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Published on Explorable.com (https://explorable.com)

The Survey Guide

A beginners guide to how to create a survey.

Table of Contents

1 Surveys and Questionnaires - Guide

2 Introduction
2.1 Research and Surveys
2.2 Advantages and Disadvantages of Surveys
2.3 Survey Design
2.4 Methods of Survey Sampling

3 Planning a Survey
3.1 Defining Survey Goals

4 Questions and Answers

4.1 Questionnaire Layout
4.2 Types of Survey Questions
4.3 Constructing Survey Questions
4.4 Survey Response Formats
4.5 Survey Response Scales

5 Types of Survey
5.1 Selecting the Survey Method
5.2 Personal Interview Survey
5.3 Telephone Survey
5.4 Online Surveys
5.4.1 Preparing an Online Survey
5.4.2 Web Survey Tools

5.5 Focus Groups - Pros and Cons

5.6 Panel Study

6 How to Conduct a Survey

6.1 Pilot Survey
6.2 Increasing Survey Response Rates

7 After the Study

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 7.1 Analysis and Handling Survey Data
7.2 Conclusion of a Survey
7.3 Presenting Survey Results

8 Questionnaire Example
9 Questionnaire Checklist

3
Copyright Notice

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 1 Surveys and Questionnaires - Guide

A survey is a data gathering method that is utilized to collect, analyze and interpret the
views of a group of people from a target population. Surveys have been used in various
fields of research, such as sociology, marketing research, politics and psychology.

The survey methodology is guided by principles of statistics from the moment of creating a
sample, or a group of people to represent a population, up to the time of the survey results'
analysis and interpretation. From simple polls regarding political beliefs, to opinions regarding
a new product versus another, the survey method is proven to be an effective technique to
gather necessary information for the advancement of science and technology.

The Survey Process

A systematic method of gathering information from a target population, a survey makes use of
statistical techniques mainly used in quantitative research. The following steps are included in
the process of conducting a survey, as well as several questions to ask one's self during each
step:

1. Clarify the purpose.

Why should a survey be done? What are the pros and cons? What issue/s should be studied?
How should you plan a survey?

2. Formulate survey goals.

What are the aims of the survey? Who should be the participants (target population)? How
long should the survey be conducted?

3. Verify the resources.

Are the budget, manpower and other resources sufficient?

4. Choose a survey method.

What type of survey can satisfy the purpose, survey goals and available resources? Are there
similar methods that are more suitable, such as Focus Groups or Panel Studies?

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5. Perform the sampling.

Which sampling technique is appropriate for the survey goal and method? How should you
design the survey?

6. Write the questionnaire.

What questions should I ask? What type of response formats and scales should be included?
How should the survey layout look?

7. Pilot test and revise or change the questionnaire.

Is the questionnaire suitable for the sample? Are there any errors that need to be redone?
How can the response rate be improved?

8. Administer the questionnaire.

Is the interviewer trained enough to administer the questionnaire to the sample?

9. Process and store data.

How should the data be handled? Where should the information be kept for future reference?

10. Analyze and interpret the survey results.

What does the information gathered say?

11. Make a conclusion.

What synthesis can be formed from the entire survey?

12. Report the survey results.

How can the results be conveyed effectively? What media presentation should be used in
reporting the survey results?

The Questionnaire
In survey research, a questionnaire is an instrument that is comprised of a set of questions to
be asked to the participants of the survey. Sir Francis Galton, an English polymath, introduced
the use of the questionnaire in surveys. Questionnaires usually ask questions that elicit ideas
and behaviors, preferences, traits, attitudes and facts.

Today, questionnaires can be administered in a variety of modes, such as face-to-face,

telephone, paper-and-pencil, and computerized. The computerized questionnaire

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administration mode is used in an online survey. An online survey, or web-based survey, is a
widely used survey method which requires participants to answer the questionnaire posted on
the Internet. When preparing a web based survey, you should be aware about some of the
tools for online questionnaires.

Questionnaire Example
Questionnaire Checklist

How to cite this article: 

Sarah Mae Sincero (Jul 10, 2012). Surveys and Questionnaires - Guide. Retrieved from
Explorable.com:  https://explorable.com/surveys-and-questionnaires

7
 2 Introduction

2.1 Research and Surveys

The Science Behind

Research is considered to be widely diverse, branching out to different fields and

methodologies. In the early 1930s, research through the use of surveys was introduced
by Paul Lazarsfeld, one of the most well-known sociologists of his time.

The History of Survey Research

The survey method has always been used by researchers since the introduction of survey
research in 1930s. Paul Lazarsfeld conducted a survey on how the radio affects the formation
of political opinion in the United States. Because the survey was quantitative in nature, the
quantitative branch of research has become a tradition in the field of sociology since the
1940s.

The Science Behind Surveys

It is a common trend that many people would doubt about the results of a survey, unless they
find proof that the survey was done “scientifically”. Well, conducting a survey requires the use
of the scientific process, a course that is basically followed by all types of research. Having
this in mind, a survey that has critically gone through the steps of the scientific process posits
a higher percentage of validity and reliability of the results.

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Not all surveys can be conducted in such a way that each member of the population can be
studied upon because that would be a very expensive and thus, an impractical way of doing
survey research. In executing a survey, the researcher will select participants through a
random sampling technique, and these people will be the representatives of the entire target
population. Using a random sampling method does not mean that the survey isn’t scientific;
rather, it increases the validity of the results as bias in choosing the participants is eliminated,
thereby making the process scientific and the results valid.

The Principles of Survey Research

The research principles of data gathering, processing, analysis and interpretation are
incorporated in surveys. These principles include validity and reliability.

A. Validity

Validity and reliability are often discussed in the field of psychometrics, but not so much in
market research, although it is assumed they are present.

Does the survey measure what needs to be measured? This is the question that can only be
answered through verifying the validity of the survey. In scientific research, validity tells us
how accurate the survey is by checking the representativeness of the sample and the
precision of the questions. There are four important types of validity included survey research:

1. Face validity: Do the questions appear reasonable to acquire the data you want to
collect?
2. Content validity: Are the questions all about the issue and other subjects related to it?
3. Internal validity: Do the questions imply the outcome that you want to achieve from the
survey?
4. External validity: Do the questions elicit answers that are generalizable (i.e. reflects the
response of the entire target population)?

B. Reliability

In survey research, reliability refers to whether the questions elicit similar information or the
same characteristic even if the wordings or questionnaire structures are changed. Reliability
of the survey relates to the consistency of the questions and statements in a questionnaire.

How to cite this article: 

Sarah Mae Sincero (Nov 6, 2012). Research and Surveys. Retrieved from Explorable.com:  
https://explorable.com/research-and-surveys

9
 2.2 Advantages and Disadvantages of Surveys

Among the different methods of data gathering for research purposes, the survey
method is preferred by many researchers due to its various advantages, strengths and
benefits. However, surveys also have their disadvantages and weak points that must
be considered.

Advantages of Surveys

1. High Representativeness

Surveys provide a high level of general capability in representing a large population. Due to
the usual huge number of people who answers survey, the data being gathered possess a
better description of the relative characteristics of the general population involved in the study.
As compared to other methods of data gathering, surveys are able to extract data that are
near to the exact attributes of the larger population.

2. Low Costs

When conducting surveys, you only need to pay for the production of survey questionnaires. If
you need a larger sample of the general population, you can allot an incentive in cash or kind,
which can be as low as $2 per person. On the other hand, other data gathering methods such
as focus groups and personal interviews require researchers to pay more.

3. Convenient Data Gathering

Surveys can be administered to the participants through a variety of ways. The questionnaires
can simply be sent via e-mail or fax, or can be administered through the Internet. Nowadays,
the online survey method has been the most popular way of gathering data from target
participants. Aside from the convenience of data gathering, researchers are able to collect
data from people around the globe.

4. Good Statistical Significance

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Because of the high representativeness brought about by the survey method, it is often easier
to find statistically significant results than other data gathering methods. Multiple variables can
also be effectively analyzed using surveys.

5. Little or No Observer Subjectivity

Surveys are ideal for scientific research studies because they provide all the participants with
a standardized stimulus. With such high reliability obtained, the researcher’s own biases are
eliminated.

6. Precise Results

As questions in the survey should undergo careful scrutiny and standardization, they provide
uniform definitions to all the subjects who are to answer the questionnaires. Thus, there is a
greater precision in terms of measuring the data gathered.

Disadvantages of Surveys

1. Inflexible Design

The survey that was used by the researcher from the very beginning, as well as the method of
administering it, cannot be changed all throughout the process of data gathering. Although
this inflexibility can be viewed as a weakness of the survey method, this can also be a
strength considering the fact that preciseness and fairness can both be exercised in the study.

2. Not Ideal for Controversial Issues

Questions that bear controversies may not be precisely answered by the participants because
of the probably difficulty of recalling the information related to them. The truth behind these
controversies may not be relieved as accurately as when using alternative data gathering
methods such as face-to-face interviews and focus groups.

3. Possible Inappropriateness of Questions

Questions in surveys are always standardized before administering them to the subjects. The
researcher is therefore forced to create questions that are general enough to accommodate
the general population. However, these general questions may not be as appropriate for all
the participants as they should be.

A good example of this situation is administering a survey which focuses on affective

variables, or variables that deal with emotions.

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How to cite this article: 

Sarah Mae Sincero (Mar 18, 2012). Advantages and Disadvantages of Surveys. Retrieved
from Explorable.com:  https://explorable.com/advantages-and-disadvantages-of-surveys

12
 2.3 Survey Design

Survey design involves the planning of the whole survey project and the outlining the
steps to take when conducting the survey. These steps start from the formulation of
the survey goals and end at the interpretation of the survey results.

The survey design specifically involves:

1. Creating, brainstorming and verifying the survey goals

2. Identifying the sample from the target population
3. Choosing a survey method
4. Creating a questionnaire or survey
5. Conducting a pilot survey
6. Revising the questionnaire
7. Executing the full survey
8. Analyzing and interpreting the data gathered
9. Communicating the results

Step 1: Survey Goals

The survey goals simply state what you want to learn and who do you want to learn that
information from. If you have answered these two questions, you will be led to the questions:
“Is survey the right method to use?” and “Which type of survey should I conduct?” In other
words, the goals of the survey are your guide towards the creation of the right questions to
ask the right distribution technique or survey methodology to utilize, and the right people to
take as respondents.

Step 2: Sampling

Most of the time, the number of people that make up the target population exceeds your
capacity to include all of them in the survey. For this reason, the sampling process is
conducted before executing a survey. A sample is a group taken as respondents in order to
represent a larger target population.

Step 3: Survey Methodology

There are several types of survey which are categorized according to the length of time

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involved (cross-sectional or longitudinal), the instrumentation (paper-and-pencil or interview)
and the specific method (online, telephone, mail, etc). In choosing a survey method, go back
to your survey goals and ask yourself what method will be able to satisfy your goals.

Step 4: Questionnaire Design

The survey or the questionnaire includes a set of questions that you would like to ask to the
respondents. The design of the questionnaire depends on the medium associated with the
type of survey you have selected. For instance, surveying people aged 65 and above via the
Internet is inappropriate. Pictures cannot be shown during telephone interviews. In addition,
the questionnaire should follow the KISS principle which stands for “Keep It Short and Simple”.

Step 5: Pilot Survey

Testing the questionnaire is a good practice because it will facilitate correction of any errors in
the questions or even in the layout. A pilot survey usually involves a smaller group of
respondents than your sample size.

Step 6: Revision of Survey

The results of the pilot survey are crucial in knowing whether the questionnaire is already
complete and appropriate, or there are questions that need to be edited, revised or deleted.
This step may also include revising the questionnaire layout to a better-looking one to
increase the response rate.

Step 7: Execute Survey

This step involves the actual administration of the survey to all the respondents in the sample.
As much as possible, make sure that all the respondents are answering the questionnaire in
the same environment to prevent any bias.

Step 8: Analyse Data

Step 9: Communicating the Results

How to cite this article: 

Sarah Mae Sincero (Sep 26, 2012). Survey Design. Retrieved from Explorable.com:  
https://explorable.com/survey-design

14
 2.4 Methods of Survey Sampling

It is important to have a group of people who will participate in the survey and be able
to represent the whole target population. This group is called a “sample”. Determining
the right kind and number of participants in a sample group, also known as sampling,
is one of the basic steps in conducting surveys.

Selecting Target Population

Before you can be able to have a sample for your survey, you need to define your target
population first. If your survey goal is to know the effectiveness of a product or service, then
the target population should be the customers who have utilized it. It is critical to select the
most appropriate target population in order to satisfy the purpose of executing the survey.

Basic Sampling Techniques

There are numerous ways of getting a sample, but here are the most commonly used
sampling methods:

1. Random Sampling

The purest form of sampling under the probability approach, random sampling provides equal
chances of being picked for each member of the target population.

2. Stratified Sampling

Stratified sampling involves the use of “stratum”, or a subset of the target population wherein
the members possess one or more common attribute. Examples of stratum include mothers,
fathers, students, teachers, females, males, etc. Sampling error is usually lower in stratified
sampling than in random sampling.

3. Systematic Sampling

In systematic sampling, every Nth name is selected from the list of the members of the target
population. For instance, the sample will include the participants listed in every 10th from the
list. That means the 10th, 20th, 30th and so on will be selected to become the members of the
sample group

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.

4. Convenience Sampling

This non-probability sampling method is used when there are only a few available members of
the target population who can become the participants in the survey.

5. Quota Sampling

Another non-probability method, quota sampling also identifies strata like stratified sampling,
but it also uses a convenience sampling approach as the researcher will be the one to choose
the necessary number of participants per stratum.

6. Purposive Sampling

As the name suggests, purposive sampling means the researcher selects participants
according to the criteria he has set. This is only used when you are confident enough about
the representativeness of the participant regarding the whole target population.

Determining Sample Size

Knowing the target population, you have to decide the number of the participants in a sample,
which is termed as the “sample size”. Aside from the estimated number of people in the target
population, the sample size can be influenced by other factors such as budget, time available,
and the target degree of precision. The sample size can be calculated using the formula:

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n=t² x p(1-p)
  m²

Where:

n = required sample size

t = confidence level at 95% (standard value of 1.96)
p = estimated prevalence of the variable of interest (e.g. 20% or 0.2 of
the population are smokers)
m = margin of error at 5% (standard value of 0.05)

Strictly adhering to the sample size facilitates a higher precision in the results because having
participants less than the sample size leads to low representativeness of the target
population. On the other hand, going over the sample size may cause a diminished rate of
enhancement in the precision of the survey outcomes.

How to cite this article: 

Sarah Mae Sincero (May 10, 2012). Methods of Survey Sampling . Retrieved from
Explorable.com:  https://explorable.com/methods-of-survey-sampling

17
 3 Planning a Survey

The success of a survey starts with an intense, detailed and comprehensive planning.
Before you conduct a survey, you need to begin with brainstorming about the purpose
of the survey, the goals and objectives, the creation of questions, and other important
details included in utilizing the survey method.

Defining Goals
Survey goals encompass the very purpose of conducting a survey. Having these goals, you
will be able to create the right questions for the right participants. Survey goals will direct you
to the type of survey you have to use and the type of survey administration you have to do.
The survey goals also provide hints on the appropriate sample size of your survey, as well as
the inclusion and exclusion criteria in terms of answering the question: “To whom should I
administer the survey?”

Participant Selection
Based on the survey goals or the purpose of conducting the survey, choose the participants
that will be able to effectively represent the general population. In this step of the planning
phase, you should be able to determine the inclusion and exclusion criteria so only the right
people can be included in the target group. For instance, if you want to do a survey about teen
mothers, you should eliminate women who bore children at the age of 20 and above.

Schedule Setting
Conduct the survey in a time-bounded fashion by means of planning out a schedule. First,
start with setting a date for the creating of questions. Then, set a time frame for the
standardization and/or revision of the survey. After this, mark your calendar for the period of
administering the surveys to the participants. Next, schedule the date for tallying, summarizing
and analyzing the results of the survey.

Budget Planning
When planning a survey successfully, budget allocation should be settled. When preparing for

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the budget, consider first the number of people that will participate in the survey. This will give
you a good estimate of how much money is needed for the reproduction of the survey.

In terms of the questions, using a standardized survey for the study may or may not require
money. This depends on whether the creator of the survey allows the free use of the
questionnaire or obliges payment for it. On the other hand, creating your own survey and
having it standardized or verified may require payments.

Another thing that needs to be considered in planning for the budget includes the time period
of conducting the survey. If you are to have a survey of a very large target group, you must
set aside a budget for the compensation of people who will help you administer the survey

How to cite this article: 

Sarah Mae Sincero (May 26, 2012). Planning a Survey. Retrieved from Explorable.com:  
https://explorable.com/planning-a-survey

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 3.1 Defining Survey Goals

The first step in utilizing the survey method is creating survey goals. In order to ask the
right questions in the survey, having a clear definition of the survey goals is important.

What Are Survey Goals?

Survey goals determine the “problem” of the survey or of the whole study itself. The goals of
the survey reflect the purpose of the study. The survey goals will help you administer the
appropriate questions to the right target groups. They will guide you to include only the
participants who can satisfy the criteria set in relation to the purpose of the survey.

Creating Survey Goals

In making appropriate and concise survey goals, the researcher should ask himself the
following questions:

1.“What is the subject?”

(e.g. product, role, experience, method, etc)

2.“What do I want to know?”

(e.g. satisfaction with the product, effectiveness of the method, etc)

3.“Who should I ask?”

(e.g. customers, mothers, high school students, etc)

4.“To whom / what should I compare it?” (for comparative surveys)

(e.g. traditional method, existing product, etc)

Having a good survey goal is a favorable start in conducting a survey. Here are some
examples of bad survey goals and techniques on how to transform them into good survey
goals:

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Example 1: To determine what customers think about the new product.

Since this kind of goal calls for the present attitudes of the participants towards the subject,
conducting a series of one-on-one interviews is a more reliable data gathering method than
doing surveys or other structured ways of collecting data.

Example 2: To learn about the effectiveness of the product.

Surveys that inquire about the effectiveness, value, competence, efficiency and other similar
aspects concerning the subject can be better studied upon the inclusion of another variable to
which the subject can be compared with. For instance, you may ask the participants to
compare a new drug for cough and a popular herb used to treat the same condition. This way,
the participants will be able to precisely determine the effectiveness of the product.

Example 3: To gather information on the satisfaction with the grading

system.

This kind of survey goal can benefit from narrowing down the statement into details.

Connecting the Goal and the Method

After writing down several goals related to your study, ask yourself whether the goals can be
fully satisfied through conducting a survey.

The goals may be achieved better through alternative data gathering methods. To do this, you
should check your web analytics, CRM or other systems that might be storing information
pointing to your goals, rather than conduct a new survey to acquire those data. If doing a
literature or system review proves that no existing data can be found, then conducting survey
is the best option to fulfill your research goals.

How to cite this article: 

Sarah Mae Sincero (May 25, 2012). Defining Survey Goals. Retrieved from Explorable.com:  
https://explorable.com/defining-survey-goals

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 4 Questions and Answers

4.1 Questionnaire Layout

Having a good set of questions to ask the respondent doesn’t totally guarantee
success in conducting a survey. The overall look of the questionnaire is also
necessary to achieve the goals of the survey.

Most often than not, respondents consider the questionnaire layout first before having the
motivation to complete the survey. Studies show that respondents may not be able answer
the questions truthfully because of being pre-occupied or bothered by the number of pages to
answer, or the overall look of the questionnaire. Therefore, a good-looking questionnaire
layout is an important factor in increasing response rates.

The Cover Page

Placing a cover page on your survey questionnaire increases the level of motivation and
willingness to participate. The survey cover can instantly connect the respondents to the
survey and make them feel that they are important to make the survey a success.

The cover should contain the following:

1. The title of the survey or study

2. A one or two-sentence description of the survey, stating its purpose
3. Initial instructions
4. The name of the company conducting the survey
5. Any sponsors

The cover, as well as the back cover, should look simple to give an impression that the survey
is conducted in a professional manner. However, studies show that using colored covers
increase response rates by 2% to 4%, so feel free to add some spark on your cover.

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The Instructions Page
In this page, explain further the purpose of the survey. Provide brief and specific instructions
on how the respondent should answer the questions. Also, instruct the respondent about the
deadline for completing the survey.

In addition, inform the respondent about confidentiality matters, and offer contact numbers
that the respondent may call if there are any problems or comments regarding the survey
questionnaire.

The Questionnaire Proper

In forming the survey layout, the order of questions should be taken into consideration. The
questions should be arranged from general to specific. The very first question should be a
general one but is pertaining to goals or purpose of the survey, so that the respondent won’t
get intimidated but rather, become slowly engaged to the questionnaire. Being “general”
means that the first question should be applicable to all respondents and is easy to answer in
just a few seconds.

The questions should be grouped according to their content. This helps the respondent to
organize his thoughts and reactions, leading to a more accurate response to the questions.
With regards to the appearance, the questions should be consistent in font style, font size,
and even the indentation.

The Navigational Path

In a survey, the navigational path simply means the path that should be followed by the
respondents when answering the questionnaire. There are four types of navigational paths:
verbal, numerical, and symbolic or graphical. Here are examples for each type:

1. Verbal (e.g. Skip to No. 12 ; Proceed to the Next Page)

2. Numerical (e.g. Page 1, 2, 3…)
3. Symbolic (e.g. →, and other arrows )

Remember that the navigational path you utilize should be consistent in all the pages of the
questionnaire.

Survey Length
According to Dillman (2000), the length of the survey varies depending on three factors

23
relating to the respondent: his sense of commitment, interest and sense of responsibility in
completing the survey. As a rule of thumb, keep the questions as short as possible to keep
these three levels at their peaks.

How to cite this article: 

Sarah Mae Sincero (Sep 1, 2012). Questionnaire Layout. Retrieved from Explorable.com:  
https://explorable.com/questionnaire-layout

24
 4.2 Types of Survey Questions

The questions are the primary tools in collecting necessary information from the
respondents of a survey. By making the right choices on the type of survey questions,
you will be able to extract only data that are related to the purpose or goal of the survey.

Before constructing questions, you must be knowledgeable about each type of question used
in survey research. These basically include:

1. Closed-Ended Questions

Closed-ended questions limit the answers of the respondents to response options provided on
the questionnaire.

Advantages: time-efficient; responses are easy to code and interpret; ideal for
quantitative type of research

Disadvantages: respondents are required to choose a response that does not exactly
reflect their answer; the researcher cannot further explore the meaning of the responses

Some examples of close ended questions are:

a. Dichotomous or two-point questions (e.g. Yes or No, Unsatisfied or Satisfied)

b. Multiple choice questions (e.g. A, B, C or D)
c. Scaled questions that are making use of rating scales such as the Likert scale (i.e. a
type of five-point scale), three-point scales, semantic differential scales, and seven-point
scales

2. Open-Ended Questions

In open-ended questions, there are no predefined options or categories included. The

participants should supply their own answers.

Advantages: participants can respond to the questions exactly as how they would like
to answer them; the researcher can investigate the meaning of the responses; ideal for
qualitative type of research

Disadvantages: time-consuming; responses are difficult to code and interpret

25
Some examples of open-ended questions include:

a. Completely unstructured questions- openly ask the opinion or view of the respondent
b. Word association questions - the participant states the first word that pops in his mind
once a series of words are presented
c. Thematic Apperception Test – a picture is presented to the respondent which he
explains on his own point-of-view
d. Sentence, story or picture completion – the respondent continues an incomplete
sentence or story, or writes on empty conversation balloons in a picture

3. Matrix Questions

Matrix questions are also closed-ended questions but are arranged one under the other, such
that the questions form a matrix or a table with identical response options placed on top. For
example:

Please rate the following characteristics of the product based on your satisfaction ( use a
check mark):

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 Strongly Strongly
  Satisfied Neutral Unsatisfied
Satisfied Unsatisfied

Size          

Color           

Shape          

 
Overall 
       
Appearance  

4. Contingency Questions

Questions that need to be answered only when the respondent provides a particular response
to a question prior to them are called contingency questions. Asking these questions
effectively avoids asking people questions that are not applicable to them. For example:

Have you ever smoked a cigarette?

___Yes ___ No

If YES, how many times have you smoked cigarette?

__ Once

__2-5 times

__ 6-10 times

__more than 10 times

The second question above is what we refer to as a contingency question following up a

closed-ended question.

How to cite this article: 

Sarah Mae Sincero (Apr 8, 2012). Types of Survey Questions. Retrieved from
Explorable.com:  https://explorable.com/types-of-survey-questions

27
 4.3 Constructing Survey Questions

Creating a survey questionnaire is one of the most essential steps in developing a

survey. The questions must be clear and concise, and should be focused on the issue
that the researcher wants to study.

A survey questionnaire is a tool used to collect information from the group of representatives
of a target population, or simply, the sample. It is important to identify and clarify the questions
to be included in the questionnaire to be able to ask only the queries that need to be asked
and avoid any misleading or unnecessary questions.

How to Write the Questions

Step 1: Focus On Your Survey Goals and Objectives.

The first step in constructing survey questions is putting your survey goal on the limelight and
listing initial or draft questions that emerge from the goal or purpose of the survey. Each
question should directly relate to the goal of the survey.

Step 2: Identify the Attributes That Need to Be Measured.

Based on the survey goal, ask yourself what you want to measure from the responses of the
participants. These attributes include the respondents’ demographics, knowledge, skills,
attitude, perceptions, behaviour, intentions, beliefs and goals. In writing the questions, you
may measure more than one attribute, for instance, the knowledge and skills of nursing
students in performing CPR.

Step 3: Select the Appropriate Types of Questions.

Before you begin writing the questions, you must first learn the types of questions used in a
survey questionnaire. The two basic types of questions are the closed-ended and the open-
ended questions. Each of these two has sub-types that you should consider before
constructing the questions.

Step 4: Choose the Types of Response Options.

The type of response options follow the type of questions you are to use in writing the

28
questionnaire. For instance, a closed-ended, dichotomous type of questions means that the
response options you should use are only “Yes” and “No”, or “Excellent” and “Poor”, or any
two-point response scales.

Step 5: Check the Questions for Reliability.

Reliability is an important measure on the consistency of the survey results that are gathered
by using the questionnaire. It simply answers the question, “Do the respondents truly
understand the meaning of the questions as they are stated?”. The most commonly used
reliability test for survey questions is the test and re-test method that serves as the pilot survey
.

Best Practices in Writing Questions

1. Begin writing questions that are easy to answer as this improves response and
completion rates.
2. Use a direct and simple language in all the questions for more accurate responses from
the participants.
3. Choose a type of question or response format according to the time frame allotted to
conduct the entire survey and the length of valuable information from the responses.
Time-restricted surveys should use more closed-ended questions. But if you want to
explore the responses, you must include more open-ended questions.
4. Do not ask double questions; ask them one at a time. Instead of giving the question, “Do
you like basketball or football?”, ask them separately as in “Do you like basketball?” and
“Do you like football?” in order to avoid confusion.
5. Write short and concise questions to increase response rates and facilitate completion
of questionnaires.

How to cite this article: 

Sarah Mae Sincero (Jan 2, 2012). Constructing Survey Questions. Retrieved from
Explorable.com:  https://explorable.com/constructing-survey-questions

29
 4.4 Survey Response Formats

In order to collect answers from the survey participants, the response format is
utilized. The response format is comprised of survey response options found in the
questionnaire. Basically, response formats are divided into two types: structured and
unstructured response formats.

Structured Response Formats

Between the two kinds of response formats, the structured response formats help both the
researcher and the respondent better than the unstructured ones. They are more beneficial
because respondents can answer the survey in a more efficient and easier manner.
Researchers find it easier to summarize participant responses through structure response
options.

There are many types of structure response formats, but the most commonly used ones
include fill-in-the-blank and multi-option format.

1. Fill-in-the-Blank

Using the fill-in-the-blank format requires you to choose the manner by which the respondent
should answer the question. One of the most common uses of fill-in-the-blanks is to determine
the name, age, gender, age group and other demographic data indicators by putting a mark
on the blank. An example of this is:

Name: _____________________ Age: ____

Put a check mark on the blank which applies:

1. Do you use the Internet for research purposes?

____Yes

____No

Another type of fill-in-the-blank response format is rating the options. For instance:

In a scale of 1 to 5, please rate the following according to your preferred car brand, where “1”

30
as your most preferred, and “5” as your least preferred.

____Ford

____Honda

____Nissan

____Toyota

____Others (please specify: _______)

2. Multi-Option Format

As the name suggests, you present a question to the respondent and he will answer it based
on the multiple options available. Here is an example:

How many hours do you usually spend using Facebook per day?

a. less than 1 hour

b. 1-3 hours
c. more than 3 hours

Structured response formats are also classified according to the number of response options.
Dichotomous response formats include only 'Yes' or 'No' as the options, while multi-
chotomous response formats may include 'Yes', 'No', and 'Maybe' as the options. If the
respondent is allowed to select all the options that apply, the multiple response format is used.
If the response options are in the form of symbols, words or numbers, the response format is
an idiographic format. Structured response formats that utilize scales include the Likert scale,
graphical rating, and semantic differential.

Unstructured Response Formats

While researchers utilize structured response formats for greater efficiency, many use
unstructured response formats to gain more understanding about what the respondent really
means when he answers a particular question. These response formats are used in
qualitative research studies, especially those which try to explore the feelings, experiences
and perceptions of the respondents.

Unstructured response formats simply require the respondent to write his answer in detail. An
example of this is:

Question 1: How do you use the Internet in your daily life?

31
Answer: ________________________________________________

________________________________________________________

________________________________________________________

Some survey questionnaires contain both structured and unstructured response formats. First,
the researcher asks questions with a structured response format, and then the questionnaire
is ended by an unstructured format with “Please add any thoughts regarding [the subject] and
placing blank spaces to accommodate the respondent’s answer.

How to cite this article: 

Sarah Mae Sincero (Jul 9, 2012). Survey Response Formats. Retrieved from Explorable.com:  
https://explorable.com/survey-response-formats

32
 4.5 Survey Response Scales

The response formats used in surveys vary depending on the type of question being
asked. Responses can be as simple as a choice between “Yes” or “No” or as complex
as choosing an answer among seven response options.

The response options for each question in your survey may include a dichotomous, a three-
point, a five-point, a seven-point or a semantic differential scale. Each of these response
scales has its own advantages and disadvantages, but the rule of thumb is that the best
response scale to use is the one which can be easily understood by respondents and
interpreted by the researcher.

Dichotomous Scales
A dichotomous scale is a two-point scale which presents options that are absolutely opposite
each other. This type of response scale does not give the respondent an opportunity to be
neutral on his answer in a question.

Examples:

Yes- No
True - False
Fair - Unfair
Agree – Disagree

Rating Scales
Three-point, five-point, and seven-point scales are all included in the umbrella term “rating
scale”. A rating scale provides more than two options, in which the respondent can answer in
neutrality over a question being asked.

Examples:

1. Three-point Scales

Good - Fair – Poor

33
 Agree – Undecided - Disagree
Extremely- Moderately - Not at all
Too much - About right - Too little

2. Five-point Scales (e.g. Likert Scale)

Strongly Agree – Agree – Undecided / Neutral - Disagree - Strongly Disagree

Always – Often – Sometimes – Seldom – Never
Extremely – Very - Moderately – Slightly - Not at all
Excellent - Above Average – Average - Below Average - Very Poor

3. Seven-point Scales

Exceptional – Excellent – Very Good – Good – Fair – Poor – Very Poor

Very satisfied - Moderately satisfied - Slightly satisfied – Neutral - Slightly dissatisfied -
Moderately Dissatisfied- Very dissatisfied

Semantic Differential Scales

A semantic differential scale is only used in specialist surveys in order to gather data and
interpret based on the connotative meaning of the respondent’s answer. It uses a pair of
clearly opposite words, and can either be marked or unmarked.

Examples:

1. Marked Semantic Differential Scale

Please answer based on your opinion regarding the product:

34
  very slightly neither slightly very  

Inexpensive [ ] [] [] [] [] Expensive

Effective [] [] [] [] [] Ineffective

Useful [] [] [] [] [] Useless

Reliable [] [] [] [] [] Unreliable

2. Unmarked Semantic Differential Scale

The central line serves as the neutral point:

Inexpensive __________________|__________________ Expensive

Effective __________________|__________________ Ineffective

Useful __________________|__________________ Useless

Reliable __________________|__________________ Unreliable

How to cite this article: 

Sarah Mae Sincero (Jun 6, 2012). Survey Response Scales. Retrieved from Explorable.com:  
https://explorable.com/survey-response-scales

35
 5 Types of Survey

There are various types of surveys you can choose from. Basically, the types of
surveys are broadly categorized into two: according to instrumentation and according
to the span of time involved. The types of surveys according to instrumentation include
the questionnaire and the interview. On the other hand, the types of surveys according
to the span of time used to conduct the survey are comprised of cross-sectional
surveys and longitudinal surveys.

According to Instrumentation
In survey research, the instruments that are utilized can be either a questionnaire or an
interview (either structured or unstructured).

1. Questionnaires

Typically, a questionnaire is a paper-and-pencil instrument that is administered to the

respondents. The usual questions found in questionnaires are closed-ended questions, which
are followed by response options. However, there are questionnaires that ask open-ended
questions to explore the answers of the respondents.

Questionnaires have been developed over the years. Today, questionnaires are utilized in
various survey methods, according to how they are given. These methods include the self-
administered, the group-administered, and the household drop-off. Among the three, the self-
administered survey method is often used by researchers nowadays. The self-administered
questionnaires are widely known as the mail survey method. However, since the response
rates related to mail surveys had gone low, questionnaires are now commonly administered
online, as in the form of web surveys.

Advantages: Ideal for asking closed-ended questions; effective for market or consumer
research
Disadvantages: Limit the researcher’s understanding of the respondent’s answers;
requires budget for reproduction of survey questionnaires

2. Interviews

Between the two broad types of surveys, interviews are more personal and probing.

36
Questionnaires do not provide the freedom to ask follow-up questions to explore the answers
of the respondents, but interviews do.

An interview includes two persons - the researcher as the interviewer, and the respondent as
the interviewee. There are several survey methods that utilize interviews. These are the
personal or face-to-face interview, the phone interview, and more recently, the online interview
.

Advantages: Follow-up questions can be asked; provide better understanding of the

answers of the respondents
Disadvantages: Time-consuming; many target respondents have no public-listed phone
numbers or no telephones at all

According to the Span of Time Involved

The span of time needed to complete the survey brings us to the two different types of
surveys: cross-sectional and longitudinal.

1. Cross-Sectional Surveys

Collecting information from the respondents at a single period in time uses the cross-sectional
type of survey. Cross-sectional surveys usually utilize questionnaires to ask about a particular
topic at one point in time. For instance, a researcher conducted a cross-sectional survey
asking teenagers’ views on cigarette smoking as of May 2010. Sometimes, cross-sectional
surveys are used to identify the relationship between two variables, as in a comparative study.
An example of this is administering a cross-sectional survey about the relationship of peer
pressure and cigarette smoking among teenagers as of May 2010.

2. Longitudinal Surveys

When the researcher attempts to gather information over a period of time or from one point in
time up to another, he is doing a longitudinal survey. The aim of longitudinal surveys is to
collect data and examine the changes in the data gathered. Longitudinal surveys are used in
cohort studies, panel studies and trend studies.

How to cite this article: 

Sarah Mae Sincero (Sep 21, 2012). Types of Survey. Retrieved from Explorable.com:  
https://explorable.com/types-of-survey

37
 5.1 Selecting the Survey Method

There are various types of survey method, and each one of them has its own
advantages and disadvantages. The success of conducting a survey always involves
choosing the most suitable survey method by means of balancing the pros and cons
and considering other factors related to the survey methods.

In order to choose the best survey method for a particular survey project, you need to
consider the following:

Population and Sampling

Before you choose a survey method, you need to point out the characteristics of people who
belong to your target population. Literacy levels, language issues, geographic restrictions
must be analyzed first. If the target population is composed of college students, you may
choose the online survey method. However, if the target population is comprised of homeless
people, online, telephone or mail surveys are not suitable, but a personal interview survey is.

In terms of sampling issues, consider the number of respondents in the sample when
choosing a survey method. Online surveys are best for surveys requiring a hundred or a
thousand responses, while telephone surveys are ideal for 10 to 20 responses.

Questions
The types of questions that will be asked matter in choosing the right survey method. A survey
that asks mostly closed-ended questions needs paper-and-pencil survey, online survey or
telephone survey, whereas a survey containing more open-ended questions requires a focus
group survey or a personal interview survey. The length and type of the response scales to be
used are also considered along with the question types.

Bias Issues

38
One of the bias issues that you need to look at is social desirability. Many respondents might
answer questions that make them look good even when their responses are not really true.
Social desirability is a serious concern when conducting a personal interview survey or a
focus group survey, but can also be present in self-administered online or mail surveys.

Another bias issue is concerned with how the interviewer asks the questions. Judgments may
be created if the interviewer already has strong opinions about the topic and might not listen
to what the respondent has to say.

Seen also: Hawthorne Effort.

Personal interview survey makes sure that you are getting the responses from the very
person that is included in the sample. On the other hand, false respondent bias may come to
fore when using a mail survey or an online survey, as it is more difficult to verify the person
who really gave the responses with these methods. A countermeasure often include that a
each participant get a token or a code which they enter in the beginning of the survey and
researchers may match to the individual.

Resources
Other factors that you need to consider when choosing a survey method include the costs and
budget for the survey, the facilities and equipment needed to conduct and process the survey,
the time allotted, and the manpower the survey demands.

How to cite this article: 

Sarah Mae Sincero (Apr 1, 2012). Selecting the Survey Method. Retrieved from
Explorable.com:  https://explorable.com/selecting-the-survey-method

39
 5.2 Personal Interview Survey
The Face-to-Face Method

A personal interview survey, also called as a face-to-face survey, is a survey method

that is utilized when a specific target population is involved. The purpose of
conducting a personal interview survey is to explore the responses of the people to
gather more and deeper information.

Personal interview surveys are used to probe the answers of the respondents and at the
same time, to observe the behavior of the respondents, either individually or as a group. The
personal interview method is preferred by researchers for a couple of advantages. But before
choosing this method for your own survey, you also have to read about the disadvantages of
conducting personal interview surveys. In addition, you must be able to understand the types
of personal or face-to-face surveys.

Advantages of Personal Interview Survey

1. High Response Rates

One of the main reasons why researchers achieve good response rates through this method
is the face-to-face nature of the personal interview survey. Unlike administering
questionnaires, people are more likely to readily answer live questions about the subject (for
instance, a product) simply because they can actually see, touch, feel or even taste the
product.

2. Tolerable Longer Interviews

If you wish to probe the answers of the respondents, you may do so using a personal
interview approach. Open-ended questions are more tolerated through interviews due to the
fact that the respondents would be more convenient at expressing their long answers orally
than in writing.

3. Better Observation of Behavior

40
Market researchers can benefit from personal interview survey because it presents a greater
opportunity to observe the attitude and behavior of the respondents / consumers toward a
product.

Disadvantages of Personal Interview Survey

1. High Costs

Face-to-face interview surveys are considerably more expensive than paper-and-pencil

questionnaire surveys, online surveys and other types of surveys.

2. Time-consuming

Personal interview surveys are not usually time-bounded, so the gathering of data from the
respondents can take a longer time. Another thing that makes this method time-consuming is
when there is a need to travel and meet the respondents at either single or different locations.

Types of Personal Interview Survey

Basically, there are two-types of personal interview survey according to how the interviewer
approaches the respondents: intercept and door-to-door interviews. In an intercept approach,
the interviewer usually conducts a short but concise survey by means of getting the sample
from public places such as malls, theaters, food courts, or tourist spots. On the other hand, a
door-to-door interview survey involves going directly to the house of the respondent and
conduct the interview either on-the-spot or at a scheduled date.

How to cite this article: 

Sarah Mae Sincero (Jan 19, 2012). Personal Interview Survey. Retrieved from
Explorable.com:  https://explorable.com/personal-interview-survey

41
 5.3 Telephone Survey

A telephone survey is one of the survey methods used in collecting data either from
the general population or from a specific target population. Telephone numbers are
utilized by trained interviewers to contact and gather information from possible
respondents.

Telephone Survey, Jaypeg

The telephone survey approach is usually utilized when there is a need to collection
information via public opinion polling. In other words, phone surveys are ideal for data
gathering which takes anyone from the general population as potential respondents. This
means that the contacted people will become included in the sample once they agree to
participate in the phone survey.

Let us see the different advantages and disadvantages of the telephone survey method.

Advantages of Telephone Survey

1. High Accessibility

42
Market researchers can benefit from conducting a telephone survey because of the large
scale accessibility associated with it. Over 95% of the American population has a phone at
their respective homes. People who do not have access to the Internet such as those who live
in remote areas can still become respondents through their telephones.

2. Good Quality Control

Trained interviewers can ask the questions to the respondents in a uniform manner,
promoting accuracy and precision in eliciting responses. The phone interviews are also
recorded, which means that the analyst has an opportunity to observe and analyze the
behavior or attitude of the respondents toward controversial issues (e.g. state disputes,
preferred presidential candidates, etc.) or new concepts (new products, laws to be passed,
etc.).

3. Anonymous Respondents

The telephone survey approach provides perhaps the highest level of anonymity for
respondents who wish to hold their opinions in confidentiality. This facilitates accuracy in
responses, especially in controversial topics.

4. Quick Data Processing and Handling

The emergence of the computer-assisted telephone interviewing or CATI has led to a faster
manner of processing, handling and storing the data gathered from phone interviews. Both
real-time data and past data can be rapidly analyzed using CATI.

Disadvantages of Telephone Survey

1. Time-Constrained Interviews

Since telephone surveys may interrupt the personal time of the respondents, interviews via
phone are to be conducted no longer than 15 minutes. This calls for a single open-ended
question needing a lengthy answer to be changed into a few close-ended questions.

2. Hard-to-Reach Respondents

Many people use call screening to accept only calls that they are expecting. These people
include credit-challenged ones who screen not only the calls from their creditors, but also
those calls from unknown numbers. Also, extremely busy people often screen calls to accept
only those from their business partners or family members and significant others.

43
3. Unseen Product

In market research, it is more ideal to conduct a face-to-face interview survey rather than a
telephone survey because better responses can be elicited when the participants could see,
feel or taste the product.

How to cite this article: 

Sarah Mae Sincero (Sep 20, 2012). Telephone Survey. Retrieved from Explorable.com:  
https://explorable.com/telephone-survey

44
 5.4 Online Surveys

One of the most widely utilized survey methods, an online survey is the systematic
gathering of data from the target audience characterized by the invitation of the
respondents and the completion of the questionnaire over the World Wide Web.

For the past few years, the Internet has been used by many companies in conducting all sorts
of studies all over the world. Whether it is market or scientific research, the online survey has
been a faster way of collecting data from the respondents as compared to other survey
methods such as paper-and-pencil method and personal interviews. Other than this
advantage, the web-based survey also presents other pros and benefits for anyone who
wishes to conduct a survey. However, one should consider the drawbacks and disadvantages
of an online survey method.

See also: Web Survey Tools.

Advantages of Online Survey

1. Ease of Data Gathering

The Internet is a vast virtual world that connects all kinds of people from around the globe. For
this reason, a survey that requires a hundred or more respondents can be conducted faster
via the Internet. The survey questionnaire can be rapidly deployed and completed by the
respondents, especially if there’s an incentive that is given after their participation.

2. Minimal Costs

Traditional survey methods often require you to spend thousands of dollars to achieve the
optimal results. On the other hand, studies show that conducting an Internet survey facilitates
low-cost and fast data collection from the target population. Sending email questionnaires and
other online questionnaires are more affordable than the face-to-face method.

3. Automation in Data Input and Handling

With online surveys, the respondents are able to answer the questionnaire by means of
inputting their answers while connected to the Internet. Then, the responses are automatically
stored in a survey database, providing hassle-free handling of data and a smaller possibility of

45
data errors.

4. Increase in Response Rates

Online survey provides the highest level of convenience for the respondents because they
can answer the questionnaire according to their own pace, chosen time, and preferences.

5. Flexibility of Design

Complex types of surveys can be easily conducted through the Internet. The questionnaire
may include more than one type of response format in such a way that the respondents would
not get discouraged from the changes in the manner they answer the questions.

Disadvantages of Online Survey

1. Absence of Interviewer

An online survey is not suitable for surveys which ask open-ended questions because there is
no trained interviewer to explore the answers of the respondents.

2. Inability to Reach Challenging Population

This method is not applicable for surveys that require respondents who do not have an access
to the Internet. Some examples of these respondents include the elderly and people who
reside in remote areas.

3. Survey Fraud

Survey fraud is probably the heaviest disadvantage of an online survey. There are people who
answer online surveys for the sake of getting the incentive (usually in the form of money) after
they have completed the survey, not with a desire to contribute to the advancement of the
study.

How to cite this article: 

Sarah Mae Sincero (Oct 16, 2012). Online Surveys. Retrieved from Explorable.com:  
https://explorable.com/online-surveys

46
 5.4.1 Preparing an Online Survey

The online survey method has been widely used by different fields of science as well
as business throughout the years. The process of creating and conducting an online
survey is similar to performing a traditional pencil- and-paper survey, but with more
convenience and faster results.

Preparing an online survey involves several steps, starting with reviewing the survey goals
and ending with administering the survey to all the online respondents.

Step 1: Review the Survey Goals

It is necessary to verify the survey goals and objectives first before preparing the survey
questionnaire. The survey goals determine whether an online survey questionnaire is the best
method of data collection for this particular survey or not.

Preparing an online survey involves several steps, starting with reviewing the survey goals
and ending with administering the survey to all the online respondents.

Step 2: Prepare Draft Questions

List draft questions that you can juice out from the survey goals. These can be questions
asking about the demographic information of the respondents to make sure that they are
eligible to participate in the survey. Draft questions can also be the main questions you would
like to ask about the issue or product.

Step 3: Use a Web Survey Tool

There are various web survey tool providers in the Internet, so you must set some criteria in
order to choose the most suitable one for your survey. If your main concern is the budget for
the survey, you can utilize free web survey tools such as Google Forms. For better and more
accurate survey results, you may use paid web survey tools from SurveyMonkey, LimeSurvey
, and many others.

Step 4: Create the Survey Layout

The layout of the survey can be done through a computer application such as Microsoft Word,

47
PowerPoint, Visual Basic, and others. The survey can then be uploaded to the Internet.
However, it is more convenient to use one of the ready-made templates offered by web
survey tool providers wherein you just have to type the questions and the survey provider will
be the one to organize them into a professional-looking online survey.

Step 5: Expand the Questionnaire

Subject the draft questions you wrote earlier to brainstorming in order to simplify them and
make them more concise and accurate. The questions should be short and simple to facilitate
higher response and completion rates. In addition, the questions should be arranged from the
easiest question to answer (e.g. demographic data) to the most complex one. For higher
completion rates, make the questionnaire answerable within 5 to 10 minutes. Therefore, you
are limited to ask only 15 to 30 questions at a rate of 3 to 4 questions per minute.

Step 6: Pretest the Online Survey

Administer the survey to 2 to 10 eligible participants (pending on the scale of the survey) for
pilot testing. Ask if there are any vague or very complicated questions and response options.
Using the respondents’ feedbacks, revise the online survey.

Step 7: Administer the Survey to All Respondents

Paid web survey tool providers are usually responsible in finding eligible respondents and
administering the survey questionnaire to them. For higher response rates, you may post links
to the survey in various major social networks such as Facebook and Twitter.

How to cite this article: 

Sarah Mae Sincero (Mar 7, 2012). Preparing an Online Survey. Retrieved from
Explorable.com:  https://explorable.com/preparing-an-online-survey

48
 5.4.2 Web Survey Tools

A web survey tool is an online service provided for a faster, more efficient data
collection. Different survey companies have introduced their own web survey tools
with almost similar basic features.

Web survey tools provide an easier way to get your desired responses, whether it is as low as
10 responses to as high as 1,000 responses or more. What set their web survey tools apart
include the add-on features, perks, freebies, price and other factors. In this article, we will
feature the top five web survey tools.

1. LimeSurvey

One of the most popular web survey tools, LimeSurvey offers unlimited number of questions
in one survey, unlimited number of surveys to be conducted at the same time and the option
to unlimited number of participants in a single survey. LimeSurvey also features multi-lingual
survey templates and over 20 varying question types. Movies and pictures can be included in
a survey, and a WYSIWYG editor is available. User and quota management systems,
conditional logic, auto-validation and assessment tools are also included in the service
package. The Partners DIPR Datacenter hosts LimeSurvey, making it one of the most
secured web survey providers. There’s a drawback, though; you need to have a server as well
as technical skills and knowledge to use LimeSurvey to the fullest.

2. SurveyGizmo

SurveyGizmo features affordable and effective web survey tools which can be used by both
small and large companies and organizations. In addition, SurveyGizmo is known for the
proficient training service they offer for companies who want to come up with their own survey
team.

3. WuFoo

49
The survey process is made simpler and easier by WuFoo. It allows fully flexible features that
make the creation of web questionnaire a lot easier and customizable. What makes WuFoo
standout is the improved payment system, which allows not only payment from credit and
debit cards, but also via PayPal, Authorize.net and Google Checkout. As of the moment, the
company provides a generous 50 percent discount for new customers.

4. Google Forms

Google offers a variety of ways to present your Internet questionnaire with its Google Forms.
With this free survey service, you can create unlimited number of surveys and acquire more
than 1,000 responses. Google Forms also provides various survey themes that may boost the
interest of the respondents. Google Forms can be accessed by creating a new form at your
Google Docs account.

5. SurveyMonkey

One of the most widely used web survey provider, SurveyMonkey allows users to create
multiple surveys and navigate through them without any problem. This web survey company
provides heavy-duty security assurance, efficient keyword search and usable question logic
features.

There are other web survey tool providers that can be utilized for a more convenient survey
process. In order to choose the most suitable web survey tool, consider the features, prices
and customer feedbacks.

How to cite this article: 

Sarah Mae Sincero (Mar 14, 2012). Web Survey Tools . Retrieved from Explorable.com:  
https://explorable.com/web-survey-tools

50
 5.5 Focus Groups - Pros and Cons

A focus group survey is a survey method wherein the respondents from the target
population are typically put in a single group and interviewed in an interactive manner.
The participants in a focus group are given the opportunity to freely talk about and
discuss their ideas and opinions towards the object of the survey.

The term “focus group” was created by Ernest Dichter, a famous market expert and
psychologist. Robert K. Merton, a sociologist and the associate director of the Bureau of
Applied Social Research headed the first focus groups in the United States. When used as a
survey method, the focus group approach presents various pros, strengths and benefits, as
well as cons, weaknesses and drawbacks.

Advantages of Focus Group Survey

One of the advantages of a focus group survey is that it is effective for a group of respondents
that comprise of young children, people who use English as a second language and people
with lower literacy levels. Another advantage of this type of survey is that respondents can
answer and build on each other’s responses, improving the richness of data being gathered.

Disadvantages of Focus Group Survey

A major disadvantage of a focus group survey is that it the survey results may not fully
represent the opinion of the larger target population. In addition, the facilitator must be well-
trained to handle any situation that may arise from the focus group interaction.

Types of Focus Group Survey

1. Single and Two-way

First, there is the single, one-way or traditional focus group wherein all the respondents are
placed in just one focus group to interactively discuss the object of the survey. This typical
focus group is composed of 6 to 12 members. On the other hand, the two-way focus group
involves two focus groups – one focus group discussing the object, and the other focus group
observing and discussing the interactions of the members of the first focus group.

51
2. Dual Moderator, Dueling Moderator, and Respondent Moderator

The dual moderator focus group involves two moderators – one moderator monitoring the
smooth progression of the focus group session, and another moderator observing if all the
questions in the survey are asked during the discussion. In contrast, the dueling moderator
focus group includes two moderators who purposely get on opposing sides regarding the
object. For example, one moderator is saying that the product is effective, whereas the other
moderator is arguing that it is ineffective. On the other hand, one of the respondents
temporarily becomes the moderator of the focus group in respondent moderator type.

3. Teleconference and Online

Focus groups can be conducted either in a telephone network or in an online or Web network.
Free online video providers such as Skype can be used in this subtype of focus group survey.

How to cite this article: 

Sarah Mae Sincero (Feb 10, 2012). Focus Groups - Pros and Cons. Retrieved from
Explorable.com:  https://explorable.com/focus-groups

52
 5.6 Panel Study

The survey method is commonly utilized in many types of studies, both in scientific
and marketing purposes. One of the specific types of research that make use of the
survey method is a panel study, also called as a cohort study.

A panel study, also known as cohort study, is a type of observational and longitudinal study
that is utilized in various scientific fields and marketing areas. With a clinical study design, the
cohort study is utilized in order to determine risk factors, life histories and other aspects
related to a group of people being studied.

What is a Cohort?
The focus of a panel study is a group of people who have a common attribute, experience or
characteristic in a particular time period. This group is called the cohort. People that share the
fact of being born on the same day, month, year or era may belong to a birth cohort. Other
kinds of cohort can be formed depending on the common denominator of the participants.

Types of Cohort Study

In order to create a survey or questionnaire that will satisfy the purpose of the study, one must
be able to determine whether the study calls for a retrospective cohort study or a prospective
one. The main difference that sets these two types of cohort study apart is the time duration
involved.

A. Retrospective Study

A retrospective cohort study includes gathering of past data related to the subject of the study
before creating cohort groups of participants. The retrospective cohort study uses archived
records as a guide in forming groups of respondents. Thus, a retrospective cohort study is
also called as a historical study. For instance, a researcher would like to study the effects of a
disease endemic to a province. The first step of his study is to identify and collect data
regarding the occurrence of the disease after it struck the location. After analyzing the data,
the researcher would form two groups of subjects –one cohort group comprised of people who
contracted the disease and another group who did not experience the illness.

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B. Prospective Study

The prospective cohort study follows the typical pattern – arranging the cohort groups first
before gathering the data required. For example, the Oxford Family Planning Association
Study conducted in the United Kingdom included groups of couples who utilize the various
methods of contraception.

Over the years, the household panel survey emerged as a sub-type of cohort studies. In a
household panel survey, the sampling is performed in a draw lots method in order to gather
households to survey. These households are followed by the researchers or interviewers on a
yearly basis. Some examples of household panel survey include the British Household Panel
Survey and the US Panel Study of Income Dynamics.

Advantages and Disadvantages

Cohort studies are able to gather comprehensive information regarding the exposure of the
participants to the object of the study (e.g. a disease, a product, etc) as well as the real
experience after the exposure. The research process involved in the cohort studies are easily
understood by laymen. On the other hand, cohort studies are significantly expensive to
conduct because of the large number of participants needed in most cases. In addition, follow
up rates are hard to maintain or increase due to the length of time involved.

How to cite this article: 

Sarah Mae Sincero (Aug 22, 2012). Panel Study. Retrieved from Explorable.com:  
https://explorable.com/panel-study

54
 6 How to Conduct a Survey

There are a variety of ways through which a survey can be conducted. Each method of
conducting surveys present their own advantages and disadvantages which are to be
considered and weighed carefully before the actual execution of administering the
survey. In addition to the method of administration, there are other factors that may
influence the response rates and results of the survey.

Methods of Administering Survey

1. Personal Approach

A. Face-to-Face Structured Interview

Pros: Questions on the survey that are asked directly to the respondent by the researcher
usually produces good response rates if visual materials are required during the survey. This
also provides a great opportunity for the researcher to observe the participants.

Cons: There’s a higher chance of bias due to the interaction between the respondent and the
interviewer. The principle of anonymity is also lost. It is neither ideal if the participants are
located in different geographical areas.

B. Telephone Survey

Pros: This method can be used for asking consequential questions. It provides anonymity
better than face-to-face interviews.

Cons: Telephone surveys are not ideal for data gathering which requires the participants to
see a visual material. In addition, telephone calls for survey purposes are not appropriate if
long questions are to be asked.

2. Self-Administered Approach 

A. Paper-and-Pencil Survey

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Pros: A traditional survey administration method, the paper-and-pencil survey is ideal for
respondents who are not computer literate or do not have an access to the Internet.

Cons: The paper-and-pencil self-administered technique usually requires the researcher to be

present during the administration, and also necessitates doing the expensive reproduction of
survey questionnaires and the tiring manual distribution of the questionnaires to the
respondents.

B. Online Survey

Pros: The online survey technique is ideal for a survey requiring a huge sample size and/or a
sample whose members live in wide geographical areas. This is also less expensive
compared to sending survey through mail. Also, many survey companies can help you
conduct the survey online with decent precision.

Cons: The members of the sample must be computer literate in order to answer the survey
questions online. This method may also require giving an incentive to the participants.

C. Mail Survey

Pros: This method facilitates easy administering of the survey. The visual quality of the
instrument is also controlled by reviewing the mails before they are sent. Anonymity can also
be easily achieved through this technique.

Cons: Mail surveys are not as popular as they were years ago because there were
increasingly lower response rates from the participants.

Increasing Response Rates

There are various ways by which the researcher can encourage participants to respond and
complete the survey:

1. Compensate the participants’ effort by means of providing an incentive. The usual

incentive given by researchers is money, ranging from as little as $1 to as much as $50
per completed survey. However, some give donations or small gifts after completing the
survey.
2. Maintain a professional-looking survey questionnaire. Double-check the instructions,
spacing, layout, and printed look of the survey before administering them.
3. Follow the KISS principle. “KISS” stands for “Keep It Short and Simple”. Higher
response and completion rates are associated with concise, simple, and easy-to-answer
survey questionnaires.

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 4. Ensure confidentiality (and anonymity, if it applies). Assure the participants that all their
answers will be kept confidential and will only be used for the purpose of the survey.
5. Look professional, courteous and polite. Participants are more likely to cooperate if the
researcher practices professionalism whether in appearance or behavior. Saying
“please”, and “thank you” as well as guiding the respondent politely are also helpful in
motivating the participant to finish the survey.

How to cite this article: 

Sarah Mae Sincero (Sep 2, 2012). How to Conduct a Survey. Retrieved from Explorable.com:  
https://explorable.com/how-to-conduct-a-survey

57
 6.1 Pilot Survey

One of the key elements in conducting surveys and other data gathering methods is
efficiency. It is important to utilize money, time and effort in the most efficient way
possible to achieve success in performing surveys, especially those that require a
large number of participants. To promote efficiency in conducting surveys, researchers
usually perform a pilot survey.

What is a Pilot Survey?

A pilot survey is a strategy used to test the questionnaire using a smaller sample compared to
the planned sample size. In this phase of conducting a survey, the questionnaire is
administered to a percentage of the total sample population, or in more informal cases just to
a convenience sample.

Advantages of a Pilot Survey

Conducting a pilot survey prior to the actual, large-scale survey presents many benefits and
advantages for the researcher. One of these is the exploration of the particular issues that
may potentially have an antagonistic impact on the survey results. These issues include the
appropriateness of questions to the target population.

A pilot survey also tests the correctness of the instructions to be measured by whether all the
respondents in the pilot sample are able to follow the directions as indicated. It also provides
better information on whether the type of survey is effective in fulfilling the purpose of the study
. Practically speaking, pilot surveys save financial resources because if errors are found in the
questionnaire or interview early on, there would be a lesser chance of unreliable results or
worse, that you would need to start over again after conducting the survey.

All in all, the main objective of a pilot study is to determine whether conducting a large-scale
survey is worth the effort.

Read also: The Pilot Study.

Types of Pilot Survey

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A. According to Organization

There are two types of pilot survey according to organization – external and internal. An
external pilot survey intends to administer the questionnaire to a small group of target
participants who will not be included in the main survey. On the other hand, an internal pilot
survey will consider the respondents in the pilot as the first participants in the main survey.

B. According to Respondent Participation

There are two types of pilot survey according to the participation of the respondents –
undeclared and participatory. In an undeclared pilot survey, you administer the survey to a
certain number of respondents as if it is the real and full scale survey, not a pretest one. On
the other hand, participatory pilot surveys involve informing the respondents that they are in
the pre-test phase. The respondents are to be asked what they can say about the
questionnaire, specifically their reactions, comments and suggestions. For instance, you may
ask them about how clear the instructions are or which questions are hard to answer.
Converse and Presser (1986) recommend using the participatory pilot survey first, and then
conducting the undeclared pilot.

The Results of a Pilot Survey

After obtaining and analyzing the results of the pilot survey, logistical, technical and other
issues or problems can be addressed. The questionnaire or interview format can be revised,
or the type of survey may be altered into a more suitable one. After the revision of the survey,
the researcher may opt to conduct a second pilot survey to determine whether the errors and
issues are effectively solved. If the problems were minor, then the large-scale survey can be
executed.

How to cite this article: 

Sarah Mae Sincero (Jan 21, 2012). Pilot Survey. Retrieved from Explorable.com:  
https://explorable.com/pilot-survey

59
 6.2 Increasing Survey Response Rates

There are many strategies and techniques that you can utilize in order to increase the
survey response rates. These tactics vary from the way you create the questions to the
manner by which you approach the respondents.

Boosting the survey response rates is necessary to complete the data gathering process in a
survey or a research study. The higher the response rates, the more data can be analysed
and interpreted. Towards the end of the survey, this eventually lead to the greater
advancement of the object of the survey (e.g. a product, a controversial issue, etc.) based on
the target population’s perceptions, beliefs and behaviours.

The following are proven strategies that increase survey response rates:

1. Choose the Appropriate Type of Survey.

Each type of survey differs in terms of their characteristics, advantages and disadvantages.
For instance, the online survey method is ideal if your target population includes people age
13 to 18 years old, but not if the survey requires elderly people since the latter don’t usually
have an access to the Internet. Selecting the right type of survey based on your survey goals
is crucial in achieving your expected survey response rates.

2. Follow the Kiss Principle.

“KISS” stands for “Keep It Short and Simple”. Create a questionnaire that is brief and concise
and does not contain complicated questions. Such complex questions include lengthy or too
many open-ended questions. In terms of conducting an interview survey, make the interview
as structured as possible by means of asking thought-out questions and only a few probing
ones. When it comes to the cover page, only include a brief greeting, information about you
and your organization, the purpose of the survey and the pledge of anonymity or confidentiality
(optional).

3. Add a Personal Touch to the Invitations.

Studies show that there is an increase of 5% or more in the survey response rates when the
invitations in email, web-based, or interview surveys contain personal salutation pertaining to
the potential respondent. Instead of “Dear Subscriber”, respondents prefer to be addressed as

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“Dear Mr.Smith” by the researcher or interviewer.

4. Provide Incentives.

Nowadays, people are more likely to respond to surveys if there is a ‘concrete’ benefit from
the survey for their participation and completion. The incentives, which raise response rates
by 10% to 15 %, can be in cash or in-kind. In web surveys, participants are given a cash
incentive that range from $1 to $50. Some give incentives lower than $1 (e.g. 1-minute
surveys) or higher than $50 (‘VIP’ surveys or those answered by medical professionals,
degree holders, etc.). In-kind incentives can be gift certificates, movie passes, small tokens,
prizes, and others.

5. Follow Up and Remind the Respondents.

According to the study conducted by Quintessential, an increase in survey response rates

may come from reminding non-participating recipients or non-completing respondents within
10 days after sending the first invitation.

How to cite this article: 

Sarah Mae Sincero (Jul 4, 2012). Increasing Survey Response Rates. Retrieved from
Explorable.com:  https://explorable.com/increasing-survey-response-rates

61
 7 After the Study

7.1 Analysis and Handling Survey Data

After administering the survey, the next step in survey research process is to analyze
the responses of the participants. Handling survey data includes conducting a precise
survey data analysis which lets you interpret the results accurately.

Survey data analysis is a process that involves five steps:

1. data validation
2. response partitioning
3. coding
4. standard analysis
5. ordinal and nominal data analysis

Data Validation
Data validation ensures that the survey questionnaires are completed and present consistent
data. In this step, you should not include the questions that were not answered by most
respondents in the data analysis as this would result to bias in the results. However, in the
case of incomplete questionnaires, you must count the actual number of respondents that
were able to answer a particular question. This should be the same for the rest of the
questions.

Response Partitioning
Homogenous subgrouping of the responses makes data analysis faster and easier. Based on
the demographic data gathered from the survey, you may partition the responses into
subgroups. For instance, you may want to compare the answers of male and female
respondents, or young and old participants.

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Data Coding
Before inputting the survey data into electronic data files, data coding must be done. Data
coding simply means converting the nominal and ordinal scale data in such a way that the
statistical package to be used can handle the survey data accurately. This step is actually
performed when you design the questionnaire, but the data codes become helpful during data
analysis. In order to perform data coding, read through the responses and group them into
categories. For instance, responses that are related to customer service can be coded under
the category “Customer Service”.

Unlike closed-ended questions, open-ended questions are more difficult to code since it
needs human expertise to determine if one response is equivalent to another. In this case,
several experts are asked to code the responses in order to minimize bias.

Standard Data Analysis

The type of survey method used as well as the type of response formats are two factors that
affect the specific method of data analysis the survey requires. Basically, standard data
analysis includes computing for the proportion of variables and standard errors.

Analyzing Ordinal and Nominal Data

Numerical survey data can be easily handled and analyzed straightforwardly using statistical
equations. On the other hand, ordinal and nominal data need a different way of analyzing
survey results. It is a usual practice that ordinal scales (five-point scale, seven-point scale,
etc) are converted into their numerical equivalents, as in a five-point scale, where in “strongly
agree” is equivalent to “5” whereas “strongly disagree” is equal to “1”. On the other hand, it is
best to use advanced statistical procedures such as Spearman’s rank correlation and
Kendall’s tau to determine the relationship among the ordinal scale variables.

Handling nominal data usually includes identifying the percentage of responses per category.
Chi-square tests and multi-way tables are commonly used to measure the relationship
between nominal scale variables.

How to cite this article: 

Sarah Mae Sincero (Jan 27, 2012). Analysis and Handling Survey Data. Retrieved from
Explorable.com:  https://explorable.com/handling-survey-data

63
 7.2 Conclusion of a Survey

Drawing conclusions from the survey results is one of the last steps in conducting a
survey. Most researchers find writing the conclusion as hard as creating the
introduction to the survey because these two segments act as the frame of the study.

The Importance of the Conclusion

What do the survey results mean? Why do the findings matter? Are the survey results
satisfactory in relation to the survey goals? The conclusion answers all of these questions and
more. With just one or two paragraphs of text, the conclusion can emphasize the significance
of the findings and create a positive impression on the eyes of the readers.

Being the final portion of your survey report, the conclusion serves as the researcher’s final
say on the subject of the survey. The conclusion should be able to wrap up the entire survey
from the formulation of survey goals up to the satisfaction of such objectives. As much as
possible, no issue related to the subject should be left unanswered, which is why you must
carefully choose the words to utilize when drawing conclusions.

How to Write an Effective Conclusion

A conclusion is considered “effective” only when the readers feel that they have gained
something new and interesting from reading the survey and its results. An effective conclusion
is one that makes an impact regarding the issue at hand, and is able to drive people to create
decisions and take action related to the subject of the survey.

Here are some strategies that can help you write an effective conclusion for your survey:

1. Focus On Satisfying Your Survey Goal

The conclusion must answer the queries presented by your survey goals and objectives. In
writing the conclusion, your mind must be set on fulfilling the very purpose of conducting the
survey. With the survey goal in mind, you will be able to avoid common mistakes such as
adding new information that were not previously stated earlier in the survey, or worse,
creating a new thesis.

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2. Make a Synthesis, not a Summary

Oftentimes, the conclusion is mistaken as the summary of the survey report. Although it
contains the vital points of the survey, the conclusion must be a synthesis of the survey
results, the interpretation of such, and the proposal of a course of action or solution to the
issues that emerged from the survey.

3. Use an Academic Tone in Writing the Conclusion

Surveys are performed for scientific or marketing purposes, thus, they must be written using a
professional and academic style. With this in mind, the tone of the conclusion should match
that of the results and the rest of the data collection process. Doing this will boost the
credibility of your survey, rather than adding anecdotes or jokes in hopes of increasing the
appeal of the results.

4. Avoid Sentimentality

A conclusion of a survey must not be drawn from emotions in order to make the survey more
appealing to the readers. The conclusion must be written in an interesting yet academic
manner. Emotional praise is not ideal, but a refined commentary on the subject is acceptable.

How to cite this article: 

Sarah Mae Sincero (Aug 18, 2012). Conclusion of a Survey. Retrieved from Explorable.com:  
https://explorable.com/conclusion-of-a-survey

65
 7.3 Presenting Survey Results

The survey process does not end at formulating a conclusion based on the results of
the study. The final step in utilizing the survey method is the presentation of survey
findings. In presenting survey results, you must be able to deliver the findings to the
audience as accurate and stimulating as possible.

The presentation of survey results is an integral part of survey research because it is the path
towards communicating the results to the appropriate individuals, organizations or
government agencies that can take action regarding the results of the survey. Presenting
survey results involves the introduction and background of the survey, the methodology or
data collection process, the presentation and analysis of results and the conclusion and
recommendations.

In addition, this step also includes incorporating effective techniques on how to make the
presentation more interesting and appealing to the audience.

Introduction and Background

To start with the presentation, show the factors that served as your motivation to perform the
survey. These may include statistical or descriptive data that can make the audience
understand the significance of the survey. Then, state the purpose of the study, the survey
goals, and the complete title of the survey. Identify the objectives that were met, and those
that were not satisfied along the process.

Data Collection Process

In this part, you must state which type of survey method you had utilized in gathering data.
Also, describe the sampling method done, the number of participants, any inclusion and
exclusion criteria, the questionnaire formation, pilot testing, real survey execution, and
data handling and storage. When presenting the data collection process, make use of tables,
graphs and charts to create a better visual impact and make the audience fully understand the
process.

Results and Analysis

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As in the presentation of the data collection process, showing the audience your results and
analysis must include the use of graphical presentation through tables and graphs.
Emphasize the significant findings by means of highlighting them and explaining them further.

Conclusion and Recommendations

Presenting the conclusion and recommendations includes reviewing the survey goals and
objectives and relating the survey results to them. In your presentation, the conclusion must
comprise of concise but eloquent words that will lead the panel to make proper decisions or
interpretations regarding the survey results.

Media Presentation
Aside from the printed report containing the research results, you must be keen at preparing
your media presentation. You may use Microsoft PowerPoint or any other presentation
software to present the information in a slide format, making them look organized and
professionally done. An ideal PowerPoint presentation of survey results ranges from 20 to 50
slides using bullet points and tables for descriptive data, and charts or graphs for numerical
data.

How to cite this article: 

Sarah Mae Sincero (Jun 13, 2012). Presenting Survey Results. Retrieved from
Explorable.com:  https://explorable.com/presenting-survey-results

67
 8 Questionnaire Example

In this article, we will take a look at a sample questionnaire about "Customer

Satisfaction on QRZ Family Restaurant", and briefly discuss each section from the
introduction to the end of the survey.

Customer Satisfaction On Qrz Family Restaurant

I. Introduction

Dear Customer,

Good day! The QRZ Family Restaurant is dedicated to improving customer satisfaction.
Through this brief survey, your answers will be helpful in enhancing our services and
meeting your needs. Your response will only be used for survey purposes. Attached is
a meal coupon good for 3 months as a token of our good will. In case you have any
questions regarding the survey, please call Johnny Smith at 123-456-7890. Thank you
very much for your time and suggestions.

Notes: The introduction should be inviting but professional. It must clearly state the purpose
and goals of the survey, as well as the duration of the survey (optional) and brief information
about the company conducting the survey. As for the guarantee of confidentiality, it may be
placed within the introduction or in a separate page. Information about any incentive you are
willing to provide should also be indicated.

II. Questions

Directions: Please indicate your level of agreement or disagreement with each of these
statements regarding QRZ Family Restaurant. Place an "X" mark in the box of your
answer.

Q1: How many times per year do you visit QRZ Family Restaurant?

____

Q2: Do you visit QRZ Family Restaurant with family or friends?

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□ Yes □ No

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 Strongly Strongly
  Agree Neutral Disagree
Agree Disagree

1. The store is accessibly

         
located.

2. Store hours are

convenient for my dining           
needs.

3. Advertised dish was in

         
stock.

 
4. A good selection of
       
dishes was present.  

5. The meals sold are a

         
good value for the money.

6. Store has the lowest

         
prices in the area.

7. Meals sold are of the

         
highest quality.

8. Store atmosphere and

         
decor are appealing.

____

Q9: How would you rate your overall experience at the QRZ Family Restaurant?

□ Highly satisfactory

□ Satisfactory

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□ Neutral

□ Unsatisfactory

□ Highly Unsatisfactory

Q10: What could we do to make your restaurant dining experience better?

___________________________________________

___________________________________________

___________________________________________

Notes: The questionnaire may contain mixed closed-ended and open-ended questions as well
as response formats. However, it is ideal to begin with closed-ended questions for higher
response rates.

III. Demographic Data

Name (optional):_________________________________ 

Age: ____

Gender: ____

Number of Family Members:

□ 1-2

□ 3-5

□ 6-10

□ more than 10

Email Address (optional): _______________________________

Notes: This section is optional. The questions asking for demographic data should be relevant
to the survey goal and must point to the characteristics of the target population.

IV. Thank you for sharing your thoughts with us. Enjoy dining at QRZ
Family Restaurant.

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Note: This section may also include further information regarding on how to claim the
incentive that you wish to provide to the respondent.

How to cite this article: 

Sarah Mae Sincero (Jun 3, 2012). Questionnaire Example. Retrieved from Explorable.com:  
https://explorable.com/questionnaire-example

72
 9 Questionnaire Checklist

After creating your questionnaire, you will need to check and review the outline of the
survey, the questions being asked, and the response options for the respondents. To
test the efficiency of the questionnaire, here is a questionnaire checklist that will serve
as your guide.

The following questionnaire checklist includes three sections:

I. the outline and format

II. the questions and
III. pre-test or pilot testing.

You may print this and place a checkmark if you think you have successfully accomplished
each item on the checklist.

1. The Outline and Format

A. Introduction to the Questionnaire

Title of the Study

Purpose
Duration of survey and length of questionnaire
Guarantee of confidentiality
Brief information about the company or organization
Incentive Information (if any)

B. Demographic Data

Respondent’s Name (This could be optional.)

Age, Gender, etc.

C. Question Format

The first question is a closed-ended question (answerable by Yes or No).

Questions are arranged from general to specific.

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 Sensitive questions are at the end of the questionnarie.
Questions are grouped together according to the topic.
The directions on how to answer are placed before the questions.
The rating scale is written before the questions.
The response options are placed vertically, except for tabulated questions.

See also: Survey Response Scales, Survey Response Formats.

D. End of Questionnaire

A “Thank You” or any expression of gratitude to the respondent

Information on knowing the survey results

2. The Questions
The questions are concise and simple.
All the questions do not contain any terminologies, acronyms or jargons that are
unfamiliar to the respondents.
The first 5 questions verify whether the respondent is eligible to continue the survey or
not.
All questions point to the survey goals.
All possible response options or an “Other” option are included in each question.
The respondent may or may not answer sensitive questions by placing a “Prefer not to
answer” option.
A midpoint response option such as “Average”, “Sometimes" or "Neutral" is included on
the rating scale used.
Most questions are closed-ended.
Open-ended questions are voluntary.

See also: Constructing Survey Questions, Types of Survey Questions, Questionnaire Layout.

3. Pre-Test
The survey questionnaire has been sent to friends, colleagues or experts to validate the
wording and timing.
The survey questionnaire has been answered by few survey respondents from the
target population.
Five (5) close-ended questions are answerable within one minute, while two (2) open-
ended questions are answerable within one minute.
The survey takes a maximum of 10 minutes to complete.

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 Appropriate revisions of the questionnaire are done.

See also: Pilot Survey.

How to cite this article: 

Sarah Mae Sincero (Mar 16, 2012). Questionnaire Checklist. Retrieved from Explorable.com:  
https://explorable.com/questionnaire-checklist

Thanks for reading!

Explorable.com Team

Explorable.com - Copyright © 2008-2015 All Rights Reserved.

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