more risk of researcher bias.

Like questionnaires, interviews can be used to collect quantitative data: the researcher records each response as a category or rating and statistically analyzes the results. But they are more commonly used to collect qualitative data : the interviewees’ full responses are transcribed and analyzed individually to gain a richer understanding of their opinions and feelings.

Next, you need to decide which questions you will ask and how you will ask them. It’s important to consider:

• The type of questions
• The content of the questions
• The phrasing of the questions
• The ordering and layout of the survey

Open-ended vs closed-ended questions

There are two main forms of survey questions: open-ended and closed-ended. Many surveys use a combination of both.

Closed-ended questions give the respondent a predetermined set of answers to choose from. A closed-ended question can include:

• A binary answer (e.g. yes/no or agree/disagree )
• A scale (e.g. a Likert scale with five points ranging from strongly agree to strongly disagree )
• A list of options with a single answer possible (e.g. age categories)
• A list of options with multiple answers possible (e.g. leisure interests)

Closed-ended questions are best for quantitative research . They provide you with numerical data that can be statistically analyzed to find patterns, trends, and correlations .

Open-ended questions are best for qualitative research. This type of question has no predetermined answers to choose from. Instead, the respondent answers in their own words.

Open questions are most common in interviews, but you can also use them in questionnaires. They are often useful as follow-up questions to ask for more detailed explanations of responses to the closed questions.

The content of the survey questions

To ensure the validity and reliability of your results, you need to carefully consider each question in the survey. All questions should be narrowly focused with enough context for the respondent to answer accurately. Avoid questions that are not directly relevant to the survey’s purpose.

When constructing closed-ended questions, ensure that the options cover all possibilities. If you include a list of options that isn’t exhaustive, you can add an “other” field.

Phrasing the survey questions

In terms of language, the survey questions should be as clear and precise as possible. Tailor the questions to your target population, keeping in mind their level of knowledge of the topic. Avoid jargon or industry-specific terminology.

Survey questions are at risk for biases like social desirability bias , the Hawthorne effect , or demand characteristics . It’s critical to use language that respondents will easily understand, and avoid words with vague or ambiguous meanings. Make sure your questions are phrased neutrally, with no indication that you’d prefer a particular answer or emotion.

Ordering the survey questions

The questions should be arranged in a logical order. Start with easy, non-sensitive, closed-ended questions that will encourage the respondent to continue.

If the survey covers several different topics or themes, group together related questions. You can divide a questionnaire into sections to help respondents understand what is being asked in each part.

If a question refers back to or depends on the answer to a previous question, they should be placed directly next to one another.

Before you start, create a clear plan for where, when, how, and with whom you will conduct the survey. Determine in advance how many responses you require and how you will gain access to the sample.

When you are satisfied that you have created a strong research design suitable for answering your research questions, you can conduct the survey through your method of choice – by mail, online, or in person.

There are many methods of analyzing the results of your survey. First you have to process the data, usually with the help of a computer program to sort all the responses. You should also clean the data by removing incomplete or incorrectly completed responses.

If you asked open-ended questions, you will have to code the responses by assigning labels to each response and organizing them into categories or themes. You can also use more qualitative methods, such as thematic analysis , which is especially suitable for analyzing interviews.

Statistical analysis is usually conducted using programs like SPSS or Stata. The same set of survey data can be subject to many analyses.

Finally, when you have collected and analyzed all the necessary data, you will write it up as part of your thesis, dissertation , or research paper .

In the methodology section, you describe exactly how you conducted the survey. You should explain the types of questions you used, the sampling method, when and where the survey took place, and the response rate. You can include the full questionnaire as an appendix and refer to it in the text if relevant.

Then introduce the analysis by describing how you prepared the data and the statistical methods you used to analyze it. In the results section, you summarize the key results from your analysis.

In the discussion and conclusion , you give your explanations and interpretations of these results, answer your research question, and reflect on the implications and limitations of the research.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Student’s  t -distribution
• Normal distribution
• Null and Alternative Hypotheses
• Chi square tests
• Confidence interval
• Quartiles & Quantiles
• Cluster sampling
• Stratified sampling
• Data cleansing
• Reproducibility vs Replicability
• Peer review
• Prospective cohort study

Research bias

• Implicit bias
• Cognitive bias
• Placebo effect
• Hawthorne effect
• Hindsight bias
• Affect heuristic
• Social desirability bias

A questionnaire is a data collection tool or instrument, while a survey is an overarching research method that involves collecting and analyzing data from people using questionnaires.

A Likert scale is a rating scale that quantitatively assesses opinions, attitudes, or behaviors. It is made up of 4 or more questions that measure a single attitude or trait when response scores are combined.

To use a Likert scale in a survey , you present participants with Likert-type questions or statements, and a continuum of items, usually with 5 or 7 possible responses, to capture their degree of agreement.

Individual Likert-type questions are generally considered ordinal data , because the items have clear rank order, but don’t have an even distribution.

Overall Likert scale scores are sometimes treated as interval data. These scores are considered to have directionality and even spacing between them.

The type of data determines what statistical tests you should use to analyze your data.

The priorities of a research design can vary depending on the field, but you usually have to specify:

• Your research questions and/or hypotheses
• Your overall approach (e.g., qualitative or quantitative )
• The type of design you’re using (e.g., a survey , experiment , or case study )
• Your sampling methods or criteria for selecting subjects
• Your data collection methods (e.g., questionnaires , observations)
• Your data collection procedures (e.g., operationalization , timing and data management)
• Your data analysis methods (e.g., statistical tests  or thematic analysis )

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A Comprehensive Guide to Survey Research Methodologies

For decades, researchers and businesses have used survey research to produce statistical data and explore ideas. The survey process is simple, ask questions and analyze the responses to make decisions. Data is what makes the difference between a valid and invalid statement and as the American statistician, W. Edwards Deming said:

“Without data, you’re just another person with an opinion.” - W. Edwards Deming

In this article, we will discuss what survey research is, its brief history, types, common uses, benefits, and the step-by-step process of designing a survey.

What is Survey Research

A survey is a research method that is used to collect data from a group of respondents in order to gain insights and information regarding a particular subject. It’s an excellent method to gather opinions and understand how and why people feel a certain way about different situations and contexts.

Brief History of Survey Research

Survey research may have its roots in the American and English “social surveys” conducted around the turn of the 20th century. The surveys were mainly conducted by researchers and reformers to document the extent of social issues such as poverty. ( 1 ) Despite being a relatively young field to many scientific domains, survey research has experienced three stages of development ( 2 ):

-       First Era (1930-1960)

-       Second Era (1960-1990)

-       Third Era (1990 onwards)

Over the years, survey research adapted to the changing times and technologies. By exploiting the latest technologies, researchers can gain access to the right population from anywhere in the world, analyze the data like never before, and extract useful information.

Survey Research Methods & Types

Survey research can be classified into seven categories based on objective, data sources, methodology, deployment method, and frequency of deployment.

Surveys based on Objective

Exploratory survey research.

Exploratory survey research is aimed at diving deeper into research subjects and finding out more about their context. It’s important for marketing or business strategy and the focus is to discover ideas and insights instead of gathering statistical data.

Generally, exploratory survey research is composed of open-ended questions that allow respondents to express their thoughts and perspectives. The final responses present information from various sources that can lead to fresh initiatives.

Predictive Survey Research

Predictive survey research is also called causal survey research. It’s preplanned, structured, and quantitative in nature. It’s often referred to as conclusive research as it tries to explain the cause-and-effect relationship between different variables. The objective is to understand which variables are causes and which are effects and the nature of the relationship between both variables.

Descriptive Survey Research

Descriptive survey research is largely observational and is ideal for gathering numeric data. Due to its quantitative nature, it’s often compared to exploratory survey research. The difference between the two is that descriptive research is structured and pre-planned.

 The idea behind descriptive research is to describe the mindset and opinion of a particular group of people on a given subject. The questions are every day multiple choices and users must choose from predefined categories. With predefined choices, you don’t get unique insights, rather, statistically inferable data.

Survey Research Types based on Concept Testing

Monadic concept testing.

Monadic testing is a survey research methodology in which the respondents are split into multiple groups and ask each group questions about a separate concept in isolation. Generally, monadic surveys are hyper-focused on a particular concept and shorter in duration. The important thing in monadic surveys is to avoid getting off-topic or exhausting the respondents with too many questions.

Sequential Monadic Concept Testing

Another approach to monadic testing is sequential monadic testing. In sequential monadic surveys, groups of respondents are surveyed in isolation. However, instead of surveying three groups on three different concepts, the researchers survey the same groups of people on three distinct concepts one after another. In a sequential monadic survey, at least two topics are included (in random order), and the same questions are asked for each concept to eliminate bias.

Based on Data Source

Primary data.

Data obtained directly from the source or target population is referred to as primary survey data. When it comes to primary data collection, researchers usually devise a set of questions and invite people with knowledge of the subject to respond. The main sources of primary data are interviews, questionnaires, surveys, and observation methods.

 Compared to secondary data, primary data is gathered from first-hand sources and is more reliable. However, the process of primary data collection is both costly and time-consuming.

Secondary Data

Survey research is generally used to collect first-hand information from a respondent. However, surveys can also be designed to collect and process secondary data. It’s collected from third-party sources or primary sources in the past.

 This type of data is usually generic, readily available, and cheaper than primary data collection. Some common sources of secondary data are books, data collected from older surveys, online data, and data from government archives. Beware that you might compromise the validity of your findings if you end up with irrelevant or inflated data.

Based on Research Method

Quantitative research.

Quantitative research is a popular research methodology that is used to collect numeric data in a systematic investigation. It’s frequently used in research contexts where statistical data is required, such as sciences or social sciences. Quantitative research methods include polls, systematic observations, and face-to-face interviews.

Qualitative Research

Qualitative research is a research methodology where you collect non-numeric data from research participants. In this context, the participants are not restricted to a specific system and provide open-ended information. Some common qualitative research methods include focus groups, one-on-one interviews, observations, and case studies.

Based on Deployment Method

Online surveys.

With technology advancing rapidly, the most popular method of survey research is an online survey. With the internet, you can not only reach a broader audience but also design and customize a survey and deploy it from anywhere. Online surveys have outperformed offline survey methods as they are less expensive and allow researchers to easily collect and analyze data from a large sample.

Paper or Print Surveys

As the name suggests, paper or print surveys use the traditional paper and pencil approach to collect data. Before the invention of computers, paper surveys were the survey method of choice.

Though many would assume that surveys are no longer conducted on paper, it's still a reliable method of collecting information during field research and data collection. However, unlike online surveys, paper surveys are expensive and require extra human resources.

Telephonic Surveys

Telephonic surveys are conducted over telephones where a researcher asks a series of questions to the respondent on the other end. Contacting respondents over a telephone requires less effort, human resources, and is less expensive.

What makes telephonic surveys debatable is that people are often reluctant in giving information over a phone call. Additionally, the success of such surveys depends largely on whether people are willing to invest their time on a phone call answering questions.

One-on-one Surveys

One-on-one surveys also known as face-to-face surveys are interviews where the researcher and respondent. Interacting directly with the respondent introduces the human factor into the survey.

Face-to-face interviews are useful when the researcher wants to discuss something personal with the respondent. The response rates in such surveys are always higher as the interview is being conducted in person. However, these surveys are quite expensive and the success of these depends on the knowledge and experience of the researcher.

Based on Distribution

The easiest and most common way of conducting online surveys is sending out an email. Sending out surveys via emails has a higher response rate as your target audience already knows about your brand and is likely to engage.

Buy Survey Responses

Purchasing survey responses also yields higher responses as the responders signed up for the survey. Businesses often purchase survey samples to conduct extensive research. Here, the target audience is often pre-screened to check if they're qualified to take part in the research.

Embedding Survey on a Website

Embedding surveys on a website is another excellent way to collect information. It allows your website visitors to take part in a survey without ever leaving the website and can be done while a person is entering or exiting the website.

Post the Survey on Social Media

Social media is an excellent medium to reach abroad range of audiences. You can publish your survey as a link on social media and people who are following the brand can take part and answer questions.

Based on Frequency of Deployment

Cross-sectional studies.

Cross-sectional studies are administered to a small sample from a large population within a short period of time. This provides researchers a peek into what the respondents are thinking at a given time. The surveys are usually short, precise, and specific to a particular situation.

Longitudinal Surveys

Longitudinal surveys are an extension of cross-sectional studies where researchers make an observation and collect data over extended periods of time. This type of survey can be further divided into three types:

-       Trend surveys are employed to allow researchers to understand the change in the thought process of the respondents over some time.

-       Panel surveys are administered to the same group of people over multiple years. These are usually expensive and researchers must stick to their panel to gather unbiased opinions.

-       In cohort surveys, researchers identify a specific category of people and regularly survey them. Unlike panel surveys, the same people do not need to take part over the years, but each individual must fall into the researcher’s primary interest category.

Retrospective Survey

Retrospective surveys allow researchers to ask questions to gather data about past events and beliefs of the respondents. Since retrospective surveys also require years of data, they are similar to the longitudinal survey, except retrospective surveys are shorter and less expensive.

Why Should You Conduct Research Surveys?

“In God we trust. All others must bring data” - W. Edwards Deming

 In the information age, survey research is of utmost importance and essential for understanding the opinion of your target population. Whether you’re launching a new product or conducting a social survey, the tool can be used to collect specific information from a defined set of respondents. The data collected via surveys can be further used by organizations to make informed decisions.

Furthermore, compared to other research methods, surveys are relatively inexpensive even if you’re giving out incentives. Compared to the older methods such as telephonic or paper surveys, online surveys have a smaller cost and the number of responses is higher.

 What makes surveys useful is that they describe the characteristics of a large population. With a larger sample size , you can rely on getting more accurate results. However, you also need honest and open answers for accurate results. Since surveys are also anonymous and the responses remain confidential, respondents provide candid and accurate answers.

Common Uses of a Survey

Surveys are widely used in many sectors, but the most common uses of the survey research include:

-       Market research : surveying a potential market to understand customer needs, preferences, and market demand.

-       Customer Satisfaction: finding out your customer’s opinions about your services, products, or companies .

-       Social research: investigating the characteristics and experiences of various social groups.

-       Health research: collecting data about patients’ symptoms and treatments.

-       Politics: evaluating public opinion regarding policies and political parties.

-       Psychology: exploring personality traits, behaviors, and preferences.

6 Steps to Conduct Survey Research

An organization, person, or company conducts a survey when they need the information to make a decision but have insufficient data on hand. Following are six simple steps that can help you design a great survey.

Step 1: Objective of the Survey

The first step in survey research is defining an objective. The objective helps you define your target population and samples. The target population is the specific group of people you want to collect data from and since it’s rarely possible to survey the entire population, we target a specific sample from it. Defining a survey objective also benefits your respondents by helping them understand the reason behind the survey.

Step 2: Number of Questions

The number of questions or the size of the survey depends on the survey objective. However, it’s important to ensure that there are no redundant queries and the questions are in a logical order. Rephrased and repeated questions in a survey are almost as frustrating as in real life. For a higher completion rate, keep the questionnaire small so that the respondents stay engaged to the very end. The ideal length of an interview is less than 15 minutes. ( 2 )

Step 3: Language and Voice of Questions

While designing a survey, you may feel compelled to use fancy language. However, remember that difficult language is associated with higher survey dropout rates. You need to speak to the respondent in a clear, concise, and neutral manner, and ask simple questions. If your survey respondents are bilingual, then adding an option to translate your questions into another language can also prove beneficial.

Step 4: Type of Questions

In a survey, you can include any type of questions and even both closed-ended or open-ended questions. However, opt for the question types that are the easiest to understand for the respondents, and offer the most value. For example, compared to open-ended questions, people prefer to answer close-ended questions such as MCQs (multiple choice questions)and NPS (net promoter score) questions.

Step 5: User Experience

Designing a great survey is about more than just questions. A lot of researchers underestimate the importance of user experience and how it affects their response and completion rates. An inconsistent, difficult-to-navigate survey with technical errors and poor color choice is unappealing for the respondents. Make sure that your survey is easy to navigate for everyone and if you’re using rating scales, they remain consistent throughout the research study.

Additionally, don’t forget to design a good survey experience for both mobile and desktop users. According to Pew Research Center, nearly half of the smartphone users access the internet mainly from their mobile phones and 14 percent of American adults are smartphone-only internet users. ( 3 )

Step 6: Survey Logic

Last but not least, logic is another critical aspect of the survey design. If the survey logic is flawed, respondents may not continue in the right direction. Make sure to test the logic to ensure that selecting one answer leads to the next logical question instead of a series of unrelated queries.

How to Effectively Use Survey Research with Starlight Analytics

Designing and conducting a survey is almost as much science as it is an art. To craft great survey research, you need technical skills, consider the psychological elements, and have a broad understanding of marketing.

The ultimate goal of the survey is to ask the right questions in the right manner to acquire the right results.

Bringing a new product to the market is a long process and requires a lot of research and analysis. In your journey to gather information or ideas for your business, Starlight Analytics can be an excellent guide. Starlight Analytics' product concept testing helps you measure your product's market demand and refine product features and benefits so you can launch with confidence. The process starts with custom research to design the survey according to your needs, execute the survey, and deliver the key insights on time.

• Survey research in the United States: roots and emergence, 1890-1960 https://searchworks.stanford.edu/view/10733873    
• How to create a survey questionnaire that gets great responses https://luc.id/knowledgehub/how-to-create-a-survey-questionnaire-that-gets-great-responses/    
• Internet/broadband fact sheet https://www.pewresearch.org/internet/fact-sheet/internet-broadband/    

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What is survey research.

15 min read Find out everything you need to know about survey research, from what it is and how it works to the different methods and tools you can use to ensure you’re successful.

Survey research is the process of collecting data from a predefined group (e.g. customers or potential customers) with the ultimate goal of uncovering insights about your products, services, or brand overall .

As a quantitative data collection method, survey research can provide you with a goldmine of information that can inform crucial business and product decisions. But survey research needs careful planning and execution to get the results you want.

So if you’re thinking about using surveys to carry out research, read on.

Get started with our free survey maker tool

Types of survey research

Calling these methods ‘survey research’ slightly underplays the complexity of this type of information gathering. From the expertise required to carry out each activity to the analysis of the data and its eventual application, a considerable amount of effort is required.

As for how you can carry out your research, there are several options to choose from — face-to-face interviews, telephone surveys, focus groups (though more interviews than surveys), online surveys , and panel surveys.

Typically, the survey method you choose will largely be guided by who you want to survey, the size of your sample , your budget, and the type of information you’re hoping to gather.

Here are a few of the most-used survey types:

Face-to-face interviews

Before technology made it possible to conduct research using online surveys, telephone, and mail were the most popular methods for survey research. However face-to-face interviews were considered the gold standard — the only reason they weren’t as popular was due to their highly prohibitive costs.

When it came to face-to-face interviews, organizations would use highly trained researchers who knew when to probe or follow up on vague or problematic answers. They also knew when to offer assistance to respondents when they seemed to be struggling. The result was that these interviewers could get sample members to participate and engage in surveys in the most effective way possible, leading to higher response rates and better quality data.

Telephone surveys

While phone surveys have been popular in the past, particularly for measuring general consumer behavior or beliefs, response rates have been declining since the 1990s .

Phone surveys are usually conducted using a random dialing system and software that a researcher can use to record responses.

This method is beneficial when you want to survey a large population but don’t have the resources to conduct face-to-face research surveys or run focus groups, or want to ask multiple-choice and open-ended questions .

The downsides are they can: take a long time to complete depending on the response rate, and you may have to do a lot of cold-calling to get the information you need.

You also run the risk of respondents not being completely honest . Instead, they’ll answer your survey questions quickly just to get off the phone.

Focus groups (interviews — not surveys)

Focus groups are a separate qualitative methodology rather than surveys — even though they’re often bunched together. They’re normally used for survey pretesting and designing , but they’re also a great way to generate opinions and data from a diverse range of people.

Focus groups involve putting a cohort of demographically or socially diverse people in a room with a moderator and engaging them in a discussion on a particular topic, such as your product, brand, or service.

They remain a highly popular method for market research , but they’re expensive and require a lot of administration to conduct and analyze the data properly.

You also run the risk of more dominant members of the group taking over the discussion and swaying the opinions of other people — potentially providing you with unreliable data.

Online surveys

Online surveys have become one of the most popular survey methods due to being cost-effective, enabling researchers to accurately survey a large population quickly.

Online surveys can essentially be used by anyone for any research purpose – we’ve all seen the increasing popularity of polls on social media (although these are not scientific).

Using an online survey allows you to ask a series of different question types and collect data instantly that’s easy to analyze with the right software.

There are also several methods for running and distributing online surveys that allow you to get your questionnaire in front of a large population at a fraction of the cost of face-to-face interviews or focus groups.

This is particularly true when it comes to mobile surveys as most people with a smartphone can access them online.

However, you have to be aware of the potential dangers of using online surveys, particularly when it comes to the survey respondents. The biggest risk is because online surveys require access to a computer or mobile device to complete, they could exclude elderly members of the population who don’t have access to the technology — or don’t know how to use it.

It could also exclude those from poorer socio-economic backgrounds who can’t afford a computer or consistent internet access. This could mean the data collected is more biased towards a certain group and can lead to less accurate data when you’re looking for a representative population sample.

When it comes to surveys, every voice matters.

Find out how to create more inclusive and representative surveys for your research.

Panel surveys

A panel survey involves recruiting respondents who have specifically signed up to answer questionnaires and who are put on a list by a research company. This could be a workforce of a small company or a major subset of a national population. Usually, these groups are carefully selected so that they represent a sample of your target population — giving you balance across criteria such as age, gender, background, and so on.

Panel surveys give you access to the respondents you need and are usually provided by the research company in question. As a result, it’s much easier to get access to the right audiences as you just need to tell the research company your criteria. They’ll then determine the right panels to use to answer your questionnaire.

However, there are downsides. The main one being that if the research company offers its panels incentives, e.g. discounts, coupons, money — respondents may answer a lot of questionnaires just for the benefits.

This might mean they rush through your survey without providing considered and truthful answers. As a consequence, this can damage the credibility of your data and potentially ruin your analyses.

What are the benefits of using survey research?

Depending on the research method you use, there are lots of benefits to conducting survey research for data collection. Here, we cover a few:

1.   They’re relatively easy to do

Most research surveys are easy to set up, administer and analyze. As long as the planning and survey design is thorough and you target the right audience , the data collection is usually straightforward regardless of which survey type you use.

2.   They can be cost effective

Survey research can be relatively cheap depending on the type of survey you use.

Generally, qualitative research methods that require access to people in person or over the phone are more expensive and require more administration.

Online surveys or mobile surveys are often more cost-effective for market research and can give you access to the global population for a fraction of the cost.

3.   You can collect data from a large sample

Again, depending on the type of survey, you can obtain survey results from an entire population at a relatively low price. You can also administer a large variety of survey types to fit the project you’re running.

4.   You can use survey software to analyze results immediately

Using survey software, you can use advanced statistical analysis techniques to gain insights into your responses immediately.

Analysis can be conducted using a variety of parameters to determine the validity and reliability of your survey data at scale.

5.   Surveys can collect any type of data

While most people view surveys as a quantitative research method, they can just as easily be adapted to gain qualitative information by simply including open-ended questions or conducting interviews face to face.

How to measure concepts with survey questions

While surveys are a great way to obtain data, that data on its own is useless unless it can be analyzed and developed into actionable insights.

The easiest, and most effective way to measure survey results, is to use a dedicated research tool that puts all of your survey results into one place.

When it comes to survey measurement, there are four measurement types to be aware of that will determine how you treat your different survey results:

Nominal scale

With a nominal scale , you can only keep track of how many respondents chose each option from a question, and which response generated the most selections.

An example of this would be simply asking a responder to choose a product or brand from a list.

You could find out which brand was chosen the most but have no insight as to why.

Ordinal scale

Ordinal scales are used to judge an order of preference. They do provide some level of quantitative value because you’re asking responders to choose a preference of one option over another.

Ratio scale

Ratio scales can be used to judge the order and difference between responses. For example, asking respondents how much they spend on their weekly shopping on average.

Interval scale

In an interval scale, values are lined up in order with a meaningful difference between the two values — for example, measuring temperature or measuring a credit score between one value and another.

Step by step: How to conduct surveys and collect data

Conducting a survey and collecting data is relatively straightforward, but it does require some careful planning and design to ensure it results in reliable data.

Step 1 – Define your objectives

What do you want to learn from the survey? How is the data going to help you? Having a hypothesis or series of assumptions about survey responses will allow you to create the right questions to test them.

Step 2 – Create your survey questions

Once you’ve got your hypotheses or assumptions, write out the questions you need answering to test your theories or beliefs. Be wary about framing questions that could lead respondents or inadvertently create biased responses .

Step 3 – Choose your question types

Your survey should include a variety of question types and should aim to obtain quantitative data with some qualitative responses from open-ended questions. Using a mix of questions (simple Yes/ No, multiple-choice, rank in order, etc) not only increases the reliability of your data but also reduces survey fatigue and respondents simply answering questions quickly without thinking.

Find out how to create a survey that’s easy to engage with

Step 4 – Test your questions

Before sending your questionnaire out, you should test it (e.g. have a random internal group do the survey) and carry out A/B tests to ensure you’ll gain accurate responses.

Step 5 – Choose your target and send out the survey

Depending on your objectives, you might want to target the general population with your survey or a specific segment of the population. Once you’ve narrowed down who you want to target, it’s time to send out the survey.

After you’ve deployed the survey, keep an eye on the response rate to ensure you’re getting the number you expected. If your response rate is low, you might need to send the survey out to a second group to obtain a large enough sample — or do some troubleshooting to work out why your response rates are so low. This could be down to your questions, delivery method, selected sample, or otherwise.

Step 6 – Analyze results and draw conclusions

Once you’ve got your results back, it’s time for the fun part.

Break down your survey responses using the parameters you’ve set in your objectives and analyze the data to compare to your original assumptions. At this stage, a research tool or software can make the analysis a lot easier — and that’s somewhere Qualtrics can help.

Get reliable insights with survey software from Qualtrics

Gaining feedback from customers and leads is critical for any business, data gathered from surveys can prove invaluable for understanding your products and your market position, and with survey software from Qualtrics, it couldn’t be easier.

Used by more than 13,000 brands and supporting more than 1 billion surveys a year, Qualtrics empowers everyone in your organization to gather insights and take action. No coding required — and your data is housed in one system.

Get feedback from more than 125 sources on a single platform and view and measure your data in one place to create actionable insights and gain a deeper understanding of your target customers .

Automatically run complex text and statistical analysis to uncover exactly what your survey data is telling you, so you can react in real-time and make smarter decisions.

We can help you with survey management, too. From designing your survey and finding your target respondents to getting your survey in the field and reporting back on the results, we can help you every step of the way.

And for expert market researchers and survey designers, Qualtrics features custom programming to give you total flexibility over question types, survey design, embedded data, and other variables.

No matter what type of survey you want to run, what target audience you want to reach, or what assumptions you want to test or answers you want to uncover, we’ll help you design, deploy and analyze your survey with our team of experts.

Ready to find out more about Qualtrics CoreXM?

Get started with our free survey maker tool today

Related resources

Survey bias types 24 min read, post event survey questions 10 min read, best survey software 16 min read, close-ended questions 7 min read, survey vs questionnaire 12 min read, response bias 13 min read, double barreled question 11 min read, request demo.

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Survey Research — Types, Methods and Example Questions

Survey research The world of research is vast and complex, but with the right tools and understanding, it's an open field of discovery. Welcome to a journey into the heart of survey research. What is survey research? Survey research is the lens through which we view the opinions, behaviors, and experiences of a population. Think of it as the research world's detective, cleverly sleuthing out the truths hidden beneath layers of human complexity. Why is survey research important? Survey research is a Swiss Army Knife in a researcher's toolbox. It’s adaptable, reliable, and incredibly versatile, but its real power? It gives voice to the silent majority. Whether it's understanding customer preferences or assessing the impact of a social policy, survey research is the bridge between unanswered questions and insightful data. Let's embark on this exploration, armed with the spirit of openness, a sprinkle of curiosity, and the thirst for making knowledge accessible. As we journey further into the realm of survey research, we'll delve deeper into the diverse types of surveys, innovative data collection methods, and the rewards and challenges that come with them. Types of survey research Survey research is like an artist's palette, offering a variety of types to suit your unique research needs. Each type paints a different picture, giving us fascinating insights into the world around us. Cross-Sectional Surveys: Capture a snapshot of a population at a specific moment in time. They're your trusty Polaroid camera, freezing a moment for analysis and understanding. Longitudinal Surveys: Track changes over time, much like a time-lapse video. They help to identify trends and patterns, offering a dynamic perspective of your subject. Descriptive Surveys: Draw a detailed picture of the current state of affairs. They're your magnifying glass, examining the prevalence of a phenomenon or attitudes within a group. Analytical Surveys: Deep dive into the reasons behind certain outcomes. They're the research world's version of Sherlock Holmes, unraveling the complex web of cause and effect. But, what method should you choose for data collection? The plot thickens, doesn't it? Let's unravel this mystery in our next section. Survey research and data collection methods Data collection in survey research is an art form, and there's no one-size-fits-all method. Think of it as your paintbrush, each stroke represents a different way of capturing data. Online Surveys: In the digital age, online surveys have surged in popularity. They're fast, cost-effective, and can reach a global audience. But like a mysterious online acquaintance, respondents may not always be who they say they are. Mail Surveys: Like a postcard from a distant friend, mail surveys have a certain charm. They're great for reaching respondents without internet access. However, they’re slower and have lower response rates. They’re a test of patience and persistence. Telephone Surveys: With the sound of a ringing phone, the human element enters the picture. Great for reaching a diverse audience, they bring a touch of personal connection. But, remember, not all are fans of unsolicited calls. Face-to-Face Surveys: These are the heart-to-heart conversations of the survey world. While they require more resources, they're the gold standard for in-depth, high-quality data. As we journey further, let’s weigh the pros and cons of survey research. Advantages and disadvantages of survey research Every hero has its strengths and weaknesses, and survey research is no exception. Let's unwrap the gift box of survey research to see what lies inside. Advantages: Versatility: Like a superhero with multiple powers, surveys can be adapted to different topics, audiences, and research needs. Accessibility: With online surveys, geographical boundaries dissolve. We can reach out to the world from our living room. Anonymity: Like a confessional booth, surveys allow respondents to share their views without fear of judgment. Disadvantages: Response Bias: Ever met someone who says what you want to hear? Survey respondents can be like that too. Limited Depth: Like a puddle after a rainstorm, some surveys only skim the surface of complex issues. Nonresponse: Sometimes, potential respondents play hard to get, skewing the data. Survey research may have its challenges, but it also presents opportunities to learn and grow. As we forge ahead on our journey, we dive into the design process of survey research. Limitations of survey research Every research method has its limitations, like bumps on the road to discovery. But don't worry, with the right approach, these challenges become opportunities for growth. Misinterpretation: Sometimes, respondents might misunderstand your questions, like a badly translated novel. To overcome this, keep your questions simple and clear. Social Desirability Bias: People often want to present themselves in the best light. They might answer questions in a way that portrays them positively, even if it's not entirely accurate. Overcome this by ensuring anonymity and emphasizing honesty. Sample Representation: If your survey sample isn't representative of the population you're studying, it can skew your results. Aiming for a diverse sample can mitigate this. Now that we're aware of the limitations let's delve into the world of survey design. {loadmoduleid 430} Survey research design Designing a survey is like crafting a roadmap to discovery. It's an intricate process that involves careful planning, innovative strategies, and a deep understanding of your research goals. Let's get started. Approach and Strategy Your approach and strategy are the compasses guiding your survey research. Clear objectives, defined research questions, and an understanding of your target audience lay the foundation for a successful survey. Panel The panel is the heartbeat of your survey, the respondents who breathe life into your research. Selecting a representative panel ensures your research is accurate and inclusive. 9 Tips on Building the Perfect Survey Research Questionnaire Keep It Simple: Clear and straightforward questions lead to accurate responses. Make It Relevant: Ensure every question ties back to your research objectives. Order Matters: Start with easy questions to build rapport and save sensitive ones for later. Avoid Double-Barreled Questions: Stick to one idea per question. Offer a Balanced Scale: For rating scales, provide an equal number of positive and negative options. Provide a ‘Don't Know’ Option: This prevents guessing and keeps your data accurate. Pretest Your Survey: A pilot run helps you spot any issues before the final launch. Keep It Short: Respect your respondents' time. Make It Engaging: Keep your respondents interested with a mix of question types. Survey research examples and questions Examples serve as a bridge connecting theoretical concepts to real-world scenarios. Let's consider a few practical examples of survey research across various domains. User Experience (UX) Imagine being a UX designer at a budding tech start-up. Your app is gaining traction, but to keep your user base growing and engaged, you must ensure that your app's UX is top-notch. In this case, a well-designed survey could be a beacon, guiding you toward understanding user behavior, preferences, and pain points. Here's an example of how such a survey could look: "On a scale of 1 to 10, how would you rate the ease of navigating our app?" "How often do you encounter difficulties while using our app?" "What features do you use most frequently in our app?" "What improvements would you suggest for our app?" "What features would you like to see in future updates?" This line of questioning, while straightforward, provides invaluable insights. It enables the UX designer to identify strengths to capitalize on and weaknesses to improve, ultimately leading to a product that resonates with users. Psychology and Ethics in survey research The realm of survey research is not just about data and numbers, but it's also about understanding human behavior and treating respondents ethically. Psychology: In-depth understanding of cognitive biases and social dynamics can profoundly influence survey design. Let's take the 'Recency Effect,' a psychological principle stating that people tend to remember recent events more vividly than those in the past. While framing questions about user experiences, this insight could be invaluable. For example, a question like "Can you recall an instance in the past week when our customer service exceeded your expectations?" is likely to fetch more accurate responses than asking about an event several months ago. Ethics: On the other hand, maintaining privacy, confidentiality, and informed consent is more than ethical - it's fundamental to the integrity of the research process. Imagine conducting a sensitive survey about workplace culture. Ensuring respondents that their responses will remain confidential and anonymous can encourage more honest responses. An introductory note stating these assurances, along with a clear outline of the survey's purpose, can help build trust with your respondents. Survey research software In the age of digital information, survey research software has become a trusted ally for researchers. It simplifies complex processes like data collection, analysis, and visualization, democratizing research and making it more accessible to a broad audience. LimeSurvey, our innovative, user-friendly tool, brings this vision to life. It stands at the crossroads of simplicity and power, embodying the essence of accessible survey research. Whether you're a freelancer exploring new market trends, a psychology student curious about human behavior, or an HR officer aiming to improve company culture, LimeSurvey empowers you to conduct efficient, effective research. Its suite of features and intuitive design matches your research pace, allowing your curiosity to take the front seat. For instance, consider you're a researcher studying consumer behavior across different demographics. With LimeSurvey, you can easily design demographic-specific questions, distribute your survey across various channels, collect responses in real-time, and visualize your data through intuitive dashboards. This synergy of tools and functionalities makes LimeSurvey a perfect ally in your quest for knowledge. Conclusion If you've come this far, we can sense your spark of curiosity. Are you eager to take the reins and conduct your own survey research? Are you ready to embrace the simple yet powerful tool that LimeSurvey offers? If so, we can't wait to see where your journey takes you next! In the world of survey research, there's always more to explore, more to learn and more to discover. So, keep your curiosity alive, stay open to new ideas, and remember, your exploration is just beginning! We hope that our exploration has been as enlightening for you as it was exciting for us. Remember, the journey doesn't end here. With the power of knowledge and the right tools in your hands, there's no limit to what you can achieve. So, let your curiosity be your guide and dive into the fascinating world of survey research with LimeSurvey! Try it out for free now! Happy surveying! {loadmoduleid 429}

Table Content

Survey research.

The world of research is vast and complex, but with the right tools and understanding, it's an open field of discovery. Welcome to a journey into the heart of survey research.

What is survey research?

Survey research is the lens through which we view the opinions, behaviors, and experiences of a population. Think of it as the research world's detective, cleverly sleuthing out the truths hidden beneath layers of human complexity.

Why is survey research important?

Survey research is a Swiss Army Knife in a researcher's toolbox. It’s adaptable, reliable, and incredibly versatile, but its real power? It gives voice to the silent majority. Whether it's understanding customer preferences or assessing the impact of a social policy, survey research is the bridge between unanswered questions and insightful data.

Let's embark on this exploration, armed with the spirit of openness, a sprinkle of curiosity, and the thirst for making knowledge accessible. As we journey further into the realm of survey research, we'll delve deeper into the diverse types of surveys, innovative data collection methods, and the rewards and challenges that come with them.

Types of survey research

Survey research is like an artist's palette, offering a variety of types to suit your unique research needs. Each type paints a different picture, giving us fascinating insights into the world around us.

• Cross-Sectional Surveys: Capture a snapshot of a population at a specific moment in time. They're your trusty Polaroid camera, freezing a moment for analysis and understanding.
• Longitudinal Surveys: Track changes over time, much like a time-lapse video. They help to identify trends and patterns, offering a dynamic perspective of your subject.
• Descriptive Surveys: Draw a detailed picture of the current state of affairs. They're your magnifying glass, examining the prevalence of a phenomenon or attitudes within a group.
• Analytical Surveys: Deep dive into the reasons behind certain outcomes. They're the research world's version of Sherlock Holmes, unraveling the complex web of cause and effect.

But, what method should you choose for data collection? The plot thickens, doesn't it? Let's unravel this mystery in our next section.

Survey research and data collection methods

Data collection in survey research is an art form, and there's no one-size-fits-all method. Think of it as your paintbrush, each stroke represents a different way of capturing data.

• Online Surveys: In the digital age, online surveys have surged in popularity. They're fast, cost-effective, and can reach a global audience. But like a mysterious online acquaintance, respondents may not always be who they say they are.
• Mail Surveys: Like a postcard from a distant friend, mail surveys have a certain charm. They're great for reaching respondents without internet access. However, they’re slower and have lower response rates. They’re a test of patience and persistence.
• Telephone Surveys: With the sound of a ringing phone, the human element enters the picture. Great for reaching a diverse audience, they bring a touch of personal connection. But, remember, not all are fans of unsolicited calls.
• Face-to-Face Surveys: These are the heart-to-heart conversations of the survey world. While they require more resources, they're the gold standard for in-depth, high-quality data.

As we journey further, let’s weigh the pros and cons of survey research.

Advantages and disadvantages of survey research

Every hero has its strengths and weaknesses, and survey research is no exception. Let's unwrap the gift box of survey research to see what lies inside.

Advantages:

• Versatility: Like a superhero with multiple powers, surveys can be adapted to different topics, audiences, and research needs.
• Accessibility: With online surveys, geographical boundaries dissolve. We can reach out to the world from our living room.
• Anonymity: Like a confessional booth, surveys allow respondents to share their views without fear of judgment.

Disadvantages:

• Response Bias: Ever met someone who says what you want to hear? Survey respondents can be like that too.
• Limited Depth: Like a puddle after a rainstorm, some surveys only skim the surface of complex issues.
• Nonresponse: Sometimes, potential respondents play hard to get, skewing the data.

Survey research may have its challenges, but it also presents opportunities to learn and grow. As we forge ahead on our journey, we dive into the design process of survey research.

Limitations of survey research

Every research method has its limitations, like bumps on the road to discovery. But don't worry, with the right approach, these challenges become opportunities for growth.

Misinterpretation: Sometimes, respondents might misunderstand your questions, like a badly translated novel. To overcome this, keep your questions simple and clear.

Social Desirability Bias: People often want to present themselves in the best light. They might answer questions in a way that portrays them positively, even if it's not entirely accurate. Overcome this by ensuring anonymity and emphasizing honesty.

Sample Representation: If your survey sample isn't representative of the population you're studying, it can skew your results. Aiming for a diverse sample can mitigate this.

Now that we're aware of the limitations let's delve into the world of survey design.

•   Create surveys in 40+ languages
•   Unlimited number of users
•   Ready-to-go survey templates
•   So much more...

Survey research design

Designing a survey is like crafting a roadmap to discovery. It's an intricate process that involves careful planning, innovative strategies, and a deep understanding of your research goals. Let's get started.

Approach and Strategy

Your approach and strategy are the compasses guiding your survey research. Clear objectives, defined research questions, and an understanding of your target audience lay the foundation for a successful survey.

The panel is the heartbeat of your survey, the respondents who breathe life into your research. Selecting a representative panel ensures your research is accurate and inclusive.

9 Tips on Building the Perfect Survey Research Questionnaire

• Keep It Simple: Clear and straightforward questions lead to accurate responses.
• Make It Relevant: Ensure every question ties back to your research objectives.
• Order Matters: Start with easy questions to build rapport and save sensitive ones for later.
• Avoid Double-Barreled Questions: Stick to one idea per question.
• Offer a Balanced Scale: For rating scales, provide an equal number of positive and negative options.
• Provide a ‘Don't Know’ Option: This prevents guessing and keeps your data accurate.
• Pretest Your Survey: A pilot run helps you spot any issues before the final launch.
• Keep It Short: Respect your respondents' time.
• Make It Engaging: Keep your respondents interested with a mix of question types.

Survey research examples and questions

Examples serve as a bridge connecting theoretical concepts to real-world scenarios. Let's consider a few practical examples of survey research across various domains.

User Experience (UX)

Imagine being a UX designer at a budding tech start-up. Your app is gaining traction, but to keep your user base growing and engaged, you must ensure that your app's UX is top-notch. In this case, a well-designed survey could be a beacon, guiding you toward understanding user behavior, preferences, and pain points.

Here's an example of how such a survey could look:

• "On a scale of 1 to 10, how would you rate the ease of navigating our app?"
• "How often do you encounter difficulties while using our app?"
• "What features do you use most frequently in our app?"
• "What improvements would you suggest for our app?"
• "What features would you like to see in future updates?"

This line of questioning, while straightforward, provides invaluable insights. It enables the UX designer to identify strengths to capitalize on and weaknesses to improve, ultimately leading to a product that resonates with users.

Psychology and Ethics in survey research

The realm of survey research is not just about data and numbers, but it's also about understanding human behavior and treating respondents ethically.

Psychology: In-depth understanding of cognitive biases and social dynamics can profoundly influence survey design. Let's take the 'Recency Effect,' a psychological principle stating that people tend to remember recent events more vividly than those in the past. While framing questions about user experiences, this insight could be invaluable.

For example, a question like "Can you recall an instance in the past week when our customer service exceeded your expectations?" is likely to fetch more accurate responses than asking about an event several months ago.

Ethics: On the other hand, maintaining privacy, confidentiality, and informed consent is more than ethical - it's fundamental to the integrity of the research process.

Imagine conducting a sensitive survey about workplace culture. Ensuring respondents that their responses will remain confidential and anonymous can encourage more honest responses. An introductory note stating these assurances, along with a clear outline of the survey's purpose, can help build trust with your respondents.

Survey research software

In the age of digital information, survey research software has become a trusted ally for researchers. It simplifies complex processes like data collection, analysis, and visualization, democratizing research and making it more accessible to a broad audience.

LimeSurvey, our innovative, user-friendly tool, brings this vision to life. It stands at the crossroads of simplicity and power, embodying the essence of accessible survey research.

Whether you're a freelancer exploring new market trends, a psychology student curious about human behavior, or an HR officer aiming to improve company culture, LimeSurvey empowers you to conduct efficient, effective research. Its suite of features and intuitive design matches your research pace, allowing your curiosity to take the front seat.

For instance, consider you're a researcher studying consumer behavior across different demographics. With LimeSurvey, you can easily design demographic-specific questions, distribute your survey across various channels, collect responses in real-time, and visualize your data through intuitive dashboards. This synergy of tools and functionalities makes LimeSurvey a perfect ally in your quest for knowledge.

If you've come this far, we can sense your spark of curiosity. Are you eager to take the reins and conduct your own survey research? Are you ready to embrace the simple yet powerful tool that LimeSurvey offers? If so, we can't wait to see where your journey takes you next!

In the world of survey research, there's always more to explore, more to learn and more to discover. So, keep your curiosity alive, stay open to new ideas, and remember, your exploration is just beginning!

We hope that our exploration has been as enlightening for you as it was exciting for us. Remember, the journey doesn't end here. With the power of knowledge and the right tools in your hands, there's no limit to what you can achieve. So, let your curiosity be your guide and dive into the fascinating world of survey research with LimeSurvey! Try it out for free now!

Happy surveying!

Think one step ahead.

Step into a bright future with our simple online survey tool

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5 Approaching Survey Research

What is survey research.

Survey research is a quantitative and qualitative method with two important characteristics. First, the variables of interest are measured using self-reports (using questionnaires or interviews). In essence, survey researchers ask their participants (who are often called respondents in survey research) to report directly on their own thoughts, feelings, and behaviors. Second, considerable attention is paid to the issue of sampling. In particular, survey researchers have a strong preference for large random samples because they provide the most accurate estimates of what is true in the population. Beyond these two characteristics, almost anything goes in survey research. Surveys can be long or short. They can be conducted in person, by telephone, through the mail, or over the Internet. They can be about voting intentions, consumer preferences, social attitudes, health, or anything else that it is possible to ask people about and receive meaningful answers. Although survey data are often analyzed using statistics, there are many questions that lend themselves to more qualitative analysis.

Most survey research is non-experimental. It is used to describe single variables (e.g., the percentage of voters who prefer one presidential candidate or another, the prevalence of schizophrenia in the general population, etc.) and also to assess statistical relationships between variables (e.g., the relationship between income and health). But surveys can also be used within experimental research; as long as there is manipulation of an independent variable (e.g. anger vs. fear) to assess an effect on a dependent variable (e.g. risk judgments).

Chapter 5: Learning Objectives

If your research question(s) center on the experience or perception of a particular phenomenon, process, or practice, utilizing a survey method may help glean useful data. After reading this chapter, you will

• Identify the purpose of survey research
• Describe the cognitive processes involved in responding to questions
• Discuss the importance of context in drafting survey items
• Contrast the utility of open and closed ended questions
• Describe the BRUSO method of drafting survey questions
• Describe the format for survey questionnaires

The heart of any survey research project is the survey itself. Although it is easy to think of interesting questions to ask people, constructing a good survey is not easy at all. The problem is that the answers people give can be influenced in unintended ways by the wording of the items, the order of the items, the response options provided, and many other factors. At best, these influences add noise to the data. At worst, they result in systematic biases and misleading results. In this section, therefore, we consider some principles for constructing surveys to minimize these unintended effects and thereby maximize the reliability and validity of respondents’ answers.

Cognitive Processes of Responses

To best understand how to write a ‘good’ survey question, it is important to frame the act of responding to a survey question as a cognitive process. That is, there are are involuntary mechanisms that take place when someone is asked a question. Sudman, Bradburn, & Schwarz (1996, as cited in Jhangiani et. al, 2012) illustrate this cognitive process here.

Framing the formulation of survey questions in this way is extremely helpful to ensure that the questions posed on your survey glean accurate information.

Example of a Poorly Worded Survey Question

How many alcoholic drinks do you consume in a typical day?

• A lot more of average
• Somewhat more than average
• Average number
• Somewhat fewer than average
• A lot fewer than average

Although this item at first seems straightforward, it poses several difficulties for respondents. First, they must interpret the question. For example, they must decide whether “alcoholic drinks” include beer and wine (as opposed to just hard liquor) and whether a “typical day” is a typical weekday, typical weekend day, or both. Even though Chang and Krosnick (2003, as cited in Jhangiani et al. 2012) found that asking about “typical” behavior has been shown to be more valid than asking about “past” behavior, their study compared “typical week” to “past week” and may be different when considering typical weekdays or weekend days). Once respondents have interpreted the question, they must retrieve relevant information from memory to answer it. But what information should they retrieve, and how should they go about retrieving it? They might think vaguely about some recent occasions on which they drank alcohol, they might carefully try to recall and count the number of alcoholic drinks they consumed last week, or they might retrieve some existing beliefs that they have about themselves (e.g., “I am not much of a drinker”). Then they must use this information to arrive at a tentative judgment about how many alcoholic drinks they consume in a typical day. For example, this mental calculation might mean dividing the number of alcoholic drinks they consumed last week by seven to come up with an average number per day. Then they must format this tentative answer in terms of the response options actually provided. In this case, the options pose additional problems of interpretation. For example, what does “average” mean, and what would count as “somewhat more” than average? Finally, they must decide whether they want to report the response they have come up with or whether they want to edit it in some way. For example, if they believe that they drink a lot more than average, they might not want to report that for fear of looking bad in the eyes of the researcher, so instead, they may opt to select the “somewhat more than average” response option.

From this perspective, what at first appears to be a simple matter of asking people how much they drink (and receiving a straightforward answer from them) turns out to be much more complex.

Context Effects on Survey Responses

Again, this complexity can lead to unintended influences on respondents’ answers. These are often referred to as context effects because they are not related to the content of the item but to the context in which the item appears (Schwarz & Strack, 1990, as cited in Jhangiani et al. 2012). For example, there is an item-order effect when the order in which the items are presented affects people’s responses. One item can change how participants interpret a later item or change the information that they retrieve to respond to later items. For example, researcher Fritz Strack and his colleagues asked college students about both their general life satisfaction and their dating frequency (Strack, Martin, & Schwarz, 1988, as cited in Jhangiani et al. 2012) . When the life satisfaction item came first, the correlation between the two was only −.12, suggesting that the two variables are only weakly related. But when the dating frequency item came first, the correlation between the two was +.66, suggesting that those who date more have a strong tendency to be more satisfied with their lives. Reporting the dating frequency first made that information more accessible in memory so that they were more likely to base their life satisfaction rating on it.

The response options provided can also have unintended effects on people’s responses (Schwarz, 1999, as cited in Jhangiani et al. 2012) . For example, when people are asked how often they are “really irritated” and given response options ranging from “less than once a year” to “more than once a month,” they tend to think of major irritations and report being irritated infrequently. But when they are given response options ranging from “less than once a day” to “several times a month,” they tend to think of minor irritations and report being irritated frequently. People also tend to assume that middle response options represent what is normal or typical. So if they think of themselves as normal or typical, they tend to choose middle response options. For example, people are likely to report watching more television when the response options are centered on a middle option of 4 hours than when centered on a middle option of 2 hours. To mitigate against order effects, rotate questions and response items when there is no natural order. Counterbalancing or randomizing the order of presentation of the questions in online surveys are good practices for survey questions and can reduce response order effects that show that among undecided voters, the first candidate listed in a ballot receives a 2.5% boost simply by virtue of being listed first!

Writing Survey Items

Types of Items

Questionnaire items can be either open-ended or closed-ended. Open-ended  items simply ask a question and allow participants to answer in whatever way they choose. The following are examples of open-ended questionnaire items.

• “What is the most important thing to teach children to prepare them for life?”
• “Please describe a time when you were discriminated against because of your age.”
• “Is there anything else you would like to tell us about?”

Open-ended items are useful when researchers do not know how participants might respond or when they want to avoid influencing their responses. Open-ended items are more qualitative in nature, so they tend to be used when researchers have more vaguely defined research questions—often in the early stages of a research project. Open-ended items are relatively easy to write because there are no response options to worry about. However, they take more time and effort on the part of participants, and they are more difficult for the researcher to analyze because the answers must be transcribed, coded, and submitted to some form of qualitative analysis, such as content analysis. Another disadvantage is that respondents are more likely to skip open-ended items because they take longer to answer. It is best to use open-ended questions when the answer is unsure or for quantities which can easily be converted to categories later in the analysis.

Closed-ended items ask a question and provide a set of response options for participants to choose from.

Examples of  Closed-Ended Questions

How old are you?

On a scale of 0 (no pain at all) to 10 (the worst pain ever experienced), how much pain are you in right now?

Closed-ended items are used when researchers have a good idea of the different responses that participants might make. They are more quantitative in nature, so they are also used when researchers are interested in a well-defined variable or construct such as participants’ level of agreement with some statement, perceptions of risk, or frequency of a particular behavior. Closed-ended items are more difficult to write because they must include an appropriate set of response options. However, they are relatively quick and easy for participants to complete. They are also much easier for researchers to analyze because the responses can be easily converted to numbers and entered into a spreadsheet. For these reasons, closed- ended items are much more common.

All closed-ended items include a set of response options from which a participant must choose. For categorical variables like sex, race, or political party preference, the categories are usually listed and participants choose the one (or ones) to which they belong. For quantitative variables, a rating scale is typically provided. A rating scale is an ordered set of responses that participants must choose from.

The number of response options on a typical rating scale ranges from three to 11—although five and seven are probably most common. Five-point scales are best for unipolar scales where only one construct is tested, such as frequency (Never, Rarely, Sometimes, Often, Always). Seven- point scales are best for bipolar scales where there is a dichotomous spectrum, such as liking (Like very much, Like somewhat, Like slightly, Neither like nor dislike, Dislike slightly, Dislike somewhat, Dislike very much). For bipolar questions, it is useful to offer an earlier question that branches them into an area of the scale; if asking about liking ice cream, first ask “Do you generally like or dislike ice cream?” Once the respondent chooses like or dislike, refine it by offering them relevant choices from the seven-point scale. Branching improves both reliability and validity (Krosnick & Berent, 1993, as cited in Jhangiani et al. 2012 ) . Although you often see scales with numerical labels, it is best to only present verbal labels to the respondents but convert them to numerical values in the analyses. Avoid partial labels or length or overly specific labels. In some cases, the verbal labels can be supplemented with (or even replaced by) meaningful graphics.

Writing Effective Items

We can now consider some principles of writing questionnaire items that minimize unintended context effects and maximize the reliability and validity of participants’ responses. A rough guideline for writing 9 questionnaire items is provided by the BRUSO model (Peterson, 2000, as cited in Jhangiani et al. 2012 ) . An acronym, BRUSO stands for “brief,” “relevant,” “unambiguous,” “specific,” and “objective.” Effective questionnaire items are brief and to the point. They avoid long, overly technical, or unnecessary words. This brevity makes them easier for respondents to understand and faster for them to complete. Effective questionnaire items are also relevant to the research question. If a respondent’s sexual orientation, marital status, or income is not relevant, then items on them should probably not be included. Again, this makes the questionnaire faster to complete, but it also avoids annoying respondents with what they will rightly perceive as irrelevant or even “nosy” questions. Effective questionnaire items are also unambiguous; they can be interpreted in only one way. Part of the problem with the alcohol item presented earlier in this section is that different respondents might have different ideas about what constitutes “an alcoholic drink” or “a typical day.” Effective questionnaire items are also specific so that it is clear to respondents what their response should be about and clear to researchers what it is about. A common problem here is closed- ended items that are “double barreled .” They ask about two conceptually separate issues but allow only one response.

Example of a “Double Barreled” question

Please rate the extent to which you have been feeling anxious and depressed

Note: The issue in the question itself is that anxiety and depression are two separate items and should likely be separated

Finally, effective questionnaire items are objective in the sense that they do not reveal the researcher’s own opinions or lead participants to answer in a particular way. The best way to know how people interpret the wording of the question is to conduct a pilot test and ask a few people to explain how they interpreted the question. 

For closed-ended items, it is also important to create an appropriate response scale. For categorical variables, the categories presented should generally be mutually exclusive and exhaustive. Mutually exclusive categories do not overlap. For a religion item, for example, the categories of Christian and Catholic are not mutually exclusive but Protestant and Catholic are mutually exclusive. Exhaustive categories cover all possible responses. Although Protestant and Catholic are mutually exclusive, they are not exhaustive because there are many other religious categories that a respondent might select: Jewish, Hindu, Buddhist, and so on. In many cases, it is not feasible to include every possible category, in which case an ‘Other’ category, with a space for the respondent to fill in a more specific response, is a good solution. If respondents could belong to more than one category (e.g., race), they should be instructed to choose all categories that apply.

For rating scales, five or seven response options generally allow about as much precision as respondents are capable of. However, numerical scales with more options can sometimes be appropriate. For dimensions such as attractiveness, pain, and likelihood, a 0-to-10 scale will be familiar to many respondents and easy for them to use. Regardless of the number of response options, the most extreme ones should generally be “balanced” around a neutral or modal midpoint.

Example of an unbalanced versus balanced rating scale

Unbalanced rating scale measuring perceived likelihood

Unlikely | Somewhat Likely | Likely | Very Likely | Extremely Likely

Balanced rating scale measuring perceived likelihood

Extremely Unlikely | Somewhat Unlikely | As Likely as Not | Somewhat Likely |Extremely Likely

Note, however, that a middle or neutral response option does not have to be included. Researchers sometimes choose to leave it out because they want to encourage respondents to think more deeply about their response and not simply choose the middle option by default. However, including middle alternatives on bipolar dimensions can be used to allow people to choose an option that is neither.

Formatting the Survey

Writing effective items is only one part of constructing a survey. For one thing, every survey should have a written or spoken introduction that serves two basic functions (Peterson, 2000, as cited by Jhangiani et al. 2012 ). One is to encourage respondents to participate in the survey. In many types of research, such encouragement is not necessary either because participants do not know they are in a study (as in naturalistic observation) or because they are part of a subject pool and have already shown their willingness to participate by signing up and showing up for the study. Survey research usually catches respondents by surprise when they answer their phone, go to their mailbox, or check their e-mail—and the researcher must make a good case for why they should agree to participate. This means that the researcher has only a moment to capture the attention of the respondent and must make it as easy as possible for the respondent  to participate . Thus the introduction should briefly explain the purpose of the survey and its importance, provide information about the sponsor of the survey (university-based surveys tend to generate higher response rates), acknowledge the importance of the respondent’s participation, and describe any incentives for participating.

The second function of the introduction is to establish informed consent. Remember that this involves describing to respondents everything that might affect their decision to participate. This includes the topics covered by the survey, the amount of time it is likely to take, the respondent’s option to withdraw at any time, confidentiality issues, and so on. Written consent forms are not always used in survey research (when the research is of minimal risk and completion of the survey instrument is often accepted by the IRB as evidence of consent to participate), so it is important that this part of the introduction be well documented and presented clearly and in its entirety to every respondent.

The introduction should be followed by the substantive questionnaire items. But first, it is important to present clear instructions for completing the questionnaire, including examples of how to use any unusual response scales. Remember that the introduction is the point at which respondents are usually most interested and least fatigued, so it is good practice to start with the most important items for purposes of the research and proceed to less important items. Items should also be grouped by topic or by type. For example, items using the same rating scale (e.g., a 5-point agreement scale) should be grouped together if possible to make things faster and easier for respondents. Demographic items are often presented last because they are least interesting to participants but also easy to answer in the event respondents have become tired or bored. Of course, any survey should end with an expression of appreciation to the respondent.

Coding your survey responses

Once you’ve closed your survey, you’ll need to identify how to quantify the data you’ve collected. Much of this can be done in ways similar to methods described in the previous two chapters. Although there are several ways by which to do this, here are some general tips:

• Transfer data : Transfer your data to a program which will allow you to organize and ‘clean’ the data. If you’ve used an online tool to gather data, you should be able to download the survey results into a format appropriate for working the data. If you’ve collected responses by hand, you’ll need to input the data manually.
• Save: ALWAYS save a copy of your original data. Save changes you make to the data under a different name or version in case you need to refer back to the original data.
• De-identify: This step will depend on the overall approach that you’ve taken to answer your research question and may not be appropriate for your project.
• Name the variables: Again, there is no ‘right’ way to do this; however, as you move forward, you will want to be sure you can easily identify what data you are extracting. Many times, when you transfer your data the program will automatically associate data collected with the question asked. It is a good idea to name the variable something associated with the data, rather than the question
• Code the attributes : Each variable will likely have several different attributes, or      layers. You’ll need to come up with a coding method to distinguish the different responses. As discussed in previous chapters, each attribute should have a numeric code associated so that you can quantify the data and use descriptive and/or inferential statistical methods to either describe or explore relationships within the dataset.

This is relatively simple to accomplish with closed-ended questions. Because                   you’ve ‘forced’ the respondent to pick a concrete answer, you can create a code               that is associated with each answer. In the picture above, respondents were                     asked to identify their region and given a list of geographical regions and in                     structed to pick one. The researcher then created a code for the regions. In this               case, 1= West; 2= Midwest; 3= Northeast; 4= Southeast; and 5= Southwest. If you’re           working to quantify data that is somewhat qualitative in nature (i.e. open ended             questions) the process is a little more complicated. You’ll need to either create                 themes or categories, classify types or similar responses, and then assign codes to         those themes or categories.

6. Create a codebook : This.is.essential. Once you begin to code the data, you will                 have somewhat disconnected yourself from the data by translating the data from         a language that we understand to a language which a computer understands. Af           ter you run your statistical methods, you’ll translate it back to the native language         and share findings. To stay organized and accurate, it is important that you keep a         record of how the data has been translated.

7.  Analyze: Once you have the data inputted, cleaned, and coded, you should be                ready  to analyze your data using either descriptive or inferential methods, depend.      ing on your approach and overarching goal.

Key Takeaways

• Surveys are a great method to identify information about perceptions and experiences
• Question items must be carefully crafted to elicit an appropriate response
• Surveys are often a mixed-methods approach to research
• Both descriptive and inferential statistical approaches can be applied to the data gleaned through survey responses
• Surveys utilize both open and closed ended questions; identifying which types of questions will yield specific data will be helpful as you plan your approach to analysis
• Most surveys will need to include a method of informed consent, and an introduction. The introduction should clearly delineate the purpose of the survey and how the results will be utilized
• Pilot tests of your survey can save you a lot of time and heartache. Pilot testing helps to catch issues in the development of item, accessibility, and type of information derived prior to initiating the survey on a larger scale
• Survey data can be analyzed much like other types of data; following a systematic approach to coding will help ensure you get the answers you’re looking for
• This section is attributed to Research Methods in Psychology by Rajiv S. Jhangiani, I-Chant A. Chiang, Carrie Cuttler, & Dana C. Leighton is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted. ↵
• The majority of content in these sections can be attributed to Research Methods in Psychology by Rajiv S. Jhangiani, I-Chant A. Chiang, Carrie Cuttler, & Dana C. Leighton is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted. ↵

A mixed methods approach using self-reports of respondents who are sampled using stringent methods

A type of survey question that allows the respondent to insert their own response; typically qualitative in nature

A type of survey question which forces a respondent to select a response; no subjectivity.

Practical Research: A Basic Guide to Planning, Doing, and Writing Copyright © by megankoster. All Rights Reserved.

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What is Survey Research? Objectives, Sampling Process, Types and Advantages

June 12, 2023 | By Hitesh Bhasin | Filed Under: Marketing

Table of Contents

What is Survey Research?

Survey Research is the process of surveying or preparing questions targeted to a group of people to extract a particular field of information. This information can be further used for drawing certain conclusions.

Survey Research is a type of research conducted to understand demographic behaviorisms and relevant implications.

This data is collected in the form of surveys from the individuals as their responses, and a thorough analysis of this response is done to attain more information demographically.

Survey research can be done in simple ways like a face-to-face conversation, over calls, or by providing a questionnaire that the group of individuals has to respond to objectively.

Objectives for conducting Survey Research

The organization that wants to understand their audience’s responses should first know what the research is conducted for.

Once that is decided, it can be created in different formats depending on the suitability for which the survey is designed.

Some common objectives for conducting Survey Research are

• To get feedback. This is one of the reasons why a lot of individuals and organizations, specifically, conduct surveys. It helps them to know their performance in the changing market scenes and get an unbiased report. Opinions cannot leave a scope for improvement. But a full-proof survey conducted methodically and strategically can.
• To provide an area for audience suggestions for improvement. As a brand , you should know how to keep your target audience happy. If you keep them involved by conducting regular surveys about your performance and their expectations, you can erase that gap between the brand and the audience.
• To understand the mindset of the audience towards a particular topic, brand, or product . Before launching a new product and establishing it in the market, one must know its necessity. It must be able to solve an issue faced by the audience in some way. Only then will people find it relevant and will purchase it for whatever it is that they require.
• Understanding consumer behavior. It is said that the consumer is God, and therefore, any company or organization should invest wholly in understanding how the consumer behaves or what are their opinions and patterns. Understanding consumer behaviorisms will help them to place their brands and ideas more effectively to the consumer.
• Open a channel for communication and relations. When the audience’s opinion is taken into account, it helps earn trust in the organization. Also, with certain levels of communication and public relations built, the brands can build long-lasting equity and bond with its consumers. It helps them gain an edge over their competitors.
• To have strong organization-community ties. Some companies conduct services towards the community, society, and environment. Conducting surveys helps them find a social issue that they can contribute to. Well-placed surveys can even help them to find out the efficacy of the initiatives taken up by them. It helps them build stronger community ties.

Data collection methods

It is essential to collect data from the respondents that are objective and not biased. Opinionated data cannot help in gaining insight; instead, facts help. To better understand the implications and the efficacy, the survey conducted has to be simple yet profound. Otherwise, the whole process of the research will be in vain.

The following are some ways in which this data can be collected.

1. Questionnaires

This is one of the most common ways of conducting survey research because it helps engage the individuals well.

A questionnaire can be taken up by the individual conducting the surveyor at times, which might require professionals like psychologists, etc., to explain the people’s questions. These can be in the form of a sheet or can be emailed or questioned over the telephone.

2. Conducting interviews

Conducting face-to-face interviews helps people respond better because they connect to the idea of it when they are being guided through the process. A telephonic interview can also be conducted in a discussion format to keep the individuals engaged in answering.

Sampling for Survey Research

Survey research requires individuals or a set of individuals who can be targeted for a particular type of information that they may be acquainted with. The following has to be maintained while sampling.

• Sufficient samples have to be extracted from the target audience because not all populations can be taken for the research.
• So, the sample set has to be representing the audience in mind, and it should suffice for the research.
• It is essential to identify the target audience correctly.
• Depending on the data required, people of any sex, socio-economic classification, and age can be chosen.
• Having a strong sample set helps achieve the credibility and authenticity of the research that is being conducted.
• Having a larger sample set. Answering objectively can help achieve accurate results of the research.

Probability Sampling

Probability sampling is essential while performing Survey Research because such models give the closest representation of a population and its dynamics. The sampling sizes used under probability sampling enable the organization to employ numerous statistical analysis forms to arrive at more concrete meanings and conclusions.

There are different types of Probability sampling. They are as follows:

1. Simple random sampling

• The three basic criteria for a simple random sampling are that the population should have N objects. The sample should consist of n objects, and all of them are equally likely to occur in any given situation.
• The ways of getting a simple random sample are varied.
• Some ways are a lottery, randomly assigning a unique number to the population members, randomly picking up chits blindfolded, etc.
• This sampling is done in an unbiased manner and is truly random so that everyone has the chance to be a part of it.

2. Stratified Sampling

• In stratified sampling, a particular characteristic is taken into consideration.
• Using these characteristics, the group of individuals is chosen. These are called strata.
• Then, within such groups, a simple random sample is selected not to give rise to any bias.
• An example would be that of the national surveys conducted for a criterion of socio-economic classification.

3. Cluster Sampling

• In cluster sampling, a member of a selected population is put into one group only.
• Many such groups are created and are together known as clusters.
• Then a sample of clusters is chosen, which means that each individual chosen is unique.
• This selection is made most often using simple random sampling.
• From the selected clusters now, the survey is conducted.

4. Multistage Sampling

• Multistage sampling is a mixture of many sampling methods befitting the sample’s needs and the survey.
• It is also done in multiple stages, hence the name.
• In different stages, the different sampling methods are employed to ensure that every individual selected is unique.

5. Systematic Random Sampling

• For systematic random sampling, a list of individuals of a population is built.
• From that list, individuals are chosen from the nth element, and the process is repeated.
• This ensures the uniqueness of each of the individuals contributing to the sample.

Non-Probability Sampling

These sampling techniques are used when the resources and the capital is limited. This is a form of sampling used to select particular population units for survey research to be conducted. It is a form of convenience sampling , as it is easier to do and cheaper as well.

The types are as follows:

1. Voluntary Sample

• The voluntary sample includes the people who have chosen to be a part of a particular survey.
• It is based on people’s choices.
• The survey administrator plays no role in selecting individuals.

2. Convenience Sample

• This sample contains the people who are available and easy to reach for a survey at hand.
• It is an easy method of gaining participants for a survey as people who have free time in hand come to be a part of the survey.
• The accessibility of the location also matters.

Process of Survey Research

The process of conducting a successful Survey Research are as follows:

1. Preparation of questions

• After discussions with the team , plan out appropriate questions for the topic to be researched.
• The questions should be engaging and straightforward.
• Insights should be gathered from the responses, so complex questions will not be perceived well by the respondents.
• A balance between open-ended and closed-ended questions should be decided.

2. It is correctly identifying the target audience.

• This means that the individuals chosen for the sampling set should be relevant to the study being conducted.
• This will help in getting accurate results or responses.

3. Choose the medium

• The medium where the audience is going to be engaged matters to get the objective responses out of them.
• Face-to-face medium helps in the respondents’ better involvement, whereas telephonic ones have to be made more direct.
• Redundancy should be minimized as much as possible.

4. Proper analysis

• With all the data that has been collected, now the studies have to be done.
• The analysis may take a long time, but it still has to be done legitimately without false claims.
• The research model proposed for the analysis can also be improvised upon.
• Qualitative or quantitative analysis can be done depending on the type of data.

Types of Survey Research

This type of research has different types of catering to the kind of surveying that is required for the individuals.

• This is an official form of Survey Research using which information is collected from particular demographics.
• It is done periodically to keep updating.

2. Opinion Poll

• It is a public opinion survey for a particular idea, new legislation, sample, product, etc.

3. Medical surveys

• It is conducted amongst patients, caregivers, etc.
• This is done to see the level of information these people have about the medical department.
• This includes various forms of surveys.
• It caters to gender, socio-economic, household surveys, etc.

Enlisted hereon are the advantages of Survey Research.

• The initial capital required for conducting this type of research is much less than the other forms.
• The collected responses are dynamic, spontaneous, and individualistic, but at the same time, of collective behaviorisms.
• Respondents feel a kind of trust when they have to appear for such surveys, and therefore, they actively participate and respond objectively.
• A wide range of data and a versatile sample set can be accommodated.

Conclusion!

Thus, Survey Research is a suitable and effective tool for understanding the consumer mindset and the overall functioning of a particular population towards a sample.

It can be conducted in many different interactive ways to receive responses that can be analyzed.

Now, what is your survey research definition? Share with us in the comment section.

Liked this post? Check out the complete series on Market research

Related posts:

• What is Sampling plan and its application in Market research?
• Secondary Research – Meaning, Objectives, Process, Pros and Cons
• Quota Sampling – Definition, Meaning, Advantages, Disadvantages
• What is Product Sampling? Types, Methods & Tips
• Sampling and Sample Design – Types and Steps Involved
• Convenience Sampling | How to analyze a convenience sample?
• What are the Research Objectives? Types, Examples & How to Write Them
• 11 Objectives of Advertising – What are Advertising Objectives?
• Primary Research – Meaning, Process and Advantages
• What is a Customer Satisfaction Survey? Examples & Templates

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7 steps when conducting survey research: A beginner-friendly guide

• May 17, 2022

Steps of survey method: Things to know before conducting survey research

Pay attention to questions, step 2: define the population and sample (who will participate in the survey), are interviews or in-person surveys better than written ones, online surveys are the easiest way to reach a broad audience, mail surveys: control who participates, types of questions: what are the most common questions used in survey research, content, phrasing, and the order of questions, step 5: distribute the survey and gather responses, step 6: analyze the collected data, step 7: create a report based on survey results, last but not least: frequently asked questions, follow the seven steps of survey research with surveyplanet.

Conducting survey research encompasses gaining insight from a diverse group of people by asking questions and analyzing answers. It is the best way to collect information about people’s preferences, beliefs, characteristics, and related information.

The key to a good survey is asking relevant questions that will provide needed information. Surveys can be used one-time or repeatedly.

Wondering how to conduct survey research correctly?

This article will lay out—even if you are a beginner—the seven steps of conducting survey research with guidance on how to successfully carrying it out.

How to conduct survey research in 7 steps

Conducting survey research typically involves several key things to do. Here are the most common seven steps in conducting survey research:

Step 1: Identify research goals and objectives

Step 3: decide on the type of survey method to use, step 4: design and write questions.

These survey method steps provide a general framework for conducting research. But keep in mind that specific details and requirements may vary based on research context and objectives.

To understand the process of conducting a survey, start at the beginning. Conducting a survey consists of several steps, each equally important to the outcome.

Before conducting survey research, here are some resources you might find helpful regarding different methods, such as focus group interviews , survey sampling , and qualitative research methods . Learn why a market research survey is important and how to utilize it for your business research goals.

Finally, it is always a good idea to understand what is the difference between a survey and a questionnaire .

The first of seven steps in conducting survey research is to identify the goal of the research.

This will help with subsequent steps, like finding the right audience and designing appropriate questions. In addition, it will provide insight into what data is most important.

By identifying goals, several questions will be answered: What type of information am I collecting? Is it general or specific? Is it for a particular or broad audience? Research goals will define the answers to these questions and help focus the purpose of the survey and its goal.

An objective is a specific action that helps achieve research goals. Usually, for every goal, there are several objectives.

The answers collected from a survey are only helpful if used properly. Determining goals will provide a better idea of what it is you want to learn and make it easier to design questions. However, setting goals and objectives can be confusing. Ask the following questions:

• What is the subject or topic of the research? This will clarify feedback that is needed and subjects requiring further input.
• What do I want to learn? The first step is knowing what precisely needs to be learned about a particular subject.
• What am I looking to achieve with the collected data? This will help define how the survey will be used to improve, adjudicate, and understand a specific subject.

Uncertain about how to write a good survey question ? We got you covered.

Who is the target audience from which information is being gathered? This is the demographic group that will participate in the survey. To successfully define this group, narrow down a specific population segment that will provide accurate and unbiased information.

Depending on the kind of information required, this group can be broad—for example the population of Florida—or it can be relatively narrow, like consumers of a specific product who are between the ages of 18 and 24.

It is rarely possible to survey the entire population being researched. Instead, a sample population is surveyed. This should represent the subject population as a whole. The number required depends on various factors, mainly the size of the subject population. Therefore, the larger and more representative the sample is the more valid the survey.

Precisely determine what mode of collecting data will be used. The ways to conduct a survey depend on sample size, location, types of questions, and the costs of conducting the research. Not sure how many people you need to survey to be statistically significant!? Use our survey sample size calculator and determine your needed survey size.

Based on the purpose of the research, there are various methods of conducting a survey:

In-person surveys are useful for smaller sample sizes since they allow for the gathering of more detailed information on the survey’s subject. They can be conducted either by phone or in person.

The advantage of interviews is that the interviewer can clarify questions and seek additional information. The main risk with this method is researcher bias or respondent equivocation, though a skilled interviewer is usually able to eliminate these issues.

If the correct steps are followed, conducting an online survey has many advantages, such as cost efficiency and flexibility. In addition, online surveys can reach either a vast audience or a very focused one, depending on your needs.

Online tools are the most effective method of conducting a survey. They can be used by anyone and easily customized for any target group. There are many kinds of online surveys that can be sent via email, hosted on a website, or advertised through social media.

To follow the correct steps for conducting a survey, get help from SurveyPlanet . All you need to do is sign up for an account . Creating perfect surveys will be at your fingertips.

Delivered to the respondents’ email addresses, mail surveys access a large sample group and provide control over who is included in the sample. Though increasingly the most common survey research method, response rates are now relatively low .

To get the best response rate results, read our blogs How to write eye-catching survey emails and What’s the best time to send survey emails ?

Survey questions play a significant role in successful research. Therefore, when deciding what questions to ask—and how to ask them—it is crucial to consider various factors.

Choose between closed-ended and open-ended questions. Closed-ended questions have predefined answer options, while open-ended ones enable respondents to shape an answer in their own words.

Before deciding which to use, get acquainted with the options available. Some common types of research questions include:

• Demographic questions
• Multiple-choice questions
• Rating scale questions
• Likert scale questions
• Yes or no questions
• Ranking questions
• Image choice questions

To make sure results are reliable, each question in a survey needs to be formulated carefully. Each should be directly relevant to the survey’s purpose and include enough information to be answered accurately.

If using closed-ended questions, make sure the available answers cover all possibilities. In addition, questions should be clear and precise without any vagueness and in the language idiom respondents will understand.

When organizing questions, make sure the order is logical. For example, easy and closed-ended questions encourage respondents to continue—they should be at the beginning of the survey. More difficult and complex questions should come later. Related questions should be clustered together and, if there are several topics covered, then related questions should be grouped.

Surveys can be distributed in person, over the phone, via email, or with an online form.

When creating a survey, first determine the number of responses required and how to access the survey sample. It is essential to monitor the response rate. This is calculated by dividing the number of respondents who answered the survey by the number of people in the sample.

There are various methods of conducting a survey and also different methods of analyzing the data collected. After processing and sorting responses (usually with the help of a computer), clean the data by removing incomplete or inaccurate responses.

Different data analysis methods should be used depending on the type of questions utilized. For example, open-ended questions require a bucketing approach in which labels are added to each response and grouped into categories.

Closed-ended questions need statistical analysis. For interviews, use a qualitative method (like thematic analysis) and for Likert scale questions use analysis tools (mean, median, and mode).

Other practical analyzing methods are cross-tabulation and filtering. Filtering can help in understanding the respondent pool better and be used to organize results so that data analysis is quicker and more accessible.

If using an online survey tool, data will be compiled automatically, so the only thing needed is identifying patterns and trends.

The last of the seven steps in conducting survey research is creating a report. Analyzed data should be translated into units of information that directly correspond to the aims and goals identified before creating the survey.

Depending on the formality of the report, include different kinds of information:

• Initial aims and goals
• Methods of creation and distribution
• How the target audience or sample was selected
• Methods of analysis
• The results of the survey
• Problems encountered and whether they influenced results
• Conclusion and recommendations
• What’s the best way to select my survey sample size? One must carefully consider the survey sample size to ensure accurate results. Please read our complete guide to survey sample size and find all the answers.
• How do I design an effective survey instrument? Try out SurveyPlanet PRO features including compelling survey theme templates.
• How do I analyze and interpret survey data? Glad you asked! We got you covered. Learn how to analyze survey data and what to do with survey responses by reading our blog.
• What should I consider in terms of ethical practices in survey research? Exploring ethical considerations related to obtaining informed consent, ensuring privacy, and handling sensitive data might be helpful. Start with learning how to write more inclusive surveys .
• How do I address common survey challenges and errors? Explore strategies to overcome common issues, such as response bias or question-wording problems .
• How can I maximize survey response rates? Seeking advice on strategies to encourage higher response rates and minimize non-response bias is a first step. Start by finding out what is a good survey response rate .
• How can I ensure the validity and reliability of my survey results? Learn about methods to enhance the trustworthiness of survey data .

Now that we’ve gone through the seven steps in survey research and understand how to conduct survey research, why not create your own survey and conduct research that will drive better choices and decisions?

Were these seven steps helpful? Then check out Seven tips for creating an exceptional survey design (with examples) and How to conduct online surveys in seven simple steps as well.

Sign up for a SurveyPlanet account to access pre-made questions and survey themes. And, if you upgrade to a SurveyPlanet Pro account, gain access to many unique tools that will enhance your survey creation and analysis experience.

Photo by Adeolu Eletu on Unsplash

Penn State University Libraries

Survey design basics.

• 1. Define Objectives and Research Goals
• 2. Determine the Method of Delivery
• 3. Write and Organize the Questions
• 4. Program or Manufacture the Survey
• 5. Proofread, Preview, and Pilot the Survey
• 6. Launch the Survey
• Help with using statistics

Define Objectives and Research Goals

Before starting to write any question for your survey, define the objectives of your survey and the research goals you plan to achieve. Here are some guidelines to follow:

• Don’t have objectives that can’t be directly met through the survey.
• E.g. Don’t try to find effects that take years to measure if you don’t have the means to perform a longitudinal study (where participants are surveyed several times over a long period of time).
• When will you write the questions? Pilot the survey? Launch the survey? Follow up with participants? Close the survey? Analyze the data? Write up the report? Etc.
• E.g., if you find that you don’t have enough money or time to get the sample you want, you may want to ask fewer questions.
• It must be feasible to collect a pseudo-random sample from the population.
• Your goals and objectives should be framed in reference to this audience.
• Try to avoid bias (or at least determine your acceptable form of bias).
• E.g., instead of “Penn State University students” you may want to instead target “Current undergraduate students majoring in Economics at Penn State University”.
• << Previous: Steps for Creating a Survey
• Next: 2. Determine the Method of Delivery >>
• Last Updated: Oct 16, 2020 4:25 PM
• URL: https://guides.libraries.psu.edu/SurveyDesign

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7.1 Survey research: What is it and when should it be used?

Learning objectives.

• Define survey research
• Identify when it is appropriate to employ survey research as a data-collection strategy

Most of you have probably taken a survey at one time or another, so you probably have a pretty good idea of what a survey is.  However, there is more to constructing a good survey than meets the eye. Survey design takes a great deal of thoughtful planning and often a great many rounds of revision. But it is worth the effort. As we’ll learn in this chapter, there are many benefits to choosing survey research as a method of data collection. We’ll take a look at what a survey is exactly, what some of the benefits and drawbacks of this method are, how to construct a survey, and what to do with survey data once it is collected.

Survey research is a quantitative method in which a researcher poses a set of predetermined questions to a sample of individuals. Survey research is an especially useful approach when a researcher aims to describe or explain features of a very large group or groups. This method may also be used as a way of quickly gaining some general details about a population of interest. In this case, a survey may help a researcher identify specific individuals or locations from which to collect additional data.

As is true of all methods of data collection, survey research is better suited to answering some kinds of research questions more than others. In addition, as you’ll recall from Chapter 5, operationalization works differently with different research methods. If your interest is in political activism, for example, you might operationalize that concept differently in a survey than you would for an experimental study of the same topic.

Spotlight on UTA SChool of social work

Diana padilla-medina conducts survey research.

Dr. Diana Padilla-Medina , an assistant professor at the University of Texas at Arlington’s School of Social Work, and a team of researchers (Padilla-Medina, Rodríguez, & Vega, 2019; Padilla-Medina, Rodríguez, Vega & Williams, 2019) are conducting a cross-sectional survey with a sample of urban Puerto Rican adolescents living in Puerto Rico to study the behavioral factors that influence adolescents’ intention to use physical and psychological abusive behaviors in dating and romantic relationships.  The study also explores how gender, development stage, and exposure to family violence influence both behavioral factors and intentions.  A sample of 2000 adolescents between the ages of 13 and 17 years are being recruited from communities across five towns in Puerto Rico using area sampling techniques.  Area sampling is a technique often used in survey research conducted in large geographical settings, such as towns and communities.  When using this technique, the target population is divided into clusters, or geographic areas, and a random sample of the clusters are selected.  Communities served as the geographic area from which adolescents were recruited.  As with any research study involving human subjects, consent and assent was obtained from participants and their parents or caregivers.

An in-person survey in which an interviewer administers the survey is being administered to the adolescents in their homes. For this survey research, an interview schedule (i.e., survey instrument or questionnaire) was developed.  When developing a survey instrument or questionnaire, it is important to consider the audience in order to choose the appropriate form to administer the survey.  In this case, Dr. Padilla-Medina and her team, based on previous pilot qualitative and quantitative studies, determined that Puerto Ricans prefer to be interviewed in person, particularly when the study topic and questions are personal and sensitive.  Additionally, when developing and/or administering a survey instrument it is important to pilot test the instrument to evaluate adequacy, psychometric properties, time, cost, adverse events, and improve upon the instrument prior to using it in a larger sample.  For example, in their previous studies, the researchers used focus groups to learn about the adolescents’ perceptions about the readability and understandability of the instrument.  In addition, the instrument was pilot tested to assess its psychometric properties and ensure it was ready for use in the larger survey research.

Finally, in any type of survey research, there is the potential for social desirability effects.  This means that participants’ report an answer that he or she thinks would be desirable or acceptable by the interviewer, rather than their “true” answer.  These behaviors could bias the study results.  There are several social desirability measures that are used to reduce the possibility of these types of biases.  Considering the sensitive nature of the current study topic and questions, the researchers used a social desirability measure to assess if the adolescents were or not concerned with social approval.

Key Takeaways

• Survey research is often used by researchers who wish to explain trends or features of large groups. It may also be used to assist those planning some more focused, in-depth study.
• Survey research- a quantitative method whereby a researcher poses some set of predetermined questions to a sample

Image attributions

survey by andibreit CC-0

DianaPadilla by William Cordero Photography (c) All rights reserved

Foundations of Social Work Research Copyright © 2020 by Rebecca L. Mauldin is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Chapter 9: Survey Research

9.1 overview of survey research, learning objectives.

• Define what survey research is, including its two important characteristics.
• Describe several different ways that survey research can be used and give some examples.

What Is Survey Research?

Survey research is a quantitative approach that has two important characteristics. First, the variables of interest are measured using self-reports. In essence, survey researchers ask their participants (who are often called respondents in survey research) to report directly on their own thoughts, feelings, and behaviors. Second, considerable attention is paid to the issue of sampling. In particular, survey researchers have a strong preference for large random samples because they provide the most accurate estimates of what is true in the population. In fact, survey research may be the only approach in psychology in which random sampling is routinely used. Beyond these two characteristics, almost anything goes in survey research. Surveys can be long or short. They can be conducted in person, by telephone, through the mail, or over the Internet. They can be about voting intentions, consumer preferences, social attitudes, health, or anything else that it is possible to ask people about and receive meaningful answers.

Most survey research is nonexperimental. It is used to describe single variables (e.g., the percentage of voters who prefer one presidential candidate or another, the prevalence of schizophrenia in the general population) and also to assess statistical relationships between variables (e.g., the relationship between income and health). But surveys can also be experimental. The study by Lerner and her colleagues is a good example. Their use of self-report measures and a large national sample identifies their work as survey research. But their manipulation of an independent variable (anger vs. fear) to assess its effect on a dependent variable (risk judgments) also identifies their work as experimental.

History and Uses of Survey Research

Survey research may have its roots in English and American “social surveys” conducted around the turn of the 20th century by researchers and reformers who wanted to document the extent of social problems such as poverty (Converse, 1987). By the 1930s, the US government was conducting surveys to document economic and social conditions in the country. The need to draw conclusions about the entire population helped spur advances in sampling procedures. At about the same time, several researchers who had already made a name for themselves in market research, studying consumer preferences for American businesses, turned their attention to election polling. A watershed event was the presidential election of 1936 between Alf Landon and Franklin Roosevelt. A magazine called Literary Digest conducted a survey by sending ballots (which were also subscription requests) to millions of Americans. Based on this “straw poll,” the editors predicted that Landon would win in a landslide. At the same time, the new pollsters were using scientific methods with much smaller samples to predict just the opposite—that Roosevelt would win in a landslide. In fact, one of them, George Gallup, publicly criticized the methods of Literary Digest before the election and all but guaranteed that his prediction would be correct. And of course it was. (We will consider the reasons that Gallup was right later in this chapter.)

From market research and election polling, survey research made its way into several academic fields, including political science, sociology, and public health—where it continues to be one of the primary approaches to collecting new data. Beginning in the 1930s, psychologists made important advances in questionnaire design, including techniques that are still used today, such as the Likert scale. (See “What Is a Likert Scale?” in Section 9.2 “Constructing Survey Questionnaires” .) Survey research has a strong historical association with the social psychological study of attitudes, stereotypes, and prejudice. Early attitude researchers were also among the first psychologists to seek larger and more diverse samples than the convenience samples of college students that were routinely used in psychology (and still are).

Survey research continues to be important in psychology today. For example, survey data have been instrumental in estimating the prevalence of various mental disorders and identifying statistical relationships among those disorders and with various other factors. The National Comorbidity Survey is a large-scale mental health survey conducted in the United States (see http://www.hcp.med.harvard.edu/ncs ). In just one part of this survey, nearly 10,000 adults were given a structured mental health interview in their homes in 2002 and 2003. Table 9.1 “Some Lifetime Prevalence Results From the National Comorbidity Survey” presents results on the lifetime prevalence of some anxiety, mood, and substance use disorders. (Lifetime prevalence is the percentage of the population that develops the problem sometime in their lifetime.) Obviously, this kind of information can be of great use both to basic researchers seeking to understand the causes and correlates of mental disorders and also to clinicians and policymakers who need to understand exactly how common these disorders are.

Table 9.1 Some Lifetime Prevalence Results From the National Comorbidity Survey

And as the opening example makes clear, survey research can even be used to conduct experiments to test specific hypotheses about causal relationships between variables. Such studies, when conducted on large and diverse samples, can be a useful supplement to laboratory studies conducted on college students. Although this is not a typical use of survey research, it certainly illustrates the flexibility of this approach.

Key Takeaways

• Survey research is a quantitative approach that features the use of self-report measures on carefully selected samples. It is a flexible approach that can be used to study a wide variety of basic and applied research questions.
• Survey research has its roots in applied social research, market research, and election polling. It has since become an important approach in many academic disciplines, including political science, sociology, public health, and, of course, psychology.

Discussion: Think of a question that each of the following professionals might try to answer using survey research.

• a social psychologist
• an educational researcher
• a market researcher who works for a supermarket chain
• the mayor of a large city
• the head of a university police force

Converse, J. M. (1987). Survey research in the United States: Roots and emergence, 1890–1960 . Berkeley, CA: University of California Press.

• Research Methods in Psychology. Provided by : University of Minnesota Libraries Publishing. Located at : http://open.lib.umn.edu/psychologyresearchmethods . License : CC BY-NC-SA: Attribution-NonCommercial-ShareAlike

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Survey Research

34 Overview of Survey Research

Learning objectives.

• Define what survey research is, including its two important characteristics.
• Describe several different ways that survey research can be used and give some examples.

What Is Survey Research?

Survey research  is a quantitative and qualitative method with two important characteristics. First, the variables of interest are measured using self-reports (using questionnaires or interviews). In essence, survey researchers ask their participants (who are often called respondents  in survey research) to report directly on their own thoughts, feelings, and behaviors. Second, considerable attention is paid to the issue of sampling. In particular, survey researchers have a strong preference for large random samples because they provide the most accurate estimates of what is true in the population. In fact, survey research may be the only approach in psychology in which random sampling is routinely used. Beyond these two characteristics, almost anything goes in survey research. Surveys can be long or short. They can be conducted in person, by telephone, through the mail, or over the Internet. They can be about voting intentions, consumer preferences, social attitudes, health, or anything else that it is possible to ask people about and receive meaningful answers.  Although survey data are often analyzed using statistics, there are many questions that lend themselves to more qualitative analysis.

Most survey research is non-experimental. It is used to describe single variables (e.g., the percentage of voters who prefer one presidential candidate or another, the prevalence of schizophrenia in the general population, etc.) and also to assess statistical relationships between variables (e.g., the relationship between income and health). But surveys can also be used within experimental research. The study by Lerner and her colleagues is a good example. Their use of self-report measures and a large national sample identifies their work as survey research. But their manipulation of an independent variable (anger vs. fear) to assess its effect on a dependent variable (risk judgments) also identifies their work as experimental.

History and Uses of Survey Research

Survey research may have its roots in English and American “social surveys” conducted around the turn of the 20th century by researchers and reformers who wanted to document the extent of social problems such as poverty (Converse, 1987) [1] . By the 1930s, the US government was conducting surveys to document economic and social conditions in the country. The need to draw conclusions about the entire population helped spur advances in sampling procedures. At about the same time, several researchers who had already made a name for themselves in market research, studying consumer preferences for American businesses, turned their attention to election polling. A watershed event was the presidential election of 1936 between Alf Landon and Franklin Roosevelt. A magazine called  Literary Digest  conducted a survey by sending ballots (which were also subscription requests) to millions of Americans. Based on this “straw poll,” the editors predicted that Landon would win in a landslide. At the same time, the new pollsters were using scientific methods with much smaller samples to predict just the opposite—that Roosevelt would win in a landslide. In fact, one of them, George Gallup, publicly criticized the methods of Literary Digest before the election and all but guaranteed that his prediction would be correct. And of course, it was, demonstrating the effectiveness of careful survey methodology (We will consider the reasons that Gallup was right later in this chapter). Gallup’s demonstration of the power of careful survey methods led later researchers to to local, and in 1948, the first national election survey by the Survey Research Center at the University of Michigan. This work eventually became the American National Election Studies ( https://electionstudies.org/ ) as a collaboration of Stanford University and the University of Michigan, and these studies continue today.

From market research and election polling, survey research made its way into several academic fields, including political science, sociology, and public health—where it continues to be one of the primary approaches to collecting new data. Beginning in the 1930s, psychologists made important advances in questionnaire design, including techniques that are still used today, such as the Likert scale. (See “What Is a Likert Scale?” in  Section 7.2 “Constructing Survey Questionnaires” .) Survey research has a strong historical association with the social psychological study of attitudes, stereotypes, and prejudice. Early attitude researchers were also among the first psychologists to seek larger and more diverse samples than the convenience samples of university students that were routinely used in psychology (and still are).

Survey research continues to be important in psychology today. For example, survey data have been instrumental in estimating the prevalence of various mental disorders and identifying statistical relationships among those disorders and with various other factors. The National Comorbidity Survey is a large-scale mental health survey conducted in the United States (see http://www.hcp.med.harvard.edu/ncs ). In just one part of this survey, nearly 10,000 adults were given a structured mental health interview in their homes in 2002 and 2003.  Table 7.1  presents results on the lifetime prevalence of some anxiety, mood, and substance use disorders. (Lifetime prevalence is the percentage of the population that develops the problem sometime in their lifetime.) Obviously, this kind of information can be of great use both to basic researchers seeking to understand the causes and correlates of mental disorders as well as to clinicians and policymakers who need to understand exactly how common these disorders are.

And as the opening example makes clear, survey research can even be used as a data collection method within experimental research to test specific hypotheses about causal relationships between variables. Such studies, when conducted on large and diverse samples, can be a useful supplement to laboratory studies conducted on university students. Survey research is thus a flexible approach that can be used to study a variety of basic and applied research questions.

• Converse, J. M. (1987). Survey research in the United States: Roots and emergence, 1890–1960 . Berkeley, CA: University of California Press. ↵

A quantitative and qualitative method with two important characteristics; variables are measured using self-reports and considerable attention is paid to the issue of sampling.

Participants in a survey or study.

Research Methods in Psychology Copyright © 2019 by Rajiv S. Jhangiani, I-Chant A. Chiang, Carrie Cuttler, & Dana C. Leighton is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Develop Clear Research Objectives for Your Survey Research Project

• Written by Susan E. DeFranzo

A variety of problems can arise if research objectives are not clearly defined at the beginning stages of the survey research project. The very first thing the researcher should do is work with the research team or clients to clearly identify each research objective.

Research objectives consist of general descriptions describing the types and categories of information the researcher wants to obtain from the survey; from what target population; and an explanation of possible comparisons. Throughout the survey project plan, the main objectives inform and steer the research team in the right direction.

Measure: Research objectives should contain a measurement objective, specifying what your research team is trying to measure. If your company is planning to make a large, expensive, or risky business decision, it is quite important to quantify market data in order to minimize risk.

Categorize: Research objectives are essentially summary statements detailing the categories of data you want to acquire. Some examples of objectives for market research purposes could include: brand awareness, brand image, consumer perception, consumer attitudes, buyer behavior, product satisfaction , consumer experience (good and bad), and intent to purchase behavior. Objectives should be tailored to each specific project.

Target: It is evident that you need to choose a target population that will provide the data you need. It is possible for a survey research project to target multiple target populations in order to acquire the necessary data for a successful project. If you are targeting multiple populations, ensure that the survey questions are tailored to those groups.  For example, if you are administering a technology study, you don’t want to ask technical questions to a non-technical population.

Compare: In many cases, you will want to compare data from previous years, compare certain segments of a population to each other, or benchmark data against existing market data.

You should have a clear idea in mind of how the survey data will be used. Important business decisions are based on the findings of the research.  Defining survey research objectives at the start of your survey project plan can serve as a guide throughout the entire research process, making certain that the right questions are asked to the right target audience, and making certain that your clients and stakeholders are satisfied with the overall outcomes of the survey, and more importantly, the accuracy and validity of the data you provide.

Related blog post: 6 Areas to Consider when Developing a Survey Project Plan 

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Survey Design 101: Creating Survey Goals & Objectives

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Starting your survey design process without first establishing goals or objectives is sort of like starting on a journey to a new place without your GPS (or map if you roll old school).

You might still make it to your destination, but your chances of getting there safely and efficiently go way up if you’ve got the right guidance.

So today we’ll be getting back to basics and going over the all-important first step in survey design: establishing goals and objectives.

To give you some good concrete examples, we’ll be using our own October-themed survey: The Alchemer Zombie Apocalypse Plan.

The Importance of Survey Objectives to Your Survey Design

Today I want to talk about one of the most important steps you can take in the survey design process: identifying your survey objectives.

First and foremost, your objectives need to be as specific as possible. A close second place priority: they need to be measurable by an online survey.

If one of your objectives is to find out why people who don’t use the internet don’t use the internet, then using an online survey might not be the most effective method.

Writing a statement of the overall goal of your survey can be a good place to start if you’re having trouble identifying specific objectives.

In our example, the survey goal might be:

“To assess the Alchemer staff’s satisfaction with the current Zombie Apocalypse escape plan.”

Using that goal we might identify objectives such as:

• “How satisfied is the staff with the availability of zombie neutralizing weapons?”
• “How satisfied is the staff with the planned escape routes?”
• “How satisfied is the staff with availability of emergency rations?”
• “How satisfied is the staff with the Zombie Awareness Initiative?”

Getting Outside Input For Your Objectives to Inform Survey Design

At this point in the process, it can sometimes be helpful to bring in a methodology expert, someone experienced in survey design who understands the market or audience research process.

I shared both my survey goal and objectives with a highly experienced researcher, and he suggested that we get more specific with our final objective, “How satisfied is the staff with the Zombie Awareness Initiative?”, by making it more specific.

Even if you don’t have market research connections, it’s a good idea to get stakeholder buy-in for your survey objectives before you start distributing the survey. Outside eyes can spot holes or vagueness that you may not see if you’re the one who wrote the goals or objectives.

And survey objectives are vital because they affect everything in the survey process, from how we word the questions and what questions we ask, to the look and feel of the survey .

If our objective was to know how the zombies felt about our escape plan, then we’d probably style the survey in blood reds with nice little brain pictures. However, from our objectives, we know that we’re appealing to the Alchemer staff, so the look of the survey will be quite different (and the questions will include a lot less groaning).

Using Survey Objectives to Guide Your Survey Design

Now that we have our goals and objectives, we can get ready to actually begin our survey design. Before we write questions it’s a good idea to make sure we’re confident in our understanding of the subject of the survey; this usually takes the form of research, consultation, or both.

Survey Topic Research

For our zombie preparedness survey, we’ll need to make sure we understand a possible zombie apocalypse in order to write insightful questions that help us achieve our survey objective.

There are books and papers on zombies, zombie documentaries, and zombie websites. As with most topics, the issue isn’t finding information, it’s choosing the right information to believe.

Think back to your academic days. If you wouldn’t have used a source for an academic paper, you probably don’t want to use it for your survey research. Remember, not all information is trustworthy (especially on the internet), and some has an inherent bias.

Consulting a Subject Matter Expert

Once you feel confident that you’ve reached a good level of understanding with your survey subject, you may want to take the extra step of consulting an expert in the field.

In some cases you may not need this step; your research and experience may suffice to get you all the insight that you need. But don’t hesitate to conduct an important survey just because you yourself aren’t well-versed in a topic.

Experts are likely to be flattered if you ask them to review your survey, and you can always offer them a first peek at the data to give them some reward for their valuable time.

We could send our Zombie Apocalypse Plan survey to a doomsday prepper, or the author of some famous zombie novels, to make sure we’re asking the right questions in the right way.

Survey Objectives Are a Foundational Element of Quality Survey Design

Regardless of the kind of survey that you’re doing, start with the goals and objectives in mind.

Use these as a roadmap during your survey design, and don’t hesitate to ask for directions from experts in survey methodology or your survey’s subject to make sure you reach your destination safely (and without a zombie attack).

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Home » Research Objectives – Types, Examples and Writing Guide

Research Objectives – Types, Examples and Writing Guide

Table of Contents

Research Objectives

Research objectives refer to the specific goals or aims of a research study. They provide a clear and concise description of what the researcher hopes to achieve by conducting the research . The objectives are typically based on the research questions and hypotheses formulated at the beginning of the study and are used to guide the research process.

Types of Research Objectives

Here are the different types of research objectives in research:

• Exploratory Objectives: These objectives are used to explore a topic, issue, or phenomenon that has not been studied in-depth before. The aim of exploratory research is to gain a better understanding of the subject matter and generate new ideas and hypotheses .
• Descriptive Objectives: These objectives aim to describe the characteristics, features, or attributes of a particular population, group, or phenomenon. Descriptive research answers the “what” questions and provides a snapshot of the subject matter.
• Explanatory Objectives : These objectives aim to explain the relationships between variables or factors. Explanatory research seeks to identify the cause-and-effect relationships between different phenomena.
• Predictive Objectives: These objectives aim to predict future events or outcomes based on existing data or trends. Predictive research uses statistical models to forecast future trends or outcomes.
• Evaluative Objectives : These objectives aim to evaluate the effectiveness or impact of a program, intervention, or policy. Evaluative research seeks to assess the outcomes or results of a particular intervention or program.
• Prescriptive Objectives: These objectives aim to provide recommendations or solutions to a particular problem or issue. Prescriptive research identifies the best course of action based on the results of the study.
• Diagnostic Objectives : These objectives aim to identify the causes or factors contributing to a particular problem or issue. Diagnostic research seeks to uncover the underlying reasons for a particular phenomenon.
• Comparative Objectives: These objectives aim to compare two or more groups, populations, or phenomena to identify similarities and differences. Comparative research is used to determine which group or approach is more effective or has better outcomes.
• Historical Objectives: These objectives aim to examine past events, trends, or phenomena to gain a better understanding of their significance and impact. Historical research uses archival data, documents, and records to study past events.
• Ethnographic Objectives : These objectives aim to understand the culture, beliefs, and practices of a particular group or community. Ethnographic research involves immersive fieldwork and observation to gain an insider’s perspective of the group being studied.
• Action-oriented Objectives: These objectives aim to bring about social or organizational change. Action-oriented research seeks to identify practical solutions to social problems and to promote positive change in society.
• Conceptual Objectives: These objectives aim to develop new theories, models, or frameworks to explain a particular phenomenon or set of phenomena. Conceptual research seeks to provide a deeper understanding of the subject matter by developing new theoretical perspectives.
• Methodological Objectives: These objectives aim to develop and improve research methods and techniques. Methodological research seeks to advance the field of research by improving the validity, reliability, and accuracy of research methods and tools.
• Theoretical Objectives : These objectives aim to test and refine existing theories or to develop new theoretical perspectives. Theoretical research seeks to advance the field of knowledge by testing and refining existing theories or by developing new theoretical frameworks.
• Measurement Objectives : These objectives aim to develop and validate measurement instruments, such as surveys, questionnaires, and tests. Measurement research seeks to improve the quality and reliability of data collection and analysis by developing and testing new measurement tools.
• Design Objectives : These objectives aim to develop and refine research designs, such as experimental, quasi-experimental, and observational designs. Design research seeks to improve the quality and validity of research by developing and testing new research designs.
• Sampling Objectives: These objectives aim to develop and refine sampling techniques, such as probability and non-probability sampling methods. Sampling research seeks to improve the representativeness and generalizability of research findings by developing and testing new sampling techniques.

How to Write Research Objectives

Writing clear and concise research objectives is an important part of any research project, as it helps to guide the study and ensure that it is focused and relevant. Here are some steps to follow when writing research objectives:

• Identify the research problem : Before you can write research objectives, you need to identify the research problem you are trying to address. This should be a clear and specific problem that can be addressed through research.
• Define the research questions : Based on the research problem, define the research questions you want to answer. These questions should be specific and should guide the research process.
• Identify the variables : Identify the key variables that you will be studying in your research. These are the factors that you will be measuring, manipulating, or analyzing to answer your research questions.
• Write specific objectives: Write specific, measurable objectives that will help you answer your research questions. These objectives should be clear and concise and should indicate what you hope to achieve through your research.
• Use the SMART criteria: To ensure that your research objectives are well-defined and achievable, use the SMART criteria. This means that your objectives should be Specific, Measurable, Achievable, Relevant, and Time-bound.
• Revise and refine: Once you have written your research objectives, revise and refine them to ensure that they are clear, concise, and achievable. Make sure that they align with your research questions and variables, and that they will help you answer your research problem.

Example of Research Objectives

Examples of research objectives Could be:

Research Objectives for the topic of “The Impact of Artificial Intelligence on Employment”:

• To investigate the effects of the adoption of AI on employment trends across various industries and occupations.
• To explore the potential for AI to create new job opportunities and transform existing roles in the workforce.
• To examine the social and economic implications of the widespread use of AI for employment, including issues such as income inequality and access to education and training.
• To identify the skills and competencies that will be required for individuals to thrive in an AI-driven workplace, and to explore the role of education and training in developing these skills.
• To evaluate the ethical and legal considerations surrounding the use of AI for employment, including issues such as bias, privacy, and the responsibility of employers and policymakers to protect workers’ rights.

When to Write Research Objectives

• At the beginning of a research project : Research objectives should be identified and written down before starting a research project. This helps to ensure that the project is focused and that data collection and analysis efforts are aligned with the intended purpose of the research.
• When refining research questions: Writing research objectives can help to clarify and refine research questions. Objectives provide a more concrete and specific framework for addressing research questions, which can improve the overall quality and direction of a research project.
• After conducting a literature review : Conducting a literature review can help to identify gaps in knowledge and areas that require further research. Writing research objectives can help to define and focus the research effort in these areas.
• When developing a research proposal: Research objectives are an important component of a research proposal. They help to articulate the purpose and scope of the research, and provide a clear and concise summary of the expected outcomes and contributions of the research.
• When seeking funding for research: Funding agencies often require a detailed description of research objectives as part of a funding proposal. Writing clear and specific research objectives can help to demonstrate the significance and potential impact of a research project, and increase the chances of securing funding.
• When designing a research study : Research objectives guide the design and implementation of a research study. They help to identify the appropriate research methods, sampling strategies, data collection and analysis techniques, and other relevant aspects of the study design.
• When communicating research findings: Research objectives provide a clear and concise summary of the main research questions and outcomes. They are often included in research reports and publications, and can help to ensure that the research findings are communicated effectively and accurately to a wide range of audiences.
• When evaluating research outcomes : Research objectives provide a basis for evaluating the success of a research project. They help to measure the degree to which research questions have been answered and the extent to which research outcomes have been achieved.
• When conducting research in a team : Writing research objectives can facilitate communication and collaboration within a research team. Objectives provide a shared understanding of the research purpose and goals, and can help to ensure that team members are working towards a common objective.

Purpose of Research Objectives

Some of the main purposes of research objectives include:

• To clarify the research question or problem : Research objectives help to define the specific aspects of the research question or problem that the study aims to address. This makes it easier to design a study that is focused and relevant.
• To guide the research design: Research objectives help to determine the research design, including the research methods, data collection techniques, and sampling strategy. This ensures that the study is structured and efficient.
• To measure progress : Research objectives provide a way to measure progress throughout the research process. They help the researcher to evaluate whether they are on track and meeting their goals.
• To communicate the research goals : Research objectives provide a clear and concise description of the research goals. This helps to communicate the purpose of the study to other researchers, stakeholders, and the general public.

Advantages of Research Objectives

Here are some advantages of having well-defined research objectives:

• Focus : Research objectives help to focus the research effort on specific areas of inquiry. By identifying clear research questions, the researcher can narrow down the scope of the study and avoid getting sidetracked by irrelevant information.
• Clarity : Clearly stated research objectives provide a roadmap for the research study. They provide a clear direction for the research, making it easier for the researcher to stay on track and achieve their goals.
• Measurability : Well-defined research objectives provide measurable outcomes that can be used to evaluate the success of the research project. This helps to ensure that the research is effective and that the research goals are achieved.
• Feasibility : Research objectives help to ensure that the research project is feasible. By clearly defining the research goals, the researcher can identify the resources required to achieve those goals and determine whether those resources are available.
• Relevance : Research objectives help to ensure that the research study is relevant and meaningful. By identifying specific research questions, the researcher can ensure that the study addresses important issues and contributes to the existing body of knowledge.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Designing, Conducting, and Reporting Survey Studies: A Primer for Researchers

Olena zimba.

1 Department of Clinical Rheumatology and Immunology, University Hospital in Krakow, Krakow, Poland.

2 National Institute of Geriatrics, Rheumatology and Rehabilitation, Warsaw, Poland.

3 Department of Internal Medicine N2, Danylo Halytsky Lviv National Medical University, Lviv, Ukraine.

Armen Yuri Gasparyan

4 Departments of Rheumatology and Research and Development, Dudley Group NHS Foundation Trust (Teaching Trust of the University of Birmingham, UK), Russells Hall Hospital, Dudley, UK.

Survey studies have become instrumental in contributing to the evidence accumulation in rapidly developing medical disciplines such as medical education, public health, and nursing. The global medical community has seen an upsurge of surveys covering the experience and perceptions of health specialists, patients, and public representatives in the peri-pandemic coronavirus disease 2019 period. Currently, surveys can play a central role in increasing research activities in non-mainstream science countries where limited research funding and other barriers hinder science growth. Planning surveys starts with overviewing related reviews and other publications which may help to design questionnaires with comprehensive coverage of all related points. The validity and reliability of questionnaires rely on input from experts and potential responders who may suggest pertinent revisions to prepare forms with attractive designs, easily understandable questions, and correctly ordered points that appeal to target respondents. Currently available numerous online platforms such as Google Forms and Survey Monkey enable moderating online surveys and collecting responses from a large number of responders. Online surveys benefit from disseminating questionnaires via social media and other online platforms which facilitate the survey internationalization and participation of large groups of responders. Survey reporting can be arranged in line with related recommendations and reporting standards all of which have their strengths and limitations. The current article overviews available recommendations and presents pointers on designing, conducting, and reporting surveys.

INTRODUCTION

Surveys are increasingly popular research studies that are aimed at collecting and analyzing opinions of diverse subject groups at certain periods. Initially and predominantly employed for applied social science research, 1 surveys have maintained their social dimension and transformed into indispensable tools for analyzing knowledge, perceptions, prevalence of clinical conditions, and practices in the medical sciences. 2 In rapidly developing disciplines with social dimensions such as medical education, public health, and nursing, online surveys have become essential for monitoring and auditing healthcare and education services 3 , 4 and generating new hypotheses and research questions. 5 In non-mainstream science countries with uninterrupted Internet access, online surveys have also been praised as useful studies for increasing research activities. 6

In 2016, the Medical Subject Headings (MeSH) vocabulary of the US National Library of Medicine introduced "surveys and questionnaires" as a structured keyword, defining survey studies as "collections of data obtained from voluntary subjects" ( https://www.ncbi.nlm.nih.gov/mesh/?term=surveys+and+questionnaires ). Such studies are instrumental in the absence of evidence from randomized controlled trials, systematic reviews, and cohort studies. Tagging survey reports with this MeSH term is advisable for increasing the retrieval of relevant documents while searching through Medline, Scopus, and other global databases.

Surveys are relatively easy to conduct by distributing web-based and non-web-based questionnaires to large groups of potential responders. The ease of conduct primarily depends on the way of approaching potential respondents. Face-to-face interviews, regular postmails, e-mails, phone calls, and social media posts can be employed to reach numerous potential respondents. Digitization and social media popularization have improved the distribution of questionnaires, expanded respondents' engagement, facilitated swift data processing, and globalization of survey studies. 7

SURVEY REPORTING GUIDANCE

Despite the ease of survey studies and their importance for maintaining research activities across academic disciplines, their methodological quality, reproducibility, and implications vary widely. The deficiencies in designing and reporting are the main reason for the inefficiency of some surveys. For instance, systematic analyses of survey methodologies in nephrology, transfusion medicine, and radiology have indicated that less than one-third of related reports provide valid and reliable data. 8 , 9 , 10 Additionally, no discussions of respondents' representativeness, reasons for nonresponse, and generalizability of the results have been pinpointed as drawbacks of some survey reports. The revealed deficiencies have justified the need for survey designing and data processing in line with reporting recommendations, including those listed on the EQUATOR Network website ( https://www.equator-network.org/ ).

Arguably, survey studies lack discipline-specific and globally-acceptable reporting guidance. The diversity of surveyed subjects and populations is perhaps the main confounder. Although most questionnaires contain socio-demographic questions, there are no reporting guidelines specifically tailored to comprehensively inquire specialists across different academic disciplines, patients, and public representatives.

The EQUATOR Network platform currently lists some widely promoted documents with statements on conducting and reporting web-based and non-web-based surveys ( Table 1 ). 11 , 12 , 13 , 14 The oldest published recommendation guides on postal, face-to-face, and telephone interviews. 1 One of its critical points highlights the need to formulate a clear and explicit question/objective to run a focused survey and to design questionnaires with respondent-friendly layout and content. 1 The Checklist for Reporting Results of Internet E-Surveys (CHERRIES) is the most-used document for reporting online surveys. 11 The CHERRIES checklist included points on ensuring the reliability of online surveys and avoiding manipulations with multiple entries by the same users. 11 A specific set of recommendations, listed by the EQUATOR Network, is available for specialists who plan web-based and non-web-based surveys of knowledge, attitude, and practice in clinical medicine. 12 These recommendations help design valid questionnaires, survey representative subjects with clinical knowledge, and complete transparent reporting of the obtained results. 12

COVID-19 = coronavirus disease 2019.

From January 2018 to December 2019, three rounds of surveying experts with interest in surveys and questionnaires allowed reaching consensus on a set of points for reporting web-based and non-web-based surveys. 13 The Consensus-Based Checklist for Reporting of Survey Studies included a rating of 19 items of survey reports, from titles to acknowledgments. 13 Finally, rapid recommendations on online surveys amid the coronavirus disease 2019 (COVID-19) pandemic were published to guide the authors on how to choose social media and other online platforms for disseminating questionnaires and targeting representative groups of respondents. 14

Adhering to a combination of these recommendations is advisable to minimize the limitations of each document and increase the transparency of survey reports. For cross-sectional analyses of large sample sizes, additionally consulting the STROBE standard of the EQUATOR Network may further improve the accuracy of reporting respondents' inclusion and exclusion criteria. In fact, there are examples of online survey reports adhering to both CHERRIES and STROBE recommendations. 15 , 16

ETHICS CONSIDERATIONS

Although health research authorities in some countries lack mandates for full ethics review of survey studies, obtaining formal review protocols or ethics waivers is advisable for most surveys involving respondents from more than one country. And following country-based regulations and ethical norms of research are therefore mandatory. 14 , 17

Full ethics review or exemption procedures are important steps for planning and conducting ethically sound surveys. Given the non-interventional origin and absence of immediate health risks for participants, ethics committees may approve survey protocols without a full ethics review. 18 A full ethics review is however required when the informational and psychological harms of surveys increase the risk. 18 Informational harms may result from unauthorized access to respondents' personal data and stigmatization of respondents with leaked information about social diseases. Psychological harms may include anxiety, depression, and exacerbation of underlying psychiatric diseases.

Survey questionnaires submitted for evaluation should indicate how informed consent is obtained from respondents. 13 Additionally, information about confidentiality, anonymity, questionnaire delivery modes, compensations, and mechanisms preventing unauthorized access to questionnaires should be provided. 13 , 14 Ethical considerations and validation are especially important in studies involving vulnerable and marginalized subjects with diminished autonomy and poor social status due to dementia, substance abuse, inappropriate sexual behavior, and certain infections. 18 , 19 , 20 Precautions should be taken to avoid confidentiality breaches and bot activities when surveying via insecure online platforms. 21

Monetary compensation helps attract respondents to fill out lengthy questionnaires. However, such incentives may create mechanisms deceiving the system by surveyees with a primary interest in compensation. 22 Ethics review protocols may include points on recording online responders' IP addresses and blocking duplicate submissions from the same Internet locations. 22 IP addresses are viewed as personal information in the EU, but not in the US. Notably, IP identification may deter some potential responders in the EU. 21

PATIENT KNOWLEDGE AND PERCEPTION SURVEYS

The design of patient knowledge and perception surveys is insufficiently defined and poorly explored. Although such surveys are aimed at consistently covering research questions on clinical presentation, prevention, and treatment, more emphasis is now placed on psychometric aspects of designing related questionnaires. 23 , 24 , 25 Targeting responsive patient groups to collect reliable answers is yet another challenge that can be addressed by distributing questionnaires to patients with good knowledge of their diseases, particularly those registering with university-affiliated clinics and representing patient associations. 26 , 27 , 28

The structure of questionnaires may differ for surveys of patient groups with various age-dependent health issues. Care should be taken when children are targeted since they often report a variety of modifiable conditions such as anxiety and depression, musculoskeletal problems, and pain, affecting their quality of life. 29 Likewise, gender and age differences should be considered in questionnaires addressing the quality of life in association with mental health and social status. 30 Questionnaires for older adults may benefit from including questions about social support and assistance in the context of caring for aging diseases. 31 Finally, addressing the needs of digital technologies and home-care applications may help to ensure the completeness of questionnaires for older adults with sedentary lifestyles and mobility disabilities. 32 , 33

SOCIAL MEDIA FOR QUESTIONNAIRE DISTRIBUTION

The widespread use of social media has made it easier to distribute questionnaires to a large number of potential responders. Employing popular platforms such as Twitter and Facebook has become particularly useful for conducting nationwide surveys on awareness and concerns about global health and pandemic issues. 34 , 35 When various social media platforms are simultaneously employed, participants' sociodemographic factors such as gender, age, and level of education may confound the study results. 36 Knowing targeted groups' preferred online networking and communication sites may better direct the questionnaire distribution. 37 , 38 , 39

Preliminary evidence suggests that distributing survey links via social-media accounts of individual users and organized e-groups with interest in specific health issues may increase their engagement and correctness of responses. 40 , 41

Since surveys employing social media are publicly accessible, related questionnaires should be professionally edited to easily inquire target populations, avoid sensitive and disturbing points, and ensure privacy and confidentiality. 42 , 43 Although counting e-post views is feasible, response rates of social-media distributed questionnaires are practically impossible to record. The latter is an inherent limitation of such surveys.

SURVEY SAMPLING

Establishing connections with target populations and diversifying questionnaire dissemination may increase the rigor of current surveys which are abundantly administered. 44 Sample sizes depend on various factors, including the chosen topic, aim, and sampling strategy (random or non-random). 12 Some topics such as COVID-19 and global health may easily attract the attention of large respondent groups motivated to answer a variety of questionnaire questions. In the beginning of the pandemic, most surveys employed non-random (non-probability) sampling strategies which resulted in analyses of numerous responses without response rate calculations. These qualitative research studies were mainly aimed to analyze opinions of specialists and patients exposed to COVID-19 to develop rapid guidelines and initiate clinical trials.

Outside the pandemic, and beyond hot topics, there is a growing trend of low response rates and inadequate representation of target populations. 45 Such a trend makes it difficult to design and conduct random (probability) surveys. Subsequently, hypotheses of current online surveys often omit points on randomization and sample size calculation, ending up with qualitative analyses and pilot studies. In fact, convenience (non-random or non-probability) sampling can be particularly suitable for previously unexplored and emerging topics when overviewing literature cannot help estimate optimal samples and entirely new questionnaires should be designed and tested. The limitations of convenience sampling minimize the generalizability of the conclusions since the sample representativeness is uncertain. 45

Researchers often employ 'snowball' sampling techniques with initial surveyees forwarding the questionnaires to other interested respondents, thereby maximizing the sample size. Another common technique for obtaining more responses relies on generating regular social media reminders and resending e-mails to interested individuals and groups. Such tactics can increase the study duration but cannot exclude the participation bias and non-response.

Purposive or targeted sampling is perhaps the most precise technique when knowing the target population size and respondents' readiness to correctly fill the questionnaires and ensure an exact estimate of response rate, close to 100%. 46

DESIGNING QUESTIONNAIRES

Correctness, confidentiality, privacy, and anonymity are critical points of inquiry in questionnaires. 47 Correctly worded and convincingly presented survey invitations with consenting options and reassurances of secure data processing may increase response rates and ensure the validity of responses. 47 Online surveys are believed to be more advantageous than offline inquiries for ensuring anonymity and privacy, particularly for targeting socially marginalized and stigmatized subjects. Online study design is indeed optimal for collecting more responses in surveys of sex- and gender-related and otherwise sensitive topics.

Performing comprehensive literature reviews, consultations with subject experts, and Delphi exercises may all help to specify survey objectives, identify questionnaire domains, and formulate pertinent questions. Literature searches are required for in-depth topic coverage and identification of previously published relevant surveys. By analyzing previous questionnaire characteristics, modifications can be made to designing new self-administered surveys. The justification of new studies should correctly acknowledge similar published reports to avoid redundancies.

The initial part of a questionnaire usually includes a short introduction/preamble/cover letter that specifies the objectives, target respondents, potential benefits and risks, and moderators' contact details for further inquiries. This part may motivate potential respondents to consent and answer questions. The specifics, volume, and format of other parts are dependent on revisions in response to pretesting and pilot testing. 48 The pretesting usually involves co-authors and other contributors, colleagues with the subject interest while the pilot testing usually involves 5-10 target respondents who are well familiar with the subject and can swiftly complete the questionnaires. The guidance obtained at the pretesting and pilot testing allows editing, shortening, or expanding questionnaire sections. Although guidance on questionnaire length and question numbers is scarce, some experts empirically consider 5 domains with 5 questions in each as optimal. 12 Lengthy questionnaires may be biased due to respondents' fatigue and inability to answer numerous and complicated questions. 46

Questionnaire revisions are aimed at ensuring the validity and consistency of questions, implying the appeal to relevant responders and accurate covering of all essential points. 45 Valid questionnaires enable reliable and reproducible survey studies that end up with the same responses to variably worded and located questions. 45

Various combinations of open-ended and close-ended questions are advisable to comprehensively cover all pertinent points and enable easy and quick completion of questionnaires. Open-ended questions are usually included in small numbers since these require more time to respond. 46 Also, the interpretation and analysis of responses to open-ended questions hardly contribute to generating robust qualitative data. 49 Close-ended questions with single and multiple-choice answers constitute the main part of a questionnaire, with single answers easier to analyze and report. Questions with single answers can be presented as 3 or more Likert scales (e.g., yes/no/do not know).

Avoiding too simplistic (yes/no) questions and replacing them with Likert-scale items may increase the robustness of questionnaire analyses. 50 Additionally, constructing easily understandable questions, excluding merged items with two or more points, and moving sophisticated questions to the beginning of a questionnaire may add to the quality and feasibility of the study. 50

Survey studies are increasingly conducted by health professionals to swiftly explore opinions on a wide range of topics by diverse groups of specialists, patients, and public representatives. Arguably, quality surveys with generalizable results can be instrumental for guiding health practitioners in times of crises such as the COVID-19 pandemic when clinical trials, systematic reviews, and other evidence-based reports are scarcely available or absent. Online surveys can be particularly valuable for collecting and analyzing specialist, patient, and other subjects' responses in non-mainstream science countries where top evidence-based studies are scarce commodities and research funding is limited. Accumulated expertise in drafting quality questionnaires and conducting robust surveys is valuable for producing new data and generating new hypotheses and research questions.

The main advantages of surveys are related to the ease of conducting such studies with limited or no research funding. The digitization and social media advances have further contributed to the ease of surveying and growing global interest toward surveys among health professionals. Some of the disadvantages of current surveys are perhaps those related to imperfections of digital platforms for disseminating questionnaires and analysing responses.

Although some survey reporting standards and recommendations are available, none of these comprehensively cover all items of questionnaires and steps in surveying. None of the survey reporting standards is based on summarizing guidance of a large number of contributors involved in related research projects. As such, presenting the current guidance with a list of items for survey reports ( Table 2 ) may help better design and publish related articles.

Disclosure: The authors have no potential conflicts of interest to disclose.

Author Contributions:

• Conceptualization: Zimba O.
• Formal analysis: Zimba O, Gasparyan AY.
• Writing - original draft: Zimba O.
• Writing - review & editing: Zimba O, Gasparyan AY.

Call for Proposals - The Pulse of Progress: Harnessing High-Frequency Survey Data for Development Research in the Polycrisis Era Conference

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The World Bank Living Standards Measurement Study (LSMS) program is inviting researchers to submit extended abstracts for The Pulse of Progress: Harnessing High-Frequency Survey Data for Development Research in the Polycrisis Era . This one-day conference will take place on December 10, 2024, at the World Bank Headquarters in Washington, D.C.

The conference will celebrate four years of the LSMS efforts in conducting longitudinal high-frequency phone surveys (HFPS) in Burkina Faso, Ethiopia, Malawi, Nigeria, Tanzania, and Uganda. Launched initially to address data and knowledge gaps related to the COVID-19 pandemic, these surveys facilitate routine monitoring of large-scale shocks and their socioeconomic impacts. They have had a transformative impact on national statistical and data systems , complementing existing in-person survey infrastructure with high frequency data collection on policy-relevant topics. To date, more than 100 survey rounds and 200,000 interviews have been completed across the six countries.

The conference aims to showcase applied research that leverages high-frequency phone survey data, including but not limited to the LSMS-HFPS, as the primary data source for addressing substantive questions in development economics and related fields.

We welcome extended abstracts (max. 800 words) for innovative research papers that utilize high-frequency phone survey data to study social and economic development issues. Submissions may cover a range of topics, including but not limited to:  

Researchers should submit their proposals to: [email protected] . Early-career researchers are especially encouraged to apply. The submitter should indicate who will be presenting and confirm that the presenter can attend the conference in person. Travel and accommodation expenses for selected presenters will be covered by the World Bank.

We particularly encourage submissions using the LSMS-HFPS data, and to facilitate them, we are making available an open-access, harmonized dataset accessible here  (dataset) and here (stata syntax).

The dataset covers all LSMS-HFPS survey rounds and allows linkages at the household and individual levels over time. It can be integrated with the LSMS-Integrated Survey on Agriculture (LSMS-ISA) series of nationally representative face-to-face household surveys in the same countries, including geo-variables and cluster locations. Interested authors can explore the scope of data on the LSMS webpage and access raw LSMS-HFPS and LSMS-ISA data through the World Bank Microdata Library .

Deadlines and important dates

• Extended abstracts due :  July 12, 2024
• Notification to authors:  August 16, 2024
• Full paper draft due:  November 8, 2024
• Event:  December 10, 2024 @ World Bank HQ in Washington, D.C.

Development Data Group

The Living Standards Measurement Study (LSMS)

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Only 1 in 3 US adults think Trump acted illegally in New York hush money case, AP-NORC poll shows

The first criminal trial facing former President Donald Trump is also the one in which Americans are least convinced he committed a crime, a new AP-NORC Center for Public Affairs Research poll finds.

FILE - Former President Donald Trump sits in Manhattan criminal court with his legal team in New York, April 15, 2024. (Jabin Botsford/Pool Photo via AP)

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WASHINGTON (AP) — The first criminal trial facing former President Donald Trump is also the one in which Americans are least convinced he committed a crime, a new AP-NORC Center for Public Affairs Research poll finds.

Only about one-third of U.S. adults say Trump did something illegal in the hush money case for which jury selection began Monday, while close to half think he did something illegal in the other three criminal cases pending against him. And they’re fairly skeptical that Trump is getting a fair shake from the prosecutors in the case — or that the judge and jurors can be impartial in cases involving him.

What to know about Trump’s hush money trial:

• Follow our live updates .
• Trump will be first ex-president on criminal trial. Here’s what to know about the hush money case.
• A jury of his peers: A look at how jury selection will work in Donald Trump’s first criminal trial .
• Donald Trump is facing four criminal indictments, and a civil lawsuit. You can track all of the cases here.

Still, half of Americans would consider Trump unfit to serve as president if he is convicted of falsifying business documents to cover up hush money payments to a woman who said he had a sexual encounter with her.

While a New York jury will decide whether to convict Trump of felony charges, public opinion of the trial proceedings could hurt him politically. The poll suggests a conviction could hurt Trump’s campaign. Trump enters a rematch with President Joe Biden as the first presumptive nominee of a major party — and the first former president — to be under indictment. A verdict is expected in roughly six weeks, well before the Republican National Convention, at which he will accept the GOP nomination.

Trump has made the prosecutions against him a centerpiece of his campaign and argued without evidence that Biden, a Democrat, engineered the cases. That argument helped him consolidate GOP support during the Republican primary, but a conviction might influence how many Americans — including independent voters and people long skeptical of Trump — perceive his candidacy.

“Any conviction should disqualify him,” said Callum Schlumpf, a 31-year-old engineering student and political independent from Clifton, Texas. “It sets a bad example to the rest of the world. I think it misrepresents us, as a country, as to what we believe is important and virtuous.”

Yet, a cloud of doubt hangs over all the proceedings. Only about 3 in 10 Americans feel that any of the prosecutors who have brought charges against Trump are treating the former president fairly. And only about 2 in 10 Americans are extremely or very confident that the judges and jurors in the cases against him can be fair and impartial.

“It’s very obvious political persecution,” said Christopher Ruff, a 46-year-old political independent and museum curator from Sanford, North Carolina. “I’m no fan of Trump in any way, shape or form. Didn’t vote for him, never will. But it’s obviously all political.”

Former President Donald Trump sits in Manhattan criminal court with his legal team in New York, April 15, 2024. (Jabin Botsford/Pool Photo via AP)

Consistent with AP-NORC polls conducted over the past year, the new poll found that about half of Americans say Trump did something illegal regarding the classified documents found at his Florida home , and a similar share think he did something illegal regarding his alleged attempt to interfere in Georgia’s vote count in the 2020 presidential election . The poll also found that nearly half of Americans believe he did something illegal related to his effort to overturn the results of the 2020 election .

Prosecutors in New York will argue that Trump falsified his company’s internal records to hide the true nature of a payment to his former lawyer Michael Cohen. Cohen alleges he was directed by Trump to pay adult film actor Stormy Daniels $130,000 one month before the 2016 election to silence her claims about an extramarital sexual encounter with Trump.

Trump has pleaded not guilty to the 34-count indictment and denied any sexual encounter with Daniels.

The poll found that 35% of Americans say Trump has done something illegal with regard to the hush money allegations. Slightly fewer, about 3 in 10, think he did something unethical without breaking the law. Fourteen percent think he did nothing wrong at all. Those numbers haven’t shifted meaningfully in the year since he was first charged in the case.

Republicans are much less likely than Democrats and independents to say Trump committed a crime in the hush money case.

“He’s done nothing wrong,” said Louie Tsonos, a 43-year-old sales representative and Republican from Carleton, Michigan, a suburb of Detroit. “Because Trump has a lot of money and fame, they want to destroy his reputation. Or at least they are trying to.”

Fewer than one in 10 Republicans say Trump did something illegal in the case, while 4 in 10 Republicans think he did something unethical but did not break the law. About 3 in 10 Republicans, like Tsonos, say he did nothing wrong.

By contrast, about 6 in 10 Democrats and roughly 3 in 10 independents believe he did something illegal.

Monica Brown, a Democrat from Knoxville, Tennessee, thinks Trump did something unethical, though not illegal, in the New York criminal case under way. But a conviction would ruin his credibility to serve as president, she said.

“I don’t believe any president – whether it’s Donald Trump or anyone else – should have a criminal conviction on his record,” said Brown, a 60-year-old veterinary technician and social worker. “Even if it’s related to something like hush money, what respect are they going to get from anyone? Citizens of the country or world leaders, they aren’t going to respect you.”

Nearly 6 in 10 Republicans say they would consider Trump fit to be president even if he were to be convicted of falsifying business documents in the hush money case. About 8 in 10 Democrats say Trump would not be fit to serve in the event of a conviction. About half of independents think he would be unfit to serve, with 22% saying he would be fit and 30% saying they didn’t know enough to say.

“I don’t think any of that stuff has any relevance to his ability to lead this country,” said Jennifer Solich, a Republican from York, Pennsylvania, and retired nuclear engineer who believes Trump would be fit to serve if convicted in the New York case. “There may be some unethical aspects to it. I just think it’s more trivial than what we’re facing as a nation.”

Beaumont reported from Des Moines, Iowa.

The poll of 1,204 adults was conducted April 4-8, 2024, using a sample drawn from NORC’s probability-based AmeriSpeak Panel, which is designed to be representative of the U.S. population. The margin of sampling error for all respondents is plus or minus 3.9 percentage points.