Survey Design and Implementation

Survey Design and Survey Design and ImplementationImplementation

Elizabeth C WellsElizabeth C Wells Doctoral Candidate Doctoral Candidate

Ag & Extension EducationAg & Extension Education

http://www.msu.edu/~wellselz/http://www.msu.edu/~wellselz/

http://www.msu.edu/~wellselz/

Why do people fill out surveys?

What do you want to ask/measure?

Accuracy/Survey Error

Random Sampling

Writing Questions

Questionnaire Design

Survey Implementation

Telephone, Interview and Internet Surveys

UCRIHS

Why People Fill Out SurveysWhy People Fill Out Surveys

• Social Exchange Theory Theory of human behavior in which

actions of individuals are motivated by the return these actions are expected to bring.

Elements of reward, cost and trust

Social Exchange TheorySocial Exchange Theory

• Rewards show positive regard say thank you ask for advice support group values give tangible rewards make the questionnaire interesting


• Reduce Social Costsavoid subordinating languageavoid inconvenienceavoid embarrassmentmake it short and easyminimize requests for personal informationkeep requests consistent


• Establish Trust provide token of appreciation in advance sponsorship by legitimate authority

make task appear important invoke other exchange

Constructs and MeasurementConstructs and Measurement

• What do you want to know?• What are the variables?• How will you measure it? behavior, attitudes, feelings,

demographics

Survey ErrorSurvey Error

• Sampling Error – Who are you sampling?• Coverage Error – Does your list include

everyone?• Measurement Error – Does everyone answer a

question the same way?• Non-response Error – Why did respondent not

answer: Instrument (whole questionnaire not returned) Item (question not answered)

Non Response ErrorNon Response Error

• Only an issue if non responders would answer differently and change results

compare early to late respondentsdouble dip

Random SamplingRandom Sampling

• How much sampling error can you tolerate?

• How large is the population?• How varied is the population?• How confident do you wish to be about

estimates made from the sample?

Random Sampling - ChartRandom Sampling - ChartPop Size 50/50 split 80/20 split100 80 71200 132 111400 196 153600 234 175800 260 1881000 278 198

Sample size for a 95% confidence level

And a + 5% sampling error

Random SamplingRandom Sampling

• http://www.randomizer.org

A www site that will generate random numbers which you can use for random selection of participants on a mailing list.

http://www.randomizer.org/

Writing QuestionsWriting Questions

• Everyone will interpret the same way• Respondents are able to respond

accurately • Respondents are willing to answer

Writing QuestionsWriting Questions

• Use simple words• Keep it short• Be specific• Do not talk down• Avoid bias• Avoid hypothetical questions• Use complete sentences

Question CriteriaQuestion Criteria

• Does the question require an answer? If you fixed dinner last night, did you eat meat as part of

that meal?

• To what extent does the respondent have a ready made and accurate answer?

Are tall people more likely to be elected President?

• Can respondent accurately recall and report past behavior?

How much television did you watch last month?

Question PrinciplesQuestion Principles

• Use simple words and phrases tired……………………………exhausted honest…………………………candid work……………………………employment most important………………..top priority free time……………………….leisure doctor………………………….physician your answers………………….your responses to this questionnaire


• Avoid vague quantifiers How often did you attend religious services last year?

Never Rarely Occasionally Regularly


How often did you attend religious services during the past year?

Not at all A few times About once a month

Two or three times a month About once a week More than once a week


• Avoid bias by using both positive and negative sides in the question stem

“To what extent do you agree….”

vs

“To what extent do you agree or disagree with this statement…. “


• Avoid double-barreled questions

16. Should the new school have a swimming pool that includes lanes for swimming laps and is not enclosed for winter use?


• Avoid asking respondent to say yes in order to mean no.

5. Do you favor or oppose not allowing the state to approve a casino without approval from 60% of the voters?

Favor Oppose

5. Do you favor or oppose requiring 60% approval by voters in order for a casino to be built.

Favor requiring 60% approval

Oppose requiring 60% approval


• Use equal numbers of positive and negative categories for scalar questions AND distinguish undecided from neutral by placing at the end of the scale.

To what extent do you agree or disagree with this statement: “Listening to classical music is good for a persons emotional health.”

Strongly agree

Somewhat agree

Neither agree nor disagree

Somewhat disagree

Strongly disagree

No opinion


• Soften impact of potentially objectionable questions:

Have you ever shoplifted something from a store?

vs Have you ever taken something from a

store without paying for it?

22. What was your total income from all sources in 2003?

______________ Total income for 2003

22. Which category best describes your total income from all sources in 2003?

$10,000. or less

$10,001. to $20,000.

$20,001. to $35,000.

$35,001. to $50,000.

$50,001. or above


• Don’t combine numbers and words Doing so may impact respondents

perception of the scale.

1= strongly agree, 2 = agree, 3 = disagree, 4 = strongly disagree


• Eliminate check-all-that-apply questions to reduce primacy and sufficiency effect.

People tend to check the first ones more than the last ones and sometimes check a few and feel that is enough to satisfy the researcher.


Extension Agent Other Cattlemen Fertilizer and other

salesmen

59% selected Extension Agent

Other Cattlemen Fertilizer and other

salesmen Extension Agent

41% selected Extension Agent

Questionnaire DesignQuestionnaire Design

• Paper and layout choice booklet format preferred

one column for legal size

two columns for full size avoid upper left staple design

avoid unusual size, shape or fold

Order of QuestionsOrder of Questions

• A questionnaire is like a conversation. It evolves according to social norms. Constantly switching topics makes it appear as though the researcher is not listening to the respondents answers.

• Doing otherwise results in answers that are less thought out when you want them to focus!

Order of QuestionsOrder of Questions

• What was your family income in 2003?• Do you like to play golf?• What is your opinion on Global Warming?• Are you married?• How often have you gone fishing this year?• How adequate is your current health care?• How old are you?• What is your political party preference?• What is your occupation?

Question OrderQuestion Order

• Group alike questions together• Begin asking questions in the upper left

corner• Ask one question at a time• Use item-in-a-series format

The First QuestionThe First Question

• Should clearly apply to everyone• Question should be easy• Question needs to be interesting• Connectedness between the question and

the purpose of the survey.

Unacceptable First QuestionsUnacceptable First Questions

1. Please think about the things that make MSU Extension a pleasant place to work and write down the five most important aspects and rate them one to five in importance to you.

.

Unacceptable First Questions Unacceptable First Questions

1. Please describe in your own words what you consider good about working for MSU Extension.

1. What year were you born?

_________year born

Good First QuestionGood First Question

1. Thinking about MSU Extension, how would you rate it as a place to work?

Excellent Good

Fair Poor

Graphic DesignGraphic Design

• Stimuli on page consists of two languages:

written wordsgraphic symbols and arrangements

Graphic Design Graphic Design

• Desired navigational path• Create visual navigational guides• Develop additional guides for redirecting

during skip patterns• Be consistent through out your instrument


• Instructions need to be exactly where needed not at the beginning of the whole questionnaire.

• Use italics or bolding or underline to emphasize instructions and directions


• Pre-attentive processing is 210 degrees• Focused reading is 2 degrees or about 8

to 9 characters • Use font, size, contrast, underline, spacing

to lead the respondent through the questionnaire

Start here:1. Which of the following is your main work activity?

Research Teaching Administration Other (Please Specify) _________________

START HERE:

Which of the following is your main work activity?

Research

Teaching

Administration

Other (Please specify) ____________________

Questionnaire FormatQuestionnaire Format

• For paper questionnaires the standard font is 12 pt Times New Roman – also consider a larger font for senior audiences

• For on-line questionnaires the standard font is 10 pt Ariel


• Use a square for your answer and ask for an “X” in the square.

[ ]

1


• Place instructions exactly where needed within the question

• Differentiate with font, bolding, underlining etc

5. How many months have you worked at your current job?

_________Number of months

Please be as specific as possible in answering the next question, including any area of specialization. Example: Extension Agent – Agriculture. If you had more than one job, answer for the job for which you worked the most hours.

6. What kind of work do you do in your current job?

_________________________________ Kind of work

5. How many months have you worked in your current job?

_____________________ Number of months

6. What kind of work do you do in your current job? Please be as specific as possible in answering. Include any are of specialization, for example: “Extension Agent – Agriculture”. If you had more than one job, answer for the job which you worked the most hours.

______________________________Kind of work


• Vertical alignment eases response task• Don’t double or triple bank answers

1. Which one of the following best describes the 4-H project with the largest enrollment within your club?

market beef

lambs

hogs

dogs

cats

rabbits

goats

poultry

dairy

1. Which one of the following best describes the 4-H project with the largest enrollment within your club?

beef

hogs

lambs

dogs

cats

rabbits

goats

poultry

dairy


• Major changes are needed for skip patterns• Skip patterns are difficult to follow• Skip patterns often lead to item non response

12. Normally do you eat breakfast every day?

Yes (Go to 13)

No (Go to 18)

13. How many times a week do you drink orange juice with your breakfast?

__________ Times a week

12. Normally do you eat breakfast every day?

No (Skip to 18)

Yes

13. (If Yes) How often do you drink orange juice with your breakfast?

____________ Times a week


• Demographic data questions Place at end of questionnaire but not on back page Only ask what is necessary


• Front cover needs to stand out Consider simple art work Include name of survey Include name and address for return


• Back cover needs to be simple with white space

Try not to ask specific questions May place open ended question here Give opportunity to add comments Conclude with a thank you

ImplementationImplementation

• Respondent friendly questionnaire• Multiple contacts• Token pre-paid incentive• SASA for return• Personalized correspondence

ImplementationImplementation

• Four contacts plus one “special” = 5 contacts Brief pre notice letter Questionnaire mailing with SASE Thank you postcard Replacement questionnaire Final contact with “special” mailing

Implementation – Contact 1Implementation – Contact 1

• Pre-notice letter: Date at top Personalized letter What will happen What it is about Usefulness of survey Thank you

Real signature P.S. Token incentive

Mail out a few days to one week before mailing instrument

4-6% higher response rate


• Mail the questionnaire Include personalized cover letter Questionnaire Self addressed stamped envelope with

real stamp Enclose incentive Use first class postage – plain envelope

Implementation – Cover LetterImplementation – Cover Letter

• Inside address• Request• Why you were selected• Usefulness of survey• Confidentiality• Token of appreciation• Willingness to answer questions• Thank you• Real signature in contrasting ink

Implementation – Token IncentiveImplementation – Token Incentive

• Cash in advance $1. or $2. = 12% to 19% increase in response rate

• Less of an increase for larger amount later • Increasing incentive not cost effective• Non dollar incentive not as effective and may

be effective because of packaging

Implementation – Contact 3 Implementation – Contact 3 • Postcard to all who

were mailed a questionnaire thanking them

• Serves to jog memory• Gives opportunity to

call for replacement if needed

Mail one week after questionnaire

Increase up to 13%

Implementation – Contact 4Implementation – Contact 4• Replacement

questionnaire to those who have not yet responded.

• Letter reminding them of the survey and asking again for their assistance.

Sent only to non-respondents

Two to four weeks after 3rd

contact


• Special mailing to those who have not yet responded

• Use unique method of mailing – certified, priority etc

• May also telephone and fill out over the phone

Final contact is a week or more after 4th contact

Tracking ResponsesTracking Responses

• Assign each questionnaire a number• Assign each name and address a number• Send respondents their individually numbered

questionnaire • Have assistant mark off numbers as they are

returned• Note surveys are confidential not anonymous• Keep completed questionnaires in secure

location

Mixed Mode SurveysMixed Mode Surveys• Responses differ by mode: “Excellent Health” = 44% by personal interview

= 37% by telephone = 30% by mail social desirability acquiescence primacy vs recency effect

Telephone SurveysTelephone Surveys

• Difficult to obtain phone numbers• Caller id and answering machines may

screen calls• Need well trained interviewers• Limited number of questions and answers

Internet SurveysInternet Surveys

• Consider coverage error. Does your entire audience have and use the internet on a regular basis?

• E-mail addresses change often• Difficult to include incentive• Shorter less detailed questionnaire Survey Monkey

http://www.surveymonkey.com/

Research EthicsResearch Ethics

Anonymous – No way to know who returned the survey

Confidential – Only researcher can connect the respondent with their answers. All answers remain confidential.

Research EthicsResearch Ethics

• If you wish to publish results you MUST get approval from UCRIHS before you send out surveys.

University Committee on Research Involving Human Subject

ReferencesReferences

Mail and Internet Surveys – The TailoredDesign Method by Don Dillman 2000

Documents

Survey Design and Implementation