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Survey research commonly referred to as questionnaires is a versatile method for the collection of qualitative and quantitative data, or both related to people’s behaviors, thoughts, and preferences (Bhattacherjee, 2012). Survey research requires the same care in planning and development as any other form of research. Selecting an appropriate research question, attention to plan and execution of strategies, consideration of ethics, and detailed reporting can ensure that the survey research will hold value and stand up to scrutiny (Kelley, 2003).
Palm leaf manuscripts of the Arthashastra
(McIntosh, 2020)
1920 Census
(McIntosh, 2020)
History of Survey Research
Historians suggest the first census was created by the Babylonians almost 6000 years ago, while other evidence suggests the use of census surveys dating back to Ancient Egypt (Bhattacherjee, 2012). At the beginning of the 20th century, American and English researchers started to rely on surveys to report on the extent of concerning social problems such as poverty (Chiang, 2015). Bhattacherjee (2012) suggests sociologist Paul Lazarsfeld pioneered formal survey research in the United States during the 1930s while he examined the impact of the radio related to political opinions. The ability of survey research to include large sample sizes, such as the population of a nation, helped survey research become popular in other fields such as politics (Chiang, 2015).
Designing a Survey
(Sage Video, 2018)
Types of Questions
Open-Ended or Unstructured Questions
Allow participants to respond in any way they chose (Chiang, 2015).
Provide unbiased responses but take more time for the participants to answer and for the researchers to code and evaluate (Chiang, 2015).
Example - "Please describe your experience accessing a family doctor."
Closed-Ended or Structured Questions
Provide participants with specific answers they can select from (Chiang, 2015).
May be difficult to write as the researchers must consider all possible responses (Chiang, 2015).
Take less time for participants to complete and for researchers to analyze (Chiang, 2015).
Examples - Multiple choice (a,b, or c), Rating scale (1-10), or Likert Scale
Likert Scale - Developed in 1932 by Rensis Likert, typically a 5-7 point scale commonly used in health or social research to determine whether participants agree or disagree with a statement (Sullivan, 2013).
Examples of common Likert Scales
(Sullivan, 2013)
Examples of Data Collection Methods
Self-Administered - participants complete on their own through online, paper or mail-in surveys
Interviews - Usually completed face to face, individually or in a group, or by phone interview
(Bhattacherjee, 2012; Kelley, 2003)
(Gosurvey, n.d.)
Seven Tips for Good Survey Questions
(Fernandez, 2014)
Special Considerations
Test your questionnaire on a small sample prior to distributing it to the larger population (Bhattacherjee, 2012).
Never start with an open-ended question (Bhattacherjee, 2012).
Easy Non-threatening questions such as demographics are a great way to start (Bhattacherjee, 2012).
Be respectful of respondents’ time, 10-15min per survey maximum, response rates will be much lower if the survey is too long (Bhattacherjee, 2012).
Advise on how the researchers will report the findings of the survey (Bhattacherjee, 2012).
Always thank your respondents (Bhattacherjee, 2012).
Avoid using too many different types of questions in the same survey (for example, multiple-choice, Likert scale, and ranked response) (Sage Video, 2018).
Consider appropriate font (Arial or Times New Roman for example) as well as non-ambiguous or overly technical language (Sage Video, 2018).
Using a variety of distribution methods (for example mail and online) will allow participants to select the most convenient method for them and reduce barriers to responding (Ponto, 2015).
(Pomerantz, 2020)
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