Crafting Surveys That Deliver: A Comprehensive Guide
Alright, let's get cracking on crafting surveys that actually deliver! I've been through the wringer with these things (more than a few times, let's just say!), and I've learned a thing or two about what makes a survey a winner and what, well, ends up in the bin. Here's a revamped guide to help you create surveys that get you the good stuff – the information you really need.
1. The "Why" Factor: Nail Down Your Objectives
Seriously, before you even think about your first question, you need to have a rock-solid answer to "Why am I doing this?" What's the big question you're trying to answer? Is it for a uni project? Are you trying to see if your new product has legs? Perhaps you're trying to understand your staff better, or get a feel for the local community?
I remember one time, I dived headfirst into a survey without a clue what I was aiming for. Ended up with a mountain of data, but it was all over the place, and ultimately, useless. Big lesson learned!
Instead of just stating "Identify your objectives," let's look at it like this:
- Start with the Big Picture: What problem are you hoping to solve? What knowledge gap are you trying to fill?
- Be Specific: "I want to understand customer satisfaction with our new app" is okay, but "I want to identify the top three pain points users experience when using the onboarding process of our new app" is way better.
- Example: Let's say you want to know if students are happy with the canteen food at Sheffield Hallam. Are you trying to improve the menu? Justify a budget increase? Or something else entirely? That focus dictates everything else.
Remember, every single question should serve a purpose. If it doesn't, bin it! You can always fine-tune your objectives as you develop your survey; it's an iterative process.
Action Step: Before writing a single question, write down your primary objective in one clear, concise sentence.
2. Setting the Scene: Survey Ground Rules
Now that you've got your "why" sorted, it's time to think about the "how." This is where you set the rules of the game.
Anonymous or Not? Will people's responses be linked back to their names? Anonymity can encourage more honest answers, especially on sensitive topics. But, if you want to follow up with people for clarification or more details, you'll need their contact info (with their explicit permission, of course!). I often use a separate section for contact details, clearly marked as optional and for follow-up purposes only.
Sharing is Caring (Sometimes): Will the participants see the results? Transparency can build trust and encourage participation. For example, if you're running a workplace survey on employee satisfaction, sharing the findings can help improve company culture and make everyone feel heard.
Time is of the Essence: Set a clear start and end date for your survey. No one wants to be staring at a survey that's been sitting in their inbox for weeks on end.
Instructions: Clear as Mud? Nope! Make your instructions crystal clear. How long will it take? Are there any specific things they should keep in mind while answering? The clearer you are, the better the data you'll get. I like to use a friendly, conversational tone in the instructions – like I'm having a chat.
The "Why" Revisited: Even if it's a simple survey, include a brief statement about the purpose. "This survey is part of a student project to gauge opinions on campus events." People are much more likely to participate if they understand why you're asking.
Action Step: Create a short introductory paragraph explaining the survey's purpose, estimated completion time, and whether responses are anonymous.
3. Matching Questions to Objectives: The Heart of the Matter
This is where the magic happens. Your questions are the tools you'll use to unlock the answers you're seeking.
Think Deep (or Not): Do you need detailed, narrative responses, or will simple "yes/no" or multiple-choice answers do the trick? It all depends on what you're trying to learn.
Open-Ended vs. Closed-Ended: If you want to understand why someone feels a certain way, open-ended questions ("Tell me about your experience...") are your best friend. If you need to quantify feelings or gather data for statistical analysis, closed-ended questions ("On a scale of 1 to 5...") are more efficient.
Quantifying Feelings: Let's say you want to measure anger. Instead of just asking "Are you angry?" try: "How angry are you feeling about X? Choose from 1 to 10 (where 1 is not at all angry and 10 is extremely angry)." This helps you put a number on something subjective.
Action Step: For each objective identified in step 1, brainstorm 2-3 potential survey questions that could help you gather information.
4. Open vs. Closed: The Question Type Showdown
Let's break this down a bit more:
Open-Ended Questions: Think of these as an invitation to tell a story. "Tell me about your favourite holiday destination and why you enjoy visiting it" is a classic example. They're brilliant for gathering rich, qualitative data. Pro Tip: When it comes to analysing qualitative data, consider using software that analyses for keywords and themes that are emerging, which can help you to come to objective conclusions.
Closed-Ended Questions: These offer a limited set of possible answers. "Was your holiday enjoyable? Answer yes or no." They're perfect for gathering quantifiable data.
Consider Constraints: If you're using a digital survey platform, be mindful of the character limits for open-ended questions. You don't want to cut someone's insightful response short!
Action Step: Review the questions you brainstormed and decide whether each should be open-ended or closed-ended based on the type of information you want to collect.
5. Demographics: Know Your Audience
Knowing who your respondents are can give you valuable context. But be strategic.
Relevance is Key: Don't ask demographic questions just for the sake of it. Focus on the categories that are most relevant to your objectives. Income, marital status, gender, ethnicity, age, location – these can all be valuable, but only if they help you answer your core question.
Formatting Matters: For demographic questions, lists and multiple-choice options are your friends. "Please circle your marital status: Single, Married, Divorced, Widowed." Keep it simple and easy to understand.
Action Step: List the demographic information you need to collect and create clear, concise, multiple-choice options for each category. For example, for location you might ask: "In which UK region do you live?" and list out the regions (North West, South East, etc).
6. Question Order: Guide the Flow
The order in which you ask questions can have a big impact on the quality of responses.
Ease In: Start with the easy, less sensitive questions to build rapport and get people comfortable with the survey process.
Save the Heavy Stuff: Leave the trickier or more personal questions for later, once people are more invested.
Demographics Placement: You can put demographic questions at the start or the end. Personally, I prefer putting them at the end, as it lets respondents concentrate on the core questions first. However, be aware that some people might skip them at the end.
Action Step: Arrange your questions in a logical order, starting with easier questions and moving towards more sensitive or complex questions. Decide where to place your demographic questions.
7. Group Effort? Collaborate!
If you're working as a team, make the most of everyone's strengths.
Divide and Conquer: Assign different team members to draft questions, but make sure everyone's on the same page about the overall objectives.
Review Together: Get together as a group to review and finalise the questions. Fresh eyes can always spot something you might have missed.
Action Step: If working in a team, assign roles for question drafting, editing, and testing. Schedule a meeting to review the survey together.
8. Keep it Short & Sweet
Respect your respondents' time.
Aim for Brevity: Ideally, aim for a survey that takes no more than 5-10 minutes to complete.
Response Rate Impact: The longer the survey, the lower your response rate will be. It's just a fact of life.
Incentives Can Help: If you need a longer survey, consider offering an incentive to encourage participation (more on that later).
Action Step: Estimate the completion time for your survey and remove any non-essential questions.
9. Records, Records, Records!
Good research is all about the paperwork.
Methodology, Process, Results: Keep detailed records of everything, from your initial brainstorming sessions to the final results.
Teamwork Tracking: If you're working with a team, document who conducted each interview, when it was done, and any other relevant details.
Question Rationale: Keep track of why you added or removed certain questions from the survey. This can be invaluable later when you're analysing the data.
Action Step: Create a document to track the survey development process, including objectives, question drafts, edits, and rationale for changes.
10. Incentivize!
A little incentive can go a long way.
- Raffle Entry, Public Thanks, Gift Card: Consider offering some kind of reward for completing the survey. A raffle entry for a £50 Amazon voucher, a public acknowledgement on your company's website, a promotional product, or even a small discount code can all be effective.
Action Step: Brainstorm potential incentives for completing your survey and decide on the most appropriate option.
11. Trial Run: Test Before You Unleash
This is a crucial step that so many people skip!
Friends and Family: Before you unleash your survey on the world, get a group of friends, family, or colleagues to test it out.
Feedback is Gold: Ask them for feedback on the questions, the overall process, and anything else that comes to mind.
Data Validation: Use the trial run to make sure the data you're collecting will actually answer your core questions.
Action Step: Recruit 3-5 people to take your survey and provide feedback on clarity, length, and technical issues.
12. Face-to-Face: The Personal Touch
If you can, doing surveys in person can get you fantastic results.
Higher Response Rate: Face-to-face surveys often have a higher response rate and the quality of responses tends to be better.
Targeted vs. Random: You can either approach a specific list of contacts or take a "random walk" approach, approaching people spontaneously until you reach your target sample size. For example, you could stand outside Meadowhall shopping centre and ask people to participate.
Be Aware of Bias: Face-to-face interviews can be more personal, which can sometimes lead to respondents shielding or editing their answers.
Action Step: If conducting face-to-face surveys, develop a script for approaching potential participants and ensure interviewers are trained to minimize bias.
13. Online Surveys: The Digital Age
Online survey platforms have revolutionised the survey game.
Variety of Options: Google Forms, SurveyMonkey, Qualtrics, and Typeform are just a few of the many options available.
Cost-Effective: Many platforms offer free basic surveys, with paid options for more detailed surveys or larger participant numbers.
Data Analysis Tools: Some platforms also offer data analysis tools to help you make sense of your results.
Action Step: Choose an online survey platform that meets your needs and budget. Familiarize yourself with the platform's features.
14. Tally the Results: Make Sense of the Data
Once you've collected your data, it's time to analyse it.
Tables, Graphs, Charts: Choose the best way to present your data, whether it's a table, a graph, a chart, or a combination of these.
Formal Report (If Needed): If you're in a business setting, you may need to prepare a formal report summarising your findings.
Action Step: Determine how you will analyze the data collected and create a plan for presenting your findings visually (e.g., charts, graphs).
15. Sample Size: How Many is Enough?
Deciding on the right sample size is vital to make sure your results are reliable.
Random Selection or All-Inclusive: Aim for random selection of participants or an all-inclusive approach based on demographics to minimise selection bias.
Be Realistic: Be realistic about how many people you can feasibly interview or survey within your given time frame and with your available resources. Remember, good data doesn't necessarily mean more surveys.
Action Step: Determine the target sample size for your survey based on your population and desired level of accuracy.
16. IRB Clearance: Navigating the Red Tape
If you're doing research through a university or business, you might need to get approval from your Institutional Review Board (IRB).
Human Subjects Research: Survey research often needs IRB review because it involves interaction with human subjects.
Transparency is Key: Be prepared to provide as much information as possible about your survey objectives and methodology during the IRB review process.
Action Step: Determine if your research requires IRB approval and, if so, begin the application process.
17. Funding: Follow the Money
Don't forget to factor in the cost of your survey, especially if you're going beyond the classroom and gathering scientific data.
Grant Applications: Explore grant opportunities at the local, state, or federal levels.
Factor in Costs: Be realistic about the costs involved, which can vary depending on the survey method. For example, a professional market research company could charge £10-£20 per completed survey.
Action Step: Create a budget for your survey project, including costs for incentives, platform fees, and potential professional services.
18-20. Contact Methods: Email, Post, Phone
Let's quickly run through the options...
- Email: Quick, cheap, but easily deleted. Best if you have a pre-existing relationship with the recipient.
- Post: Traditional, reaches a wider audience, but slower and more expensive. Can be more effective for older demographics.
- Phone: Cheaper, but high refusal rates. Requires trained interviewers and adherence to phone marketing regulations.
Action Step: Choose the contact method(s) that are most appropriate for your target audience and budget.
21. Research Firms: When You Need the Pros
If you have the budget, hiring a research firm can be a great option.
Professional Expertise: Research firms can help you design, administer, and analyse your survey.
Privacy Practices: Make sure the firm you hire has strong privacy practices in place and complies with GDPR regulations.
Confidentiality Agreement: Consider a confidentiality agreement to protect the process and final results.
Action Step: If considering hiring a research firm, research potential companies and request quotes.
22. Monitor Your Interviewers: Quality Control
If you're using interviewers, it's important to keep an eye on their work.
- Trained Professionals: Use trained professionals to administer your surveys.
- Log Information: Ask interviewers to log information about their contacts, such as the time of the interview, the location of the interview, and any notes.
- Counselling Training: Be aware that some interviewers may need additional training in counselling if they're asking personal questions that may elicit strong emotional responses.
Action Step: Develop a training program for interviewers and establish a system for monitoring their work.
23. Regulations: Know the Law
Before you launch your survey, make sure you're aware of any applicable federal and state regulations.
- Age Limits, Time Limits, Contact Methods: Be aware of restrictions on contacting people "cold," age limits (especially concerning data collection from minors), time limits, and restrictions on particular contact methods.
- GDPR Compliance: Ensure your survey complies with the General Data Protection Regulation (GDPR) if you are collecting data from individuals within the European Economic Area (EEA). This includes obtaining explicit consent, providing clear information about data usage, and allowing individuals to access, correct, or delete their data.
Action Step: Consult with a legal professional to ensure your survey complies with all applicable regulations, including GDPR.
24. Share Your Findings!
Finally, after all your hard work, don't forget to share your findings with the world!
- Journal Publications, Conference Presentations, Lectures: Explore opportunities to publish your results in academic journals, present at conferences, or give lectures.
- Internal Reports and Presentations: Share your findings internally with relevant stakeholders. Use clear visuals to present the results and focus on actionable insights.
Action Step: Create a plan for disseminating your survey findings to relevant audiences.
Phew! That's a lot to take in, but hopefully, it gives you a much better framework for crafting awesome surveys. Remember, the key is to be clear about your objectives, thoughtful about your questions, and respectful of your respondents' time. Good luck!