SURVEY

_________________________________________
A presentation by Group 1
SURVEY
It contains planned questions which are used to
measure attitudes, perceptions, and opinions.
Responses directly related to each specific
research question are included. It can either be in
the form of an interview or a questionnaire.
Collection of data attained by asking individuals
questions either in person, on paper, by phone, or
online.
One form of primary research, which is gathering
data first-hand from its source.
TYPES OF QUESTIONS USED IN SURVEYS
The Dichotomous Survey Question
The dichotomous survey question is generally a "yes/no" question.

Example:
 The Multiple Choice Survey Questions
The multiple-choice survey questions consist of three or more exhaustive,
mutually exclusive categories. Multiple choice questions can ask for single or
multiple answers. In the following example, the respondent will select exactly
one answer from the 7 possible options, exactly 3 of the 7, or as many of the 7
options (1, 2, 3, or up to 7 answers can be selected).

Example :
Rank Order Scaling Question
Rank order scaling question allow a certain set of
brands or products to be ranked based upon a specific
attribute or characteristic. Perhaps we know that Toyota,
Honda, Mazda, and Ford are most likely to be purchased.
You may request that the options be ranked based upon a
particular attribute. Ties may or may not be allowed. If
you allow ties, several options will have the same scores.
Example:
 The Rating Scale Question
A rating scale question requires a person to rate a product or brand
along a well-defined, evenly spaced continuum. Rating scales are often used
to measure the direction and intensity of attitudes.
Example:
 The Semantic Differential Scale Question
The Semantic Differential Scale question asks a person to rate a product,
brand, or company based upon a seven-point rating scale that has two bi-polar
adjectives at each end. The following is an example of a semantic differential scale
question.
Examples:
The Staple Scale Question
The staple scale question asks a person to rate a
brand, product, or service according to a certain
characteristic on a scale from +5 to -5, indicating how well
the characteristic describes the product or service.
Example:
 Constant Sum Survey Questions
A constant sum survey questions permits collection of
"ratio" data, meaning that the data is able to express the
relative value or importance of the options (option A is twice as
important as option B).
Example:
 The Open-Ended Survey Question
The Open Ended survey question seeks to
explore the qualitative, in-depth aspects of a
particular topic or issue. It gives a person the
chance to respond in detail. Although open-
ended questions are important, they are time-
consuming and should not be over-used.
Example:
Demographic Survey Questions
Demographic survey questions are an integral part of any survey. They are
used to identify characteristics such as age, gender, income, race, geographic
place of residence, number of children, and so forth. For example
demographic questions will help you to classify the difference between
product users and non-users. Perhaps most of your customers come from the
Northeast, are between the ages of 50 and 65, and have incomes between
$50,000 and $75,000.
Demographic data helps you paint a more accurate picture of the group of
persons you are trying to understand. And by better understanding the type of
people who use or are likely to use your product, you can allocate promotional
resources to reach these people, in a more cost effective manner.
Psycho-graphic or life style questions are also included in the template files.
These questions provide an in-depth psychological profile and look at
activities, interests and opinions of respondents.
 Six Rules for Writing Effective Survey Questions

1) Always link your question to research aims and objectives

Ensure the question provides the information needed to fulfill the
research objectives

2) Keep your questions SHORT AND SIMPLE so the respondents

have the best chance to understand them.
The question should only ask one question.
The question must be worded appropriately for the target
population.
The question must be clear, precise, and unambiguous.
Make the question simple to understand.
Avoid unnecessary adjectives and adverbs.
Avoid negatives and double negatives.
3) Avoid Emotional Responses
Dont use emotionally loaded words.
Use wording that minimizes the risk of socially acceptable responses
The question wording should not lead the respondent to answer in a particular
way.
4) Put the Question in Context
The wording of the question should not make unwarranted assumptions.
The wording should follow a natural order from the previous question.
5) Closed Question Must Include The Appropriate Answer Set
All likely answers should be included in the answer set.
Answers are mutually exclusive (no overlap).
Answers are exhaustive (no gaps).
The answer set includes a Dont know or No opinion option.
6) Consider The Response When Developing the
Question
* Is any recall required within a respondents memory capabilities?
* Is the respondent likely to have an answer readily available?
* Will the respondent feel uncomfortable answering this question?
* Are some of the answers more socially acceptable than other
answers?
BIAS IN CONDUCTING A SURVEY:
AMBIGUITY
Questions should be specific.

RANK LISTS
Respondents should not be asked to rank more than four or five
items.

UNFAMILIAR TERMS AND JARGONS

Researchers must not use unfamiliar words.

POOR GRAMMATICAL FORMAT

Weak grammatical format can introduce bias.

HYPOTHETICAL ITEMS
It makes the particular question difficult for the respondent to
answer.
 LANGUAGE DIFFERENCES
Items must have the same meaning when the questionnaire is
given to populations speaking different language.

TYPES OF ITEMS
Model items are those that measure variable in the survey model.

FILTER ITEMS
Items which eliminate the unqualified respondents during post-
processing.

CROSS CHECK ITEMS

Items which are used for consistency with the respondents.
SURVEY DESIGN CONIDERATIONS

Survey layout. For internet surveys or

mail surveys, the layout of the survey
should be attractive and easy to use.
Example:
http://cs.createsurvey.com/publish/survey
?a=K8eHLw&apid=150
 Survey length. The length of the survey should be as long as
needed within the constraint of the respondents attention
span.
SURVEY ADMINISTRATION
FACE TO FACE
Advantage: Highest response rate; better suited to collecting complex
information
Disadvantage: Very expensive
ONLINE OR E-MAIL
Advantage: Low cost
Disadvantage: Low response rate
GROUP ADMINISTERED QUESTIONNAIRE
Advantage: Can collect information at one point in time
Disadvantage: Answers can be manipulated
TELEPHONE INTERVIEWS
Advantage: Higher response rate; responses can be gathered more quickly
Disadvantage: More expensive than mail surveys
PERSONALLY ADMINISTERED IN THE MALL, STREET, OR HOME
Advantage: Ensures a reasonable response rate
Disadvantage: High cost; people are likely to walk quickly past if they are in a
hurry
 THERE ARE NO SECREST TO SUCCESS. IT IS THE RESULT OF
PREPARATION, HARD WORK, AND LEARNING FROM FAILURE.
- COLIN POWELL

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