9th Conference on Health Survey Research Methods (5/12/2010)
5 - Survey Research
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Transcript of 5 - Survey Research
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5Survey Research
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• Survey
– A measurement tool used to gather
information from people by asking questions
about one or more topics• Main types:
– Questionnaires
– Intervies
Survey !esearch Instrument "ypes
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• Mail survey
• #roup$administered questionnaire
• %ousehold drop$off survey
• &oint$of$e'perience survey
• (lectronic survey
– (mail survey – )eb survey
• *ual media survey
Questionnaire *elivery Methods
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• &ersonal intervie
• #roup intervie + focus group
• "elephone intervie
Intervie *elivery Methods
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Selecting the Survey Method
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Selecting the Survey Method ,cont-d./
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• 0an the population units be identified1
• Is the population literate1
• Are there language issues1
• )ill the population cooperate1
• )hat are the geographic restrictions1
&opulation Issuesith Surveys
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• !emember: the units you select from thepopulation are your sample
– )hat data is available1
– 0an respondents be found1
– Are all members of the population in the
sampling frame1
– Are response rates likely to be a problem1
– )ill incentives for participation help1
Survey Sampling Issues
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• )hat types of questions can you ask1
• )ill filter questions be needed1
• 0an question sequence be controlled1
• )ill lengthy questions be asked1
• )ill long response scales be used1
Question Issues
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• 0ontent
– 0an the respondents be e'pected to kno
about the issue1
– )ill the respondent need to consult records1
• 2ias
– 0an social desirability be avoided1
– 0an intervieer distortion and subversion be
controlled1
3ther Survey Issues
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• 0ost
• 4acilities
• "ime
• &ersonnel
Administrative Issues
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• 4ocus only on hat you need to kno. 2especific5
• *etermine ho you ill analy6e the data
ahead of time
• Is there an e'isting and pre$validated
instrument already available1
• *etermine question content prior to
choosing response format or ording
prompt
Survey *esign
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• Structured
– 0losed ended: respondents mark an e'isting
anser
• 7nstructured – 3pen ended: respondents create their on
anser
"ypes of Questions
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• *etermines hether respondents arequalified or e'perienced enough to anser
a subsequent one
• #uidelines: – "ry to avoid having more than three levels
,to 8umps/ for any question
– If only to levels9 use graphics to 8ump ,fore'ample9 an arro and bo'/
– If possible9 8ump to a ne page
4ilter or 0ontingency Questions
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• Is the question necessary and useful1
• Are several questions needed1
– *ouble$barreled questions
• *o respondents have the needed
information1
• )ill the respondent anser truthfully1
– "ry response brackets
Question 0ontent
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• 0an the question be misunderstood1
• )hat assumptions does the question
make1
• Is the time frame specified1
Question )ording
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• Start ith easy9 nonthreatening questions
• &ut difficult questions near the end
• ever start a mail survey ith an open$
ended question
• Ask about one topic at a time
Question &lacement
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• Send a primer letter or postcard before thesurvey
– 0an you get an important stakeholder to rite
it1
• "hank the respondent at the beginning
• ;eep your survey as short as possible
• "hank the respondent at the end
• 3ffer to share the final results if you can
#eneral tips
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Mailing #
Respondents (from
841surveyed)
% of FinalResponse
Rate
1 116 13.8%
2 60 7.1%
3 143 17.0%
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• Intervieers typically use a type ofquestionnaire instrument as the script for
conducting the intervie
– Includes both structured and unstructuredquestions
– Incorporates questions for the intervieer to
anser regarding his or her observations
Intervies
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•
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• *escribe the entire study
• State ho is the sponsor of the research
• "each enough about survey research
• ('plain the sampling logic and process
• ('plain intervieer bias
• )alk through the intervie from both sides
"raining the Intervieers
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• &rovide introduction
• ('plain the study
• Ask questions as ritten
• 4ollo the order given
• Ask every question ,minus contingents/
• *on-t finish sentences
0onducting the Intervie
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• "he silent probe
• 3vert encouragement
• Ask for clarification+elaboration
• !epetition
• !ecord responses immediately• Include all probes used
3btaining Adequate !esponses: "he
&robe
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• "hank the respondent
• "ell them hen you e'pect to send results
• *on-t be brusque or hasty to e'it
• Immediately after leaving9 have the
intervieer rite don any notes about
ho the intervie ent
0oncluding the Intervie
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• 0onsider paid surveys – )ill paying respondents affect their response1
– )hy or hy not1
*iscuss