Survey Design and Implementation Elizabeth C Wells Doctoral Candidate Doctoral Candidate Ag &...

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/

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

Social Exchange TheorySocial Exchange Theory

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

Social Exchange TheorySocial Exchange Theory

• 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 respondents

double 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.

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

Question PrinciplesQuestion Principles

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

Never

Rarely

Occasionally

Regularly

Question PrinciplesQuestion Principles

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

Question PrinciplesQuestion Principles

• 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…. “

Question PrinciplesQuestion Principles

• 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?

Question PrinciplesQuestion Principles

• 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

Question PrinciplesQuestion Principles

• 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

Question PrinciplesQuestion Principles

• 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

Question PrinciplesQuestion Principles

• 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

Question PrinciplesQuestion Principles

• 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.

Question PrinciplesQuestion Principles

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 words

graphic 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

Questionnaire DesignQuestionnaire Design

• 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

Questionnaire DesignQuestionnaire Design

• 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

Questionnaire DesignQuestionnaire Design

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

[ ]

1

Questionnaire DesignQuestionnaire Design

• 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

Questionnaire DesignQuestionnaire Design

• 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

Questionnaire DesignQuestionnaire Design

• 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

Questionnaire DesignQuestionnaire Design

• Demographic data questions

Place at end of questionnaire but not on

back page

Only ask what is necessary

Questionnaire DesignQuestionnaire Design

• Front cover needs to stand out

Consider simple art work

Include name of survey

Include name and address for return

Questionnaire DesignQuestionnaire Design

• 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

Implementation – Contact 2Implementation – Contact 2

• 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

Implementation – Contact 5Implementation – Contact 5

• 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

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 Tailored

Design Method by Don Dillman 2000