Survey research is a commonly used method of collecting information about a population of interest. There are many different types of surveys, several ways to administer them, and many methods of sampling. There are two key features of survey research:
- Questionnaires — a predefined series of questions used to collect information from individuals
- Sampling — a technique in which a subgroup of the population is selected to answer the survey questions; the information collected can be generalized to the entire population of interest
Questionnaire Design
The two most common types of survey questions are closed-ended questions and open-ended questions.
- Closed-Ended Questions
The respondents are given a list of predetermined responses from which to choose their answer. The list of responses should include every possible response and the meaning of the responses should not overlap. An example of a close-ended survey question would be, "Please rate how strongly you agree or disagree with the following statement: 'I feel good about my work on the job.' Do you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree, or strongly disagree?"
A Likert scale, which is used in the example above, is a commonly used set of responses for closed-ended questions. Closed-ended questions are usually preferred in survey research because of the ease of counting the frequency of each response.
- Open-Ended Questions
Survey respondents are asked to answer each question in their own words. Responses are usually categorized into a smaller list of responses that can be counted by the study team for statistical analysis.
Considerations for Designing a Questionnaire
It is important to consider the order in which questions are presented. Sensitive questions, such as questions about income, drug use, or sexual activity, should be put at the end of the survey. This allows the researcher to establish trust before asking questions that might embarrass respondents. Researchers also recommend putting routine questions, such as age, gender, and marital status, at the end of the questionnaire
Double-barreled questions, which ask two questions in one, should never be used in a survey. An example of a double barreled question is, "Please rate how strongly you agree or disagree with the following statement: 'I feel good about my work on the job, and I get along well with others at work.'" This question is problematic because survey respondents are asked to give one response for two questions. Researchers should avoid using emotionally loaded or biased words and phrases.
Surveys can be administered in three ways:
Through the mail
Advantage: Low cost
Disadvantage: Low response rate
By telephone
Advantages: Higher response rates; responses can be gathered more quickly
Disadvantage: More expensive than mail surveys
Face-to-face
Advantages: Highest response rates; better suited to collecting complex information
Disadvantage: Very expensive
