I. Planning and Design

Define the research questions and objectives

• Clearly define the purpose of your survey to ensure you’re collecting the right data.
• Make sure your goal is specific, measurable, and relevant to your research.
• Use an example: “I want to understand the key factors that are leading our customers to leave—whether these reasons are caused by internal or external forces.”
• Determine what you want to achieve with your survey.

Identify the purpose of the survey

• Surveys are used as a method of gathering data in many different fields.
• Surveys can be used to collect both quantitative and qualitative data.
• Surveys can be used in both cross-sectional studies and longitudinal studies.

Determine what information to collect

• Consider what outcomes you are aiming to measure, such as knowledge, attitudes, or behaviors.
• Refer to the RCE fact sheet FS869, “Measuring Impact of Educational Programs,” to learn more about the types of outcomes that can be measured.
• You may be measuring more than one outcome, but the questions will be clearly different based on the information you are trying to gather.

II. Questionnaire Development

Decide on the type of survey (questionnaire, interview, etc.)

• There are two main types of survey: questionnaires and interviews.
• The type of survey you choose depends on the sample size and location, as well as the focus of the research.
• Questionnaires are typically used for survey research to determine the current status or “situation”.

Choose an appropriate data collection method

• See the RCE fact sheet FS996, “Choosing a Data Collection Method for Survey Research,” for more information about the advantages and disadvantages of each method.
• Online surveys are a popular choice for students doing dissertation research.
• There are many online tools available for constructing surveys, such as SurveyMonkey and Google Forms.

Develop effective survey questions

Identify individual questions to ask

• Convert hypotheses into tangible question items that shape the survey.
• Questions should directly reflect the survey’s core objectives.
• Formulating questions is crucial for yielding insightful and actionable data.

Select the answer format for questions (open-ended, closed-ended, etc.)

• The choice of answer format plays a crucial role in the type and quality of responses received.
• Prioritise clarity, simplicity, and respondent ease to ensure higher engagement and better data quality.
• Use response scales to capture the direction and intensity of attitudes.

Avoid leading and biased questions

• Avoid using words and phrases that can introduce bias into your questions.
• Keep your question wording focused on the respondent and their opinions.
• Scrutinize adjectives and adverbs in your questions to ensure they’re not introducing bias.

III. Questionnaire Quality and Clarity

Use plain language and avoid jargon

• Use language and terminology that your respondents will understand.
• Keep the language as plain as possible, avoiding technical jargon and complex sentences.
• Tailor the questions to your target population, keeping in mind their level of knowledge of the topic.

Keep the questionnaire brief and to the point

• Keep your survey concise and to the point to respect respondents’ time.
• In most cases, respondents are doing you a favor by taking your survey.
• Focus on using closed-ended questions.

Use simple instructions and ensure questions match the measurement scale selected

• Provide clear and concise instructions for respondents.
• Ensure that your questions match the measurement scale you have chosen and that the answer categories are clear and precise.
• Use scales that provide the information needed and are appropriate for respondents.

IV. Questionnaire Organization and Structure

Start with non-threatening questions

• Begin your questionnaire with questions that are easy and non-threatening for respondents.
• Ease your respondent into the survey by asking easy questions at the start.
• Move on to more complex or thought-provoking elements once they’re engaged.

Put most important questions up front

• Place the most important questions at the beginning of the questionnaire.
• The questions should be arranged in a logical order.
• Start with easy, non-sensitive, closed-ended questions that will encourage the respondent to continue.

Arrange questions in a logical order

• Arrange your questions in a logical and coherent order.
• Group together related questions.
• Avoid asking multiple questions at once that can lead to confusion and inaccuracies.

V. Pilot Testing and Refining the Questionnaire

Test the survey before sending it out

• Pre-test your survey with at least five people to catch any possible errors.
• Share your survey with others to get feedback and improve it before distributing it.
• Conduct a pilot survey (externally or internally) to identify any design flaws.

Make sure it looks professional and is free of errors

• Ensure that your questionnaire looks professional and is easy to read.
• Make sure it looks professional and is free of errors.
• Use a cover letter to introduce your questionnaire and provide instructions.

Refine the questionnaire based on pilot test results

• Refine the questionnaire based on pilot test results.
• Make adjustments to the questionnaire as needed.
• Ensure that the questionnaire is clear, concise, and easy to understand.

VI. Survey Administration and Data Collection

Distribute the survey and collect responses

• Distribute your survey through multiple channels to reach a broader audience.
• Email is common, but consider using social media, website links, or direct messages.
• Ensure your survey is accessible on all devices, including mobile phones.

Consider adding incentives for participation

• Consider offering incentives like discounts, offers, or gift cards to increase responses.
• Limit your surveys to your target population and carefully assess which incentives would be most valuable.
• An incentive can help increase response rates.

Ensure confidentiality and anonymity of respondents

• Decide whether you want to collect data anonymously or confidentially.
• Confidential data collection methods include surveys that are administered in person or online with a unique identifier.
• Anonymous data collection methods include surveys that are administered online without a unique identifier.

VII. Data Analysis and Reporting

Analyze the survey results

• There are many methods of analyzing the results of your survey.
• First you have to process the data, usually with the help of a computer program to sort all the responses.
• You should also clean the data by removing incomplete or incorrectly completed responses.

Write up the survey results and draw conclusions

• When you have collected and analyzed all the necessary data, you will write it up as part of your thesis, dissertation, or research paper.
• In the methodology section, you describe exactly how you conducted the survey.
• You should explain the types of questions you used, the sampling method, when and where the survey took place, and the response rate.

Use the results to improve future surveys and research

• Use the results to improve future surveys and research.
• Make adjustments to the questionnaire and survey administration as needed.
• Ensure that the survey is effective in achieving its purpose.

VIII. Ethics and Compliance

Determine the need to obtain Institutional Review Board (IRB) approval

• Determine if you need to obtain IRB approval before administering your questionnaire to human subjects.
• Ensure compliance with relevant regulations and guidelines.
• Check the reliability of your questionnaire by pilot testing it with a small group of respondents.

Ensure compliance with relevant regulations and guidelines

• Ensure compliance with relevant regulations and guidelines.
• Follow a logical process to design a successful survey.
• Use online survey tips and best practices to make sure your next survey is a success!