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Understanding and Evaluating Survey Research

A variety of methodologic approaches exist for individuals interested in conducting research. Selection of a research approach depends on a number of factors, including the purpose of the research, the type of research questions to be answered, and the availability of resources. The purpose of this article is to describe survey research as one approach to the conduct of research so that the reader can critically evaluate the appropriateness of the conclusions from studies employing survey research.

SURVEY RESEARCH

Survey research is defined as "the collection of information from a sample of individuals through their responses to questions" ( Check & Schutt, 2012, p. 160 ). This type of research allows for a variety of methods to recruit participants, collect data, and utilize various methods of instrumentation. Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behavior, surveys are therefore frequently used in social and psychological research ( Singleton & Straits, 2009 ).

Information has been obtained from individuals and groups through the use of survey research for decades. It can range from asking a few targeted questions of individuals on a street corner to obtain information related to behaviors and preferences, to a more rigorous study using multiple valid and reliable instruments. Common examples of less rigorous surveys include marketing or political surveys of consumer patterns and public opinion polls.

Survey research has historically included large population-based data collection. The primary purpose of this type of survey research was to obtain information describing characteristics of a large sample of individuals of interest relatively quickly. Large census surveys obtaining information reflecting demographic and personal characteristics and consumer feedback surveys are prime examples. These surveys were often provided through the mail and were intended to describe demographic characteristics of individuals or obtain opinions on which to base programs or products for a population or group.

More recently, survey research has developed into a rigorous approach to research, with scientifically tested strategies detailing who to include (representative sample), what and how to distribute (survey method), and when to initiate the survey and follow up with nonresponders (reducing nonresponse error), in order to ensure a high-quality research process and outcome. Currently, the term "survey" can reflect a range of research aims, sampling and recruitment strategies, data collection instruments, and methods of survey administration.

Given this range of options in the conduct of survey research, it is imperative for the consumer/reader of survey research to understand the potential for bias in survey research as well as the tested techniques for reducing bias, in order to draw appropriate conclusions about the information reported in this manner. Common types of error in research, along with the sources of error and strategies for reducing error as described throughout this article, are summarized in the Table .

Sources of Error in Survey Research and Strategies to Reduce Error

The goal of sampling strategies in survey research is to obtain a sufficient sample that is representative of the population of interest. It is often not feasible to collect data from an entire population of interest (e.g., all individuals with lung cancer); therefore, a subset of the population or sample is used to estimate the population responses (e.g., individuals with lung cancer currently receiving treatment). A large random sample increases the likelihood that the responses from the sample will accurately reflect the entire population. In order to accurately draw conclusions about the population, the sample must include individuals with characteristics similar to the population.

It is therefore necessary to correctly identify the population of interest (e.g., individuals with lung cancer currently receiving treatment vs. all individuals with lung cancer). The sample will ideally include individuals who reflect the intended population in terms of all characteristics of the population (e.g., sex, socioeconomic characteristics, symptom experience) and contain a similar distribution of individuals with those characteristics. As discussed by Mady Stovall beginning on page 162, Fujimori et al. ( 2014 ), for example, were interested in the population of oncologists. The authors obtained a sample of oncologists from two hospitals in Japan. These participants may or may not have similar characteristics to all oncologists in Japan.

Participant recruitment strategies can affect the adequacy and representativeness of the sample obtained. Using diverse recruitment strategies can help improve the size of the sample and help ensure adequate coverage of the intended population. For example, if a survey researcher intends to obtain a sample of individuals with breast cancer representative of all individuals with breast cancer in the United States, the researcher would want to use recruitment strategies that would recruit both women and men, individuals from rural and urban settings, individuals receiving and not receiving active treatment, and so on. Because of the difficulty in obtaining samples representative of a large population, researchers may focus the population of interest to a subset of individuals (e.g., women with stage III or IV breast cancer). Large census surveys require extremely large samples to adequately represent the characteristics of the population because they are intended to represent the entire population.

DATA COLLECTION METHODS

Survey research may use a variety of data collection methods with the most common being questionnaires and interviews. Questionnaires may be self-administered or administered by a professional, may be administered individually or in a group, and typically include a series of items reflecting the research aims. Questionnaires may include demographic questions in addition to valid and reliable research instruments ( Costanzo, Stawski, Ryff, Coe, & Almeida, 2012 ; DuBenske et al., 2014 ; Ponto, Ellington, Mellon, & Beck, 2010 ). It is helpful to the reader when authors describe the contents of the survey questionnaire so that the reader can interpret and evaluate the potential for errors of validity (e.g., items or instruments that do not measure what they are intended to measure) and reliability (e.g., items or instruments that do not measure a construct consistently). Helpful examples of articles that describe the survey instruments exist in the literature ( Buerhaus et al., 2012 ).

Questionnaires may be in paper form and mailed to participants, delivered in an electronic format via email or an Internet-based program such as SurveyMonkey, or a combination of both, giving the participant the option to choose which method is preferred ( Ponto et al., 2010 ). Using a combination of methods of survey administration can help to ensure better sample coverage (i.e., all individuals in the population having a chance of inclusion in the sample) therefore reducing coverage error ( Dillman, Smyth, & Christian, 2014 ; Singleton & Straits, 2009 ). For example, if a researcher were to only use an Internet-delivered questionnaire, individuals without access to a computer would be excluded from participation. Self-administered mailed, group, or Internet-based questionnaires are relatively low cost and practical for a large sample ( Check & Schutt, 2012 ).

Dillman et al. ( 2014 ) have described and tested a tailored design method for survey research. Improving the visual appeal and graphics of surveys by using a font size appropriate for the respondents, ordering items logically without creating unintended response bias, and arranging items clearly on each page can increase the response rate to electronic questionnaires. Attending to these and other issues in electronic questionnaires can help reduce measurement error (i.e., lack of validity or reliability) and help ensure a better response rate.

Conducting interviews is another approach to data collection used in survey research. Interviews may be conducted by phone, computer, or in person and have the benefit of visually identifying the nonverbal response(s) of the interviewee and subsequently being able to clarify the intended question. An interviewer can use probing comments to obtain more information about a question or topic and can request clarification of an unclear response ( Singleton & Straits, 2009 ). Interviews can be costly and time intensive, and therefore are relatively impractical for large samples.

Some authors advocate for using mixed methods for survey research when no one method is adequate to address the planned research aims, to reduce the potential for measurement and non-response error, and to better tailor the study methods to the intended sample ( Dillman et al., 2014 ; Singleton & Straits, 2009 ). For example, a mixed methods survey research approach may begin with distributing a questionnaire and following up with telephone interviews to clarify unclear survey responses ( Singleton & Straits, 2009 ). Mixed methods might also be used when visual or auditory deficits preclude an individual from completing a questionnaire or participating in an interview.

FUJIMORI ET AL.: SURVEY RESEARCH

Fujimori et al. ( 2014 ) described the use of survey research in a study of the effect of communication skills training for oncologists on oncologist and patient outcomes (e.g., oncologist’s performance and confidence and patient’s distress, satisfaction, and trust). A sample of 30 oncologists from two hospitals was obtained and though the authors provided a power analysis concluding an adequate number of oncologist participants to detect differences between baseline and follow-up scores, the conclusions of the study may not be generalizable to a broader population of oncologists. Oncologists were randomized to either an intervention group (i.e., communication skills training) or a control group (i.e., no training).

Fujimori et al. ( 2014 ) chose a quantitative approach to collect data from oncologist and patient participants regarding the study outcome variables. Self-report numeric ratings were used to measure oncologist confidence and patient distress, satisfaction, and trust. Oncologist confidence was measured using two instruments each using 10-point Likert rating scales. The Hospital Anxiety and Depression Scale (HADS) was used to measure patient distress and has demonstrated validity and reliability in a number of populations including individuals with cancer ( Bjelland, Dahl, Haug, & Neckelmann, 2002 ). Patient satisfaction and trust were measured using 0 to 10 numeric rating scales. Numeric observer ratings were used to measure oncologist performance of communication skills based on a videotaped interaction with a standardized patient. Participants completed the same questionnaires at baseline and follow-up.

The authors clearly describe what data were collected from all participants. Providing additional information about the manner in which questionnaires were distributed (i.e., electronic, mail), the setting in which data were collected (e.g., home, clinic), and the design of the survey instruments (e.g., visual appeal, format, content, arrangement of items) would assist the reader in drawing conclusions about the potential for measurement and nonresponse error. The authors describe conducting a follow-up phone call or mail inquiry for nonresponders, using the Dillman et al. ( 2014 ) tailored design for survey research follow-up may have reduced nonresponse error.

CONCLUSIONS

Survey research is a useful and legitimate approach to research that has clear benefits in helping to describe and explore variables and constructs of interest. Survey research, like all research, has the potential for a variety of sources of error, but several strategies exist to reduce the potential for error. Advanced practitioners aware of the potential sources of error and strategies to improve survey research can better determine how and whether the conclusions from a survey research study apply to practice.

The author has no potential conflicts of interest to disclose.

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• Knowledge Base
• Methodology
• Doing Survey Research | A Step-by-Step Guide & Examples

Doing Survey Research | A Step-by-Step Guide & Examples

Published on 6 May 2022 by Shona McCombes . Revised on 10 October 2022.

Survey research means collecting information about a group of people by asking them questions and analysing the results. To conduct an effective survey, follow these six steps:

• Determine who will participate in the survey
• Decide the type of survey (mail, online, or in-person)
• Design the survey questions and layout
• Distribute the survey
• Analyse the responses
• Write up the results

Surveys are a flexible method of data collection that can be used in many different types of research .

Table of contents

What are surveys used for, step 1: define the population and sample, step 2: decide on the type of survey, step 3: design the survey questions, step 4: distribute the survey and collect responses, step 5: analyse the survey results, step 6: write up the survey results, frequently asked questions about surveys.

Surveys are used as a method of gathering data in many different fields. They are a good choice when you want to find out about the characteristics, preferences, opinions, or beliefs of a group of people.

Common uses of survey research include:

• Social research: Investigating the experiences and characteristics of different social groups
• Market research: Finding out what customers think about products, services, and companies
• Health research: Collecting data from patients about symptoms and treatments
• Politics: Measuring public opinion about parties and policies
• Psychology: Researching personality traits, preferences, and behaviours

Surveys can be used in both cross-sectional studies , where you collect data just once, and longitudinal studies , where you survey the same sample several times over an extended period.

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Before you start conducting survey research, you should already have a clear research question that defines what you want to find out. Based on this question, you need to determine exactly who you will target to participate in the survey.

Populations

The target population is the specific group of people that you want to find out about. This group can be very broad or relatively narrow. For example:

• The population of Brazil
• University students in the UK
• Second-generation immigrants in the Netherlands
• Customers of a specific company aged 18 to 24
• British transgender women over the age of 50

Your survey should aim to produce results that can be generalised to the whole population. That means you need to carefully define exactly who you want to draw conclusions about.

It’s rarely possible to survey the entire population of your research – it would be very difficult to get a response from every person in Brazil or every university student in the UK. Instead, you will usually survey a sample from the population.

The sample size depends on how big the population is. You can use an online sample calculator to work out how many responses you need.

There are many sampling methods that allow you to generalise to broad populations. In general, though, the sample should aim to be representative of the population as a whole. The larger and more representative your sample, the more valid your conclusions.

There are two main types of survey:

• A questionnaire , where a list of questions is distributed by post, online, or in person, and respondents fill it out themselves
• An interview , where the researcher asks a set of questions by phone or in person and records the responses

Which type you choose depends on the sample size and location, as well as the focus of the research.

Questionnaires

Sending out a paper survey by post is a common method of gathering demographic information (for example, in a government census of the population).

• You can easily access a large sample.
• You have some control over who is included in the sample (e.g., residents of a specific region).
• The response rate is often low.

Online surveys are a popular choice for students doing dissertation research , due to the low cost and flexibility of this method. There are many online tools available for constructing surveys, such as SurveyMonkey and Google Forms .

• You can quickly access a large sample without constraints on time or location.
• The data is easy to process and analyse.
• The anonymity and accessibility of online surveys mean you have less control over who responds.

If your research focuses on a specific location, you can distribute a written questionnaire to be completed by respondents on the spot. For example, you could approach the customers of a shopping centre or ask all students to complete a questionnaire at the end of a class.

• You can screen respondents to make sure only people in the target population are included in the sample.
• You can collect time- and location-specific data (e.g., the opinions of a shop’s weekday customers).
• The sample size will be smaller, so this method is less suitable for collecting data on broad populations.

Oral interviews are a useful method for smaller sample sizes. They allow you to gather more in-depth information on people’s opinions and preferences. You can conduct interviews by phone or in person.

• You have personal contact with respondents, so you know exactly who will be included in the sample in advance.
• You can clarify questions and ask for follow-up information when necessary.
• The lack of anonymity may cause respondents to answer less honestly, and there is more risk of researcher bias.

Like questionnaires, interviews can be used to collect quantitative data : the researcher records each response as a category or rating and statistically analyses the results. But they are more commonly used to collect qualitative data : the interviewees’ full responses are transcribed and analysed individually to gain a richer understanding of their opinions and feelings.

Next, you need to decide which questions you will ask and how you will ask them. It’s important to consider:

• The type of questions
• The content of the questions
• The phrasing of the questions
• The ordering and layout of the survey

Open-ended vs closed-ended questions

There are two main forms of survey questions: open-ended and closed-ended. Many surveys use a combination of both.

Closed-ended questions give the respondent a predetermined set of answers to choose from. A closed-ended question can include:

• A binary answer (e.g., yes/no or agree/disagree )
• A scale (e.g., a Likert scale with five points ranging from strongly agree to strongly disagree )
• A list of options with a single answer possible (e.g., age categories)
• A list of options with multiple answers possible (e.g., leisure interests)

Closed-ended questions are best for quantitative research . They provide you with numerical data that can be statistically analysed to find patterns, trends, and correlations .

Open-ended questions are best for qualitative research. This type of question has no predetermined answers to choose from. Instead, the respondent answers in their own words.

Open questions are most common in interviews, but you can also use them in questionnaires. They are often useful as follow-up questions to ask for more detailed explanations of responses to the closed questions.

The content of the survey questions

To ensure the validity and reliability of your results, you need to carefully consider each question in the survey. All questions should be narrowly focused with enough context for the respondent to answer accurately. Avoid questions that are not directly relevant to the survey’s purpose.

When constructing closed-ended questions, ensure that the options cover all possibilities. If you include a list of options that isn’t exhaustive, you can add an ‘other’ field.

Phrasing the survey questions

In terms of language, the survey questions should be as clear and precise as possible. Tailor the questions to your target population, keeping in mind their level of knowledge of the topic.

Use language that respondents will easily understand, and avoid words with vague or ambiguous meanings. Make sure your questions are phrased neutrally, with no bias towards one answer or another.

Ordering the survey questions

The questions should be arranged in a logical order. Start with easy, non-sensitive, closed-ended questions that will encourage the respondent to continue.

If the survey covers several different topics or themes, group together related questions. You can divide a questionnaire into sections to help respondents understand what is being asked in each part.

If a question refers back to or depends on the answer to a previous question, they should be placed directly next to one another.

Before you start, create a clear plan for where, when, how, and with whom you will conduct the survey. Determine in advance how many responses you require and how you will gain access to the sample.

When you are satisfied that you have created a strong research design suitable for answering your research questions, you can conduct the survey through your method of choice – by post, online, or in person.

There are many methods of analysing 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 cleanse the data by removing incomplete or incorrectly completed responses.

If you asked open-ended questions, you will have to code the responses by assigning labels to each response and organising them into categories or themes. You can also use more qualitative methods, such as thematic analysis , which is especially suitable for analysing interviews.

Statistical analysis is usually conducted using programs like SPSS or Stata. The same set of survey data can be subject to many analyses.

Finally, when you have collected and analysed 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. You can include the full questionnaire as an appendix and refer to it in the text if relevant.

Then introduce the analysis by describing how you prepared the data and the statistical methods you used to analyse it. In the results section, you summarise the key results from your analysis.

A Likert scale is a rating scale that quantitatively assesses opinions, attitudes, or behaviours. It is made up of four or more questions that measure a single attitude or trait when response scores are combined.

To use a Likert scale in a survey , you present participants with Likert-type questions or statements, and a continuum of items, usually with five or seven possible responses, to capture their degree of agreement.

Individual Likert-type questions are generally considered ordinal data , because the items have clear rank order, but don’t have an even distribution.

Overall Likert scale scores are sometimes treated as interval data. These scores are considered to have directionality and even spacing between them.

The type of data determines what statistical tests you should use to analyse your data.

A questionnaire is a data collection tool or instrument, while a survey is an overarching research method that involves collecting and analysing data from people using questionnaires.

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• Survey & Questionnaire Introduction: Examples + [5 Types]

Whether online or offline, you need to politely approach survey respondents and get them excited to fill your questionnaire when carrying out a research survey. Therefore, before going into the questions you want to ask, you need to kickstart your data collection process with a compelling survey or questionnaire introduction.  

Generally, only a few people would even listen to you if you shoved your survey in their faces without a simple introduction first. Survey introductions in online questionnaires help you prepare the minds of your respondents ahead of time and gather the best responses. 

What is a Survey Introduction?

A survey introduction is a concise description with relevant information about a survey. It is the first part of the survey that prospective respondents interact with and it helps them decide whether to fill your questionnaire or not. 

Think of survey introductions as abstracts that communicate the entire essence of the data collection process. Without a good abstract, your thesis gets delayed or unapproved. 

Following through with this thought means that the more exciting your survey introduction is, the higher your chances of collecting the right number of quality survey responses.

Features of a Survey Introduction

A good survey introduction must answer these 5 questions: 

• Who is conducting the survey?

Here, you should include the name of the person or organization that is carrying out the research. 

• What is the research about?

Survey respondents need to understand the aims and objectives of your research. This shows them why your survey is important and why they need to be part of it.  

• How long will the survey take?

Prepare their minds ahead of time by adding an estimated survey-completion time. While shorter surveys are likely to have more respondents, don’t give a false estimation to bait people to fill your survey. 

• Is my data safe?

Data privacy and protection is a huge concern for everyone. Since you plan to collect data from respondents, you need to tell them how you will use this information. You can include a link to your company’s privacy policy.

• How will I fill the survey?

Include instructions on how to fill the survey. Include information about relevant documents for the survey too.  

Your survey should be written in simple language your audience understands. It should be friendly, human and show the respondents how much impact they’ll make by taking part in the survey. Always include a nice “thank you” note in your survey introduction. 

Types of Survey Introduction  

Market survey introduction.

If you’re conducting market research using a survey , then you need a market survey introduction. To get more information about your customers/ target market, you need to conduct a market research survey. A market survey introduction gives your target audience a clear picture of what you want to achieve and how their participation is an important part of it.

Market research serves multiple purposes—sometimes, it is all about getting real-time data to inform product launches. Other times, it is for business expansion or product improvement. With a market survey introduction, you can get your audience on the same page and let them know the exact information you need from them. 

A market survey introduction should answer all the questions we looked at when we discussed the features of a survey introduction. After naming your organization, you should also introduce your product or product idea for brand awareness. 

Because of the type of information, market surveys are longer than other types of surveys ; sometimes, they have multiple sections. So, in your market survey introduction, give respondents a heads-up and let them know completing your survey will take more time than the average. You can add a nice reward they can claim after filling the survey. 

Example of Market Survey Introduction  

At Formplus, we are working to improve online data collection for you. We’d really like to know what you feel about online data gathering tools . Take this 20-minute survey and win a free 1-month Formplus premium subscription. Your data will be collected anonymously and only used for this research. Thank You! 

Student Survey Introduction

A student survey is a method of sampling students’ opinions about the school, teachers, and overall learning experiences. From measuring student satisfaction to evaluating courses, student surveys help you to make the right changes to your school. 

A student survey introduction is the first step in getting the best responses from your students. Encourage students to provide objective feedback and let them know how the information will be used.

In the survey introduction, indicate that all responses will be recorded anonymously. Students need to be sure that they can provide honest feedback in the survey without getting harassed or victimized. 

Example of Student Survey Introduction  

Thank you for being one of our students at Salthill College. Please complete this short 3-minutes survey to let us know how satisfied you are with your overall student experience at our college. All responses are recorded anonymously so feel free to provide honest feedback. Your responses will help us improve our teaching and learning environment. 

Research Questionnaire Introduction  

You need a good research questionnaire introduction during the data-collection phase of your research. People are more likely to fill your questionnaire when they clearly understand what you want to achieve and why your research is important. 

In the research questionnaire introduction, you can include facts, data, or statistics about the research problem. Then, show how the data collected via the questionnaire will contribute to solving the problem. The introduction should also address data privacy, data protection, and participant’s consent. 

Even if you plan to share the questionnaire physically, a good research questionnaire introduction will help collect responses faster and save time. 

Example of Research Questionnaire Introduction  

Hello, I am a postgraduate researcher at the London School of Tropical Medicine. I am conducting a study on effective treatment options for communicable diseases in West Africa and I would like to know your experiences with the signs, symptoms, and treatment of communicable diseases. Please complete this 30-minute survey. Your responses are anonymous and you can skip any questions you are not comfortable with. Thank you for your participation. 

Customer Satisfaction Survey Introduction  

Your customer satisfaction survey introduction should communicate 2 things—appreciation and brevity. First, you should let your customers know how much you love their patronage. Next, tell them that the survey will take just a few minutes. 

Throw in an honorary mention of your brand and then, go through some of the information you’ll need from them in the survey. To increase response rates, you can reward respondents with a gift, discount, or special offer. 

Example of Customer Satisfaction Survey Introduction  

Thank you for shopping at Wreaths and Flowers! We’ll like to ask you a few questions about your shopping experience. Your responses will help us make shopping more enjoyable for you. This will only take 1 minute and you get 30% off your next order when you complete the survey! 

Importance of Survey Introduction

• It outlines the most important information about your survey

People need to know what they are getting into before filling your survey or questionnaire, and that’s exactly why you need a great survey introduction. 

• It’s a great way to welcome respondents

You wouldn’t just walk up to someone to ask for something without a proper introduction so why would you want to do this with your survey or questionnaire ? A questionnaire welcome page sets the mood for requesting responses from your respondents. 

• Quality survey introductions help you gain respondents’ trust

Many people are not excited about filling surveys and questionnaires, which is why they need a push. A survey or questionnaire introduction helps respondents to trust you and heightens their interest in filling your survey. 

A survey introduction answers all the questions participants may have about the questionnaire. Think of it as some sort of FAQs that allows respondents to have a full grasp of your data collection process. 

A questionnaire welcome page boosts survey participation and reduces survey dropout rates. 

It helps survey participants to feel like an important part of the overall data gathering process. Survey introductions show participants that you value their opinions. 

Survey introductions build the participants’ interest in your survey or questionnaire. 

Why Use Formplus to Create Surveys?

• Pre and Post Submission Page

Formplus allows you to add exciting survey introductions to your questionnaire. On the form’s intro page, you can provide a brief description of your survey, information on data privacy, and any other thing they need to know before filling the form. 

You can also customize the form’s post-submission page and include a nice “thank you” note for respondents after they complete the survey or questionnaire. Learn more about our intro and post-submission pages here:

• Intuitive Easy to Use Survey Maker  

The Formplus builder is easy to use and you can build surveys and questionnaires from scratch in no time without writing a single line of code. It has a drag-and-drop feature that allows you to add more than 30 different fields to your form seamlessly. 

• Conditional Logic

Survey participants do not have to see or fill out all the fields in your form. With conditional logic, you can show or hide form fields and pages based on answers provided by respondents. This means survey respondents only have to fill the fields that are relevant to them. 

Conditional logic helps you collect the right type of information from different survey participants. This way, you can avoid extra clutter and collect as much data as you want. 

• Offline Surveys

Formplus supports offline data collection and this means you can collect data in areas with poor or no internet access. Survey participants can fill and submit your questionnaire when they are offline. The data they provide will be automatically synced with our servers or your preferred cloud storage when internet access is restored. 

• Customized Surveys and Questionnaires

Formplus allows you to create beautiful and unique surveys with zero design experience. With the flexible design options, you can change the questionnaire’s background, colors, fonts, and create visually appealing designs. You can also add images and your organization’s logo. 

• Share Forms Easily

With multiple form-sharing options, you can send out your survey and collect responses in many ways. Apart from adding your questionnaire to your website, you can also share it using the social media direct sharing buttons and via email invitations. 

• Google Sheets Integration

With Google sheets integration, you can automatically update form responses in your spreadsheet and keep all form collaborators up to date. This makes it easy for you to import and export data, and collaborate with multiple people at the same time. 

• Custom Subdomain

Sharing your questionnaire via a custom subdomain adds an air of professionalism to your overall data collection process. When creating your custom URL, you can include the name of your organization as a means of promoting your brand. 

Custom subdomains are simple and easy to remember too. Hosting your survey on a custom subdomain also serves as an extra layer of security; especially when you share the link via email. 

• Autoresponder Emails  

After receiving a new response to your questionnaire, you can send out an automated automatic confirmation email to the survey participant in the form of autoresponder messages. In your autoresponder email, you should include a thank you message and any links to special offers and rewards. 

• Mobile-Friendly Forms

Many people fill out surveys and questionnaires on their mobile devices and this is why all Formplus forms are mobile-friendly. Participants can complete the survey right on their mobile devices without having to bother about pinching out or zooming in on your form. Formplus forms can be viewed and filled out on any smartphone, tablet, or internet-enabled mobile device. 

In this article, we’ve looked at different survey introductions for different types of questionnaires and surveys including customer satisfaction surveys and research questionnaires. Whether you are collecting data online or offline, the right survey introduction will boost participants’ interest in completing your survey. 

With Formplus, you can add unique survey introductions to your form before sharing it with respondents. On the post-submission page, you can include a beautiful “thank you” note for respondents who complete your survey. Try out the pre and post-submission page option as well as other exciting features when you sign up for a free Formplus account. 

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Home » Descriptive Research Design – Types, Methods and Examples

Descriptive Research Design – Types, Methods and Examples

Table of Contents

Descriptive Research Design

Definition:

Descriptive research design is a type of research methodology that aims to describe or document the characteristics, behaviors, attitudes, opinions, or perceptions of a group or population being studied.

Descriptive research design does not attempt to establish cause-and-effect relationships between variables or make predictions about future outcomes. Instead, it focuses on providing a detailed and accurate representation of the data collected, which can be useful for generating hypotheses, exploring trends, and identifying patterns in the data.

Types of Descriptive Research Design

Types of Descriptive Research Design are as follows:

Cross-sectional Study

This involves collecting data at a single point in time from a sample or population to describe their characteristics or behaviors. For example, a researcher may conduct a cross-sectional study to investigate the prevalence of certain health conditions among a population, or to describe the attitudes and beliefs of a particular group.

Longitudinal Study

This involves collecting data over an extended period of time, often through repeated observations or surveys of the same group or population. Longitudinal studies can be used to track changes in attitudes, behaviors, or outcomes over time, or to investigate the effects of interventions or treatments.

This involves an in-depth examination of a single individual, group, or situation to gain a detailed understanding of its characteristics or dynamics. Case studies are often used in psychology, sociology, and business to explore complex phenomena or to generate hypotheses for further research.

Survey Research

This involves collecting data from a sample or population through standardized questionnaires or interviews. Surveys can be used to describe attitudes, opinions, behaviors, or demographic characteristics of a group, and can be conducted in person, by phone, or online.

Observational Research

This involves observing and documenting the behavior or interactions of individuals or groups in a natural or controlled setting. Observational studies can be used to describe social, cultural, or environmental phenomena, or to investigate the effects of interventions or treatments.

Correlational Research

This involves examining the relationships between two or more variables to describe their patterns or associations. Correlational studies can be used to identify potential causal relationships or to explore the strength and direction of relationships between variables.

Data Analysis Methods

Descriptive research design data analysis methods depend on the type of data collected and the research question being addressed. Here are some common methods of data analysis for descriptive research:

Descriptive Statistics

This method involves analyzing data to summarize and describe the key features of a sample or population. Descriptive statistics can include measures of central tendency (e.g., mean, median, mode) and measures of variability (e.g., range, standard deviation).

Cross-tabulation

This method involves analyzing data by creating a table that shows the frequency of two or more variables together. Cross-tabulation can help identify patterns or relationships between variables.

Content Analysis

This method involves analyzing qualitative data (e.g., text, images, audio) to identify themes, patterns, or trends. Content analysis can be used to describe the characteristics of a sample or population, or to identify factors that influence attitudes or behaviors.

Qualitative Coding

This method involves analyzing qualitative data by assigning codes to segments of data based on their meaning or content. Qualitative coding can be used to identify common themes, patterns, or categories within the data.

Visualization

This method involves creating graphs or charts to represent data visually. Visualization can help identify patterns or relationships between variables and make it easier to communicate findings to others.

Comparative Analysis

This method involves comparing data across different groups or time periods to identify similarities and differences. Comparative analysis can help describe changes in attitudes or behaviors over time or differences between subgroups within a population.

Applications of Descriptive Research Design

Descriptive research design has numerous applications in various fields. Some of the common applications of descriptive research design are:

• Market research: Descriptive research design is widely used in market research to understand consumer preferences, behavior, and attitudes. This helps companies to develop new products and services, improve marketing strategies, and increase customer satisfaction.
• Health research: Descriptive research design is used in health research to describe the prevalence and distribution of a disease or health condition in a population. This helps healthcare providers to develop prevention and treatment strategies.
• Educational research: Descriptive research design is used in educational research to describe the performance of students, schools, or educational programs. This helps educators to improve teaching methods and develop effective educational programs.
• Social science research: Descriptive research design is used in social science research to describe social phenomena such as cultural norms, values, and beliefs. This helps researchers to understand social behavior and develop effective policies.
• Public opinion research: Descriptive research design is used in public opinion research to understand the opinions and attitudes of the general public on various issues. This helps policymakers to develop effective policies that are aligned with public opinion.
• Environmental research: Descriptive research design is used in environmental research to describe the environmental conditions of a particular region or ecosystem. This helps policymakers and environmentalists to develop effective conservation and preservation strategies.

Descriptive Research Design Examples

Here are some real-time examples of descriptive research designs:

• A restaurant chain wants to understand the demographics and attitudes of its customers. They conduct a survey asking customers about their age, gender, income, frequency of visits, favorite menu items, and overall satisfaction. The survey data is analyzed using descriptive statistics and cross-tabulation to describe the characteristics of their customer base.
• A medical researcher wants to describe the prevalence and risk factors of a particular disease in a population. They conduct a cross-sectional study in which they collect data from a sample of individuals using a standardized questionnaire. The data is analyzed using descriptive statistics and cross-tabulation to identify patterns in the prevalence and risk factors of the disease.
• An education researcher wants to describe the learning outcomes of students in a particular school district. They collect test scores from a representative sample of students in the district and use descriptive statistics to calculate the mean, median, and standard deviation of the scores. They also create visualizations such as histograms and box plots to show the distribution of scores.
• A marketing team wants to understand the attitudes and behaviors of consumers towards a new product. They conduct a series of focus groups and use qualitative coding to identify common themes and patterns in the data. They also create visualizations such as word clouds to show the most frequently mentioned topics.
• An environmental scientist wants to describe the biodiversity of a particular ecosystem. They conduct an observational study in which they collect data on the species and abundance of plants and animals in the ecosystem. The data is analyzed using descriptive statistics to describe the diversity and richness of the ecosystem.

How to Conduct Descriptive Research Design

To conduct a descriptive research design, you can follow these general steps:

• Define your research question: Clearly define the research question or problem that you want to address. Your research question should be specific and focused to guide your data collection and analysis.
• Choose your research method: Select the most appropriate research method for your research question. As discussed earlier, common research methods for descriptive research include surveys, case studies, observational studies, cross-sectional studies, and longitudinal studies.
• Design your study: Plan the details of your study, including the sampling strategy, data collection methods, and data analysis plan. Determine the sample size and sampling method, decide on the data collection tools (such as questionnaires, interviews, or observations), and outline your data analysis plan.
• Collect data: Collect data from your sample or population using the data collection tools you have chosen. Ensure that you follow ethical guidelines for research and obtain informed consent from participants.
• Analyze data: Use appropriate statistical or qualitative analysis methods to analyze your data. As discussed earlier, common data analysis methods for descriptive research include descriptive statistics, cross-tabulation, content analysis, qualitative coding, visualization, and comparative analysis.
• I nterpret results: Interpret your findings in light of your research question and objectives. Identify patterns, trends, and relationships in the data, and describe the characteristics of your sample or population.
• Draw conclusions and report results: Draw conclusions based on your analysis and interpretation of the data. Report your results in a clear and concise manner, using appropriate tables, graphs, or figures to present your findings. Ensure that your report follows accepted research standards and guidelines.

When to Use Descriptive Research Design

Descriptive research design is used in situations where the researcher wants to describe a population or phenomenon in detail. It is used to gather information about the current status or condition of a group or phenomenon without making any causal inferences. Descriptive research design is useful in the following situations:

• Exploratory research: Descriptive research design is often used in exploratory research to gain an initial understanding of a phenomenon or population.
• Identifying trends: Descriptive research design can be used to identify trends or patterns in a population, such as changes in consumer behavior or attitudes over time.
• Market research: Descriptive research design is commonly used in market research to understand consumer preferences, behavior, and attitudes.
• Health research: Descriptive research design is useful in health research to describe the prevalence and distribution of a disease or health condition in a population.
• Social science research: Descriptive research design is used in social science research to describe social phenomena such as cultural norms, values, and beliefs.
• Educational research: Descriptive research design is used in educational research to describe the performance of students, schools, or educational programs.

Purpose of Descriptive Research Design

The main purpose of descriptive research design is to describe and measure the characteristics of a population or phenomenon in a systematic and objective manner. It involves collecting data that describe the current status or condition of the population or phenomenon of interest, without manipulating or altering any variables.

The purpose of descriptive research design can be summarized as follows:

• To provide an accurate description of a population or phenomenon: Descriptive research design aims to provide a comprehensive and accurate description of a population or phenomenon of interest. This can help researchers to develop a better understanding of the characteristics of the population or phenomenon.
• To identify trends and patterns: Descriptive research design can help researchers to identify trends and patterns in the data, such as changes in behavior or attitudes over time. This can be useful for making predictions and developing strategies.
• To generate hypotheses: Descriptive research design can be used to generate hypotheses or research questions that can be tested in future studies. For example, if a descriptive study finds a correlation between two variables, this could lead to the development of a hypothesis about the causal relationship between the variables.
• To establish a baseline: Descriptive research design can establish a baseline or starting point for future research. This can be useful for comparing data from different time periods or populations.

Characteristics of Descriptive Research Design

Descriptive research design has several key characteristics that distinguish it from other research designs. Some of the main characteristics of descriptive research design are:

• Objective : Descriptive research design is objective in nature, which means that it focuses on collecting factual and accurate data without any personal bias. The researcher aims to report the data objectively without any personal interpretation.
• Non-experimental: Descriptive research design is non-experimental, which means that the researcher does not manipulate any variables. The researcher simply observes and records the behavior or characteristics of the population or phenomenon of interest.
• Quantitative : Descriptive research design is quantitative in nature, which means that it involves collecting numerical data that can be analyzed using statistical techniques. This helps to provide a more precise and accurate description of the population or phenomenon.
• Cross-sectional: Descriptive research design is often cross-sectional, which means that the data is collected at a single point in time. This can be useful for understanding the current state of the population or phenomenon, but it may not provide information about changes over time.
• Large sample size: Descriptive research design typically involves a large sample size, which helps to ensure that the data is representative of the population of interest. A large sample size also helps to increase the reliability and validity of the data.
• Systematic and structured: Descriptive research design involves a systematic and structured approach to data collection, which helps to ensure that the data is accurate and reliable. This involves using standardized procedures for data collection, such as surveys, questionnaires, or observation checklists.

Advantages of Descriptive Research Design

Descriptive research design has several advantages that make it a popular choice for researchers. Some of the main advantages of descriptive research design are:

• Provides an accurate description: Descriptive research design is focused on accurately describing the characteristics of a population or phenomenon. This can help researchers to develop a better understanding of the subject of interest.
• Easy to conduct: Descriptive research design is relatively easy to conduct and requires minimal resources compared to other research designs. It can be conducted quickly and efficiently, and data can be collected through surveys, questionnaires, or observations.
• Useful for generating hypotheses: Descriptive research design can be used to generate hypotheses or research questions that can be tested in future studies. For example, if a descriptive study finds a correlation between two variables, this could lead to the development of a hypothesis about the causal relationship between the variables.
• Large sample size : Descriptive research design typically involves a large sample size, which helps to ensure that the data is representative of the population of interest. A large sample size also helps to increase the reliability and validity of the data.
• Can be used to monitor changes : Descriptive research design can be used to monitor changes over time in a population or phenomenon. This can be useful for identifying trends and patterns, and for making predictions about future behavior or attitudes.
• Can be used in a variety of fields : Descriptive research design can be used in a variety of fields, including social sciences, healthcare, business, and education.

Limitation of Descriptive Research Design

Descriptive research design also has some limitations that researchers should consider before using this design. Some of the main limitations of descriptive research design are:

• Cannot establish cause and effect: Descriptive research design cannot establish cause and effect relationships between variables. It only provides a description of the characteristics of the population or phenomenon of interest.
• Limited generalizability: The results of a descriptive study may not be generalizable to other populations or situations. This is because descriptive research design often involves a specific sample or situation, which may not be representative of the broader population.
• Potential for bias: Descriptive research design can be subject to bias, particularly if the researcher is not objective in their data collection or interpretation. This can lead to inaccurate or incomplete descriptions of the population or phenomenon of interest.
• Limited depth: Descriptive research design may provide a superficial description of the population or phenomenon of interest. It does not delve into the underlying causes or mechanisms behind the observed behavior or characteristics.
• Limited utility for theory development: Descriptive research design may not be useful for developing theories about the relationship between variables. It only provides a description of the variables themselves.
• Relies on self-report data: Descriptive research design often relies on self-report data, such as surveys or questionnaires. This type of data may be subject to biases, such as social desirability bias or recall bias.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Descriptive Research: Definition, Characteristics, Methods + Examples

Suppose an apparel brand wants to understand the fashion purchasing trends among New York’s buyers, then it must conduct a demographic survey of the specific region, gather population data, and then conduct descriptive research on this demographic segment.

The study will then uncover details on “what is the purchasing pattern of New York buyers,” but will not cover any investigative information about “ why ” the patterns exist. Because for the apparel brand trying to break into this market, understanding the nature of their market is the study’s main goal. Let’s talk about it.

What is descriptive research?

Descriptive research is a research method describing the characteristics of the population or phenomenon studied. This descriptive methodology focuses more on the “what” of the research subject than the “why” of the research subject.

The method primarily focuses on describing the nature of a demographic segment without focusing on “why” a particular phenomenon occurs. In other words, it “describes” the research subject without covering “why” it happens.

Characteristics of descriptive research

The term descriptive research then refers to research questions, the design of the study, and data analysis conducted on that topic. We call it an observational research method because none of the research study variables are influenced in any capacity.

Some distinctive characteristics of descriptive research are:

• Quantitative research: It is a quantitative research method that attempts to collect quantifiable information for statistical analysis of the population sample. It is a popular market research tool that allows us to collect and describe the demographic segment’s nature.
• Uncontrolled variables: In it, none of the variables are influenced in any way. This uses observational methods to conduct the research. Hence, the nature of the variables or their behavior is not in the hands of the researcher.
• Cross-sectional studies: It is generally a cross-sectional study where different sections belonging to the same group are studied.
• The basis for further research: Researchers further research the data collected and analyzed from descriptive research using different research techniques. The data can also help point towards the types of research methods used for the subsequent research.

Applications of descriptive research with examples

A descriptive research method can be used in multiple ways and for various reasons. Before getting into any survey , though, the survey goals and survey design are crucial. Despite following these steps, there is no way to know if one will meet the research outcome. How to use descriptive research? To understand the end objective of research goals, below are some ways organizations currently use descriptive research today:

• Define respondent characteristics: The aim of using close-ended questions is to draw concrete conclusions about the respondents. This could be the need to derive patterns, traits, and behaviors of the respondents. It could also be to understand from a respondent their attitude, or opinion about the phenomenon. For example, understand millennials and the hours per week they spend browsing the internet. All this information helps the organization researching to make informed business decisions.
• Measure data trends: Researchers measure data trends over time with a descriptive research design’s statistical capabilities. Consider if an apparel company researches different demographics like age groups from 24-35 and 36-45 on a new range launch of autumn wear. If one of those groups doesn’t take too well to the new launch, it provides insight into what clothes are like and what is not. The brand drops the clothes and apparel that customers don’t like.
• Conduct comparisons: Organizations also use a descriptive research design to understand how different groups respond to a specific product or service. For example, an apparel brand creates a survey asking general questions that measure the brand’s image. The same study also asks demographic questions like age, income, gender, geographical location, geographic segmentation , etc. This consumer research helps the organization understand what aspects of the brand appeal to the population and what aspects do not. It also helps make product or marketing fixes or even create a new product line to cater to high-growth potential groups.
• Validate existing conditions: Researchers widely use descriptive research to help ascertain the research object’s prevailing conditions and underlying patterns. Due to the non-invasive research method and the use of quantitative observation and some aspects of qualitative observation , researchers observe each variable and conduct an in-depth analysis . Researchers also use it to validate any existing conditions that may be prevalent in a population.
• Conduct research at different times: The analysis can be conducted at different periods to ascertain any similarities or differences. This also allows any number of variables to be evaluated. For verification, studies on prevailing conditions can also be repeated to draw trends.

Advantages of descriptive research

Some of the significant advantages of descriptive research are:

• Data collection: A researcher can conduct descriptive research using specific methods like observational method, case study method, and survey method. Between these three, all primary data collection methods are covered, which provides a lot of information. This can be used for future research or even for developing a hypothesis for your research object.
• Varied: Since the data collected is qualitative and quantitative, it gives a holistic understanding of a research topic. The information is varied, diverse, and thorough.
• Natural environment: Descriptive research allows for the research to be conducted in the respondent’s natural environment, which ensures that high-quality and honest data is collected.
• Quick to perform and cheap: As the sample size is generally large in descriptive research, the data collection is quick to conduct and is inexpensive.

Descriptive research methods

There are three distinctive methods to conduct descriptive research. They are:

Observational method

The observational method is the most effective method to conduct this research, and researchers make use of both quantitative and qualitative observations.

A quantitative observation is the objective collection of data primarily focused on numbers and values. It suggests “associated with, of or depicted in terms of a quantity.” Results of quantitative observation are derived using statistical and numerical analysis methods. It implies observation of any entity associated with a numeric value such as age, shape, weight, volume, scale, etc. For example, the researcher can track if current customers will refer the brand using a simple Net Promoter Score question .

Qualitative observation doesn’t involve measurements or numbers but instead just monitoring characteristics. In this case, the researcher observes the respondents from a distance. Since the respondents are in a comfortable environment, the characteristics observed are natural and effective. In a descriptive research design, the researcher can choose to be either a complete observer, an observer as a participant, a participant as an observer, or a full participant. For example, in a supermarket, a researcher can from afar monitor and track the customers’ selection and purchasing trends. This offers a more in-depth insight into the purchasing experience of the customer.

Case study method

Case studies involve in-depth research and study of individuals or groups. Case studies lead to a hypothesis and widen a further scope of studying a phenomenon. However, case studies should not be used to determine cause and effect as they can’t make accurate predictions because there could be a bias on the researcher’s part. The other reason why case studies are not a reliable way of conducting descriptive research is that there could be an atypical respondent in the survey. Describing them leads to weak generalizations and moving away from external validity.

Survey research

In survey research, respondents answer through surveys or questionnaires or polls . They are a popular market research tool to collect feedback from respondents. A study to gather useful data should have the right survey questions. It should be a balanced mix of open-ended questions and close ended-questions . The survey method can be conducted online or offline, making it the go-to option for descriptive research where the sample size is enormous.

Examples of descriptive research

Some examples of descriptive research are:

• A specialty food group launching a new range of barbecue rubs would like to understand what flavors of rubs are favored by different people. To understand the preferred flavor palette, they conduct this type of research study using various methods like observational methods in supermarkets. By also surveying while collecting in-depth demographic information, offers insights about the preference of different markets. This can also help tailor make the rubs and spreads to various preferred meats in that demographic. Conducting this type of research helps the organization tweak their business model and amplify marketing in core markets.
• Another example of where this research can be used is if a school district wishes to evaluate teachers’ attitudes about using technology in the classroom. By conducting surveys and observing their comfortableness using technology through observational methods, the researcher can gauge what they can help understand if a full-fledged implementation can face an issue. This also helps in understanding if the students are impacted in any way with this change.

Some other research problems and research questions that can lead to descriptive research are:

• Market researchers want to observe the habits of consumers.
• A company wants to evaluate the morale of its staff.
• A school district wants to understand if students will access online lessons rather than textbooks.
• To understand if its wellness questionnaire programs enhance the overall health of the employees.

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How to Write a Survey Introduction [+Examples]

Published: August 25, 2021

Writing a survey introduction probably isn't something you think about very often. That is until you're looking at the first screen of your almost finalized survey thinking "I should put something here. But what?"

While a potentially overlooked piece of the survey creation process, a good survey introduction is critical to improving survey completion rates and ensuring that the responses you receive are accurate. Taking the time to think about what information to include in your introduction can have a big impact on the success of your survey.

What is a Survey Introduction?

A survey introduction is the block of text that precedes the questions of your survey. It might be included at the top of an email requesting feedback or be the first slide in a series of questions. The survey introduction serves to set the stage for what the survey is, why the recipient should take the time to complete it, and what you're going to do with the information you collect. It should be compelling, informative, and reassuring.

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How to Write a Survey Introduction

Start by thinking about the purpose of this survey. Who will be taking the survey? What information do you need for the project to be successful? Distill this information down into a sentence or two for your audience. Some examples may include:

• We're looking for feedback on our new product line for men.
• Tell us about your recent customer service experience.
• We're revamping our spring menu! What do you want for dinner?

Secondly, follow up with any logistical information they need to know about the survey. How many questions is it? When does the survey end? Who should they contact if they have additional questions? This might sound something like:

• This 5 question survey will take around 10 minutes to complete.
• Click below to access the short, two-question survey. For further information or feedback, please contact our support team at [email protected].
• This survey will be open until April 24th, 2022. Please take 5 minutes to provide your feedback before that time.

Finally, reassure the survey participants that their data is safe, and offer any information about how the survey data will be used:

• Your answers are anonymous and will be used to improve our future customer service strategy.
• Responses will be anonymized and analyzed for our upcoming report on consumer perception of insurance companies in the US. Please leave your email address if you'd like to receive a copy of the finished report.
• We read every response to our customer happiness surveys, and follow-up to make sure you're left with a positive experience.

No matter what you include in your survey introduction, make sure to keep it concise and as short as possible. Too long, and you risk readers dropping off and not completing your survey. It's also important to keep your survey messaging on-brand. If you typically use a brand voice that's quite corporate, switching to a conversational tone in your survey introduction will feel out of place. It might even make some readers question if the survey is truly coming from your company - causing distrust in its authenticity.

Finally, thank your respondents for their time. Even if their responses are negative, the fact that they're engaging with your survey is a great indicator of their loyalty . Customers will not take the time to provide feedback to companies they don't care about. Here are some phrases you can use to show your appreciation:

• This feedback is very helpful for our team in developing new features. Thank you so much for taking the time to complete this survey.
• We read every comment you leave on these surveys, so thank you for your feedback!
• We truly appreciate your insight and your time.

Want to make sure you've got it all covered? Save this checklist of the most important aspects to include in the survey introduction:

• How long will it take? (Minutes or number of questions)
• Why are you doing this survey?
• Why should they fill it out? Is there a giveaway for respondents (such as a draw for a $50 Amazon card) or another incentive to complete it?
• What are you going to do with the results? Are they anonymous?
• When does the survey close? What is the overall timeline?
• Are there any definitions or things they need to know before filling out the survey?
• Where should they go if they have questions or more feedback?
• Thank your participants for their time and feedback.
• Any additional information they need to fill out the survey with good, accurate data

Good Survey Introduction Examples

These survey introductions hit all the right notes. Read on for inspiration and additional tricks on how to write your own!

1. Squamish Off-Road Cycling Association (SORCA)

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Bridging the Gap: Overcome these 7 flaws in descriptive research design

Descriptive research design is a powerful tool used by scientists and researchers to gather information about a particular group or phenomenon. This type of research provides a detailed and accurate picture of the characteristics and behaviors of a particular population or subject. By observing and collecting data on a given topic, descriptive research helps researchers gain a deeper understanding of a specific issue and provides valuable insights that can inform future studies.

In this blog, we will explore the definition, characteristics, and common flaws in descriptive research design, and provide tips on how to avoid these pitfalls to produce high-quality results. Whether you are a seasoned researcher or a student just starting, understanding the fundamentals of descriptive research design is essential to conducting successful scientific studies.

Table of Contents

What Is Descriptive Research Design?

The descriptive research design involves observing and collecting data on a given topic without attempting to infer cause-and-effect relationships. The goal of descriptive research is to provide a comprehensive and accurate picture of the population or phenomenon being studied and to describe the relationships, patterns, and trends that exist within the data.

Descriptive research methods can include surveys, observational studies , and case studies, and the data collected can be qualitative or quantitative . The findings from descriptive research provide valuable insights and inform future research, but do not establish cause-and-effect relationships.

Importance of Descriptive Research in Scientific Studies

1. understanding of a population or phenomenon.

Descriptive research provides a comprehensive picture of the characteristics and behaviors of a particular population or phenomenon, allowing researchers to gain a deeper understanding of the topic.

2. Baseline Information

The information gathered through descriptive research can serve as a baseline for future research and provide a foundation for further studies.

3. Informative Data

Descriptive research can provide valuable information and insights into a particular topic, which can inform future research, policy decisions, and programs.

4. Sampling Validation

Descriptive research can be used to validate sampling methods and to help researchers determine the best approach for their study.

5. Cost Effective

Descriptive research is often less expensive and less time-consuming than other research methods , making it a cost-effective way to gather information about a particular population or phenomenon.

6. Easy to Replicate

Descriptive research is straightforward to replicate, making it a reliable way to gather and compare information from multiple sources.

Key Characteristics of Descriptive Research Design

The primary purpose of descriptive research is to describe the characteristics, behaviors, and attributes of a particular population or phenomenon.

2. Participants and Sampling

Descriptive research studies a particular population or sample that is representative of the larger population being studied. Furthermore, sampling methods can include convenience, stratified, or random sampling.

3. Data Collection Techniques

Descriptive research typically involves the collection of both qualitative and quantitative data through methods such as surveys, observational studies, case studies, or focus groups.

4. Data Analysis

Descriptive research data is analyzed to identify patterns, relationships, and trends within the data. Statistical techniques , such as frequency distributions and descriptive statistics, are commonly used to summarize and describe the data.

5. Focus on Description

Descriptive research is focused on describing and summarizing the characteristics of a particular population or phenomenon. It does not make causal inferences.

6. Non-Experimental

Descriptive research is non-experimental, meaning that the researcher does not manipulate variables or control conditions. The researcher simply observes and collects data on the population or phenomenon being studied.

When Can a Researcher Conduct Descriptive Research?

A researcher can conduct descriptive research in the following situations:

• To better understand a particular population or phenomenon
• To describe the relationships between variables
• To describe patterns and trends
• To validate sampling methods and determine the best approach for a study
• To compare data from multiple sources.

Types of Descriptive Research Design

1. survey research.

Surveys are a type of descriptive research that involves collecting data through self-administered or interviewer-administered questionnaires. Additionally, they can be administered in-person, by mail, or online, and can collect both qualitative and quantitative data.

2. Observational Research

Observational research involves observing and collecting data on a particular population or phenomenon without manipulating variables or controlling conditions. It can be conducted in naturalistic settings or controlled laboratory settings.

3. Case Study Research

Case study research is a type of descriptive research that focuses on a single individual, group, or event. It involves collecting detailed information on the subject through a variety of methods, including interviews, observations, and examination of documents.

4. Focus Group Research

Focus group research involves bringing together a small group of people to discuss a particular topic or product. Furthermore, the group is usually moderated by a researcher and the discussion is recorded for later analysis.

5. Ethnographic Research

Ethnographic research involves conducting detailed observations of a particular culture or community. It is often used to gain a deep understanding of the beliefs, behaviors, and practices of a particular group.

Advantages of Descriptive Research Design

1. provides a comprehensive understanding.

Descriptive research provides a comprehensive picture of the characteristics, behaviors, and attributes of a particular population or phenomenon, which can be useful in informing future research and policy decisions.

2. Non-invasive

Descriptive research is non-invasive and does not manipulate variables or control conditions, making it a suitable method for sensitive or ethical concerns.

3. Flexibility

Descriptive research allows for a wide range of data collection methods , including surveys, observational studies, case studies, and focus groups, making it a flexible and versatile research method.

4. Cost-effective

Descriptive research is often less expensive and less time-consuming than other research methods. Moreover, it gives a cost-effective option to many researchers.

5. Easy to Replicate

Descriptive research is easy to replicate, making it a reliable way to gather and compare information from multiple sources.

6. Informs Future Research

The insights gained from a descriptive research can inform future research and inform policy decisions and programs.

Disadvantages of Descriptive Research Design

1. limited scope.

Descriptive research only provides a snapshot of the current situation and cannot establish cause-and-effect relationships.

2. Dependence on Existing Data

Descriptive research relies on existing data, which may not always be comprehensive or accurate.

3. Lack of Control

Researchers have no control over the variables in descriptive research, which can limit the conclusions that can be drawn.

The researcher’s own biases and preconceptions can influence the interpretation of the data.

5. Lack of Generalizability

Descriptive research findings may not be applicable to other populations or situations.

6. Lack of Depth

Descriptive research provides a surface-level understanding of a phenomenon, rather than a deep understanding.

7. Time-consuming

Descriptive research often requires a large amount of data collection and analysis, which can be time-consuming and resource-intensive.

7 Ways to Avoid Common Flaws While Designing Descriptive Research

1. Clearly define the research question

A clearly defined research question is the foundation of any research study, and it is important to ensure that the question is both specific and relevant to the topic being studied.

2. Choose the appropriate research design

Choosing the appropriate research design for a study is crucial to the success of the study. Moreover, researchers should choose a design that best fits the research question and the type of data needed to answer it.

3. Select a representative sample

Selecting a representative sample is important to ensure that the findings of the study are generalizable to the population being studied. Researchers should use a sampling method that provides a random and representative sample of the population.

4. Use valid and reliable data collection methods

Using valid and reliable data collection methods is important to ensure that the data collected is accurate and can be used to answer the research question. Researchers should choose methods that are appropriate for the study and that can be administered consistently and systematically.

5. Minimize bias

Bias can significantly impact the validity and reliability of research findings.  Furthermore, it is important to minimize bias in all aspects of the study, from the selection of participants to the analysis of data.

6. Ensure adequate sample size

An adequate sample size is important to ensure that the results of the study are statistically significant and can be generalized to the population being studied.

7. Use appropriate data analysis techniques

The appropriate data analysis technique depends on the type of data collected and the research question being asked. Researchers should choose techniques that are appropriate for the data and the question being asked.

Have you worked on descriptive research designs? How was your experience creating a descriptive design? What challenges did you face? Do write to us or leave a comment below and share your insights on descriptive research designs!

extremely very educative

Indeed very educative and useful. Well explained. Thank you

Simple,easy to understand

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Why use surveys?

Survey research methods.

• Conducting market research surveys
• Common mistakes with market research surveys?

The different types of survey methods

Survey tools for your survey method, what can businesses do with these types of surveys, how to write a research survey (free example templates), try qualtrics for free, types of market research surveys.

20 min read There are different types of survey research you can run, but the majority of research is conducted with just a handful of research survey methods. We explore what they are and how to use them.

What is a market research survey?

A market research survey is a way of getting feedback directly from the people who have the ultimate say in your organization’s success: your customers.

Unlike focus groups or interviews, market research surveys allow you to get detailed feedback at scale — from behaviors to overall experiences — and in a standardized format. Also, as the data is easy to process, you can quickly turn it into actionable insights .

Surveys are used to collect primary research, which means market research data that you collect yourself. The other type is secondary data, which is obtained from other sources, for example census data.

Surveys are among the most popular methods of primary market research, since they can be used to gather qualitative and quantitative research on market trends, and they can cover a huge range of respondents across your customer base. They’re also a format familiar to many people.

Get started with our free survey software

Surveys are ultimately about understanding your target audience, but they can go beyond your customer base. They can be taken by anyone — employees, potential future customers, and even those who don’t want to engage with your business (helping you to identify the ones that do).

However, a survey isn’t a stand-alone solution. It can work alongside other survey methods, such as focus groups, field studies, observation, and market analysis, to help you get a clear picture of your market and decide what direction to take.

But with all these different types of survey methods, and some being better than others in specific areas (e.g. data quality, collecting feedback), where should you start?

To get the best out of each survey research type, consider what you can invest in terms of:

• Time: How quickly do you need the survey research? Do you have time to conduct research?
• Money: Do you have the budget to invest in research overheads?
• Knowledge of analytics: Are you trained to interpret the collected data? If not, do you have a partner you can work with to get the insights you need?
• Research expertise: Do you have clearly defined problems or challenges that you want to explore or understand through surveys?
• Technology capability: Is your survey software up to the task of analyzing the data?
• Your audience’s response: Is it likely that your audience will respond? What survey types (online surveys, etc.) would they be most receptive to?
• Slow responses: Do you have a strategy in place to avoid low response rates?

Conducting market research surveys: best practices

Today’s market research industry is advancing rapidly, thanks in part to new technologies which make it easier to conduct market research, and offer more power and sophistication when it comes to analyzing your data.

Data-driven research is the standard across market research and other disciplines, and within the sector competition between brands is driving progress towards better and better market research tools. Beyond customer satisfaction, demographic questions and competitive analysis, today’s tools can dive deeper into your data, unearthing key drivers behind trends and even providing aggregated data on emotions and attitudes in customer feedback.

However, none of these technological advances can replace humans. To conduct market research successfully, you need to be able to combine tech with insight, intelligence and intuition, especially when you’re dealing directly with target customers, for example during a phone interview or when you’re approaching existing customers whose relationship to your brand needs to be maintained.

As we’ll see in this guide, market research can be used in a huge range of contexts, including brand tracking, customer experience research, employee experience programs, and of course product development. Whichever application you’re looking at, it’s essential to prepare thoroughly before sending out your surveys.

• Make sure your research question has been formulated and agreed by everyone involved in the project
• Develop a communications plan to maximize the chances of people engaging with your survey, including introductions, publicity, reminders and follow-up
• Consider using pre-testing before you fully launch your survey to thoroughly road-test it and iron out any issues
• Close the loop – after the study is complete and actions have been taken, let participations know how their contribution helped
• Consider a research panel for future surveys, either one you’ve built yourself or one managed by a third party provider

What are some common mistakes with market research surveys?

With the right survey tools and appropriate support from your survey platform provider, everything should go smoothly, even if you’re not an expert at doing your own market research. However, there are a few things to watch out for.

Choosing the wrong people to survey

Figuring out who you’re going to survey in the first place may seem like an obvious first step and not one you need to spend much time on. But in fact it’s possible to get it wrong, survey the wrong people and end up running a market research study with unreliable data. This is sometimes called ‘sample framing error’

Getting your sample size wrong

If your sample is too small, you run the risk of getting a sample group that doesn’t adequately reflect your target population. This can throw your entire market research survey off course. But if the sample is too large, you spend time and money on research that doesn’t add significant value. Have a look at our sample size calculator to help determine the right sample size for your market research surveys.

Using the wrong kinds of analysis

Do you know your conjoint analysis from your T-test? Understanding the basic types of statistical tests you can use to analyze market research survey data is essential if you’re not using a survey tool with built-in analytics. You’ll need to match the kind of data you’re collecting to the analysis method you choose in order to get accurate insights from your market research surveys.

Writing confusing survey questions

Survey questions aren’t like the questions we use in everyday speech, or even like the ones we ask in formal writing. They need to be highly specific, include appropriate context, and be free of any kind of descriptive or persuasive element that might introduce bias. For a primer on writing great market research survey questions, see our guide to great survey questions

You should choose your survey method based on your target audience, distribution capabilities, and the questions you want answered. For example, interviews are far more personal and explorative by nature, but they’re difficult and costly to scale. Online surveys, on the other hand, have far greater reach and much more affordable — but you lose the opportunity to connect with respondents. Let’s go through the different types and how you can use them.

Online surveys

Online surveys are accessible to any participant across the globe, providing they have an internet connection. You can create online surveys using survey platforms and distribute them via email using a link, or respondents can go directly to the online survey and complete it.

Paper surveys

Paper surveys (or written surveys) are printed surveys filled in by hand. This method works well if respondents have enough time (and incentive) to complete the survey, and the researcher is happy to manually collect the data before collating and interpreting the answers.

Mail surveys

Mail surveys provide exceptional geographical coverage as they can be printed off and sent via the post. However, as recipients need to return the surveys for counting, it’s recommended that you include a pre-paid returns envelope in the original envelope, otherwise you’ll have lower response rates.

Telephone surveys

Telephone surveys involve asking respondents a series of questions over the phone. It’s a popular survey method as it’s convenient for researchers and doesn’t require a lot of capital to do. However, researchers may need to invest time to set up interviews with participants and take notes during the process.

In-person interviews / face-to-face surveys

In-person interviews and face-to-face surveys are great opportunities to get more insightful and valuable responses from participants. You can quickly find out why they think and feel the way that they do, providing an unbiased view of a subject or issue. However, like telephone surveys, they require a lot of time to set up and gather data.

Panel surveys

Panel surveys use a pre-selected group of people as the sample, so that the research can be carried out quickly. It presents a happy medium between the speed and quality of research data.

Based on the type of survey method you choose, here are the types of tools you need and can use for each:

A good internet connection is required for participants to access online surveys, though mobile devices data plans mean that most people can connect to the internet easily.

A good survey software platform is needed to give you full functionality and flexibility, so your online surveys can be customized and optimized. However, businesses can get more for their money with a survey software system that does more for the company.

For example, the Qualtrics XM Platform™ is a best-of-breed experience operating system for experience management. It brings all your operational and experience data together from across the organization to help create and improve experiences for employees, customers, prospects and more. It automatically updates records, has an in-built analytics engine and can handle research projects, from start to finish, in a few clicks.

All you need are paper, ink, pens and clipboards — but due to environmental and sustainability concerns, particularly paper waste and ink pollution, you may want to opt for a more digitized solution.

For mail surveys, the resources and concerns are the same as with paper surveys — but the main difference is distribution.

Ultimately, you need a reliable postal service that can deliver to your target audience. It also becomes costly if you want to include international respondents.

As long as you have good connectivity and network coverage, telephone surveys are straightforward. That said, survey calls can last a long time, so if you plan to include international audiences, ensure you can afford the calling costs.

The only requirement for in-person interviews and face-to-face surveys is a venue to hold them in.

These require participants to be available at the time of the research. Traditionally, third-party generated research panels are available as a service to companies that don’t have access to the audiences they need.

The surveys we explored can be used for four purposes in any business:

1. Market surveys

These help you understand who’s out there, what they want, and how you can best meet their needs.

Market description surveys

Purpose: to determine the size and relative market share of the market. Such studies provide key information about market growth, competitive positioning, and tracking share of the market .

Market profiling / segmentation surveys

Purpose: to identify who the customers are , who they are not, and why they are or are not your customers. This is often a descriptive market segmentation and market share analysis.

Stage in the purchase process / tracking surveys

Where is the customer in the adoption process? This information shows Market Awareness – Knowledge – Intention – Trial – Purchase – Repurchase of the product.

2.   Customer experience surveys

This kind of survey helps you put yourself in the customer’s shoes and look at your business from their perspective.

Customer intention – purchase analysis surveys

Purpose: Directed at understanding the current customer. What motivates the customer to move from interest in the product to actual purchase? This is key to understanding customer conversion, commitment, and loyalty .

Customer attitudes and expectations surveys

Purpose: Used to direct advertising and improve customer conversion, commitment, and loyalty. Does the product meet customer expectations ? What attitudes have customers formed about the product and/or company?

Learn how you can set up and run customer attitudes and use surveys

Sales lead generation surveys

Purpose: Sales lead generation surveys are for

• assuring timely use and follow-up of sales leads
• qualifying sales leads (thereby saving valuable sales force time)
• providing more effective tracking of sales leads

Customer trust / loyalty / retention analysis surveys

Purpose: Especially helpful for high-priced consumer goods with a long decision and purchase processes (time from need recognition to purchase), this type of study explores the depth of consumer attitudes formed about the product and/or company.

Salesforce effectiveness surveys

Purpose: A combination of measures that focus on the sales activities, performance, and effectiveness in producing the desired and measurable effect or goal. Often measured as a 360-degree survey completed by the salesperson, the client (evaluating the sales call), and the supervisor responsible for evaluating the salesperson.

Customer service surveys

Purpose: Akin to customer satisfaction surveys, customer service surveys instead focus in detail on the actual customer service that was received, the process involved in receiving that service, and the evaluation of the participants in the service process.

Customer service representative (CSR) surveys

Purpose: CSRs often exhibit frustration, burnout, and high turnover . Surveys focus on CSR retention, reducing costs, and increasing the quality of customer relationships.

Attitudes, burnout, turnover, and retention: CSRs hold attitudes that reflect on their job-related activities including:

• the allocation of time
• solutions to customer needs
• how to improve their job
• best practices
• how well internal departments help customers

3. Product surveys

As part of product development, surveys help you find out what features, benefits and attributes appeal most to your customers, and how best to package your product, experience or service.

New product, service or experience concept analysis surveys

Purpose: Concept test studies are appropriate in the initial screening of new product concepts . Likes and dislikes about the concept and evaluation of acceptability and likelihood of purchase are especially useful measures.

Concept optimization, demand estimation, and cost analysis surveys (conjoint analysis)

Purpose: Determines an optimal bundle of features and benefits, and estimates associated demand. This kind of survey develops market share estimates of market potential for the alternative potential products.

Habits and practices, or attitude and usage surveys

Purpose: Directed at understanding usage situations, including how, when, and where the product is used. Habits and practices studies sometimes include a real or virtual pantry audit. Attitude and usage studies are used to understand consumer attitudes towards the product category and to life in general. They also look at product and brand usage, including how, when and where the product is used.

Product satisfaction surveys (attribute, features, promised benefits)

Purpose: Evaluation of the product’s promised bundle of benefits (both tangible and image). Are expectations created for the product by advertising, packaging , and the product appearance fulfilled by the product?

Competitive benchmarking surveys

Purpose: A “best practices” study of “how does the market view us relative to the competition?” Competitive positioning analyses often compare the attributes and benefits that make up the product using multidimensional scaling. These analyses also include an evaluation of key competitors, looking at the same KPIs and attributes as product satisfaction surveys.

Sales forecasting and market tracking surveys

Purpose: Sales forecasting and market tracking studies can include expert opinion (experts estimate the market), judgmental bootstrapping (expert-based rules describing how to use available secondary market information), conjoint analysis (estimation of consumer intentions based on product attributes that are important in the decision), and intentions evaluations (consumer self-reported intentions of future purchases).

Price setting surveys and elasticity of demand analysis

Purpose: Price surveys estimate the elasticity of demand and show optimal price points, including prices too low or too high. Price surveys may estimate the demand for different product or service segments, or different usage situations.

4. Brand surveys

A survey can help you understand how consumers perceive your brand and what values and ideas they associate with it. You can explore what value your brand has and whether people would choose you over competitors in your market niche.

Brand equity analysis surveys

Purpose: What is the psychological value that a brand holds in the marketplace? Brand equity is a composite of brand awareness , brand quality, brand associations, and brand loyalty measures.

Advertising value identification and analysis surveys

Purpose: Advertising value analysis focuses on mapping the hierarchical attributes, benefits, and values that are associated with and portrayed by an advertisement. Means-end analysis is often part of this type of study.

Advertising message effectiveness surveys (media and message)

Purpose: Message effectiveness testing identifies the impressions, feelings, and effectiveness in moving the respondent to a desired goal (increased awareness, more product information, trial, repeat purchase).

Once you know the right type of survey to run, the next step is to write a survey that your respondents will love to take!

Survey methods can be used to help collect data on real business issues and help you answer questions. Qualtrics supports customer surveys on every channel, at every journey stage to get you answers for more informed decisions.

We’ve put together a range of survey example templates that you can use for free to help you get started:

• Employee satisfaction survey template
• Employee exit survey template
• Customer satisfaction (CSAT) survey template
• Ad testing survey template
• Brand awareness survey template
• Product pricing survey template
• Product research survey template
• Employee engagement survey template
• Customer service survey template
• NPS survey template
• Product package testing survey template
• Product features prioritization survey template

In addition, for large-scale research studies, Qualtrics offers market research services to help with everything from questionnaire design and survey methods, to implementation and analysis.

Related resources

Post event survey questions 10 min read, best survey software 16 min read, close-ended questions 7 min read, survey vs questionnaire 12 min read, response bias 13 min read, double barreled question 11 min read, likert scales 14 min read, request demo.

Ready to learn more about Qualtrics?

How to write a survey introduction that will inspire people to participate

• 11 min read

What is a survey introduction—and what is its purpose?

1. the importance of a compelling introduction, 2. understand the audience, 3. personalization, 4. clear and concise language, 5. survey timing, 6. incentives and rewards, 7. privacy and data security, 8. contact information, 9. testing and feedback, 10. adapting to different survey types, 11. visual appeal, 12. a/b testing, 13. follow-up surveys, 14. compliance with ethical guidelines, 15. analyzing introduction performance, 16. continuous improvement, survey introduction example: a template for any type of research, introduction to a customer satisfaction survey, introduction to a market survey, student survey introduction sample, introduction to an employee survey, introduction for a research paper survey, introduction to a survey report, additional tips for creating the best survey introduction.

Creating a good introduction for a survey is a crucial part of successful research. Its quality will greatly impact the process. It will improve the end result, including survey completion rates and response accuracy.

A questionnaire introduction provides the chance to introduce yourself and the topic being explored to respondents. It is also a chance to assure them that their personal information will be kept safe and explain how they will benefit from completing the survey.

This article explores how to write a survey introduction, discusses its importance, and provides valuable, ready-to-use questionnaire introduction examples.

A questionnaire introduction is a short body of text appearing on the user’s screen at the beginning of a survey. It is the first contact point between you and potential participants prior to respondents seeing any of the survey questions .

This block of text sets up the level of cooperation that will be forthcoming from the person reading it. You need to convince them to participate by providing valuable information about the survey.

This includes the research topic, the expected time it will take to complete the survey, how responses will be processed, and why it’s in someone’s interest to take the time to complete it. The survey introduction can be in the body of an email or on the first slide of the survey.

Based on the introduction, potential respondents will decide whether to participate in the survey. It is an overall description of the survey, the equivalent of the abstract in a dissertation or other research paper.

How to write survey introduction text well

After spending days or even months making the perfect survey , you probably know it like the palm of your hand. However, it’s important to take time to better understand a respondent’s initial reaction to it—they may not be familiar with the topic at all.

As with every stage of the survey-making process, respondents’ perspectives have to be kept in mind and efforts undertaken to make their experience easy and worthwhile.

Here are 16 simple steps on how to write a survey introduction text to make it engaging.

The introduction in survey questionnaires serves as the gateway to a successful survey. A compelling one not only grabs the attention of respondents but also sets the tone for the entire surveying process. A well-framed introduction ensures that respondents understand the purpose and relevance of the survey, making them more inclined to complete it. Essentially, a thoughtful introduction can heavily influence the overall response rate and the quality of data collected.

Every survey is designed for a specific demographic or audience. Understanding them, and what drives them, allows for a tailored introduction that resonates. For instance, a survey meant for teenagers requires a different tone and approach than one aimed at senior citizens. By empathizing with the audience’s perspective, one can craft an introduction that speaks directly to their interests and motivations.

In today’s digital age, consumers appreciate distinctive touches. Personalizing a survey introduction, whether through addressing the respondent by name or referring to past interactions, adds a layer of authenticity. It gives the respondent a feeling of being valued and recognized, which can translate into a higher likelihood of participation.

Clarity is paramount in any communication. A good introduction for a questionnaire is vital in ensuring that respondents immediately understand the survey’s purpose and what’s expected of them. Avoid industry jargon or overly complex sentences. Instead, opt for straightforward and concise language that communicates the essentials without overwhelming or confusing respondents.

Timing can be a determining factor in the success of a survey. For instance, sending a customer satisfaction survey immediately after a purchase or service experience ensures the interaction is fresh in the respondent’s mind, leading to more accurate and detailed feedback. On the other hand, ill-timed surveys may come across as irrelevant or intrusive.

Motivation is a powerful tool. Offering respondents a tangible incentive—whether it’s a discount, gift card, or entry into a prize draw—can significantly boost participation rates. However, it’s essential that these incentives are relevant and appealing to the target audience and then delivered as promised.

With increasing concerns about data privacy, assuring respondents that their information’s safety is non-negotiable is vital. An introduction should clearly outline the measures taken to protect personal information and how the data being collected in the survey will be used. Being transparent about compliance with regulations like GDPR will instill confidence and trust in respondents.

Including contact details in the survey introduction can be a game-changer. It not only offers a channel for respondents to voice concerns or seek clarifications but also communicates transparency and openness. This proactive approach can lead to increased trust and a willingness to participate.

Like any piece of content, an introduction for a questionnaire benefits from testing. Running it by a small group—preferably from the target demographic—and seeking feedback can highlight potential areas for improvement. This iterative process ensures the introduction is optimized for its main audience.

Different surveys serve different purposes and their introductions should reflect this variance. An employee feedback survey will require a different tone and set of assurances than a market research questionnaire. Tailoring the introduction to the survey’s unique context ensures that it will resonate with potential respondents.

The aesthetics of a survey introduction can influence a respondent’s decision to proceed. Utilizing a clean, intuitive design incorporating on-brand colors and images can create an inviting and professional first impression. It’s essential to ensure the design enhances the content—as opposed to distracting from it.

Refinement is the key to perfection. A/B testing, in which two different introductions are presented to separate groups of respondents, can provide insights into which one performs better. This data-driven approach ensures that the introduction is continually optimized based on real-world feedback.

Gathering feedback is an ongoing process. Follow-up surveys, sent after the initial one, can delve deeper into specific topics or measure changes in opinions over time. However, their introduction needs to acknowledge the prior interaction and explain the rationale for a subsequent survey.

Conducting surveys isn’t just about gathering data, it’s about doing so ethically and responsibly. Ethical considerations, including informed consent and participant rights, should be highlighted in the introduction. This ensures participants are aware of their privileges and fosters a culture of respect.

After deploying a survey, it’s crucial to evaluate the introduction’s efficacy. By examining metrics like response rate, drop-off rate, and feedback, insights can be gained regarding the introduction’s strengths and the areas needing improvement. This analysis forms the foundation for future refinements.

The art of crafting survey introductions is one of continuous learning. As markets evolve and respondents’ preferences change, so should the survey approach. By staying adaptive and open to feedback, researchers can ensure their introductions remain effective and engaging.

Based on the checklist above, here is a survey introduction email example that fulfills all the requirements that will act as the perfect first contact with potential respondents.

• Hey there, we would like to hear about your recent customer service experience!
• At [company name], your satisfaction is what we value most. By participating in our survey, you will help us improve our products and offer you even better service.
• This five-question survey takes only ten minutes to complete and is available until the 28th of November.
• It is anonymous. The data gathered will only be used internally to improve our future customer service strategies.
• Click below to access the survey. If you have any additional questions, feel free to contact us at support@company.com . We appreciate your feedback!

The wording of a questionnaire introduction and the information that is included can differ based on the field of research. Check out our survey introduction examples and choose an introduction sample best suited to your needs.

A customer satisfaction survey introduction is likewise an important part of customer experience research. The wording will have a huge impact on whether customers will take the time to answer—or just ignore it.

If surveying recent customer experience, send a survey shortly after customers purchased a product or had contact with the customer support team while the experience is still fresh in their mind.

Stay true to your company’s tone of voice and let respondents know that you appreciate their patronage. An incentive that encourages them to participate can also be offered. Here is a survey intro example:

Thank you for shopping at [company name]! We would like to ask you a few questions to learn about your shopping experience.

This survey will take only a couple of minutes and will be very valuable for improving the services we offer to you. The responses you give will stay anonymous.

Click below to participate, which will get you 30 percent off your next order!

Market research surveys are conducted to get more information about the situation in a specific economic sector and provide valuable real-time insights into the needs of a target audience and how the competition is doing.

Conducting product surveys can help improve existing products or make adjustments before releasing new products or services. Simply put, market research surveys help expand and grow a business.

When doing this kind of research, it is important to determine the target audience. If they are not yet customers, they may not be familiar with your brand, so make sure to introduce it properly and explain why they have been chosen for this research. Here is an example:

• Nice to meet you! We are [company name], and we are working on bringing affordable [your products] to the world.
• Our company aims to develop the best possible products for our customers, and we need your opinion to make this happen.
• Wondering why we chose you? We are looking for [describe your target audience], which makes you a perfect fit.
• We would appreciate it if you took the time to answer this five-minute survey. It is anonymous, and your data will be used only for this research.
• Click below to fill out our survey and get 10 percent off our newest collection!

Student surveys are an important part of education surveys . With them, feedback is garnered from students regarding teachers, courses, curriculum, extracurricular activities, and much more.

Measuring students’ satisfaction levels helps highlight the strengths and weaknesses of a school, which in turn helps improve decision-making. However, in order to get accurate responses, certain steps are required, including how the introduction is written.

When making surveys for students, ensure they are anonymous. Many students may be afraid of retaliation, which will make them reluctant to give honest opinions.

Emphasize their anonymity in the introduction. Explain why this research is being carried out and how the gathered data will be used. Here is an example of a student questionnaire survey introduction:

• Thank you for being one of our students at [name of your school]. Please take the time to answer this short five-minute survey and let us know how satisfied you are with your chosen courses from this semester.
• This survey is anonymous, so feel free to answer honestly. It will very much improve the accuracy of our data and help us improve the curriculum as best as possible.

Conducting human resource surveys can greatly improve a workplace, which will result in happier and more productive employees. Find out about the work-life balance of employees and the overall company culture, measure the motivation and engagement of employees, and learn how satisfied they are with their jobs.

When writing the survey introduction, focus on the same aspects as above. Emphasize that the survey is anonymous and communicate this openly to employees. This will encourage them to share their honest opinions and help gather valuable and accurate responses.

Some research papers require conducting surveys on a particular topic. Writing a research questionnaire introduction for a research paper is no different than writing one for the previously mentioned purposes.

Introduce yourself and the topic to respondents and explain the purpose of the research and the benefit to them for participating. Include other information about the survey that you think is needed, though make sure to not overdo it. Keep it short and simple for high survey completion rates.

Writing a survey report is one of the seven steps of conducting survey research . It is the last one after the data analysis and is crucial to presenting findings.

A survey report introduction is very important for the success of a report. Its purpose is to introduce readers or listeners to the topic and the ultimate findings of the research.

The same advice applies: keep it short, use simple language, and incorporate only the most important information.

And above all, put yourself in the shoes of the audience. Unlike you, they have not been spending months with the survey and supporting material.

Good survey introductions help increase response rates and gain respondents’ trust. They are a perfect way for respondents to get to know you better, as well as the research topic and the ways they can benefit from it.

Here are some additional tips to create the best survey introductions, regardless of the topic of your research:

• Make the survey anonymous and make sure respondents are aware of that.
• Add a logo to the survey to increase brand recognition.
• Don’t forget to keep the tone of voice on-brand.
• If brand identity allows it, use a familiar tone.
• Offer incentives for survey completion.
• Thank the respondents for completing the survey.

Of course, before writing a survey introduction, you need to create the survey. With our help, amazing questionnaires can be made in no time. Sign up to Survey Planet today, create a survey for free, and add a well-written introduction using our tips!

Photo by Bench Accounting on Unsplash

Child Care and Early Education Research Connections

Descriptive research studies.

Descriptive research is a type of research that is used to describe the characteristics of a population. It collects data that are used to answer a wide range of what, when, and how questions pertaining to a particular population or group. For example, descriptive studies might be used to answer questions such as: What percentage of Head Start teachers have a bachelor's degree or higher? What is the average reading ability of 5-year-olds when they first enter kindergarten? What kinds of math activities are used in early childhood programs? When do children first receive regular child care from someone other than their parents? When are children with developmental disabilities first diagnosed and when do they first receive services? What factors do programs consider when making decisions about the type of assessments that will be used to assess the skills of the children in their programs? How do the types of services children receive from their early childhood program change as children age?

Descriptive research does not answer questions about why a certain phenomenon occurs or what the causes are. Answers to such questions are best obtained from  randomized and quasi-experimental studies . However, data from descriptive studies can be used to examine the relationships (correlations) among variables. While the findings from correlational analyses are not evidence of causality, they can help to distinguish variables that may be important in explaining a phenomenon from those that are not. Thus, descriptive research is often used to generate hypotheses that should be tested using more rigorous designs.

A variety of data collection methods may be used alone or in combination to answer the types of questions guiding descriptive research. Some of the more common methods include surveys, interviews, observations, case studies, and portfolios. The data collected through these methods can be either quantitative or qualitative. Quantitative data are typically analyzed and presenting using  descriptive statistics . Using quantitative data, researchers may describe the characteristics of a sample or population in terms of percentages (e.g., percentage of population that belong to different racial/ethnic groups, percentage of low-income families that receive different government services) or averages (e.g., average household income, average scores of reading, mathematics and language assessments). Quantitative data, such as narrative data collected as part of a case study, may be used to organize, classify, and used to identify patterns of behaviors, attitudes, and other characteristics of groups.

Descriptive studies have an important role in early care and education research. Studies such as the  National Survey of Early Care and Education  and the  National Household Education Surveys Program  have greatly increased our knowledge of the supply of and demand for child care in the U.S. The  Head Start Family and Child Experiences Survey  and the  Early Childhood Longitudinal Study Program  have provided researchers, policy makers and practitioners with rich information about school readiness skills of children in the U.S.

Each of the methods used to collect descriptive data have their own strengths and limitations. The following are some of the strengths and limitations of descriptive research studies in general.

Study participants are questioned or observed in a natural setting (e.g., their homes, child care or educational settings).

Study data can be used to identify the prevalence of particular problems and the need for new or additional services to address these problems.

Descriptive research may identify areas in need of additional research and relationships between variables that require future study. Descriptive research is often referred to as "hypothesis generating research."

Depending on the data collection method used, descriptive studies can generate rich datasets on large and diverse samples.

Limitations:

Descriptive studies cannot be used to establish cause and effect relationships.

Respondents may not be truthful when answering survey questions or may give socially desirable responses.

The choice and wording of questions on a questionnaire may influence the descriptive findings.

Depending on the type and size of sample, the findings may not be generalizable or produce an accurate description of the population of interest.

Survey introduction examples that actually work

• Written June 22, 2017
• by Rens Deckers

Writing a solid survey introduction is not a waste of time.

You’ve created a survey and you need answers. Preferably without respondents going “NOPE” at seeing the word “survey” in their mailbox.

It’s your one window to get in, create a feeling of sympathy and make people feel like “Mmkay, I want to help these guys out with my answers”.

In fact, it’ll be the same trigger that pushes you to read this article or not. (No hard pushes though, just a gentle nudge. OK?) There are a few essentials that make up an irresistible survey introduction. We’ve collected all of them for you in a useful list and written up a good (copyable!) example of each approach. And one PERFECT template that combines them all.

4 Aspects of writing a solid survey introduction

1. provide all (relevant) necessary information.

Based on what you want to ask and who, choose from the items below. Don’t write an endless introduction for the sake of being correct.

Limit yourself to giving the essential information, and the trigger that your audience needs to take action. Let people know:

– What’s your purpose?

If I asked you a bunch of questions, you’d want to know why I’m asking and why I’m asking YOU specifically.

Being clear and transparent about your purpose will help people see you as “someone they can help”.  Give them a chance to be a hero for one day. 😉

Simply state the reason for your survey and what you want to achieve with it, will persuade more people to complete it.

Use this template : We’d really like to find out how you feel about [research topic]

Saying what your purpose is, helps people value your research.

But actually showing what you do with your research , that’ll just draw them right in!

If you have previous results you can refer to and tie this to how people can help you now.

Don’t think, do it!

– Is it private?

Privacy is tricky as it is. With people becoming more and more aware of the importance of their personal information, it’s necessary that you are up front.

Always be clear about what you plan to do (or not do) with the collected information and you’ll ease respondents into answering more truthfully.

Use this template : No! We don’t want to spam you in any way. So don’t worry, you will remain completely anonymous.

If your respondents aren’t anonymous, be clear to state what will happen to their information and why:

Use this template: We appreciate you letting us know who you are. We don’t want to spam you in any way, the data we collect will be used only for this research.

Extra tip: There’s only so much room in an introduction screen. If you want to be thorough, you can always add a link to your privacy policy in one of the slides before you ask your respondent to submit their answers.

Just in case you do plan to reach out to them afterwards. Always give respondents the option to “opt out” :

Use this template: If you want to be informed about the results of this survey and receive other news from [company name], enter your email here.

– How long will it take?

This is THE most frequently asked question when people take a survey. Try to give your respondents a realistic estimate of the time it’ll take to answer your questionnaire.

Now let’s be honest!

We both know that your 10 open-ended questions will not get answered if you promised that the survey would only take a minute.

It’s up to you, not only to be honest about the duration, but also to make sure that you limit your survey to the essential questions and no more.

Respondents can and will abandon you for this.

When we send out surveys through email we will always write something along the lines of “This survey will only take 49 seconds of your time. Really! We timed it 😉 “.

(We actually do time it!)

Use this template: We realize how precious your time is. That’s why we made sure this survey will only take a quick [amount of time – preferably in seconds].

– What’s in it for me?

People want to win stuff. It’s simple.

Winning does not necessarily mean a big prize. People like to get knowledge in return, have a little fun with a game, get a coupon, …

Incentives are the perfect and easiest way to boost your participation rates. (Aside from the introduction examples, make sure the incentive is relevant and useful. Big and expensive does not equal relevance!)

Even people who are initially uninterested can be won over with a well-chosen incentive. Add more power and a little tease by adding a picture or video of the incentive.

Use this template: Think we were going to let you leave empty handed? 🙂 Take this survey and have a chance at WINNING our big prize [that you should specify here]!

– What audience am I in? Of course, your survey will have a certain target audience. So when approaching potential respondents about a survey, make sure to inform them about this chosen target audience.

Quickly let them know why you chose this segment and how your respondent fits in. It’ll increase their recognition of how they can help you personally.

Use this template: Wondering why we chose you? We’re looking for [that which specifies your target audience]. And that’s why you’re a perfect fit!

– Who am I answering these questions for?

Knowing from which company the survey originates is another way of convincing your target audience.

Give some basic information about yourself as participants will be more reluctant to share any data with an unknown company.

Use this template: Nice to meet you! We are [company name] and [a little bit more about your company, or jump straight to the purpose of your research]

2. A simple thank you

Power up your survey introduction with a thank you note.

Hey, it’s not only a sign of appreciation, it’s the least you can do!

Your participants are giving up their time for you to benefit from.

They are not gaining anything from doing this (except maybe your super relevant incentive). Try your best to make this experience as human and “spontaneous” as possible by adding a personal touch, especially by thanking your respondents.

(Thank you, by the way. You’re doing an awesome job reading all the way to the end… )

Use this template: We personally want to thank YOU for every second invested in our research. You rock!

If your company and research allows it, make this even more personal. Give your brand a face. Adding a real person’s name works just as well in surveys as it does in a newsletter, blog post or podcast.

Use this template: Thanks for helping us out. From all of us at [company name], [your name] [your title (optional)]

3. Less is more

Take everything you’ve learned in the previous steps… And now scratch that!

We recommend to always write your survey introduction text as short as possible.

???? … Sorry, I know!

People – especially those in a hurry – don’t want to waste their time reading page-long introductions before finally being able to start your survey. Use only the essentials from the above tips. Then go ahead and just make your point.

By writing up your survey introduction as short as possible, you force yourself to only focus on the most important message . And you don’t waste respondents’ time even before they’ve taken the survey. Getting them in is what’s most important. 

Tip: If you want to analyze the way users read your surveys in order to predict their performance more accurately, maybe one of the AI consulting tools we looked at, Neurons, has what you need. 

4. Inviting atmosphere is key

The first step for your introduction is making sure people will enter your survey and answer questions. Your second priority, is making sure they’re honest.

Here’s how to get that done:

Honesty: “You get what you give. What you put into things is what you get out of them.” – Jennifer Lopez.

Don’t expect your participants to blindly answer in a truthful way if they don’t know the full picture surrounding your study. Offer all corresponding information from the very beginning to avoid sloppy data which could lead to “brand dilution”.

Neutrality: Try to remain neutral throughout your entire survey, not just your introduction. You often see companies using one liners like “leading company in our niche” or “Bringing you the best service”. Don’t do this! As it will only create confusion and prejudice instead of confidence and reliable data.

Now let’s summarize, and get to the good stuff:

The perfect survey introduction example

Followed all of the steps above? Nice! You will have a survey introduction that is perfect and by the book!

Does it look like it got a bit too long? Too much info? Simply not as appealing as you thought it would be?

We wrote up a short, generic and to-the-point version for you to use. The perfect survey introduction example:

Use the ultimate template:

Hey, glad to see you around here! First of all, let me thank you for taking our [survey duration] survey. You are a great help! 🙂 We at [company name] are on a daring quest to collect the right data about [survey subject]. Our target audience involves everyone who [target audience]. This is why we chose you! And don’t worry, your data is just for [where you will use it] ]so [be clear about their privacy]. We promise! – Get started and take your chance to WIN [a grand prize]

It’s most important to make this introduction represent you as a brand, organization or person. It’s the first step of starting up a conversation.

And don’t be afraid to entertain: Don’t bore, get more. 😉

Extra tips & inspiring introduction examples

1. increase brand recognition.

Hey it’s you!

By adding your logo at the top of your intro screen , you’ll increase brand recognition without having to push it forward during the entire survey.

Make people feel like they’re talking to an old friend.

2. Use a conversational tone

Most people still associate surveys with these boring tasks that are basically – let’s face it – a waste of their time.

Spice up your language and  bring some humanity into your questions .

Making your surveys more conversational will benefit your participation and completion rate tremendously!

EXTRA: If your brand and tone of voice allow it, throw in an interjection here and there. A “yee-hah” to show joy or an “ooh-la-la” to let respondents know they can win a prize?

Works like a charm.

Take a look at this  list of interjections , for exclamations in every kind of situation.

3. Turn a frown upside down with emoticons

Go back 15 years in time and nobody would even THINK of using a smiley face. Well, that period is over and now it’s totally fine.

In fact, did you know that the use of emoticons in your communication increases the empathy towards your brand ?  Perfect to express the mood of your survey, if your message is a playful one.

4. What’s in a name? Don’t use the word “survey”

Long, boring, difficult, too much work, … the word “survey” brings out some awful associations. We cannot blame our respondents. Instead, ask people to answer “a few questions” or to “spare a minute of their time”.

By avoiding the actual word you’ll see an increase in clicks and actual responses. This works in the introduction screen of your questionnaire, but in your email invites as well for example.

Keep in mind though that you should stick to just 4 questions if that’s what you said!

5. Show off the (incentive) goodies

A reward for answering a couple of questions lowers the threshold tremendously! Even more so if there’s a game or contest connected to the reward . The thrill of playing and possibly winning something is a perfect addition to your survey introduction.

6. In all seriousness

There’s a time and place for everything, so if your questionnaire is much too serious for smileys or “whoopees”, you can still write up a longer introduction that eases the respondent into the setup.

A competency assessment, like the above example, is something that requires more information. They managed to put quite a lot of it in the introduction, but decided to refer to an informative page via a hyperlink in case an employee would like to read up before getting started.

Create your own assessment for free!

About the author:.

Rens Deckers

10 responses.

Great tips to help get engagement and not sound like one more boring request for info

Thank you for taking the time to offer this guidance.

One of the great article! Precise and Clear Information, Kudos!!!

I should have read this in the past. I could have a great format. Thank you!

Thanks a lot. This will really help me.

Fruitful & eye opening. Thank you very much.

Thank you for your fantastic tips.

Great Tips. Took something away. Always good.

Quite helpful for a lively sourcing of needed information. Thank you lots.

Thanks for sharing!

Recommended reading

How youth development specialist Halogen reaches thousands of young Singaporeans with Pointerpro [case study]

Singapore, in Southeast Asia, is a global, economic powerhouse with a population of a little less than 6 million people.

Accountancy marketing: 3 ways to make the numbers human again [case study]

Like so many aspects of business, accountancy practices have made their ascent into the cloud. For accountants, that means more

Business writing to grab attention in the digital world: Write like a human

During the first years of my professional career, I was no copywriter. But I was notorious for writing colossal emails.

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Survey Researcher

Survey researchers design surveys and analyze data. Surveys are used to collect factual data, such as employment and salary information, or to ask questions in order to understand people’s opinions, preferences, beliefs, or desires.

Survey researchers typically do the following:

• Conduct background research on survey topics
• Plan and design surveys, and determine appropriate survey methods
• Test surveys to make sure that people will understand the questions being asked
• Coordinate the work of survey interviewers and data collectors
• Account for and solve problems caused by nonresponse or other sampling issues
• Analyze data, using statistical software and techniques
• Summarize survey data, using tables, graphs, and fact sheets
• Evaluate surveys, the methods underlying them, and their performance to improve future surveys

Survey researchers design and conduct surveys for different research purposes. Surveys for scientific research cover various topics, including government, health, social sciences, and education. For example, a survey researcher may try to capture information about the prevalence of drug use or disease.

Some survey researchers design public opinion surveys, which are intended to gather information about the attitudes and opinions of society or of a certain group. Surveys can cover a wide variety of topics, including politics, culture, the economy, or health.

Other survey researchers design marketing surveys which examine products or services that consumers want, need, or prefer. Researchers who collect and analyze market research data are known as market research analysts.

Survey researchers may conduct surveys in many different formats, such as interviews, questionnaires, and focus groups (in-person, small group sessions led by a facilitator). They use different methods to collect data, including the Internet, mail, and telephone and in-person interviews.

Some researchers use surveys to solicit the opinions of an entire population. The decennial census is an example of such a survey. Others use surveys to target a smaller group, such as a specific demographic group, residents of a particular state, or members of a political party.

Researchers survey a sample of the population and use statistics to make sure that the sample accurately represents the target population group. Researchers use a variety of statistical techniques and analytical software to plan surveys, adjust for errors in the data, and analyze the results.

Survey researchers sometimes supervise interviewers who collect survey data through in-person interviews or by telephone.

Survey researchers held about 10,400 jobs in 2021. The largest employers of survey researchers were as follows:

Survey researchers work in research firms, polling organizations, nonprofits, and corporations.

Survey researchers who conduct interviews have frequent contact with the public. Some may work outside the office, traveling to meet with clients or conducting in-person interviews and focus group sessions. When designing surveys and analyzing data, they usually work alone in an office setting, although some work on teams with other researchers.

Survey researchers typically need at least a master’s degree to enter the occupation. However, a bachelor’s degree may be sufficient for some entry-level positions.

Survey researchers typically need a master’s degree or Ph.D. The master’s degree may be in a variety of fields, including marketing or survey research, statistics, or social sciences. A bachelor’s degree is sufficient for some entry-level positions.

To prepare to enter this occupation, students should take courses in research methods, survey methodology, computer science, mathematics, and statistics. Many also may benefit from taking business courses, such as marketing and consumer behavior, and social science courses, such as psychology, sociology, and economics.

Other Experience

Prospective survey researchers can gain experience through internships or fellowships. Many businesses, research and polling firms, and marketing companies offer internships for college students or recent graduates who want to work in market and survey research. These opportunities, which provide valuable experience, can be very helpful toward getting a job.

Licenses, Certifications, and Registrations

Although survey researchers are not required by law to be licensed or certified, certification can show a level of professional competence.

The  Insights Association  offers the Professional Researcher Certification for survey researchers. To qualify, candidates must have at least 3 years of experience working in opinion and marketing research, pass an exam, and be a member of a professional organization. Researchers must complete continuing education courses and apply for renewal every 2 years to maintain their certification.

Survey researchers typically have an interest in the Thinking, Persuading and Organizing interest areas, according to the Holland Code framework. The Thinking interest area indicates a focus on researching, investigating, and increasing the understanding of natural laws. The Persuading interest area indicates a focus on influencing, motivating, and selling to other people. The Organizing interest area indicates a focus on working with information and processes to keep things arranged in orderly systems.

If you are not sure whether you have a Thinking or Persuading or Organizing interest which might fit with a career as a survey researcher, you can take a career test to measure your interests.

Survey researchers should also possess the following specific qualities:

Analytical skills . Survey researchers must be able to apply statistical techniques to large amounts of data and interpret the analysis correctly. They also should be proficient in statistical software to analyze data.

Communication skills . Survey researchers need strong communication skills when conducting surveys and interpreting and presenting results to clients.

Critical-thinking skills . Survey researchers must design or choose a survey and survey method that best captures the information needed. They must also be able to look at the data and analyses and understand what can be learned from the survey.

Detail oriented . Survey researchers must pay attention to details as they work because survey results depend on collecting, analyzing, and reporting the data accurately. 

Problem-solving skills . Survey researchers need problem-solving skills when identifying survey design issues, adjusting data, and interpreting survey results.

The median annual wage for survey researchers was $59,740 in May 2021. The median wage is the wage at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $26,360, and the highest 10 percent earned more than $101,180.

In May 2021, the median annual wages for survey researchers in the top industries in which they worked were as follows:

Employment of survey researchers is projected to grow 6 percent from 2021 to 2031, about as fast as the average for all occupations.

About 1,000 openings for survey researchers are projected each year, on average, over the decade. Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire. 

Survey researchers will be in demand in marketing, research, and polling establishments to plan and design surveys and to analyze data. Continued adoption of data mining—finding trends in large sets of existing data—and collecting information from social media sites are expected to reduce the need for some traditional survey methods, such as telephone and in-person interviews. The use of big data in market research will reduce the demand for survey researchers to gather survey information, although these researchers will continue to be needed to analyze data.

For more information about careers in survey research, visit

American Association for Public Opinion Research

Insights Association

Where does this information come from?

The career information above is taken from the Bureau of Labor Statistics Occupational Outlook Handbook . This excellent resource for occupational data is published by the U.S. Department of Labor every two years. Truity periodically updates our site with information from the BLS database.

I would like to cite this page for a report. Who is the author?

There is no published author for this page. Please use citation guidelines for webpages without an author available. 

I think I have found an error or inaccurate information on this page. Who should I contact?

This information is taken directly from the Occupational Outlook Handbook published by the US Bureau of Labor Statistics. Truity does not editorialize the information, including changing information that our readers believe is inaccurate, because we consider the BLS to be the authority on occupational information. However, if you would like to correct a typo or other technical error, you can reach us at [email protected] .

I am not sure if this career is right for me. How can I decide?

There are many excellent tools available that will allow you to measure your interests, profile your personality, and match these traits with appropriate careers. On this site, you can take the Career Personality Profiler assessment, the Holland Code assessment, or the Photo Career Quiz .

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