- define clear objective
- communicate why the survey is made and what data is collected
- understand your audience
- identify who your respondents are
- tailor to level of understanding
- choose the right type of question
- open-ended questions for qualitative insights
- closed-ended questions from quantitative analysis
- questionnaire design
- keep questions clear, concise and unbiased, logical flow
- narrow your questions down to keep it short
- web 20min (rather 10min)
- phone 30min
- face2face 90min
- typically 4 responses per minute
- consider your sample
- define your target population
- survey distribution
- online, printed, in-person, etc
- ethical considerations
- test your survey
- grandma, friends, parents, etc
Construction of Questions
- easily understandable
- easy to answer
- understand question
- search relevant information (e.g. memory)
- judgement
- transfer of judgement onto the scale
- adapting of the response according to social desirability
- uncomfortable answers are often not given
- participants need to be comfortable giving the hard answer
- e.g. answer 2 questions with the same point
- how do you like the weather OR how depressed are you in one number
- context of question relevant
- start with an easy “ice breaker” question
- socio-demographic question in the end