sample questionnaire research methods

Root out friction in every digital experience, super-charge conversion rates, and optimize digital self-service

Uncover insights from any interaction, deliver AI-powered agent coaching, and reduce cost to serve

Increase revenue and loyalty with real-time insights and recommendations delivered to teams on the ground

Know how your people feel and empower managers to improve employee engagement, productivity, and retention

Take action in the moments that matter most along the employee journey and drive bottom line growth

Whatever they’re are saying, wherever they’re saying it, know exactly what’s going on with your people

Get faster, richer insights with qual and quant tools that make powerful market research available to everyone

Run concept tests, pricing studies, prototyping + more with fast, powerful studies designed by UX research experts

Track your brand performance 24/7 and act quickly to respond to opportunities and challenges in your market

Explore the platform powering Experience Management

• Free Account
• For Digital
• For Customer Care
• For Human Resources
• For Researchers
• Financial Services
• All Industries

Popular Use Cases

• Customer Experience
• Employee Experience
• Employee Exit Interviews
• Net Promoter Score
• Voice of Customer
• Customer Success Hub
• Product Documentation
• Training & Certification
• XM Institute
• Popular Resources
• Customer Stories
• Market Research
• Artificial Intelligence
• Partnerships
• Marketplace

The annual gathering of the experience leaders at the world’s iconic brands building breakthrough business results, live in Salt Lake City.

• English/AU & NZ
• Español/Europa
• Español/América Latina
• Português Brasileiro
• REQUEST DEMO
• Experience Management
• What is a survey?
• Survey Research

Try Qualtrics for free

What is survey research.

15 min read Find out everything you need to know about survey research, from what it is and how it works to the different methods and tools you can use to ensure you’re successful.

Survey research is the process of collecting data from a predefined group (e.g. customers or potential customers) with the ultimate goal of uncovering insights about your products, services, or brand overall .

As a quantitative data collection method, survey research can provide you with a goldmine of information that can inform crucial business and product decisions. But survey research needs careful planning and execution to get the results you want.

So if you’re thinking about using surveys to carry out research, read on.

Get started with our free survey maker tool

Types of survey research

Calling these methods ‘survey research’ slightly underplays the complexity of this type of information gathering. From the expertise required to carry out each activity to the analysis of the data and its eventual application, a considerable amount of effort is required.

As for how you can carry out your research, there are several options to choose from — face-to-face interviews, telephone surveys, focus groups (though more interviews than surveys), online surveys , and panel surveys.

Typically, the survey method you choose will largely be guided by who you want to survey, the size of your sample , your budget, and the type of information you’re hoping to gather.

Here are a few of the most-used survey types:

Face-to-face interviews

Before technology made it possible to conduct research using online surveys, telephone, and mail were the most popular methods for survey research. However face-to-face interviews were considered the gold standard — the only reason they weren’t as popular was due to their highly prohibitive costs.

When it came to face-to-face interviews, organizations would use highly trained researchers who knew when to probe or follow up on vague or problematic answers. They also knew when to offer assistance to respondents when they seemed to be struggling. The result was that these interviewers could get sample members to participate and engage in surveys in the most effective way possible, leading to higher response rates and better quality data.

Telephone surveys

While phone surveys have been popular in the past, particularly for measuring general consumer behavior or beliefs, response rates have been declining since the 1990s .

Phone surveys are usually conducted using a random dialing system and software that a researcher can use to record responses.

This method is beneficial when you want to survey a large population but don’t have the resources to conduct face-to-face research surveys or run focus groups, or want to ask multiple-choice and open-ended questions .

The downsides are they can: take a long time to complete depending on the response rate, and you may have to do a lot of cold-calling to get the information you need.

You also run the risk of respondents not being completely honest . Instead, they’ll answer your survey questions quickly just to get off the phone.

Focus groups (interviews — not surveys)

Focus groups are a separate qualitative methodology rather than surveys — even though they’re often bunched together. They’re normally used for survey pretesting and designing , but they’re also a great way to generate opinions and data from a diverse range of people.

Focus groups involve putting a cohort of demographically or socially diverse people in a room with a moderator and engaging them in a discussion on a particular topic, such as your product, brand, or service.

They remain a highly popular method for market research , but they’re expensive and require a lot of administration to conduct and analyze the data properly.

You also run the risk of more dominant members of the group taking over the discussion and swaying the opinions of other people — potentially providing you with unreliable data.

Online surveys

Online surveys have become one of the most popular survey methods due to being cost-effective, enabling researchers to accurately survey a large population quickly.

Online surveys can essentially be used by anyone for any research purpose – we’ve all seen the increasing popularity of polls on social media (although these are not scientific).

Using an online survey allows you to ask a series of different question types and collect data instantly that’s easy to analyze with the right software.

There are also several methods for running and distributing online surveys that allow you to get your questionnaire in front of a large population at a fraction of the cost of face-to-face interviews or focus groups.

This is particularly true when it comes to mobile surveys as most people with a smartphone can access them online.

However, you have to be aware of the potential dangers of using online surveys, particularly when it comes to the survey respondents. The biggest risk is because online surveys require access to a computer or mobile device to complete, they could exclude elderly members of the population who don’t have access to the technology — or don’t know how to use it.

It could also exclude those from poorer socio-economic backgrounds who can’t afford a computer or consistent internet access. This could mean the data collected is more biased towards a certain group and can lead to less accurate data when you’re looking for a representative population sample.

When it comes to surveys, every voice matters.

Find out how to create more inclusive and representative surveys for your research.

Panel surveys

A panel survey involves recruiting respondents who have specifically signed up to answer questionnaires and who are put on a list by a research company. This could be a workforce of a small company or a major subset of a national population. Usually, these groups are carefully selected so that they represent a sample of your target population — giving you balance across criteria such as age, gender, background, and so on.

Panel surveys give you access to the respondents you need and are usually provided by the research company in question. As a result, it’s much easier to get access to the right audiences as you just need to tell the research company your criteria. They’ll then determine the right panels to use to answer your questionnaire.

However, there are downsides. The main one being that if the research company offers its panels incentives, e.g. discounts, coupons, money — respondents may answer a lot of questionnaires just for the benefits.

This might mean they rush through your survey without providing considered and truthful answers. As a consequence, this can damage the credibility of your data and potentially ruin your analyses.

What are the benefits of using survey research?

Depending on the research method you use, there are lots of benefits to conducting survey research for data collection. Here, we cover a few:

1.   They’re relatively easy to do

Most research surveys are easy to set up, administer and analyze. As long as the planning and survey design is thorough and you target the right audience , the data collection is usually straightforward regardless of which survey type you use.

2.   They can be cost effective

Survey research can be relatively cheap depending on the type of survey you use.

Generally, qualitative research methods that require access to people in person or over the phone are more expensive and require more administration.

Online surveys or mobile surveys are often more cost-effective for market research and can give you access to the global population for a fraction of the cost.

3.   You can collect data from a large sample

Again, depending on the type of survey, you can obtain survey results from an entire population at a relatively low price. You can also administer a large variety of survey types to fit the project you’re running.

4.   You can use survey software to analyze results immediately

Using survey software, you can use advanced statistical analysis techniques to gain insights into your responses immediately.

Analysis can be conducted using a variety of parameters to determine the validity and reliability of your survey data at scale.

5.   Surveys can collect any type of data

While most people view surveys as a quantitative research method, they can just as easily be adapted to gain qualitative information by simply including open-ended questions or conducting interviews face to face.

How to measure concepts with survey questions

While surveys are a great way to obtain data, that data on its own is useless unless it can be analyzed and developed into actionable insights.

The easiest, and most effective way to measure survey results, is to use a dedicated research tool that puts all of your survey results into one place.

When it comes to survey measurement, there are four measurement types to be aware of that will determine how you treat your different survey results:

Nominal scale

With a nominal scale , you can only keep track of how many respondents chose each option from a question, and which response generated the most selections.

An example of this would be simply asking a responder to choose a product or brand from a list.

You could find out which brand was chosen the most but have no insight as to why.

Ordinal scale

Ordinal scales are used to judge an order of preference. They do provide some level of quantitative value because you’re asking responders to choose a preference of one option over another.

Ratio scale

Ratio scales can be used to judge the order and difference between responses. For example, asking respondents how much they spend on their weekly shopping on average.

Interval scale

In an interval scale, values are lined up in order with a meaningful difference between the two values — for example, measuring temperature or measuring a credit score between one value and another.

Step by step: How to conduct surveys and collect data

Conducting a survey and collecting data is relatively straightforward, but it does require some careful planning and design to ensure it results in reliable data.

Step 1 – Define your objectives

What do you want to learn from the survey? How is the data going to help you? Having a hypothesis or series of assumptions about survey responses will allow you to create the right questions to test them.

Step 2 – Create your survey questions

Once you’ve got your hypotheses or assumptions, write out the questions you need answering to test your theories or beliefs. Be wary about framing questions that could lead respondents or inadvertently create biased responses .

Step 3 – Choose your question types

Your survey should include a variety of question types and should aim to obtain quantitative data with some qualitative responses from open-ended questions. Using a mix of questions (simple Yes/ No, multiple-choice, rank in order, etc) not only increases the reliability of your data but also reduces survey fatigue and respondents simply answering questions quickly without thinking.

Find out how to create a survey that’s easy to engage with

Step 4 – Test your questions

Before sending your questionnaire out, you should test it (e.g. have a random internal group do the survey) and carry out A/B tests to ensure you’ll gain accurate responses.

Step 5 – Choose your target and send out the survey

Depending on your objectives, you might want to target the general population with your survey or a specific segment of the population. Once you’ve narrowed down who you want to target, it’s time to send out the survey.

After you’ve deployed the survey, keep an eye on the response rate to ensure you’re getting the number you expected. If your response rate is low, you might need to send the survey out to a second group to obtain a large enough sample — or do some troubleshooting to work out why your response rates are so low. This could be down to your questions, delivery method, selected sample, or otherwise.

Step 6 – Analyze results and draw conclusions

Once you’ve got your results back, it’s time for the fun part.

Break down your survey responses using the parameters you’ve set in your objectives and analyze the data to compare to your original assumptions. At this stage, a research tool or software can make the analysis a lot easier — and that’s somewhere Qualtrics can help.

Get reliable insights with survey software from Qualtrics

Gaining feedback from customers and leads is critical for any business, data gathered from surveys can prove invaluable for understanding your products and your market position, and with survey software from Qualtrics, it couldn’t be easier.

Used by more than 13,000 brands and supporting more than 1 billion surveys a year, Qualtrics empowers everyone in your organization to gather insights and take action. No coding required — and your data is housed in one system.

Get feedback from more than 125 sources on a single platform and view and measure your data in one place to create actionable insights and gain a deeper understanding of your target customers .

Automatically run complex text and statistical analysis to uncover exactly what your survey data is telling you, so you can react in real-time and make smarter decisions.

We can help you with survey management, too. From designing your survey and finding your target respondents to getting your survey in the field and reporting back on the results, we can help you every step of the way.

And for expert market researchers and survey designers, Qualtrics features custom programming to give you total flexibility over question types, survey design, embedded data, and other variables.

No matter what type of survey you want to run, what target audience you want to reach, or what assumptions you want to test or answers you want to uncover, we’ll help you design, deploy and analyze your survey with our team of experts.

Ready to find out more about Qualtrics CoreXM?

Get started with our free survey maker tool today

Related resources

Survey bias types 24 min read, 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, request demo.

Ready to learn more about Qualtrics?

• Help Center
• اَلْعَرَبِيَّةُ
• Deutsch (Schweiz)
• Español (Mexico)
• Bahasa Indonesia
• Bahasa Melayu
• Português (Brasil)
• Tiếng việt

Survey Research — Types, Methods and Example Questions

Survey research The world of research is vast and complex, but with the right tools and understanding, it's an open field of discovery. Welcome to a journey into the heart of survey research. What is survey research? Survey research is the lens through which we view the opinions, behaviors, and experiences of a population. Think of it as the research world's detective, cleverly sleuthing out the truths hidden beneath layers of human complexity. Why is survey research important? Survey research is a Swiss Army Knife in a researcher's toolbox. It’s adaptable, reliable, and incredibly versatile, but its real power? It gives voice to the silent majority. Whether it's understanding customer preferences or assessing the impact of a social policy, survey research is the bridge between unanswered questions and insightful data. Let's embark on this exploration, armed with the spirit of openness, a sprinkle of curiosity, and the thirst for making knowledge accessible. As we journey further into the realm of survey research, we'll delve deeper into the diverse types of surveys, innovative data collection methods, and the rewards and challenges that come with them. Types of survey research Survey research is like an artist's palette, offering a variety of types to suit your unique research needs. Each type paints a different picture, giving us fascinating insights into the world around us. Cross-Sectional Surveys: Capture a snapshot of a population at a specific moment in time. They're your trusty Polaroid camera, freezing a moment for analysis and understanding. Longitudinal Surveys: Track changes over time, much like a time-lapse video. They help to identify trends and patterns, offering a dynamic perspective of your subject. Descriptive Surveys: Draw a detailed picture of the current state of affairs. They're your magnifying glass, examining the prevalence of a phenomenon or attitudes within a group. Analytical Surveys: Deep dive into the reasons behind certain outcomes. They're the research world's version of Sherlock Holmes, unraveling the complex web of cause and effect. But, what method should you choose for data collection? The plot thickens, doesn't it? Let's unravel this mystery in our next section. Survey research and data collection methods Data collection in survey research is an art form, and there's no one-size-fits-all method. Think of it as your paintbrush, each stroke represents a different way of capturing data. Online Surveys: In the digital age, online surveys have surged in popularity. They're fast, cost-effective, and can reach a global audience. But like a mysterious online acquaintance, respondents may not always be who they say they are. Mail Surveys: Like a postcard from a distant friend, mail surveys have a certain charm. They're great for reaching respondents without internet access. However, they’re slower and have lower response rates. They’re a test of patience and persistence. Telephone Surveys: With the sound of a ringing phone, the human element enters the picture. Great for reaching a diverse audience, they bring a touch of personal connection. But, remember, not all are fans of unsolicited calls. Face-to-Face Surveys: These are the heart-to-heart conversations of the survey world. While they require more resources, they're the gold standard for in-depth, high-quality data. As we journey further, let’s weigh the pros and cons of survey research. Advantages and disadvantages of survey research Every hero has its strengths and weaknesses, and survey research is no exception. Let's unwrap the gift box of survey research to see what lies inside. Advantages: Versatility: Like a superhero with multiple powers, surveys can be adapted to different topics, audiences, and research needs. Accessibility: With online surveys, geographical boundaries dissolve. We can reach out to the world from our living room. Anonymity: Like a confessional booth, surveys allow respondents to share their views without fear of judgment. Disadvantages: Response Bias: Ever met someone who says what you want to hear? Survey respondents can be like that too. Limited Depth: Like a puddle after a rainstorm, some surveys only skim the surface of complex issues. Nonresponse: Sometimes, potential respondents play hard to get, skewing the data. Survey research may have its challenges, but it also presents opportunities to learn and grow. As we forge ahead on our journey, we dive into the design process of survey research. Limitations of survey research Every research method has its limitations, like bumps on the road to discovery. But don't worry, with the right approach, these challenges become opportunities for growth. Misinterpretation: Sometimes, respondents might misunderstand your questions, like a badly translated novel. To overcome this, keep your questions simple and clear. Social Desirability Bias: People often want to present themselves in the best light. They might answer questions in a way that portrays them positively, even if it's not entirely accurate. Overcome this by ensuring anonymity and emphasizing honesty. Sample Representation: If your survey sample isn't representative of the population you're studying, it can skew your results. Aiming for a diverse sample can mitigate this. Now that we're aware of the limitations let's delve into the world of survey design. {loadmoduleid 430} Survey research design Designing a survey is like crafting a roadmap to discovery. It's an intricate process that involves careful planning, innovative strategies, and a deep understanding of your research goals. Let's get started. Approach and Strategy Your approach and strategy are the compasses guiding your survey research. Clear objectives, defined research questions, and an understanding of your target audience lay the foundation for a successful survey. Panel The panel is the heartbeat of your survey, the respondents who breathe life into your research. Selecting a representative panel ensures your research is accurate and inclusive. 9 Tips on Building the Perfect Survey Research Questionnaire Keep It Simple: Clear and straightforward questions lead to accurate responses. Make It Relevant: Ensure every question ties back to your research objectives. Order Matters: Start with easy questions to build rapport and save sensitive ones for later. Avoid Double-Barreled Questions: Stick to one idea per question. Offer a Balanced Scale: For rating scales, provide an equal number of positive and negative options. Provide a ‘Don't Know’ Option: This prevents guessing and keeps your data accurate. Pretest Your Survey: A pilot run helps you spot any issues before the final launch. Keep It Short: Respect your respondents' time. Make It Engaging: Keep your respondents interested with a mix of question types. Survey research examples and questions Examples serve as a bridge connecting theoretical concepts to real-world scenarios. Let's consider a few practical examples of survey research across various domains. User Experience (UX) Imagine being a UX designer at a budding tech start-up. Your app is gaining traction, but to keep your user base growing and engaged, you must ensure that your app's UX is top-notch. In this case, a well-designed survey could be a beacon, guiding you toward understanding user behavior, preferences, and pain points. Here's an example of how such a survey could look: "On a scale of 1 to 10, how would you rate the ease of navigating our app?" "How often do you encounter difficulties while using our app?" "What features do you use most frequently in our app?" "What improvements would you suggest for our app?" "What features would you like to see in future updates?" This line of questioning, while straightforward, provides invaluable insights. It enables the UX designer to identify strengths to capitalize on and weaknesses to improve, ultimately leading to a product that resonates with users. Psychology and Ethics in survey research The realm of survey research is not just about data and numbers, but it's also about understanding human behavior and treating respondents ethically. Psychology: In-depth understanding of cognitive biases and social dynamics can profoundly influence survey design. Let's take the 'Recency Effect,' a psychological principle stating that people tend to remember recent events more vividly than those in the past. While framing questions about user experiences, this insight could be invaluable. For example, a question like "Can you recall an instance in the past week when our customer service exceeded your expectations?" is likely to fetch more accurate responses than asking about an event several months ago. Ethics: On the other hand, maintaining privacy, confidentiality, and informed consent is more than ethical - it's fundamental to the integrity of the research process. Imagine conducting a sensitive survey about workplace culture. Ensuring respondents that their responses will remain confidential and anonymous can encourage more honest responses. An introductory note stating these assurances, along with a clear outline of the survey's purpose, can help build trust with your respondents. Survey research software In the age of digital information, survey research software has become a trusted ally for researchers. It simplifies complex processes like data collection, analysis, and visualization, democratizing research and making it more accessible to a broad audience. LimeSurvey, our innovative, user-friendly tool, brings this vision to life. It stands at the crossroads of simplicity and power, embodying the essence of accessible survey research. Whether you're a freelancer exploring new market trends, a psychology student curious about human behavior, or an HR officer aiming to improve company culture, LimeSurvey empowers you to conduct efficient, effective research. Its suite of features and intuitive design matches your research pace, allowing your curiosity to take the front seat. For instance, consider you're a researcher studying consumer behavior across different demographics. With LimeSurvey, you can easily design demographic-specific questions, distribute your survey across various channels, collect responses in real-time, and visualize your data through intuitive dashboards. This synergy of tools and functionalities makes LimeSurvey a perfect ally in your quest for knowledge. Conclusion If you've come this far, we can sense your spark of curiosity. Are you eager to take the reins and conduct your own survey research? Are you ready to embrace the simple yet powerful tool that LimeSurvey offers? If so, we can't wait to see where your journey takes you next! In the world of survey research, there's always more to explore, more to learn and more to discover. So, keep your curiosity alive, stay open to new ideas, and remember, your exploration is just beginning! We hope that our exploration has been as enlightening for you as it was exciting for us. Remember, the journey doesn't end here. With the power of knowledge and the right tools in your hands, there's no limit to what you can achieve. So, let your curiosity be your guide and dive into the fascinating world of survey research with LimeSurvey! Try it out for free now! Happy surveying! {loadmoduleid 429}

Table Content

Survey research.

The world of research is vast and complex, but with the right tools and understanding, it's an open field of discovery. Welcome to a journey into the heart of survey research.

What is survey research?

Survey research is the lens through which we view the opinions, behaviors, and experiences of a population. Think of it as the research world's detective, cleverly sleuthing out the truths hidden beneath layers of human complexity.

Why is survey research important?

Survey research is a Swiss Army Knife in a researcher's toolbox. It’s adaptable, reliable, and incredibly versatile, but its real power? It gives voice to the silent majority. Whether it's understanding customer preferences or assessing the impact of a social policy, survey research is the bridge between unanswered questions and insightful data.

Let's embark on this exploration, armed with the spirit of openness, a sprinkle of curiosity, and the thirst for making knowledge accessible. As we journey further into the realm of survey research, we'll delve deeper into the diverse types of surveys, innovative data collection methods, and the rewards and challenges that come with them.

Types of survey research

Survey research is like an artist's palette, offering a variety of types to suit your unique research needs. Each type paints a different picture, giving us fascinating insights into the world around us.

• Cross-Sectional Surveys: Capture a snapshot of a population at a specific moment in time. They're your trusty Polaroid camera, freezing a moment for analysis and understanding.
• Longitudinal Surveys: Track changes over time, much like a time-lapse video. They help to identify trends and patterns, offering a dynamic perspective of your subject.
• Descriptive Surveys: Draw a detailed picture of the current state of affairs. They're your magnifying glass, examining the prevalence of a phenomenon or attitudes within a group.
• Analytical Surveys: Deep dive into the reasons behind certain outcomes. They're the research world's version of Sherlock Holmes, unraveling the complex web of cause and effect.

But, what method should you choose for data collection? The plot thickens, doesn't it? Let's unravel this mystery in our next section.

Survey research and data collection methods

Data collection in survey research is an art form, and there's no one-size-fits-all method. Think of it as your paintbrush, each stroke represents a different way of capturing data.

• Online Surveys: In the digital age, online surveys have surged in popularity. They're fast, cost-effective, and can reach a global audience. But like a mysterious online acquaintance, respondents may not always be who they say they are.
• Mail Surveys: Like a postcard from a distant friend, mail surveys have a certain charm. They're great for reaching respondents without internet access. However, they’re slower and have lower response rates. They’re a test of patience and persistence.
• Telephone Surveys: With the sound of a ringing phone, the human element enters the picture. Great for reaching a diverse audience, they bring a touch of personal connection. But, remember, not all are fans of unsolicited calls.
• Face-to-Face Surveys: These are the heart-to-heart conversations of the survey world. While they require more resources, they're the gold standard for in-depth, high-quality data.

As we journey further, let’s weigh the pros and cons of survey research.

Advantages and disadvantages of survey research

Every hero has its strengths and weaknesses, and survey research is no exception. Let's unwrap the gift box of survey research to see what lies inside.

Advantages:

• Versatility: Like a superhero with multiple powers, surveys can be adapted to different topics, audiences, and research needs.
• Accessibility: With online surveys, geographical boundaries dissolve. We can reach out to the world from our living room.
• Anonymity: Like a confessional booth, surveys allow respondents to share their views without fear of judgment.

Disadvantages:

• Response Bias: Ever met someone who says what you want to hear? Survey respondents can be like that too.
• Limited Depth: Like a puddle after a rainstorm, some surveys only skim the surface of complex issues.
• Nonresponse: Sometimes, potential respondents play hard to get, skewing the data.

Survey research may have its challenges, but it also presents opportunities to learn and grow. As we forge ahead on our journey, we dive into the design process of survey research.

Limitations of survey research

Every research method has its limitations, like bumps on the road to discovery. But don't worry, with the right approach, these challenges become opportunities for growth.

Misinterpretation: Sometimes, respondents might misunderstand your questions, like a badly translated novel. To overcome this, keep your questions simple and clear.

Social Desirability Bias: People often want to present themselves in the best light. They might answer questions in a way that portrays them positively, even if it's not entirely accurate. Overcome this by ensuring anonymity and emphasizing honesty.

Sample Representation: If your survey sample isn't representative of the population you're studying, it can skew your results. Aiming for a diverse sample can mitigate this.

Now that we're aware of the limitations let's delve into the world of survey design.

•   Create surveys in 40+ languages
•   Unlimited number of users
•   Ready-to-go survey templates
•   So much more...

Survey research design

Designing a survey is like crafting a roadmap to discovery. It's an intricate process that involves careful planning, innovative strategies, and a deep understanding of your research goals. Let's get started.

Approach and Strategy

Your approach and strategy are the compasses guiding your survey research. Clear objectives, defined research questions, and an understanding of your target audience lay the foundation for a successful survey.

The panel is the heartbeat of your survey, the respondents who breathe life into your research. Selecting a representative panel ensures your research is accurate and inclusive.

9 Tips on Building the Perfect Survey Research Questionnaire

• Keep It Simple: Clear and straightforward questions lead to accurate responses.
• Make It Relevant: Ensure every question ties back to your research objectives.
• Order Matters: Start with easy questions to build rapport and save sensitive ones for later.
• Avoid Double-Barreled Questions: Stick to one idea per question.
• Offer a Balanced Scale: For rating scales, provide an equal number of positive and negative options.
• Provide a ‘Don't Know’ Option: This prevents guessing and keeps your data accurate.
• Pretest Your Survey: A pilot run helps you spot any issues before the final launch.
• Keep It Short: Respect your respondents' time.
• Make It Engaging: Keep your respondents interested with a mix of question types.

Survey research examples and questions

Examples serve as a bridge connecting theoretical concepts to real-world scenarios. Let's consider a few practical examples of survey research across various domains.

User Experience (UX)

Imagine being a UX designer at a budding tech start-up. Your app is gaining traction, but to keep your user base growing and engaged, you must ensure that your app's UX is top-notch. In this case, a well-designed survey could be a beacon, guiding you toward understanding user behavior, preferences, and pain points.

Here's an example of how such a survey could look:

• "On a scale of 1 to 10, how would you rate the ease of navigating our app?"
• "How often do you encounter difficulties while using our app?"
• "What features do you use most frequently in our app?"
• "What improvements would you suggest for our app?"
• "What features would you like to see in future updates?"

This line of questioning, while straightforward, provides invaluable insights. It enables the UX designer to identify strengths to capitalize on and weaknesses to improve, ultimately leading to a product that resonates with users.

Psychology and Ethics in survey research

The realm of survey research is not just about data and numbers, but it's also about understanding human behavior and treating respondents ethically.

Psychology: In-depth understanding of cognitive biases and social dynamics can profoundly influence survey design. Let's take the 'Recency Effect,' a psychological principle stating that people tend to remember recent events more vividly than those in the past. While framing questions about user experiences, this insight could be invaluable.

For example, a question like "Can you recall an instance in the past week when our customer service exceeded your expectations?" is likely to fetch more accurate responses than asking about an event several months ago.

Ethics: On the other hand, maintaining privacy, confidentiality, and informed consent is more than ethical - it's fundamental to the integrity of the research process.

Imagine conducting a sensitive survey about workplace culture. Ensuring respondents that their responses will remain confidential and anonymous can encourage more honest responses. An introductory note stating these assurances, along with a clear outline of the survey's purpose, can help build trust with your respondents.

Survey research software

In the age of digital information, survey research software has become a trusted ally for researchers. It simplifies complex processes like data collection, analysis, and visualization, democratizing research and making it more accessible to a broad audience.

LimeSurvey, our innovative, user-friendly tool, brings this vision to life. It stands at the crossroads of simplicity and power, embodying the essence of accessible survey research.

Whether you're a freelancer exploring new market trends, a psychology student curious about human behavior, or an HR officer aiming to improve company culture, LimeSurvey empowers you to conduct efficient, effective research. Its suite of features and intuitive design matches your research pace, allowing your curiosity to take the front seat.

For instance, consider you're a researcher studying consumer behavior across different demographics. With LimeSurvey, you can easily design demographic-specific questions, distribute your survey across various channels, collect responses in real-time, and visualize your data through intuitive dashboards. This synergy of tools and functionalities makes LimeSurvey a perfect ally in your quest for knowledge.

If you've come this far, we can sense your spark of curiosity. Are you eager to take the reins and conduct your own survey research? Are you ready to embrace the simple yet powerful tool that LimeSurvey offers? If so, we can't wait to see where your journey takes you next!

In the world of survey research, there's always more to explore, more to learn and more to discover. So, keep your curiosity alive, stay open to new ideas, and remember, your exploration is just beginning!

We hope that our exploration has been as enlightening for you as it was exciting for us. Remember, the journey doesn't end here. With the power of knowledge and the right tools in your hands, there's no limit to what you can achieve. So, let your curiosity be your guide and dive into the fascinating world of survey research with LimeSurvey! Try it out for free now!

Happy surveying!

Think one step ahead.

Step into a bright future with our simple online survey tool

Open Source

Read our research on: Gun Policy | International Conflict | Election 2024

Regions & Countries

Writing survey questions.

Perhaps the most important part of the survey process is the creation of questions that accurately measure the opinions, experiences and behaviors of the public. Accurate random sampling will be wasted if the information gathered is built on a shaky foundation of ambiguous or biased questions. Creating good measures involves both writing good questions and organizing them to form the questionnaire.

Questionnaire design is a multistage process that requires attention to many details at once. Designing the questionnaire is complicated because surveys can ask about topics in varying degrees of detail, questions can be asked in different ways, and questions asked earlier in a survey may influence how people respond to later questions. Researchers are also often interested in measuring change over time and therefore must be attentive to how opinions or behaviors have been measured in prior surveys.

Surveyors may conduct pilot tests or focus groups in the early stages of questionnaire development in order to better understand how people think about an issue or comprehend a question. Pretesting a survey is an essential step in the questionnaire design process to evaluate how people respond to the overall questionnaire and specific questions, especially when questions are being introduced for the first time.

For many years, surveyors approached questionnaire design as an art, but substantial research over the past forty years has demonstrated that there is a lot of science involved in crafting a good survey questionnaire. Here, we discuss the pitfalls and best practices of designing questionnaires.

Question development

There are several steps involved in developing a survey questionnaire. The first is identifying what topics will be covered in the survey. For Pew Research Center surveys, this involves thinking about what is happening in our nation and the world and what will be relevant to the public, policymakers and the media. We also track opinion on a variety of issues over time so we often ensure that we update these trends on a regular basis to better understand whether people’s opinions are changing.

At Pew Research Center, questionnaire development is a collaborative and iterative process where staff meet to discuss drafts of the questionnaire several times over the course of its development. We frequently test new survey questions ahead of time through qualitative research methods such as  focus groups , cognitive interviews, pretesting (often using an  online, opt-in sample ), or a combination of these approaches. Researchers use insights from this testing to refine questions before they are asked in a production survey, such as on the ATP.

Measuring change over time

Many surveyors want to track changes over time in people’s attitudes, opinions and behaviors. To measure change, questions are asked at two or more points in time. A cross-sectional design surveys different people in the same population at multiple points in time. A panel, such as the ATP, surveys the same people over time. However, it is common for the set of people in survey panels to change over time as new panelists are added and some prior panelists drop out. Many of the questions in Pew Research Center surveys have been asked in prior polls. Asking the same questions at different points in time allows us to report on changes in the overall views of the general public (or a subset of the public, such as registered voters, men or Black Americans), or what we call “trending the data”.

When measuring change over time, it is important to use the same question wording and to be sensitive to where the question is asked in the questionnaire to maintain a similar context as when the question was asked previously (see  question wording  and  question order  for further information). All of our survey reports include a topline questionnaire that provides the exact question wording and sequencing, along with results from the current survey and previous surveys in which we asked the question.

The Center’s transition from conducting U.S. surveys by live telephone interviewing to an online panel (around 2014 to 2020) complicated some opinion trends, but not others. Opinion trends that ask about sensitive topics (e.g., personal finances or attending religious services ) or that elicited volunteered answers (e.g., “neither” or “don’t know”) over the phone tended to show larger differences than other trends when shifting from phone polls to the online ATP. The Center adopted several strategies for coping with changes to data trends that may be related to this change in methodology. If there is evidence suggesting that a change in a trend stems from switching from phone to online measurement, Center reports flag that possibility for readers to try to head off confusion or erroneous conclusions.

Open- and closed-ended questions

One of the most significant decisions that can affect how people answer questions is whether the question is posed as an open-ended question, where respondents provide a response in their own words, or a closed-ended question, where they are asked to choose from a list of answer choices.

For example, in a poll conducted after the 2008 presidential election, people responded very differently to two versions of the question: “What one issue mattered most to you in deciding how you voted for president?” One was closed-ended and the other open-ended. In the closed-ended version, respondents were provided five options and could volunteer an option not on the list.

When explicitly offered the economy as a response, more than half of respondents (58%) chose this answer; only 35% of those who responded to the open-ended version volunteered the economy. Moreover, among those asked the closed-ended version, fewer than one-in-ten (8%) provided a response other than the five they were read. By contrast, fully 43% of those asked the open-ended version provided a response not listed in the closed-ended version of the question. All of the other issues were chosen at least slightly more often when explicitly offered in the closed-ended version than in the open-ended version. (Also see  “High Marks for the Campaign, a High Bar for Obama”  for more information.)

Researchers will sometimes conduct a pilot study using open-ended questions to discover which answers are most common. They will then develop closed-ended questions based off that pilot study that include the most common responses as answer choices. In this way, the questions may better reflect what the public is thinking, how they view a particular issue, or bring certain issues to light that the researchers may not have been aware of.

When asking closed-ended questions, the choice of options provided, how each option is described, the number of response options offered, and the order in which options are read can all influence how people respond. One example of the impact of how categories are defined can be found in a Pew Research Center poll conducted in January 2002. When half of the sample was asked whether it was “more important for President Bush to focus on domestic policy or foreign policy,” 52% chose domestic policy while only 34% said foreign policy. When the category “foreign policy” was narrowed to a specific aspect – “the war on terrorism” – far more people chose it; only 33% chose domestic policy while 52% chose the war on terrorism.

In most circumstances, the number of answer choices should be kept to a relatively small number – just four or perhaps five at most – especially in telephone surveys. Psychological research indicates that people have a hard time keeping more than this number of choices in mind at one time. When the question is asking about an objective fact and/or demographics, such as the religious affiliation of the respondent, more categories can be used. In fact, they are encouraged to ensure inclusivity. For example, Pew Research Center’s standard religion questions include more than 12 different categories, beginning with the most common affiliations (Protestant and Catholic). Most respondents have no trouble with this question because they can expect to see their religious group within that list in a self-administered survey.

In addition to the number and choice of response options offered, the order of answer categories can influence how people respond to closed-ended questions. Research suggests that in telephone surveys respondents more frequently choose items heard later in a list (a “recency effect”), and in self-administered surveys, they tend to choose items at the top of the list (a “primacy” effect).

Because of concerns about the effects of category order on responses to closed-ended questions, many sets of response options in Pew Research Center’s surveys are programmed to be randomized to ensure that the options are not asked in the same order for each respondent. Rotating or randomizing means that questions or items in a list are not asked in the same order to each respondent. Answers to questions are sometimes affected by questions that precede them. By presenting questions in a different order to each respondent, we ensure that each question gets asked in the same context as every other question the same number of times (e.g., first, last or any position in between). This does not eliminate the potential impact of previous questions on the current question, but it does ensure that this bias is spread randomly across all of the questions or items in the list. For instance, in the example discussed above about what issue mattered most in people’s vote, the order of the five issues in the closed-ended version of the question was randomized so that no one issue appeared early or late in the list for all respondents. Randomization of response items does not eliminate order effects, but it does ensure that this type of bias is spread randomly.

Questions with ordinal response categories – those with an underlying order (e.g., excellent, good, only fair, poor OR very favorable, mostly favorable, mostly unfavorable, very unfavorable) – are generally not randomized because the order of the categories conveys important information to help respondents answer the question. Generally, these types of scales should be presented in order so respondents can easily place their responses along the continuum, but the order can be reversed for some respondents. For example, in one of Pew Research Center’s questions about abortion, half of the sample is asked whether abortion should be “legal in all cases, legal in most cases, illegal in most cases, illegal in all cases,” while the other half of the sample is asked the same question with the response categories read in reverse order, starting with “illegal in all cases.” Again, reversing the order does not eliminate the recency effect but distributes it randomly across the population.

Question wording

The choice of words and phrases in a question is critical in expressing the meaning and intent of the question to the respondent and ensuring that all respondents interpret the question the same way. Even small wording differences can substantially affect the answers people provide.

An example of a wording difference that had a significant impact on responses comes from a January 2003 Pew Research Center survey. When people were asked whether they would “favor or oppose taking military action in Iraq to end Saddam Hussein’s rule,” 68% said they favored military action while 25% said they opposed military action. However, when asked whether they would “favor or oppose taking military action in Iraq to end Saddam Hussein’s rule  even if it meant that U.S. forces might suffer thousands of casualties, ” responses were dramatically different; only 43% said they favored military action, while 48% said they opposed it. The introduction of U.S. casualties altered the context of the question and influenced whether people favored or opposed military action in Iraq.

There has been a substantial amount of research to gauge the impact of different ways of asking questions and how to minimize differences in the way respondents interpret what is being asked. The issues related to question wording are more numerous than can be treated adequately in this short space, but below are a few of the important things to consider:

First, it is important to ask questions that are clear and specific and that each respondent will be able to answer. If a question is open-ended, it should be evident to respondents that they can answer in their own words and what type of response they should provide (an issue or problem, a month, number of days, etc.). Closed-ended questions should include all reasonable responses (i.e., the list of options is exhaustive) and the response categories should not overlap (i.e., response options should be mutually exclusive). Further, it is important to discern when it is best to use forced-choice close-ended questions (often denoted with a radio button in online surveys) versus “select-all-that-apply” lists (or check-all boxes). A 2019 Center study found that forced-choice questions tend to yield more accurate responses, especially for sensitive questions.  Based on that research, the Center generally avoids using select-all-that-apply questions.

It is also important to ask only one question at a time. Questions that ask respondents to evaluate more than one concept (known as double-barreled questions) – such as “How much confidence do you have in President Obama to handle domestic and foreign policy?” – are difficult for respondents to answer and often lead to responses that are difficult to interpret. In this example, it would be more effective to ask two separate questions, one about domestic policy and another about foreign policy.

In general, questions that use simple and concrete language are more easily understood by respondents. It is especially important to consider the education level of the survey population when thinking about how easy it will be for respondents to interpret and answer a question. Double negatives (e.g., do you favor or oppose  not  allowing gays and lesbians to legally marry) or unfamiliar abbreviations or jargon (e.g., ANWR instead of Arctic National Wildlife Refuge) can result in respondent confusion and should be avoided.

Similarly, it is important to consider whether certain words may be viewed as biased or potentially offensive to some respondents, as well as the emotional reaction that some words may provoke. For example, in a 2005 Pew Research Center survey, 51% of respondents said they favored “making it legal for doctors to give terminally ill patients the means to end their lives,” but only 44% said they favored “making it legal for doctors to assist terminally ill patients in committing suicide.” Although both versions of the question are asking about the same thing, the reaction of respondents was different. In another example, respondents have reacted differently to questions using the word “welfare” as opposed to the more generic “assistance to the poor.” Several experiments have shown that there is much greater public support for expanding “assistance to the poor” than for expanding “welfare.”

We often write two versions of a question and ask half of the survey sample one version of the question and the other half the second version. Thus, we say we have two  forms  of the questionnaire. Respondents are assigned randomly to receive either form, so we can assume that the two groups of respondents are essentially identical. On questions where two versions are used, significant differences in the answers between the two forms tell us that the difference is a result of the way we worded the two versions.

One of the most common formats used in survey questions is the “agree-disagree” format. In this type of question, respondents are asked whether they agree or disagree with a particular statement. Research has shown that, compared with the better educated and better informed, less educated and less informed respondents have a greater tendency to agree with such statements. This is sometimes called an “acquiescence bias” (since some kinds of respondents are more likely to acquiesce to the assertion than are others). This behavior is even more pronounced when there’s an interviewer present, rather than when the survey is self-administered. A better practice is to offer respondents a choice between alternative statements. A Pew Research Center experiment with one of its routinely asked values questions illustrates the difference that question format can make. Not only does the forced choice format yield a very different result overall from the agree-disagree format, but the pattern of answers between respondents with more or less formal education also tends to be very different.

One other challenge in developing questionnaires is what is called “social desirability bias.” People have a natural tendency to want to be accepted and liked, and this may lead people to provide inaccurate answers to questions that deal with sensitive subjects. Research has shown that respondents understate alcohol and drug use, tax evasion and racial bias. They also may overstate church attendance, charitable contributions and the likelihood that they will vote in an election. Researchers attempt to account for this potential bias in crafting questions about these topics. For instance, when Pew Research Center surveys ask about past voting behavior, it is important to note that circumstances may have prevented the respondent from voting: “In the 2012 presidential election between Barack Obama and Mitt Romney, did things come up that kept you from voting, or did you happen to vote?” The choice of response options can also make it easier for people to be honest. For example, a question about church attendance might include three of six response options that indicate infrequent attendance. Research has also shown that social desirability bias can be greater when an interviewer is present (e.g., telephone and face-to-face surveys) than when respondents complete the survey themselves (e.g., paper and web surveys).

Lastly, because slight modifications in question wording can affect responses, identical question wording should be used when the intention is to compare results to those from earlier surveys. Similarly, because question wording and responses can vary based on the mode used to survey respondents, researchers should carefully evaluate the likely effects on trend measurements if a different survey mode will be used to assess change in opinion over time.

Question order

Once the survey questions are developed, particular attention should be paid to how they are ordered in the questionnaire. Surveyors must be attentive to how questions early in a questionnaire may have unintended effects on how respondents answer subsequent questions. Researchers have demonstrated that the order in which questions are asked can influence how people respond; earlier questions can unintentionally provide context for the questions that follow (these effects are called “order effects”).

One kind of order effect can be seen in responses to open-ended questions. Pew Research Center surveys generally ask open-ended questions about national problems, opinions about leaders and similar topics near the beginning of the questionnaire. If closed-ended questions that relate to the topic are placed before the open-ended question, respondents are much more likely to mention concepts or considerations raised in those earlier questions when responding to the open-ended question.

For closed-ended opinion questions, there are two main types of order effects: contrast effects ( where the order results in greater differences in responses), and assimilation effects (where responses are more similar as a result of their order).

An example of a contrast effect can be seen in a Pew Research Center poll conducted in October 2003, a dozen years before same-sex marriage was legalized in the U.S. That poll found that people were more likely to favor allowing gays and lesbians to enter into legal agreements that give them the same rights as married couples when this question was asked after one about whether they favored or opposed allowing gays and lesbians to marry (45% favored legal agreements when asked after the marriage question, but 37% favored legal agreements without the immediate preceding context of a question about same-sex marriage). Responses to the question about same-sex marriage, meanwhile, were not significantly affected by its placement before or after the legal agreements question.

Another experiment embedded in a December 2008 Pew Research Center poll also resulted in a contrast effect. When people were asked “All in all, are you satisfied or dissatisfied with the way things are going in this country today?” immediately after having been asked “Do you approve or disapprove of the way George W. Bush is handling his job as president?”; 88% said they were dissatisfied, compared with only 78% without the context of the prior question.

Responses to presidential approval remained relatively unchanged whether national satisfaction was asked before or after it. A similar finding occurred in December 2004 when both satisfaction and presidential approval were much higher (57% were dissatisfied when Bush approval was asked first vs. 51% when general satisfaction was asked first).

Several studies also have shown that asking a more specific question before a more general question (e.g., asking about happiness with one’s marriage before asking about one’s overall happiness) can result in a contrast effect. Although some exceptions have been found, people tend to avoid redundancy by excluding the more specific question from the general rating.

Assimilation effects occur when responses to two questions are more consistent or closer together because of their placement in the questionnaire. We found an example of an assimilation effect in a Pew Research Center poll conducted in November 2008 when we asked whether Republican leaders should work with Obama or stand up to him on important issues and whether Democratic leaders should work with Republican leaders or stand up to them on important issues. People were more likely to say that Republican leaders should work with Obama when the question was preceded by the one asking what Democratic leaders should do in working with Republican leaders (81% vs. 66%). However, when people were first asked about Republican leaders working with Obama, fewer said that Democratic leaders should work with Republican leaders (71% vs. 82%).

The order questions are asked is of particular importance when tracking trends over time. As a result, care should be taken to ensure that the context is similar each time a question is asked. Modifying the context of the question could call into question any observed changes over time (see  measuring change over time  for more information).

A questionnaire, like a conversation, should be grouped by topic and unfold in a logical order. It is often helpful to begin the survey with simple questions that respondents will find interesting and engaging. Throughout the survey, an effort should be made to keep the survey interesting and not overburden respondents with several difficult questions right after one another. Demographic questions such as income, education or age should not be asked near the beginning of a survey unless they are needed to determine eligibility for the survey or for routing respondents through particular sections of the questionnaire. Even then, it is best to precede such items with more interesting and engaging questions. One virtue of survey panels like the ATP is that demographic questions usually only need to be asked once a year, not in each survey.

U.S. Surveys

Other research methods.

About Pew Research Center Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions. It is a subsidiary of The Pew Charitable Trusts .

• Skip to main content
• Skip to primary sidebar
• Skip to footer
• QuestionPro

• Solutions Industries Gaming Automotive Sports and events Education Government Travel & Hospitality Financial Services Healthcare Cannabis Technology Use Case NPS+ Communities Audience Contactless surveys Mobile LivePolls Member Experience GDPR Positive People Science 360 Feedback Surveys
• Resources Blog eBooks Survey Templates Case Studies Training Help center

Home Market Research

Survey Research: Definition, Examples and Methods

Survey Research is a quantitative research method used for collecting data from a set of respondents. It has been perhaps one of the most used methodologies in the industry for several years due to the multiple benefits and advantages that it has when collecting and analyzing data.

LEARN ABOUT: Behavioral Research

In this article, you will learn everything about survey research, such as types, methods, and examples.

Survey Research Definition

Survey Research is defined as the process of conducting research using surveys that researchers send to survey respondents. The data collected from surveys is then statistically analyzed to draw meaningful research conclusions. In the 21st century, every organization’s eager to understand what their customers think about their products or services and make better business decisions. Researchers can conduct research in multiple ways, but surveys are proven to be one of the most effective and trustworthy research methods. An online survey is a method for extracting information about a significant business matter from an individual or a group of individuals. It consists of structured survey questions that motivate the participants to respond. Creditable survey research can give these businesses access to a vast information bank. Organizations in media, other companies, and even governments rely on survey research to obtain accurate data.

The traditional definition of survey research is a quantitative method for collecting information from a pool of respondents by asking multiple survey questions. This research type includes the recruitment of individuals collection, and analysis of data. It’s useful for researchers who aim to communicate new features or trends to their respondents.

LEARN ABOUT: Level of Analysis Generally, it’s the primary step towards obtaining quick information about mainstream topics and conducting more rigorous and detailed quantitative research methods like surveys/polls or qualitative research methods like focus groups/on-call interviews can follow. There are many situations where researchers can conduct research using a blend of both qualitative and quantitative strategies.

LEARN ABOUT: Survey Sampling

Survey Research Methods

Survey research methods can be derived based on two critical factors: Survey research tool and time involved in conducting research. There are three main survey research methods, divided based on the medium of conducting survey research:

• Online/ Email:   Online survey research is one of the most popular survey research methods today. The survey cost involved in online survey research is extremely minimal, and the responses gathered are highly accurate.
• Phone:  Survey research conducted over the telephone ( CATI survey ) can be useful in collecting data from a more extensive section of the target population. There are chances that the money invested in phone surveys will be higher than other mediums, and the time required will be higher.
• Face-to-face:  Researchers conduct face-to-face in-depth interviews in situations where there is a complicated problem to solve. The response rate for this method is the highest, but it can be costly.

Further, based on the time taken, survey research can be classified into two methods:

• Longitudinal survey research:  Longitudinal survey research involves conducting survey research over a continuum of time and spread across years and decades. The data collected using this survey research method from one time period to another is qualitative or quantitative. Respondent behavior, preferences, and attitudes are continuously observed over time to analyze reasons for a change in behavior or preferences. For example, suppose a researcher intends to learn about the eating habits of teenagers. In that case, he/she will follow a sample of teenagers over a considerable period to ensure that the collected information is reliable. Often, cross-sectional survey research follows a longitudinal study .
• Cross-sectional survey research:  Researchers conduct a cross-sectional survey to collect insights from a target audience at a particular time interval. This survey research method is implemented in various sectors such as retail, education, healthcare, SME businesses, etc. Cross-sectional studies can either be descriptive or analytical. It is quick and helps researchers collect information in a brief period. Researchers rely on the cross-sectional survey research method in situations where descriptive analysis of a subject is required.

Survey research also is bifurcated according to the sampling methods used to form samples for research: Probability and Non-probability sampling. Every individual in a population should be considered equally to be a part of the survey research sample. Probability sampling is a sampling method in which the researcher chooses the elements based on probability theory. The are various probability research methods, such as simple random sampling , systematic sampling, cluster sampling, stratified random sampling, etc. Non-probability sampling is a sampling method where the researcher uses his/her knowledge and experience to form samples.

LEARN ABOUT: Survey Sample Sizes

The various non-probability sampling techniques are :

• Convenience sampling
• Snowball sampling
• Consecutive sampling
• Judgemental sampling
• Quota sampling

Process of implementing survey research methods:

• Decide survey questions:  Brainstorm and put together valid survey questions that are grammatically and logically appropriate. Understanding the objective and expected outcomes of the survey helps a lot. There are many surveys where details of responses are not as important as gaining insights about what customers prefer from the provided options. In such situations, a researcher can include multiple-choice questions or closed-ended questions . Whereas, if researchers need to obtain details about specific issues, they can consist of open-ended questions in the questionnaire. Ideally, the surveys should include a smart balance of open-ended and closed-ended questions. Use survey questions like Likert Scale , Semantic Scale, Net Promoter Score question, etc., to avoid fence-sitting.

LEARN ABOUT: System Usability Scale

• Finalize a target audience:  Send out relevant surveys as per the target audience and filter out irrelevant questions as per the requirement. The survey research will be instrumental in case the target population decides on a sample. This way, results can be according to the desired market and be generalized to the entire population.

LEARN ABOUT:  Testimonial Questions

• Send out surveys via decided mediums:  Distribute the surveys to the target audience and patiently wait for the feedback and comments- this is the most crucial step of the survey research. The survey needs to be scheduled, keeping in mind the nature of the target audience and its regions. Surveys can be conducted via email, embedded in a website, shared via social media, etc., to gain maximum responses.
• Analyze survey results:  Analyze the feedback in real-time and identify patterns in the responses which might lead to a much-needed breakthrough for your organization. GAP, TURF Analysis , Conjoint analysis, Cross tabulation, and many such survey feedback analysis methods can be used to spot and shed light on respondent behavior. Researchers can use the results to implement corrective measures to improve customer/employee satisfaction.

Reasons to conduct survey research

The most crucial and integral reason for conducting market research using surveys is that you can collect answers regarding specific, essential questions. You can ask these questions in multiple survey formats as per the target audience and the intent of the survey. Before designing a study, every organization must figure out the objective of carrying this out so that the study can be structured, planned, and executed to perfection.

LEARN ABOUT: Research Process Steps

Questions that need to be on your mind while designing a survey are:

• What is the primary aim of conducting the survey?
• How do you plan to utilize the collected survey data?
• What type of decisions do you plan to take based on the points mentioned above?

There are three critical reasons why an organization must conduct survey research.

• Understand respondent behavior to get solutions to your queries:  If you’ve carefully curated a survey, the respondents will provide insights about what they like about your organization as well as suggestions for improvement. To motivate them to respond, you must be very vocal about how secure their responses will be and how you will utilize the answers. This will push them to be 100% honest about their feedback, opinions, and comments. Online surveys or mobile surveys have proved their privacy, and due to this, more and more respondents feel free to put forth their feedback through these mediums.
• Present a medium for discussion:  A survey can be the perfect platform for respondents to provide criticism or applause for an organization. Important topics like product quality or quality of customer service etc., can be put on the table for discussion. A way you can do it is by including open-ended questions where the respondents can write their thoughts. This will make it easy for you to correlate your survey to what you intend to do with your product or service.
• Strategy for never-ending improvements:  An organization can establish the target audience’s attributes from the pilot phase of survey research . Researchers can use the criticism and feedback received from this survey to improve the product/services. Once the company successfully makes the improvements, it can send out another survey to measure the change in feedback keeping the pilot phase the benchmark. By doing this activity, the organization can track what was effectively improved and what still needs improvement.

Survey Research Scales

There are four main scales for the measurement of variables:

• Nominal Scale:  A nominal scale associates numbers with variables for mere naming or labeling, and the numbers usually have no other relevance. It is the most basic of the four levels of measurement.
• Ordinal Scale:  The ordinal scale has an innate order within the variables along with labels. It establishes the rank between the variables of a scale but not the difference value between the variables.
• Interval Scale:  The interval scale is a step ahead in comparison to the other two scales. Along with establishing a rank and name of variables, the scale also makes known the difference between the two variables. The only drawback is that there is no fixed start point of the scale, i.e., the actual zero value is absent.
• Ratio Scale:  The ratio scale is the most advanced measurement scale, which has variables that are labeled in order and have a calculated difference between variables. In addition to what interval scale orders, this scale has a fixed starting point, i.e., the actual zero value is present.

Benefits of survey research

In case survey research is used for all the right purposes and is implemented properly, marketers can benefit by gaining useful, trustworthy data that they can use to better the ROI of the organization.

Other benefits of survey research are:

• Minimum investment:  Mobile surveys and online surveys have minimal finance invested per respondent. Even with the gifts and other incentives provided to the people who participate in the study, online surveys are extremely economical compared to paper-based surveys.
• Versatile sources for response collection:  You can conduct surveys via various mediums like online and mobile surveys. You can further classify them into qualitative mediums like focus groups , and interviews and quantitative mediums like customer-centric surveys. Due to the offline survey response collection option, researchers can conduct surveys in remote areas with limited internet connectivity. This can make data collection and analysis more convenient and extensive.
• Reliable for respondents:  Surveys are extremely secure as the respondent details and responses are kept safeguarded. This anonymity makes respondents answer the survey questions candidly and with absolute honesty. An organization seeking to receive explicit responses for its survey research must mention that it will be confidential.

Survey research design

Researchers implement a survey research design in cases where there is a limited cost involved and there is a need to access details easily. This method is often used by small and large organizations to understand and analyze new trends, market demands, and opinions. Collecting information through tactfully designed survey research can be much more effective and productive than a casually conducted survey.

There are five stages of survey research design:

• Decide an aim of the research:  There can be multiple reasons for a researcher to conduct a survey, but they need to decide a purpose for the research. This is the primary stage of survey research as it can mold the entire path of a survey, impacting its results.
• Filter the sample from target population:  Who to target? is an essential question that a researcher should answer and keep in mind while conducting research. The precision of the results is driven by who the members of a sample are and how useful their opinions are. The quality of respondents in a sample is essential for the results received for research and not the quantity. If a researcher seeks to understand whether a product feature will work well with their target market, he/she can conduct survey research with a group of market experts for that product or technology.
• Zero-in on a survey method:  Many qualitative and quantitative research methods can be discussed and decided. Focus groups, online interviews, surveys, polls, questionnaires, etc. can be carried out with a pre-decided sample of individuals.
• Design the questionnaire:  What will the content of the survey be? A researcher is required to answer this question to be able to design it effectively. What will the content of the cover letter be? Or what are the survey questions of this questionnaire? Understand the target market thoroughly to create a questionnaire that targets a sample to gain insights about a survey research topic.
• Send out surveys and analyze results:  Once the researcher decides on which questions to include in a study, they can send it across to the selected sample . Answers obtained from this survey can be analyzed to make product-related or marketing-related decisions.

Survey examples: 10 tips to design the perfect research survey

Picking the right survey design can be the key to gaining the information you need to make crucial decisions for all your research. It is essential to choose the right topic, choose the right question types, and pick a corresponding design. If this is your first time creating a survey, it can seem like an intimidating task. But with QuestionPro, each step of the process is made simple and easy.

Below are 10 Tips To Design The Perfect Research Survey:

• Set your SMART goals:  Before conducting any market research or creating a particular plan, set your SMART Goals . What is that you want to achieve with the survey? How will you measure it promptly, and what are the results you are expecting?
• Choose the right questions:  Designing a survey can be a tricky task. Asking the right questions may help you get the answers you are looking for and ease the task of analyzing. So, always choose those specific questions – relevant to your research.
• Begin your survey with a generalized question:  Preferably, start your survey with a general question to understand whether the respondent uses the product or not. That also provides an excellent base and intro for your survey.
• Enhance your survey:  Choose the best, most relevant, 15-20 questions. Frame each question as a different question type based on the kind of answer you would like to gather from each. Create a survey using different types of questions such as multiple-choice, rating scale, open-ended, etc. Look at more survey examples and four measurement scales every researcher should remember.
• Prepare yes/no questions:  You may also want to use yes/no questions to separate people or branch them into groups of those who “have purchased” and those who “have not yet purchased” your products or services. Once you separate them, you can ask them different questions.
• Test all electronic devices:  It becomes effortless to distribute your surveys if respondents can answer them on different electronic devices like mobiles, tablets, etc. Once you have created your survey, it’s time to TEST. You can also make any corrections if needed at this stage.
• Distribute your survey:  Once your survey is ready, it is time to share and distribute it to the right audience. You can share handouts and share them via email, social media, and other industry-related offline/online communities.
• Collect and analyze responses:  After distributing your survey, it is time to gather all responses. Make sure you store your results in a particular document or an Excel sheet with all the necessary categories mentioned so that you don’t lose your data. Remember, this is the most crucial stage. Segregate your responses based on demographics, psychographics, and behavior. This is because, as a researcher, you must know where your responses are coming from. It will help you to analyze, predict decisions, and help write the summary report.
• Prepare your summary report:  Now is the time to share your analysis. At this stage, you should mention all the responses gathered from a survey in a fixed format. Also, the reader/customer must get clarity about your goal, which you were trying to gain from the study. Questions such as – whether the product or service has been used/preferred or not. Do respondents prefer some other product to another? Any recommendations?

Having a tool that helps you carry out all the necessary steps to carry out this type of study is a vital part of any project. At QuestionPro, we have helped more than 10,000 clients around the world to carry out data collection in a simple and effective way, in addition to offering a wide range of solutions to take advantage of this data in the best possible way.

From dashboards, advanced analysis tools, automation, and dedicated functions, in QuestionPro, you will find everything you need to execute your research projects effectively. Uncover insights that matter the most!

MORE LIKE THIS

Top 13 A/B Testing Software for Optimizing Your Website

Apr 12, 2024

21 Best Contact Center Experience Software in 2024

Government Customer Experience: Impact on Government Service

Apr 11, 2024

Employee Engagement App: Top 11 For Workforce Improvement 

Apr 10, 2024

Other categories

• Academic Research
• Artificial Intelligence
• Assessments
• Brand Awareness
• Case Studies
• Communities
• Consumer Insights
• Customer effort score
• Customer Engagement
• Customer Experience
• Customer Loyalty
• Customer Research
• Customer Satisfaction
• Employee Benefits
• Employee Engagement
• Employee Retention
• Friday Five
• General Data Protection Regulation
• Insights Hub
• Life@QuestionPro
• Market Research
• Mobile diaries
• Mobile Surveys
• New Features
• Online Communities
• Question Types
• Questionnaire
• QuestionPro Products
• Release Notes
• Research Tools and Apps
• Revenue at Risk
• Survey Templates
• Training Tips
• Uncategorized
• Video Learning Series
• What’s Coming Up
• Workforce Intelligence

Have a language expert improve your writing

Run a free plagiarism check in 10 minutes, generate accurate citations for free.

• Knowledge Base

Methodology

Research Methods | Definitions, Types, Examples

Research methods are specific procedures for collecting and analyzing data. Developing your research methods is an integral part of your research design . When planning your methods, there are two key decisions you will make.

First, decide how you will collect data . Your methods depend on what type of data you need to answer your research question :

• Qualitative vs. quantitative : Will your data take the form of words or numbers?
• Primary vs. secondary : Will you collect original data yourself, or will you use data that has already been collected by someone else?
• Descriptive vs. experimental : Will you take measurements of something as it is, or will you perform an experiment?

Second, decide how you will analyze the data .

• For quantitative data, you can use statistical analysis methods to test relationships between variables.
• For qualitative data, you can use methods such as thematic analysis to interpret patterns and meanings in the data.

Table of contents

Methods for collecting data, examples of data collection methods, methods for analyzing data, examples of data analysis methods, other interesting articles, frequently asked questions about research methods.

Data is the information that you collect for the purposes of answering your research question . The type of data you need depends on the aims of your research.

Qualitative vs. quantitative data

Your choice of qualitative or quantitative data collection depends on the type of knowledge you want to develop.

For questions about ideas, experiences and meanings, or to study something that can’t be described numerically, collect qualitative data .

If you want to develop a more mechanistic understanding of a topic, or your research involves hypothesis testing , collect quantitative data .

You can also take a mixed methods approach , where you use both qualitative and quantitative research methods.

Primary vs. secondary research

Primary research is any original data that you collect yourself for the purposes of answering your research question (e.g. through surveys , observations and experiments ). Secondary research is data that has already been collected by other researchers (e.g. in a government census or previous scientific studies).

If you are exploring a novel research question, you’ll probably need to collect primary data . But if you want to synthesize existing knowledge, analyze historical trends, or identify patterns on a large scale, secondary data might be a better choice.

Descriptive vs. experimental data

In descriptive research , you collect data about your study subject without intervening. The validity of your research will depend on your sampling method .

In experimental research , you systematically intervene in a process and measure the outcome. The validity of your research will depend on your experimental design .

To conduct an experiment, you need to be able to vary your independent variable , precisely measure your dependent variable, and control for confounding variables . If it’s practically and ethically possible, this method is the best choice for answering questions about cause and effect.

Receive feedback on language, structure, and formatting

Professional editors proofread and edit your paper by focusing on:

• Academic style
• Vague sentences
• Style consistency

See an example

Your data analysis methods will depend on the type of data you collect and how you prepare it for analysis.

Data can often be analyzed both quantitatively and qualitatively. For example, survey responses could be analyzed qualitatively by studying the meanings of responses or quantitatively by studying the frequencies of responses.

Qualitative analysis methods

Qualitative analysis is used to understand words, ideas, and experiences. You can use it to interpret data that was collected:

• From open-ended surveys and interviews , literature reviews , case studies , ethnographies , and other sources that use text rather than numbers.
• Using non-probability sampling methods .

Qualitative analysis tends to be quite flexible and relies on the researcher’s judgement, so you have to reflect carefully on your choices and assumptions and be careful to avoid research bias .

Quantitative analysis methods

Quantitative analysis uses numbers and statistics to understand frequencies, averages and correlations (in descriptive studies) or cause-and-effect relationships (in experiments).

You can use quantitative analysis to interpret data that was collected either:

• During an experiment .
• Using probability sampling methods .

Because the data is collected and analyzed in a statistically valid way, the results of quantitative analysis can be easily standardized and shared among researchers.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Chi square test of independence
• Statistical power
• Descriptive statistics
• Degrees of freedom
• Pearson correlation
• Null hypothesis
• Double-blind study
• Case-control study
• Research ethics
• Data collection
• Hypothesis testing
• Structured interviews

Research bias

• Hawthorne effect
• Unconscious bias
• Recall bias
• Halo effect
• Self-serving bias
• Information bias

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.

In mixed methods research , you use both qualitative and quantitative data collection and analysis methods to answer your research question .

A sample is a subset of individuals from a larger population . Sampling means selecting the group that you will actually collect data from in your research. For example, if you are researching the opinions of students in your university, you could survey a sample of 100 students.

In statistics, sampling allows you to test a hypothesis about the characteristics of a population.

The research methods you use depend on the type of data you need to answer your research question .

• If you want to measure something or test a hypothesis , use quantitative methods . If you want to explore ideas, thoughts and meanings, use qualitative methods .
• If you want to analyze a large amount of readily-available data, use secondary data. If you want data specific to your purposes with control over how it is generated, collect primary data.
• If you want to establish cause-and-effect relationships between variables , use experimental methods. If you want to understand the characteristics of a research subject, use descriptive methods.

Methodology refers to the overarching strategy and rationale of your research project . It involves studying the methods used in your field and the theories or principles behind them, in order to develop an approach that matches your objectives.

Methods are the specific tools and procedures you use to collect and analyze data (for example, experiments, surveys , and statistical tests ).

In shorter scientific papers, where the aim is to report the findings of a specific study, you might simply describe what you did in a methods section .

In a longer or more complex research project, such as a thesis or dissertation , you will probably include a methodology section , where you explain your approach to answering the research questions and cite relevant sources to support your choice of methods.

Is this article helpful?

Other students also liked, writing strong research questions | criteria & examples.

• What Is a Research Design | Types, Guide & Examples
• Data Collection | Definition, Methods & Examples

More interesting articles

• Between-Subjects Design | Examples, Pros, & Cons
• Cluster Sampling | A Simple Step-by-Step Guide with Examples
• Confounding Variables | Definition, Examples & Controls
• Construct Validity | Definition, Types, & Examples
• Content Analysis | Guide, Methods & Examples
• Control Groups and Treatment Groups | Uses & Examples
• Control Variables | What Are They & Why Do They Matter?
• Correlation vs. Causation | Difference, Designs & Examples
• Correlational Research | When & How to Use
• Critical Discourse Analysis | Definition, Guide & Examples
• Cross-Sectional Study | Definition, Uses & Examples
• Descriptive Research | Definition, Types, Methods & Examples
• Ethical Considerations in Research | Types & Examples
• Explanatory and Response Variables | Definitions & Examples
• Explanatory Research | Definition, Guide, & Examples
• Exploratory Research | Definition, Guide, & Examples
• External Validity | Definition, Types, Threats & Examples
• Extraneous Variables | Examples, Types & Controls
• Guide to Experimental Design | Overview, Steps, & Examples
• How Do You Incorporate an Interview into a Dissertation? | Tips
• How to Do Thematic Analysis | Step-by-Step Guide & Examples
• How to Write a Literature Review | Guide, Examples, & Templates
• How to Write a Strong Hypothesis | Steps & Examples
• Inclusion and Exclusion Criteria | Examples & Definition
• Independent vs. Dependent Variables | Definition & Examples
• Inductive Reasoning | Types, Examples, Explanation
• Inductive vs. Deductive Research Approach | Steps & Examples
• Internal Validity in Research | Definition, Threats, & Examples
• Internal vs. External Validity | Understanding Differences & Threats
• Longitudinal Study | Definition, Approaches & Examples
• Mediator vs. Moderator Variables | Differences & Examples
• Mixed Methods Research | Definition, Guide & Examples
• Multistage Sampling | Introductory Guide & Examples
• Naturalistic Observation | Definition, Guide & Examples
• Operationalization | A Guide with Examples, Pros & Cons
• Population vs. Sample | Definitions, Differences & Examples
• Primary Research | Definition, Types, & Examples
• Qualitative vs. Quantitative Research | Differences, Examples & Methods
• Quasi-Experimental Design | Definition, Types & Examples
• Questionnaire Design | Methods, Question Types & Examples
• Random Assignment in Experiments | Introduction & Examples
• Random vs. Systematic Error | Definition & Examples
• Reliability vs. Validity in Research | Difference, Types and Examples
• Reproducibility vs Replicability | Difference & Examples
• Reproducibility vs. Replicability | Difference & Examples
• Sampling Methods | Types, Techniques & Examples
• Semi-Structured Interview | Definition, Guide & Examples
• Simple Random Sampling | Definition, Steps & Examples
• Single, Double, & Triple Blind Study | Definition & Examples
• Stratified Sampling | Definition, Guide & Examples
• Structured Interview | Definition, Guide & Examples
• Survey Research | Definition, Examples & Methods
• Systematic Review | Definition, Example, & Guide
• Systematic Sampling | A Step-by-Step Guide with Examples
• Textual Analysis | Guide, 3 Approaches & Examples
• The 4 Types of Reliability in Research | Definitions & Examples
• The 4 Types of Validity in Research | Definitions & Examples
• Transcribing an Interview | 5 Steps & Transcription Software
• Triangulation in Research | Guide, Types, Examples
• Types of Interviews in Research | Guide & Examples
• Types of Research Designs Compared | Guide & Examples
• Types of Variables in Research & Statistics | Examples
• Unstructured Interview | Definition, Guide & Examples
• What Is a Case Study? | Definition, Examples & Methods
• What Is a Case-Control Study? | Definition & Examples
• What Is a Cohort Study? | Definition & Examples
• What Is a Conceptual Framework? | Tips & Examples
• What Is a Controlled Experiment? | Definitions & Examples
• What Is a Double-Barreled Question?
• What Is a Focus Group? | Step-by-Step Guide & Examples
• What Is a Likert Scale? | Guide & Examples
• What Is a Prospective Cohort Study? | Definition & Examples
• What Is a Retrospective Cohort Study? | Definition & Examples
• What Is Action Research? | Definition & Examples
• What Is an Observational Study? | Guide & Examples
• What Is Concurrent Validity? | Definition & Examples
• What Is Content Validity? | Definition & Examples
• What Is Convenience Sampling? | Definition & Examples
• What Is Convergent Validity? | Definition & Examples
• What Is Criterion Validity? | Definition & Examples
• What Is Data Cleansing? | Definition, Guide & Examples
• What Is Deductive Reasoning? | Explanation & Examples
• What Is Discriminant Validity? | Definition & Example
• What Is Ecological Validity? | Definition & Examples
• What Is Ethnography? | Definition, Guide & Examples
• What Is Face Validity? | Guide, Definition & Examples
• What Is Non-Probability Sampling? | Types & Examples
• What Is Participant Observation? | Definition & Examples
• What Is Peer Review? | Types & Examples
• What Is Predictive Validity? | Examples & Definition
• What Is Probability Sampling? | Types & Examples
• What Is Purposive Sampling? | Definition & Examples
• What Is Qualitative Observation? | Definition & Examples
• What Is Qualitative Research? | Methods & Examples
• What Is Quantitative Observation? | Definition & Examples
• What Is Quantitative Research? | Definition, Uses & Methods

Unlimited Academic AI-Proofreading

✔ Document error-free in 5minutes ✔ Unlimited document corrections ✔ Specialized in correcting academic texts

• Privacy Policy

Buy Me a Coffee

Home » Survey Research – Types, Methods, Examples

Survey Research – Types, Methods, Examples

Table of Contents

Survey Research

Definition:

Survey Research is a quantitative research method that involves collecting standardized data from a sample of individuals or groups through the use of structured questionnaires or interviews. The data collected is then analyzed statistically to identify patterns and relationships between variables, and to draw conclusions about the population being studied.

Survey research can be used to answer a variety of questions, including:

• What are people’s opinions about a certain topic?
• What are people’s experiences with a certain product or service?
• What are people’s beliefs about a certain issue?

Survey Research Methods

Survey Research Methods are as follows:

• Telephone surveys: A survey research method where questions are administered to respondents over the phone, often used in market research or political polling.
• Face-to-face surveys: A survey research method where questions are administered to respondents in person, often used in social or health research.
• Mail surveys: A survey research method where questionnaires are sent to respondents through mail, often used in customer satisfaction or opinion surveys.
• Online surveys: A survey research method where questions are administered to respondents through online platforms, often used in market research or customer feedback.
• Email surveys: A survey research method where questionnaires are sent to respondents through email, often used in customer satisfaction or opinion surveys.
• Mixed-mode surveys: A survey research method that combines two or more survey modes, often used to increase response rates or reach diverse populations.
• Computer-assisted surveys: A survey research method that uses computer technology to administer or collect survey data, often used in large-scale surveys or data collection.
• Interactive voice response surveys: A survey research method where respondents answer questions through a touch-tone telephone system, often used in automated customer satisfaction or opinion surveys.
• Mobile surveys: A survey research method where questions are administered to respondents through mobile devices, often used in market research or customer feedback.
• Group-administered surveys: A survey research method where questions are administered to a group of respondents simultaneously, often used in education or training evaluation.
• Web-intercept surveys: A survey research method where questions are administered to website visitors, often used in website or user experience research.
• In-app surveys: A survey research method where questions are administered to users of a mobile application, often used in mobile app or user experience research.
• Social media surveys: A survey research method where questions are administered to respondents through social media platforms, often used in social media or brand awareness research.
• SMS surveys: A survey research method where questions are administered to respondents through text messaging, often used in customer feedback or opinion surveys.
• IVR surveys: A survey research method where questions are administered to respondents through an interactive voice response system, often used in automated customer feedback or opinion surveys.
• Mixed-method surveys: A survey research method that combines both qualitative and quantitative data collection methods, often used in exploratory or mixed-method research.
• Drop-off surveys: A survey research method where respondents are provided with a survey questionnaire and asked to return it at a later time or through a designated drop-off location.
• Intercept surveys: A survey research method where respondents are approached in public places and asked to participate in a survey, often used in market research or customer feedback.
• Hybrid surveys: A survey research method that combines two or more survey modes, data sources, or research methods, often used in complex or multi-dimensional research questions.

Types of Survey Research

There are several types of survey research that can be used to collect data from a sample of individuals or groups. following are Types of Survey Research:

• Cross-sectional survey: A type of survey research that gathers data from a sample of individuals at a specific point in time, providing a snapshot of the population being studied.
• Longitudinal survey: A type of survey research that gathers data from the same sample of individuals over an extended period of time, allowing researchers to track changes or trends in the population being studied.
• Panel survey: A type of longitudinal survey research that tracks the same sample of individuals over time, typically collecting data at multiple points in time.
• Epidemiological survey: A type of survey research that studies the distribution and determinants of health and disease in a population, often used to identify risk factors and inform public health interventions.
• Observational survey: A type of survey research that collects data through direct observation of individuals or groups, often used in behavioral or social research.
• Correlational survey: A type of survey research that measures the degree of association or relationship between two or more variables, often used to identify patterns or trends in data.
• Experimental survey: A type of survey research that involves manipulating one or more variables to observe the effect on an outcome, often used to test causal hypotheses.
• Descriptive survey: A type of survey research that describes the characteristics or attributes of a population or phenomenon, often used in exploratory research or to summarize existing data.
• Diagnostic survey: A type of survey research that assesses the current state or condition of an individual or system, often used in health or organizational research.
• Explanatory survey: A type of survey research that seeks to explain or understand the causes or mechanisms behind a phenomenon, often used in social or psychological research.
• Process evaluation survey: A type of survey research that measures the implementation and outcomes of a program or intervention, often used in program evaluation or quality improvement.
• Impact evaluation survey: A type of survey research that assesses the effectiveness or impact of a program or intervention, often used to inform policy or decision-making.
• Customer satisfaction survey: A type of survey research that measures the satisfaction or dissatisfaction of customers with a product, service, or experience, often used in marketing or customer service research.
• Market research survey: A type of survey research that collects data on consumer preferences, behaviors, or attitudes, often used in market research or product development.
• Public opinion survey: A type of survey research that measures the attitudes, beliefs, or opinions of a population on a specific issue or topic, often used in political or social research.
• Behavioral survey: A type of survey research that measures actual behavior or actions of individuals, often used in health or social research.
• Attitude survey: A type of survey research that measures the attitudes, beliefs, or opinions of individuals, often used in social or psychological research.
• Opinion poll: A type of survey research that measures the opinions or preferences of a population on a specific issue or topic, often used in political or media research.
• Ad hoc survey: A type of survey research that is conducted for a specific purpose or research question, often used in exploratory research or to answer a specific research question.

Types Based on Methodology

Based on Methodology Survey are divided into two Types:

Quantitative Survey Research

Qualitative survey research.

Quantitative survey research is a method of collecting numerical data from a sample of participants through the use of standardized surveys or questionnaires. The purpose of quantitative survey research is to gather empirical evidence that can be analyzed statistically to draw conclusions about a particular population or phenomenon.

In quantitative survey research, the questions are structured and pre-determined, often utilizing closed-ended questions, where participants are given a limited set of response options to choose from. This approach allows for efficient data collection and analysis, as well as the ability to generalize the findings to a larger population.

Quantitative survey research is often used in market research, social sciences, public health, and other fields where numerical data is needed to make informed decisions and recommendations.

Qualitative survey research is a method of collecting non-numerical data from a sample of participants through the use of open-ended questions or semi-structured interviews. The purpose of qualitative survey research is to gain a deeper understanding of the experiences, perceptions, and attitudes of participants towards a particular phenomenon or topic.

In qualitative survey research, the questions are open-ended, allowing participants to share their thoughts and experiences in their own words. This approach allows for a rich and nuanced understanding of the topic being studied, and can provide insights that are difficult to capture through quantitative methods alone.

Qualitative survey research is often used in social sciences, education, psychology, and other fields where a deeper understanding of human experiences and perceptions is needed to inform policy, practice, or theory.

Data Analysis Methods

There are several Survey Research Data Analysis Methods that researchers may use, including:

• Descriptive statistics: This method is used to summarize and describe the basic features of the survey data, such as the mean, median, mode, and standard deviation. These statistics can help researchers understand the distribution of responses and identify any trends or patterns.
• Inferential statistics: This method is used to make inferences about the larger population based on the data collected in the survey. Common inferential statistical methods include hypothesis testing, regression analysis, and correlation analysis.
• Factor analysis: This method is used to identify underlying factors or dimensions in the survey data. This can help researchers simplify the data and identify patterns and relationships that may not be immediately apparent.
• Cluster analysis: This method is used to group similar respondents together based on their survey responses. This can help researchers identify subgroups within the larger population and understand how different groups may differ in their attitudes, behaviors, or preferences.
• Structural equation modeling: This method is used to test complex relationships between variables in the survey data. It can help researchers understand how different variables may be related to one another and how they may influence one another.
• Content analysis: This method is used to analyze open-ended responses in the survey data. Researchers may use software to identify themes or categories in the responses, or they may manually review and code the responses.
• Text mining: This method is used to analyze text-based survey data, such as responses to open-ended questions. Researchers may use software to identify patterns and themes in the text, or they may manually review and code the text.

Applications of Survey Research

Here are some common applications of survey research:

• Market Research: Companies use survey research to gather insights about customer needs, preferences, and behavior. These insights are used to create marketing strategies and develop new products.
• Public Opinion Research: Governments and political parties use survey research to understand public opinion on various issues. This information is used to develop policies and make decisions.
• Social Research: Survey research is used in social research to study social trends, attitudes, and behavior. Researchers use survey data to explore topics such as education, health, and social inequality.
• Academic Research: Survey research is used in academic research to study various phenomena. Researchers use survey data to test theories, explore relationships between variables, and draw conclusions.
• Customer Satisfaction Research: Companies use survey research to gather information about customer satisfaction with their products and services. This information is used to improve customer experience and retention.
• Employee Surveys: Employers use survey research to gather feedback from employees about their job satisfaction, working conditions, and organizational culture. This information is used to improve employee retention and productivity.
• Health Research: Survey research is used in health research to study topics such as disease prevalence, health behaviors, and healthcare access. Researchers use survey data to develop interventions and improve healthcare outcomes.

Examples of Survey Research

Here are some real-time examples of survey research:

• COVID-19 Pandemic Surveys: Since the outbreak of the COVID-19 pandemic, surveys have been conducted to gather information about public attitudes, behaviors, and perceptions related to the pandemic. Governments and healthcare organizations have used this data to develop public health strategies and messaging.
• Political Polls During Elections: During election seasons, surveys are used to measure public opinion on political candidates, policies, and issues in real-time. This information is used by political parties to develop campaign strategies and make decisions.
• Customer Feedback Surveys: Companies often use real-time customer feedback surveys to gather insights about customer experience and satisfaction. This information is used to improve products and services quickly.
• Event Surveys: Organizers of events such as conferences and trade shows often use surveys to gather feedback from attendees in real-time. This information can be used to improve future events and make adjustments during the current event.
• Website and App Surveys: Website and app owners use surveys to gather real-time feedback from users about the functionality, user experience, and overall satisfaction with their platforms. This feedback can be used to improve the user experience and retain customers.
• Employee Pulse Surveys: Employers use real-time pulse surveys to gather feedback from employees about their work experience and overall job satisfaction. This feedback is used to make changes in real-time to improve employee retention and productivity.

Survey Sample

Purpose of survey research.

The purpose of survey research is to gather data and insights from a representative sample of individuals. Survey research allows researchers to collect data quickly and efficiently from a large number of people, making it a valuable tool for understanding attitudes, behaviors, and preferences.

Here are some common purposes of survey research:

• Descriptive Research: Survey research is often used to describe characteristics of a population or a phenomenon. For example, a survey could be used to describe the characteristics of a particular demographic group, such as age, gender, or income.
• Exploratory Research: Survey research can be used to explore new topics or areas of research. Exploratory surveys are often used to generate hypotheses or identify potential relationships between variables.
• Explanatory Research: Survey research can be used to explain relationships between variables. For example, a survey could be used to determine whether there is a relationship between educational attainment and income.
• Evaluation Research: Survey research can be used to evaluate the effectiveness of a program or intervention. For example, a survey could be used to evaluate the impact of a health education program on behavior change.
• Monitoring Research: Survey research can be used to monitor trends or changes over time. For example, a survey could be used to monitor changes in attitudes towards climate change or political candidates over time.

When to use Survey Research

there are certain circumstances where survey research is particularly appropriate. Here are some situations where survey research may be useful:

• When the research question involves attitudes, beliefs, or opinions: Survey research is particularly useful for understanding attitudes, beliefs, and opinions on a particular topic. For example, a survey could be used to understand public opinion on a political issue.
• When the research question involves behaviors or experiences: Survey research can also be useful for understanding behaviors and experiences. For example, a survey could be used to understand the prevalence of a particular health behavior.
• When a large sample size is needed: Survey research allows researchers to collect data from a large number of people quickly and efficiently. This makes it a useful method when a large sample size is needed to ensure statistical validity.
• When the research question is time-sensitive: Survey research can be conducted quickly, which makes it a useful method when the research question is time-sensitive. For example, a survey could be used to understand public opinion on a breaking news story.
• When the research question involves a geographically dispersed population: Survey research can be conducted online, which makes it a useful method when the population of interest is geographically dispersed.

How to Conduct Survey Research

Conducting survey research involves several steps that need to be carefully planned and executed. Here is a general overview of the process:

• Define the research question: The first step in conducting survey research is to clearly define the research question. The research question should be specific, measurable, and relevant to the population of interest.
• Develop a survey instrument : The next step is to develop a survey instrument. This can be done using various methods, such as online survey tools or paper surveys. The survey instrument should be designed to elicit the information needed to answer the research question, and should be pre-tested with a small sample of individuals.
• Select a sample : The sample is the group of individuals who will be invited to participate in the survey. The sample should be representative of the population of interest, and the size of the sample should be sufficient to ensure statistical validity.
• Administer the survey: The survey can be administered in various ways, such as online, by mail, or in person. The method of administration should be chosen based on the population of interest and the research question.
• Analyze the data: Once the survey data is collected, it needs to be analyzed. This involves summarizing the data using statistical methods, such as frequency distributions or regression analysis.
• Draw conclusions: The final step is to draw conclusions based on the data analysis. This involves interpreting the results and answering the research question.

Advantages of Survey Research

There are several advantages to using survey research, including:

• Efficient data collection: Survey research allows researchers to collect data quickly and efficiently from a large number of people. This makes it a useful method for gathering information on a wide range of topics.
• Standardized data collection: Surveys are typically standardized, which means that all participants receive the same questions in the same order. This ensures that the data collected is consistent and reliable.
• Cost-effective: Surveys can be conducted online, by mail, or in person, which makes them a cost-effective method of data collection.
• Anonymity: Participants can remain anonymous when responding to a survey. This can encourage participants to be more honest and open in their responses.
• Easy comparison: Surveys allow for easy comparison of data between different groups or over time. This makes it possible to identify trends and patterns in the data.
• Versatility: Surveys can be used to collect data on a wide range of topics, including attitudes, beliefs, behaviors, and preferences.

Limitations of Survey Research

Here are some of the main limitations of survey research:

• Limited depth: Surveys are typically designed to collect quantitative data, which means that they do not provide much depth or detail about people’s experiences or opinions. This can limit the insights that can be gained from the data.
• Potential for bias: Surveys can be affected by various biases, including selection bias, response bias, and social desirability bias. These biases can distort the results and make them less accurate.
• L imited validity: Surveys are only as valid as the questions they ask. If the questions are poorly designed or ambiguous, the results may not accurately reflect the respondents’ attitudes or behaviors.
• Limited generalizability : Survey results are only generalizable to the population from which the sample was drawn. If the sample is not representative of the population, the results may not be generalizable to the larger population.
• Limited ability to capture context: Surveys typically do not capture the context in which attitudes or behaviors occur. This can make it difficult to understand the reasons behind the responses.
• Limited ability to capture complex phenomena: Surveys are not well-suited to capture complex phenomena, such as emotions or the dynamics of interpersonal relationships.

Following is an example of a Survey Sample:

Welcome to our Survey Research Page! We value your opinions and appreciate your participation in this survey. Please answer the questions below as honestly and thoroughly as possible.

1. What is your age?

• A) Under 18
• G) 65 or older

2. What is your highest level of education completed?

• A) Less than high school
• B) High school or equivalent
• C) Some college or technical school
• D) Bachelor’s degree
• E) Graduate or professional degree

3. What is your current employment status?

• A) Employed full-time
• B) Employed part-time
• C) Self-employed
• D) Unemployed

4. How often do you use the internet per day?

•  A) Less than 1 hour
• B) 1-3 hours
• C) 3-5 hours
• D) 5-7 hours
• E) More than 7 hours

5. How often do you engage in social media per day?

6. Have you ever participated in a survey research study before?

7. If you have participated in a survey research study before, how was your experience?

• A) Excellent
• E) Very poor

8. What are some of the topics that you would be interested in participating in a survey research study about?

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….

9. How often would you be willing to participate in survey research studies?

• A) Once a week
• B) Once a month
• C) Once every 6 months
• D) Once a year

10. Any additional comments or suggestions?

Thank you for taking the time to complete this survey. Your feedback is important to us and will help us improve our survey research efforts.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

You may also like

Questionnaire – Definition, Types, and Examples

Case Study – Methods, Examples and Guide

Observational Research – Methods and Guide

Quantitative Research – Methods, Types and...

Qualitative Research Methods

Explanatory Research – Types, Methods, Guide

Want to create or adapt books like this? Learn more about how Pressbooks supports open publishing practices.

9 Survey research

Survey research is a research method involving the use of standardised questionnaires or interviews to collect data about people and their preferences, thoughts, and behaviours in a systematic manner. Although census surveys were conducted as early as Ancient Egypt, survey as a formal research method was pioneered in the 1930–40s by sociologist Paul Lazarsfeld to examine the effects of the radio on political opinion formation of the United States. This method has since become a very popular method for quantitative research in the social sciences.

The survey method can be used for descriptive, exploratory, or explanatory research. This method is best suited for studies that have individual people as the unit of analysis. Although other units of analysis, such as groups, organisations or dyads—pairs of organisations, such as buyers and sellers—are also studied using surveys, such studies often use a specific person from each unit as a ‘key informant’ or a ‘proxy’ for that unit. Consequently, such surveys may be subject to respondent bias if the chosen informant does not have adequate knowledge or has a biased opinion about the phenomenon of interest. For instance, Chief Executive Officers may not adequately know employees’ perceptions or teamwork in their own companies, and may therefore be the wrong informant for studies of team dynamics or employee self-esteem.

Survey research has several inherent strengths compared to other research methods. First, surveys are an excellent vehicle for measuring a wide variety of unobservable data, such as people’s preferences (e.g., political orientation), traits (e.g., self-esteem), attitudes (e.g., toward immigrants), beliefs (e.g., about a new law), behaviours (e.g., smoking or drinking habits), or factual information (e.g., income). Second, survey research is also ideally suited for remotely collecting data about a population that is too large to observe directly. A large area—such as an entire country—can be covered by postal, email, or telephone surveys using meticulous sampling to ensure that the population is adequately represented in a small sample. Third, due to their unobtrusive nature and the ability to respond at one’s convenience, questionnaire surveys are preferred by some respondents. Fourth, interviews may be the only way of reaching certain population groups such as the homeless or illegal immigrants for which there is no sampling frame available. Fifth, large sample surveys may allow detection of small effects even while analysing multiple variables, and depending on the survey design, may also allow comparative analysis of population subgroups (i.e., within-group and between-group analysis). Sixth, survey research is more economical in terms of researcher time, effort and cost than other methods such as experimental research and case research. At the same time, survey research also has some unique disadvantages. It is subject to a large number of biases such as non-response bias, sampling bias, social desirability bias, and recall bias, as discussed at the end of this chapter.

Depending on how the data is collected, survey research can be divided into two broad categories: questionnaire surveys (which may be postal, group-administered, or online surveys), and interview surveys (which may be personal, telephone, or focus group interviews). Questionnaires are instruments that are completed in writing by respondents, while interviews are completed by the interviewer based on verbal responses provided by respondents. As discussed below, each type has its own strengths and weaknesses in terms of their costs, coverage of the target population, and researcher’s flexibility in asking questions.

Questionnaire surveys

Invented by Sir Francis Galton, a questionnaire is a research instrument consisting of a set of questions (items) intended to capture responses from respondents in a standardised manner. Questions may be unstructured or structured. Unstructured questions ask respondents to provide a response in their own words, while structured questions ask respondents to select an answer from a given set of choices. Subjects’ responses to individual questions (items) on a structured questionnaire may be aggregated into a composite scale or index for statistical analysis. Questions should be designed in such a way that respondents are able to read, understand, and respond to them in a meaningful way, and hence the survey method may not be appropriate or practical for certain demographic groups such as children or the illiterate.

Most questionnaire surveys tend to be self-administered postal surveys , where the same questionnaire is posted to a large number of people, and willing respondents can complete the survey at their convenience and return it in prepaid envelopes. Postal surveys are advantageous in that they are unobtrusive and inexpensive to administer, since bulk postage is cheap in most countries. However, response rates from postal surveys tend to be quite low since most people ignore survey requests. There may also be long delays (several months) in respondents’ completing and returning the survey, or they may even simply lose it. Hence, the researcher must continuously monitor responses as they are being returned, track and send non-respondents repeated reminders (two or three reminders at intervals of one to one and a half months is ideal). Questionnaire surveys are also not well-suited for issues that require clarification on the part of the respondent or those that require detailed written responses. Longitudinal designs can be used to survey the same set of respondents at different times, but response rates tend to fall precipitously from one survey to the next.

A second type of survey is a group-administered questionnaire . A sample of respondents is brought together at a common place and time, and each respondent is asked to complete the survey questionnaire while in that room. Respondents enter their responses independently without interacting with one another. This format is convenient for the researcher, and a high response rate is assured. If respondents do not understand any specific question, they can ask for clarification. In many organisations, it is relatively easy to assemble a group of employees in a conference room or lunch room, especially if the survey is approved by corporate executives.

A more recent type of questionnaire survey is an online or web survey. These surveys are administered over the Internet using interactive forms. Respondents may receive an email request for participation in the survey with a link to a website where the survey may be completed. Alternatively, the survey may be embedded into an email, and can be completed and returned via email. These surveys are very inexpensive to administer, results are instantly recorded in an online database, and the survey can be easily modified if needed. However, if the survey website is not password-protected or designed to prevent multiple submissions, the responses can be easily compromised. Furthermore, sampling bias may be a significant issue since the survey cannot reach people who do not have computer or Internet access, such as many of the poor, senior, and minority groups, and the respondent sample is skewed toward a younger demographic who are online much of the time and have the time and ability to complete such surveys. Computing the response rate may be problematic if the survey link is posted on LISTSERVs or bulletin boards instead of being emailed directly to targeted respondents. For these reasons, many researchers prefer dual-media surveys (e.g., postal survey and online survey), allowing respondents to select their preferred method of response.

Constructing a survey questionnaire is an art. Numerous decisions must be made about the content of questions, their wording, format, and sequencing, all of which can have important consequences for the survey responses.

Response formats. Survey questions may be structured or unstructured. Responses to structured questions are captured using one of the following response formats:

Dichotomous response , where respondents are asked to select one of two possible choices, such as true/false, yes/no, or agree/disagree. An example of such a question is: Do you think that the death penalty is justified under some circumstances? (circle one): yes / no.

Nominal response , where respondents are presented with more than two unordered options, such as: What is your industry of employment?: manufacturing / consumer services / retail / education / healthcare / tourism and hospitality / other.

Ordinal response , where respondents have more than two ordered options, such as: What is your highest level of education?: high school / bachelor’s degree / postgraduate degree.

Interval-level response , where respondents are presented with a 5-point or 7-point Likert scale, semantic differential scale, or Guttman scale. Each of these scale types were discussed in a previous chapter.

Continuous response , where respondents enter a continuous (ratio-scaled) value with a meaningful zero point, such as their age or tenure in a firm. These responses generally tend to be of the fill-in-the blanks type.

Question content and wording. Responses obtained in survey research are very sensitive to the types of questions asked. Poorly framed or ambiguous questions will likely result in meaningless responses with very little value. Dillman (1978) [1] recommends several rules for creating good survey questions. Every single question in a survey should be carefully scrutinised for the following issues:

Is the question clear and understandable ?: Survey questions should be stated in very simple language, preferably in active voice, and without complicated words or jargon that may not be understood by a typical respondent. All questions in the questionnaire should be worded in a similar manner to make it easy for respondents to read and understand them. The only exception is if your survey is targeted at a specialised group of respondents, such as doctors, lawyers and researchers, who use such jargon in their everyday environment. Is the question worded in a negative manner ?: Negatively worded questions such as ‘Should your local government not raise taxes?’ tend to confuse many respondents and lead to inaccurate responses. Double-negatives should be avoided when designing survey questions.

Is the question ambiguous ?: Survey questions should not use words or expressions that may be interpreted differently by different respondents (e.g., words like ‘any’ or ‘just’). For instance, if you ask a respondent, ‘What is your annual income?’, it is unclear whether you are referring to salary/wages, or also dividend, rental, and other income, whether you are referring to personal income, family income (including spouse’s wages), or personal and business income. Different interpretation by different respondents will lead to incomparable responses that cannot be interpreted correctly.

Does the question have biased or value-laden words ?: Bias refers to any property of a question that encourages subjects to answer in a certain way. Kenneth Rasinky (1989) [2] examined several studies on people’s attitude toward government spending, and observed that respondents tend to indicate stronger support for ‘assistance to the poor’ and less for ‘welfare’, even though both terms had the same meaning. In this study, more support was also observed for ‘halting rising crime rate’ and less for ‘law enforcement’, more for ‘solving problems of big cities’ and less for ‘assistance to big cities’, and more for ‘dealing with drug addiction’ and less for ‘drug rehabilitation’. A biased language or tone tends to skew observed responses. It is often difficult to anticipate in advance the biasing wording, but to the greatest extent possible, survey questions should be carefully scrutinised to avoid biased language.

Is the question double-barrelled ?: Double-barrelled questions are those that can have multiple answers. For example, ‘Are you satisfied with the hardware and software provided for your work?’. In this example, how should a respondent answer if they are satisfied with the hardware, but not with the software, or vice versa? It is always advisable to separate double-barrelled questions into separate questions: ‘Are you satisfied with the hardware provided for your work?’, and ’Are you satisfied with the software provided for your work?’. Another example: ‘Does your family favour public television?’. Some people may favour public TV for themselves, but favour certain cable TV programs such as Sesame Street for their children.

Is the question too general ?: Sometimes, questions that are too general may not accurately convey respondents’ perceptions. If you asked someone how they liked a certain book and provided a response scale ranging from ‘not at all’ to ‘extremely well’, if that person selected ‘extremely well’, what do they mean? Instead, ask more specific behavioural questions, such as, ‘Will you recommend this book to others, or do you plan to read other books by the same author?’. Likewise, instead of asking, ‘How big is your firm?’ (which may be interpreted differently by respondents), ask, ‘How many people work for your firm?’, and/or ‘What is the annual revenue of your firm?’, which are both measures of firm size.

Is the question too detailed ?: Avoid unnecessarily detailed questions that serve no specific research purpose. For instance, do you need the age of each child in a household, or is just the number of children in the household acceptable? However, if unsure, it is better to err on the side of details than generality.

Is the question presumptuous ?: If you ask, ‘What do you see as the benefits of a tax cut?’, you are presuming that the respondent sees the tax cut as beneficial. Many people may not view tax cuts as being beneficial, because tax cuts generally lead to lesser funding for public schools, larger class sizes, and fewer public services such as police, ambulance, and fire services. Avoid questions with built-in presumptions.

Is the question imaginary ?: A popular question in many television game shows is, ‘If you win a million dollars on this show, how will you spend it?’. Most respondents have never been faced with such an amount of money before and have never thought about it—they may not even know that after taxes, they will get only about $640,000 or so in the United States, and in many cases, that amount is spread over a 20-year period—and so their answers tend to be quite random, such as take a tour around the world, buy a restaurant or bar, spend on education, save for retirement, help parents or children, or have a lavish wedding. Imaginary questions have imaginary answers, which cannot be used for making scientific inferences.

Do respondents have the information needed to correctly answer the question ?: Oftentimes, we assume that subjects have the necessary information to answer a question, when in reality, they do not. Even if a response is obtained, these responses tend to be inaccurate given the subjects’ lack of knowledge about the question being asked. For instance, we should not ask the CEO of a company about day-to-day operational details that they may not be aware of, or ask teachers about how much their students are learning, or ask high-schoolers, ‘Do you think the US Government acted appropriately in the Bay of Pigs crisis?’.

Question sequencing. In general, questions should flow logically from one to the next. To achieve the best response rates, questions should flow from the least sensitive to the most sensitive, from the factual and behavioural to the attitudinal, and from the more general to the more specific. Some general rules for question sequencing:

Start with easy non-threatening questions that can be easily recalled. Good options are demographics (age, gender, education level) for individual-level surveys and firmographics (employee count, annual revenues, industry) for firm-level surveys.

Never start with an open ended question.

If following a historical sequence of events, follow a chronological order from earliest to latest.

Ask about one topic at a time. When switching topics, use a transition, such as, ‘The next section examines your opinions about…’

Use filter or contingency questions as needed, such as, ‘If you answered “yes” to question 5, please proceed to Section 2. If you answered “no” go to Section 3′.

Other golden rules . Do unto your respondents what you would have them do unto you. Be attentive and appreciative of respondents’ time, attention, trust, and confidentiality of personal information. Always practice the following strategies for all survey research:

People’s time is valuable. Be respectful of their time. Keep your survey as short as possible and limit it to what is absolutely necessary. Respondents do not like spending more than 10-15 minutes on any survey, no matter how important it is. Longer surveys tend to dramatically lower response rates.

Always assure respondents about the confidentiality of their responses, and how you will use their data (e.g., for academic research) and how the results will be reported (usually, in the aggregate).

For organisational surveys, assure respondents that you will send them a copy of the final results, and make sure that you follow up with your promise.

Thank your respondents for their participation in your study.

Finally, always pretest your questionnaire, at least using a convenience sample, before administering it to respondents in a field setting. Such pretesting may uncover ambiguity, lack of clarity, or biases in question wording, which should be eliminated before administering to the intended sample.

Interview survey

Interviews are a more personalised data collection method than questionnaires, and are conducted by trained interviewers using the same research protocol as questionnaire surveys (i.e., a standardised set of questions). However, unlike a questionnaire, the interview script may contain special instructions for the interviewer that are not seen by respondents, and may include space for the interviewer to record personal observations and comments. In addition, unlike postal surveys, the interviewer has the opportunity to clarify any issues raised by the respondent or ask probing or follow-up questions. However, interviews are time-consuming and resource-intensive. Interviewers need special interviewing skills as they are considered to be part of the measurement instrument, and must proactively strive not to artificially bias the observed responses.

The most typical form of interview is a personal or face-to-face interview , where the interviewer works directly with the respondent to ask questions and record their responses. Personal interviews may be conducted at the respondent’s home or office location. This approach may even be favoured by some respondents, while others may feel uncomfortable allowing a stranger into their homes. However, skilled interviewers can persuade respondents to co-operate, dramatically improving response rates.

A variation of the personal interview is a group interview, also called a focus group . In this technique, a small group of respondents (usually 6–10 respondents) are interviewed together in a common location. The interviewer is essentially a facilitator whose job is to lead the discussion, and ensure that every person has an opportunity to respond. Focus groups allow deeper examination of complex issues than other forms of survey research, because when people hear others talk, it often triggers responses or ideas that they did not think about before. However, focus group discussion may be dominated by a dominant personality, and some individuals may be reluctant to voice their opinions in front of their peers or superiors, especially while dealing with a sensitive issue such as employee underperformance or office politics. Because of their small sample size, focus groups are usually used for exploratory research rather than descriptive or explanatory research.

A third type of interview survey is a telephone interview . In this technique, interviewers contact potential respondents over the phone, typically based on a random selection of people from a telephone directory, to ask a standard set of survey questions. A more recent and technologically advanced approach is computer-assisted telephone interviewing (CATI). This is increasing being used by academic, government, and commercial survey researchers. Here the interviewer is a telephone operator who is guided through the interview process by a computer program displaying instructions and questions to be asked. The system also selects respondents randomly using a random digit dialling technique, and records responses using voice capture technology. Once respondents are on the phone, higher response rates can be obtained. This technique is not ideal for rural areas where telephone density is low, and also cannot be used for communicating non-audio information such as graphics or product demonstrations.

Role of interviewer. The interviewer has a complex and multi-faceted role in the interview process, which includes the following tasks:

Prepare for the interview: Since the interviewer is in the forefront of the data collection effort, the quality of data collected depends heavily on how well the interviewer is trained to do the job. The interviewer must be trained in the interview process and the survey method, and also be familiar with the purpose of the study, how responses will be stored and used, and sources of interviewer bias. They should also rehearse and time the interview prior to the formal study.

Locate and enlist the co-operation of respondents: Particularly in personal, in-home surveys, the interviewer must locate specific addresses, and work around respondents’ schedules at sometimes undesirable times such as during weekends. They should also be like a salesperson, selling the idea of participating in the study.

Motivate respondents: Respondents often feed off the motivation of the interviewer. If the interviewer is disinterested or inattentive, respondents will not be motivated to provide useful or informative responses either. The interviewer must demonstrate enthusiasm about the study, communicate the importance of the research to respondents, and be attentive to respondents’ needs throughout the interview.

Clarify any confusion or concerns: Interviewers must be able to think on their feet and address unanticipated concerns or objections raised by respondents to the respondents’ satisfaction. Additionally, they should ask probing questions as necessary even if such questions are not in the script.

Observe quality of response: The interviewer is in the best position to judge the quality of information collected, and may supplement responses obtained using personal observations of gestures or body language as appropriate.

Conducting the interview. Before the interview, the interviewer should prepare a kit to carry to the interview session, consisting of a cover letter from the principal investigator or sponsor, adequate copies of the survey instrument, photo identification, and a telephone number for respondents to call to verify the interviewer’s authenticity. The interviewer should also try to call respondents ahead of time to set up an appointment if possible. To start the interview, they should speak in an imperative and confident tone, such as, ‘I’d like to take a few minutes of your time to interview you for a very important study’, instead of, ‘May I come in to do an interview?’. They should introduce themself, present personal credentials, explain the purpose of the study in one to two sentences, and assure respondents that their participation is voluntary, and their comments are confidential, all in less than a minute. No big words or jargon should be used, and no details should be provided unless specifically requested. If the interviewer wishes to record the interview, they should ask for respondents’ explicit permission before doing so. Even if the interview is recorded, the interviewer must take notes on key issues, probes, or verbatim phrases

During the interview, the interviewer should follow the questionnaire script and ask questions exactly as written, and not change the words to make the question sound friendlier. They should also not change the order of questions or skip any question that may have been answered earlier. Any issues with the questions should be discussed during rehearsal prior to the actual interview sessions. The interviewer should not finish the respondent’s sentences. If the respondent gives a brief cursory answer, the interviewer should probe the respondent to elicit a more thoughtful, thorough response. Some useful probing techniques are:

The silent probe: Just pausing and waiting without going into the next question may suggest to respondents that the interviewer is waiting for more detailed response.

Overt encouragement: An occasional ‘uh-huh’ or ‘okay’ may encourage the respondent to go into greater details. However, the interviewer must not express approval or disapproval of what the respondent says.

Ask for elaboration: Such as, ‘Can you elaborate on that?’ or ‘A minute ago, you were talking about an experience you had in high school. Can you tell me more about that?’.

Reflection: The interviewer can try the psychotherapist’s trick of repeating what the respondent said. For instance, ‘What I’m hearing is that you found that experience very traumatic’ and then pause and wait for the respondent to elaborate.

After the interview is completed, the interviewer should thank respondents for their time, tell them when to expect the results, and not leave hastily. Immediately after leaving, they should write down any notes or key observations that may help interpret the respondent’s comments better.

Biases in survey research

Despite all of its strengths and advantages, survey research is often tainted with systematic biases that may invalidate some of the inferences derived from such surveys. Five such biases are the non-response bias, sampling bias, social desirability bias, recall bias, and common method bias.

Non-response bias. Survey research is generally notorious for its low response rates. A response rate of 15-20 per cent is typical in a postal survey, even after two or three reminders. If the majority of the targeted respondents fail to respond to a survey, this may indicate a systematic reason for the low response rate, which may in turn raise questions about the validity of the study’s results. For instance, dissatisfied customers tend to be more vocal about their experience than satisfied customers, and are therefore more likely to respond to questionnaire surveys or interview requests than satisfied customers. Hence, any respondent sample is likely to have a higher proportion of dissatisfied customers than the underlying population from which it is drawn. In this instance, not only will the results lack generalisability, but the observed outcomes may also be an artefact of the biased sample. Several strategies may be employed to improve response rates:

Advance notification: Sending a short letter to the targeted respondents soliciting their participation in an upcoming survey can prepare them in advance and improve their propensity to respond. The letter should state the purpose and importance of the study, mode of data collection (e.g., via a phone call, a survey form in the mail, etc.), and appreciation for their co-operation. A variation of this technique may be to ask the respondent to return a prepaid postcard indicating whether or not they are willing to participate in the study.

Relevance of content: People are more likely to respond to surveys examining issues of relevance or importance to them.

Respondent-friendly questionnaire: Shorter survey questionnaires tend to elicit higher response rates than longer questionnaires. Furthermore, questions that are clear, non-offensive, and easy to respond tend to attract higher response rates.

Endorsement: For organisational surveys, it helps to gain endorsement from a senior executive attesting to the importance of the study to the organisation. Such endorsement can be in the form of a cover letter or a letter of introduction, which can improve the researcher’s credibility in the eyes of the respondents.

Follow-up requests: Multiple follow-up requests may coax some non-respondents to respond, even if their responses are late.

Interviewer training: Response rates for interviews can be improved with skilled interviewers trained in how to request interviews, use computerised dialling techniques to identify potential respondents, and schedule call-backs for respondents who could not be reached.

Incentives : Incentives in the form of cash or gift cards, giveaways such as pens or stress balls, entry into a lottery, draw or contest, discount coupons, promise of contribution to charity, and so forth may increase response rates.

Non-monetary incentives: Businesses, in particular, are more prone to respond to non-monetary incentives than financial incentives. An example of such a non-monetary incentive is a benchmarking report comparing the business’s individual response against the aggregate of all responses to a survey.

Confidentiality and privacy: Finally, assurances that respondents’ private data or responses will not fall into the hands of any third party may help improve response rates

Sampling bias. Telephone surveys conducted by calling a random sample of publicly available telephone numbers will systematically exclude people with unlisted telephone numbers, mobile phone numbers, and people who are unable to answer the phone when the survey is being conducted—for instance, if they are at work—and will include a disproportionate number of respondents who have landline telephone services with listed phone numbers and people who are home during the day, such as the unemployed, the disabled, and the elderly. Likewise, online surveys tend to include a disproportionate number of students and younger people who are constantly on the Internet, and systematically exclude people with limited or no access to computers or the Internet, such as the poor and the elderly. Similarly, questionnaire surveys tend to exclude children and the illiterate, who are unable to read, understand, or meaningfully respond to the questionnaire. A different kind of sampling bias relates to sampling the wrong population, such as asking teachers (or parents) about their students’ (or children’s) academic learning, or asking CEOs about operational details in their company. Such biases make the respondent sample unrepresentative of the intended population and hurt generalisability claims about inferences drawn from the biased sample.

Social desirability bias . Many respondents tend to avoid negative opinions or embarrassing comments about themselves, their employers, family, or friends. With negative questions such as, ‘Do you think that your project team is dysfunctional?’, ‘Is there a lot of office politics in your workplace?’, ‘Or have you ever illegally downloaded music files from the Internet?’, the researcher may not get truthful responses. This tendency among respondents to ‘spin the truth’ in order to portray themselves in a socially desirable manner is called the ‘social desirability bias’, which hurts the validity of responses obtained from survey research. There is practically no way of overcoming the social desirability bias in a questionnaire survey, but in an interview setting, an astute interviewer may be able to spot inconsistent answers and ask probing questions or use personal observations to supplement respondents’ comments.

Recall bias. Responses to survey questions often depend on subjects’ motivation, memory, and ability to respond. Particularly when dealing with events that happened in the distant past, respondents may not adequately remember their own motivations or behaviours, or perhaps their memory of such events may have evolved with time and no longer be retrievable. For instance, if a respondent is asked to describe his/her utilisation of computer technology one year ago, or even memorable childhood events like birthdays, their response may not be accurate due to difficulties with recall. One possible way of overcoming the recall bias is by anchoring the respondent’s memory in specific events as they happened, rather than asking them to recall their perceptions and motivations from memory.

Common method bias. Common method bias refers to the amount of spurious covariance shared between independent and dependent variables that are measured at the same point in time, such as in a cross-sectional survey, using the same instrument, such as a questionnaire. In such cases, the phenomenon under investigation may not be adequately separated from measurement artefacts. Standard statistical tests are available to test for common method bias, such as Harmon’s single-factor test (Podsakoff, MacKenzie, Lee & Podsakoff, 2003), [3] Lindell and Whitney’s (2001) [4] market variable technique, and so forth. This bias can potentially be avoided if the independent and dependent variables are measured at different points in time using a longitudinal survey design, or if these variables are measured using different methods, such as computerised recording of dependent variable versus questionnaire-based self-rating of independent variables.

• Dillman, D. (1978). Mail and telephone surveys: The total design method . New York: Wiley. ↵
• Rasikski, K. (1989). The effect of question wording on public support for government spending. Public Opinion Quarterly , 53(3), 388–394. ↵
• Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology , 88(5), 879–903. http://dx.doi.org/10.1037/0021-9010.88.5.879. ↵
• Lindell, M. K., & Whitney, D. J. (2001). Accounting for common method variance in cross-sectional research designs. Journal of Applied Psychology , 86(1), 114–121. ↵

Social Science Research: Principles, Methods and Practices (Revised edition) Copyright © 2019 by Anol Bhattacherjee is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

Share This Book

Have a language expert improve your writing

Run a free plagiarism check in 10 minutes, automatically generate references for free.

• Knowledge Base
• Methodology
• Questionnaire Design | Methods, Question Types & Examples

Questionnaire Design | Methods, Question Types & Examples

Published on 6 May 2022 by Pritha Bhandari . Revised on 10 October 2022.

A questionnaire is a list of questions or items used to gather data from respondents about their attitudes, experiences, or opinions. Questionnaires can be used to collect quantitative and/or qualitative information.

Questionnaires are commonly used in market research as well as in the social and health sciences. For example, a company may ask for feedback about a recent customer service experience, or psychology researchers may investigate health risk perceptions using questionnaires.

Table of contents

Questionnaires vs surveys, questionnaire methods, open-ended vs closed-ended questions, question wording, question order, step-by-step guide to design, frequently asked questions about questionnaire design.

A survey is a research method where you collect and analyse data from a group of people. A questionnaire is a specific tool or instrument for collecting the data.

Designing a questionnaire means creating valid and reliable questions that address your research objectives, placing them in a useful order, and selecting an appropriate method for administration.

But designing a questionnaire is only one component of survey research. Survey research also involves defining the population you’re interested in, choosing an appropriate sampling method , administering questionnaires, data cleaning and analysis, and interpretation.

Sampling is important in survey research because you’ll often aim to generalise your results to the population. Gather data from a sample that represents the range of views in the population for externally valid results. There will always be some differences between the population and the sample, but minimising these will help you avoid sampling bias .

Prevent plagiarism, run a free check.

Questionnaires can be self-administered or researcher-administered . Self-administered questionnaires are more common because they are easy to implement and inexpensive, but researcher-administered questionnaires allow deeper insights.

Self-administered questionnaires

Self-administered questionnaires can be delivered online or in paper-and-pen formats, in person or by post. All questions are standardised so that all respondents receive the same questions with identical wording.

Self-administered questionnaires can be:

• Cost-effective
• Easy to administer for small and large groups
• Anonymous and suitable for sensitive topics

But they may also be:

• Unsuitable for people with limited literacy or verbal skills
• Susceptible to a nonreponse bias (most people invited may not complete the questionnaire)
• Biased towards people who volunteer because impersonal survey requests often go ignored

Researcher-administered questionnaires

Researcher-administered questionnaires are interviews that take place by phone, in person, or online between researchers and respondents.

Researcher-administered questionnaires can:

• Help you ensure the respondents are representative of your target audience
• Allow clarifications of ambiguous or unclear questions and answers
• Have high response rates because it’s harder to refuse an interview when personal attention is given to respondents

But researcher-administered questionnaires can be limiting in terms of resources. They are:

• Costly and time-consuming to perform
• More difficult to analyse if you have qualitative responses
• Likely to contain experimenter bias or demand characteristics
• Likely to encourage social desirability bias in responses because of a lack of anonymity

Your questionnaire can include open-ended or closed-ended questions, or a combination of both.

Using closed-ended questions limits your responses, while open-ended questions enable a broad range of answers. You’ll need to balance these considerations with your available time and resources.

Closed-ended questions

Closed-ended, or restricted-choice, questions offer respondents a fixed set of choices to select from. Closed-ended questions are best for collecting data on categorical or quantitative variables.

Categorical variables can be nominal or ordinal. Quantitative variables can be interval or ratio. Understanding the type of variable and level of measurement means you can perform appropriate statistical analyses for generalisable results.

Examples of closed-ended questions for different variables

Nominal variables include categories that can’t be ranked, such as race or ethnicity. This includes binary or dichotomous categories.

It’s best to include categories that cover all possible answers and are mutually exclusive. There should be no overlap between response items.

In binary or dichotomous questions, you’ll give respondents only two options to choose from.

White Black or African American American Indian or Alaska Native Asian Native Hawaiian or Other Pacific Islander

Ordinal variables include categories that can be ranked. Consider how wide or narrow a range you’ll include in your response items, and their relevance to your respondents.

Likert-type questions collect ordinal data using rating scales with five or seven points.

When you have four or more Likert-type questions, you can treat the composite data as quantitative data on an interval scale . Intelligence tests, psychological scales, and personality inventories use multiple Likert-type questions to collect interval data.

With interval or ratio data, you can apply strong statistical hypothesis tests to address your research aims.

Pros and cons of closed-ended questions

Well-designed closed-ended questions are easy to understand and can be answered quickly. However, you might still miss important answers that are relevant to respondents. An incomplete set of response items may force some respondents to pick the closest alternative to their true answer. These types of questions may also miss out on valuable detail.

To solve these problems, you can make questions partially closed-ended, and include an open-ended option where respondents can fill in their own answer.

Open-ended questions

Open-ended, or long-form, questions allow respondents to give answers in their own words. Because there are no restrictions on their choices, respondents can answer in ways that researchers may not have otherwise considered. For example, respondents may want to answer ‘multiracial’ for the question on race rather than selecting from a restricted list.

• How do you feel about open science?
• How would you describe your personality?
• In your opinion, what is the biggest obstacle to productivity in remote work?

Open-ended questions have a few downsides.

They require more time and effort from respondents, which may deter them from completing the questionnaire.

For researchers, understanding and summarising responses to these questions can take a lot of time and resources. You’ll need to develop a systematic coding scheme to categorise answers, and you may also need to involve other researchers in data analysis for high reliability .

Question wording can influence your respondents’ answers, especially if the language is unclear, ambiguous, or biased. Good questions need to be understood by all respondents in the same way ( reliable ) and measure exactly what you’re interested in ( valid ).

Use clear language

You should design questions with your target audience in mind. Consider their familiarity with your questionnaire topics and language and tailor your questions to them.

For readability and clarity, avoid jargon or overly complex language. Don’t use double negatives because they can be harder to understand.

Use balanced framing

Respondents often answer in different ways depending on the question framing. Positive frames are interpreted as more neutral than negative frames and may encourage more socially desirable answers.

Use a mix of both positive and negative frames to avoid bias , and ensure that your question wording is balanced wherever possible.

Unbalanced questions focus on only one side of an argument. Respondents may be less likely to oppose the question if it is framed in a particular direction. It’s best practice to provide a counterargument within the question as well.

Avoid leading questions

Leading questions guide respondents towards answering in specific ways, even if that’s not how they truly feel, by explicitly or implicitly providing them with extra information.

It’s best to keep your questions short and specific to your topic of interest.

• The average daily work commute in the US takes 54.2 minutes and costs $29 per day. Since 2020, working from home has saved many employees time and money. Do you favour flexible work-from-home policies even after it’s safe to return to offices?
• Experts agree that a well-balanced diet provides sufficient vitamins and minerals, and multivitamins and supplements are not necessary or effective. Do you agree or disagree that multivitamins are helpful for balanced nutrition?

Keep your questions focused

Ask about only one idea at a time and avoid double-barrelled questions. Double-barrelled questions ask about more than one item at a time, which can confuse respondents.

This question could be difficult to answer for respondents who feel strongly about the right to clean drinking water but not high-speed internet. They might only answer about the topic they feel passionate about or provide a neutral answer instead – but neither of these options capture their true answers.

Instead, you should ask two separate questions to gauge respondents’ opinions.

Strongly Agree Agree Undecided Disagree Strongly Disagree

Do you agree or disagree that the government should be responsible for providing high-speed internet to everyone?

You can organise the questions logically, with a clear progression from simple to complex. Alternatively, you can randomise the question order between respondents.

Logical flow

Using a logical flow to your question order means starting with simple questions, such as behavioural or opinion questions, and ending with more complex, sensitive, or controversial questions.

The question order that you use can significantly affect the responses by priming them in specific directions. Question order effects, or context effects, occur when earlier questions influence the responses to later questions, reducing the validity of your questionnaire.

While demographic questions are usually unaffected by order effects, questions about opinions and attitudes are more susceptible to them.

• How knowledgeable are you about Joe Biden’s executive orders in his first 100 days?
• Are you satisfied or dissatisfied with the way Joe Biden is managing the economy?
• Do you approve or disapprove of the way Joe Biden is handling his job as president?

It’s important to minimise order effects because they can be a source of systematic error or bias in your study.

Randomisation

Randomisation involves presenting individual respondents with the same questionnaire but with different question orders.

When you use randomisation, order effects will be minimised in your dataset. But a randomised order may also make it harder for respondents to process your questionnaire. Some questions may need more cognitive effort, while others are easier to answer, so a random order could require more time or mental capacity for respondents to switch between questions.

Follow this step-by-step guide to design your questionnaire.

Step 1: Define your goals and objectives

The first step of designing a questionnaire is determining your aims.

• What topics or experiences are you studying?
• What specifically do you want to find out?
• Is a self-report questionnaire an appropriate tool for investigating this topic?

Once you’ve specified your research aims, you can operationalise your variables of interest into questionnaire items. Operationalising concepts means turning them from abstract ideas into concrete measurements. Every question needs to address a defined need and have a clear purpose.

Step 2: Use questions that are suitable for your sample

Create appropriate questions by taking the perspective of your respondents. Consider their language proficiency and available time and energy when designing your questionnaire.

• Are the respondents familiar with the language and terms used in your questions?
• Would any of the questions insult, confuse, or embarrass them?
• Do the response items for any closed-ended questions capture all possible answers?
• Are the response items mutually exclusive?
• Do the respondents have time to respond to open-ended questions?

Consider all possible options for responses to closed-ended questions. From a respondent’s perspective, a lack of response options reflecting their point of view or true answer may make them feel alienated or excluded. In turn, they’ll become disengaged or inattentive to the rest of the questionnaire.

Step 3: Decide on your questionnaire length and question order

Once you have your questions, make sure that the length and order of your questions are appropriate for your sample.

If respondents are not being incentivised or compensated, keep your questionnaire short and easy to answer. Otherwise, your sample may be biased with only highly motivated respondents completing the questionnaire.

Decide on your question order based on your aims and resources. Use a logical flow if your respondents have limited time or if you cannot randomise questions. Randomising questions helps you avoid bias, but it can take more complex statistical analysis to interpret your data.

Step 4: Pretest your questionnaire

When you have a complete list of questions, you’ll need to pretest it to make sure what you’re asking is always clear and unambiguous. Pretesting helps you catch any errors or points of confusion before performing your study.

Ask friends, classmates, or members of your target audience to complete your questionnaire using the same method you’ll use for your research. Find out if any questions were particularly difficult to answer or if the directions were unclear or inconsistent, and make changes as necessary.

If you have the resources, running a pilot study will help you test the validity and reliability of your questionnaire. A pilot study is a practice run of the full study, and it includes sampling, data collection , and analysis.

You can find out whether your procedures are unfeasible or susceptible to bias and make changes in time, but you can’t test a hypothesis with this type of study because it’s usually statistically underpowered .

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.

Closed-ended, or restricted-choice, questions offer respondents a fixed set of choices to select from. These questions are easier to answer quickly.

Open-ended or long-form questions allow respondents to answer in their own words. Because there are no restrictions on their choices, respondents can answer in ways that researchers may not have otherwise considered.

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.

You can organise the questions logically, with a clear progression from simple to complex, or randomly between respondents. A logical flow helps respondents process the questionnaire easier and quicker, but it may lead to bias. Randomisation can minimise the bias from order effects.

Questionnaires can be self-administered or researcher-administered.

Researcher-administered questionnaires are interviews that take place by phone, in person, or online between researchers and respondents. You can gain deeper insights by clarifying questions for respondents or asking follow-up questions.

Cite this Scribbr article

If you want to cite this source, you can copy and paste the citation or click the ‘Cite this Scribbr article’ button to automatically add the citation to our free Reference Generator.

Bhandari, P. (2022, October 10). Questionnaire Design | Methods, Question Types & Examples. Scribbr. Retrieved 9 April 2024, from https://www.scribbr.co.uk/research-methods/questionnaire-design/

Is this article helpful?

Pritha Bhandari

Other students also liked, doing survey research | a step-by-step guide & examples, what is a likert scale | guide & examples, reliability vs validity in research | differences, types & examples.

Questionnaires

Questionnaires can be classified as both, quantitative and qualitative method depending on the nature of questions. Specifically, answers obtained through closed-ended questions (also called restricted questions) with multiple choice answer options are analyzed using quantitative methods. Research findings in this case can be illustrated using tabulations, pie-charts, bar-charts and percentages.

Answers obtained to open-ended questionnaire questions (also known as unrestricted questions), on the other hand, are analyzed using qualitative methods. Primary data collected using open-ended questionnaires involve discussions and critical analyses without use of numbers and calculations.

There are following types of questionnaires:

Computer questionnaire . Respondents are asked to answer the questionnaire which is sent by mail. The advantages of the computer questionnaires include their inexpensive price, time-efficiency, and respondents do not feel pressured, therefore can answer when they have time, giving more accurate answers. However, the main shortcoming of the mail questionnaires is that sometimes respondents do not bother answering them and they can just ignore the questionnaire.

Telephone questionnaire .  Researcher may choose to call potential respondents with the aim of getting them to answer the questionnaire. The advantage of the telephone questionnaire is that, it can be completed during the short amount of time. The main disadvantage of the phone questionnaire is that it is expensive most of the time. Moreover, most people do not feel comfortable to answer many questions asked through the phone and it is difficult to get sample group to answer questionnaire over the phone.

In-house survey .  This type of questionnaire involves the researcher visiting respondents in their houses or workplaces. The advantage of in-house survey is that more focus towards the questions can be gained from respondents. However, in-house surveys also have a range of disadvantages which include being time consuming, more expensive and respondents may not wish to have the researcher in their houses or workplaces for various reasons.

Mail Questionnaire . This sort of questionnaires involve the researcher to send the questionnaire list to respondents through post, often attaching pre-paid envelope. Mail questionnaires have an advantage of providing more accurate answer, because respondents can answer the questionnaire in their spare time. The disadvantages associated with mail questionnaires include them being expensive, time consuming and sometimes they end up in the bin put by respondents.

Questionnaires can include the following types of questions:

Open question questionnaires . Open questions differ from other types of questions used in questionnaires in a way that open questions may produce unexpected results, which can make the research more original and valuable. However, it is difficult to analyze the results of the findings when the data is obtained through the questionnaire with open questions.

Multiple choice question s. Respondents are offered a set of answers they have to choose from. The downsize of questionnaire with multiple choice questions is that, if there are too many answers to choose from, it makes the questionnaire, confusing and boring, and discourages the respondent to answer the questionnaire.

Dichotomous Questions .  Thes type of questions gives two options to respondents – yes or no, to choose from. It is the easiest form of questionnaire for the respondent in terms of responding it.

Scaling Questions . Also referred to as ranking questions, they present an option for respondents to rank the available answers to questions on the scale of given range of values (for example from 1 to 10).

For a standard 15,000-20,000 word business dissertation including 25-40 questions in questionnaires will usually suffice. Questions need be formulated in an unambiguous and straightforward manner and they should be presented in a logical order.

Questionnaires as primary data collection method offer the following advantages:

• Uniformity: all respondents are asked exactly the same questions
• Cost-effectiveness
• Possibility to collect the primary data in shorter period of time
• Minimum or no bias from the researcher during the data collection process
• Usually enough time for respondents to think before answering questions, as opposed to interviews
• Possibility to reach respondents in distant areas through online questionnaire

At the same time, the use of questionnaires as primary data collection method is associated with the following shortcomings:

• Random answer choices by respondents without properly reading the question.
• In closed-ended questionnaires no possibility for respondents to express their additional thoughts about the matter due to the absence of a relevant question.
• Collecting incomplete or inaccurate information because respondents may not be able to understand questions correctly.
• High rate of non-response

Survey Monkey represents one of the most popular online platforms for facilitating data collection through questionnaires. Substantial benefits offered by Survey Monkey include its ease to use, presentation of questions in many different formats and advanced data analysis capabilities.

Survey Monkey as a popular platform for primary data collection

There are other alternatives to Survey Monkey you might want to consider to use as a platform for your survey. These include but not limited to Jotform, Google Forms, Lime Survey, Crowd Signal, Survey Gizmo, Zoho Survey and many others.

My  e-book,  The Ultimate Guide to Writing a Dissertation in Business Studies: a step by step approach  contains a detailed, yet simple explanation of quantitative methods. The e-book explains all stages of the research process starting from the selection of the research area to writing personal reflection. Important elements of dissertations such as research philosophy, research approach, research design, methods of data collection and data analysis are explained in simple words.

John Dudovskiy

An official website of the United States government

The .gov means it’s official. Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

The site is secure. The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

• Publications
• Account settings

Preview improvements coming to the PMC website in October 2024. Learn More or Try it out now .

• Advanced Search
• Journal List
• J Adv Pract Oncol
• v.6(2); Mar-Apr 2015

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.

Online Questionnaire In Research: Types, Methods, and Examples

• June 20, 2022

Questionnaire research method: What is it and how is it done?

Questionnaire versus survey: is there a difference, the types of questions in a questionnaire that can be used in your next research project, which types of questionnaires in research are there, #1 start by identifying your main goals, #2 choose a suitable sample of respondents, #3 pay attention to the design of your questionnaire, #4 questions: elements that lead your research to success, #5 question order and the length of your survey, questionnaire in research example: when can surveys be used.

Using an online questionnaire in research can benefit you in many ways. Well-written online questionnaires are easy to make and fun to answer, but they are much more than that — they offer you valuable information about your research topic.

Questionnaires are without a doubt beneficial for every type of research, but their quality is what will determine their success. Knowing which questions to ask of which respondents offers excellent results, while a poorly written questionnaire can lead to incorrect conclusions.

We will now discuss using the questionnaire method of data collection and show you how to design the perfect questionnaire. Continue reading to find out why to use questionnaires in your research!

A questionnaire is a simple, easy, and highly efficient way of collecting data. It is a set of inquiries, usually containing both closed-ended and open-ended questions.

Using a questionnaire in research enables the collection of both qualitative and quantitative data . The questionnaire method of data collection allows for the acquisition of substantial amounts of information from a large group of people. However, whether the data collected is accurate and eventually helpful in research depends on how you construct your questionnaire.

Today, questionnaires and surveys are considered the same thing, so the terms are interchangeable. However, there is a difference between them.

A questionnaire is a research instrument used to collect information from a group of respondents. A survey is the whole research method, referring to the process of collecting and analyzing the gathered data .

So, a survey is actually the whole process of gathering, analyzing, and interpreting data, while a questionnaire is just a part of the greater whole — a research tool used to conduct surveys.

In the past, questionnaires could only be printed out on paper and filled out by hand, with the analysis process beginning after gathering all responses. With the rise of the Internet and online survey tools, these steps became combined and things became a little more complicated.

With SurveyPlanet , you can create and share your questionnaire in just a few clicks! Create your own research tool using custom survey themes , or choose among our pre-made themes. After collecting data, you can filter results to gain better insights by analyzing them more deeply.

With SurveyPlanet, using a questionnaire in research has never been easier!

There are many types of questions you can choose when using a questionnaire in research, the two most important being closed-ended and open-ended. Each has its pros and cons, and closed-ended questions have additional subtypes.

Closed-ended questions offer respondents a set of answers to choose from. They are easy to understand for respondents while also easy to analyze and excellent for collecting categorical and quantitative data. One of the most used questionnaires by question type is the multiple-choice questionnaire and the Likert scale questionnaire .

Open-ended questions don’t offer participants defined answers to choose from. Instead, there is a box in which the question can be answered in their own words. Unlike the previous type, these questions are used to gather qualitative data on people’s opinions.

Broadly speaking, two types of questionnaires are common that differ in regards to how they are distributed.

Self-administered questionnaires can be on paper or online and can be distributed in person or through mail or email. Questions need to be standardized, meaning all participants get the same set of questions and answers.

On the other hand, researcher-administered questionnaires are interviews conducted between a researcher and a respondent. They can take place by phone, online, or in person.

Such interviews give the researcher greater freedom to ask questions and gain information. In addition, they offer respondents the opportunity to explain their answers in more detail, as well as allowing researchers to ask additional questions to specific respondents.

However, these can be quite costly, time-consuming, and complicated to analyze, which is why most surveys are self-administered questions.

With SurveyPlanet, you can get the best of both worlds! Our Pro plan offers many additional features which will help you gain deeper insights while saving time and avoiding big expenses.

Questionnaire design: How to make the perfect questionnaire

There are several different aspects to consider when making a questionnaire design and using that questionnaire in research. From these arise the different steps you will need to take to make sure accurate data is collected that can be analyzed correctly and lead to the right conclusions.

We will now discuss these steps and help you choose the proper questionnaire format for research.

The three most important aspects of every research project are the questions you ask, the sample group you ask, and the goals you want to achieve by asking. These are intertwined and depend on one other.

First, you need to identify your research goals. What do you want to learn by conducting the survey? When you’ve chosen your research topic and the most crucial question you want answered, it’s time to find the most suitable sample of respondents.

When there is a large group of people you want information or opinions from, you won’t be able to ask each and every one of them. Instead, you make a smaller sample group to answer your questions.

When doing so, it is vital to make sure that the sample consists of individuals that are really going to represent the group as a whole. Choose participants from various age groups and geographical areas with different interests and educational backgrounds while making sure they are truly relevant to your business.

Humans are visual beings. The first thing we notice about something is how it looks, and it is the same with a questionnaire. Surveys that look generic and dull are likely to bore your respondents, while a fun-looking and engaging survey will keep them around until the end.

When designing a questionnaire, you can rely on pre-made themes or make your own. By signing up to SurveyPlanet , you can choose between our ready-made templates, create custom themes, and even add images to questions and answers . With SurveyPlanet, anything is possible!

But the most important part of your questionnaire is the questions. When using a questionnaire in research, it is vital to incorporate just the right type and amount of inquiries to yield accurate results.

As a rule of thumb, the best approach is to combine closed-ended and open-ended questions. This will give respondents the chance to express their opinions in their own words while not burdening them with too many demanding questions.

Next, focus on the wording of your questions. A good survey question is clear, concise, and unambiguous. Use straightforward language. Keep questions short and ensure they are not misleading in any way. This is how to avoid the most common errors in surveying .

How long should my survey be ? There is a valuable rule of thumb: if you don’t offer an incentive, make sure your survey is not too long. Without getting something in return, most participants won’t be motivated to answer a lengthy survey, which will result in a low response rate .

When it comes to the order of the questions, there are a couple of standard approaches. First, placing questions in a randomized order for each participant helps avoid bias, but the process of analyzing and interpreting the data can get more complex.

Instead, opt for a logical flow. Start with simple questions and progress towards more complex and sensitive ones. You can use our question branching feature , which allows you to choose which question is going to be presented to each participant based on their previous answers.

Surveys can be used in many fields of research. The most common reason for sending out a survey is to determine the level of customer satisfaction with a product or a service. Additionally, you can use them to better understand how satisfied your employees are with management or the HR department , company culture , or their work-life balance .

However, surveys can also be used in situations when there is no need for data analysis. These include medical history forms, job applications, or any other purpose where you need specific information instead of opinions.

You can find examples and templates for many different survey types on our website. Browse and find ready-made survey examples in the field of market research , customer loyalty , human resources , and education .

The questionnaire research method is a simple yet effective way to analyze different kinds of data. Choose a research questionnaire sample from our extensive library and start using a questionnaire in research today!

Photo by Prasad Jadhav on Unsplash

• Technical Support
• Find My Rep

You are here

100 Questions (and Answers) About Research Methods

• Neil J. Salkind
• Description

"How do I create a good research hypothesis?"

"How do I know when my literature review is finished?"

"What is the difference between a sample and a population?"

"What is power and why is it important?"

In an increasingly data-driven world, it is more important than ever for students as well as professionals to better understand the process of research. This invaluable guide answers the essential questions that students ask about research methods in a concise and accessible way.

See what’s new to this edition by selecting the Features tab on this page. Should you need additional information or have questions regarding the HEOA information provided for this title, including what is new to this edition, please email [email protected] . Please include your name, contact information, and the name of the title for which you would like more information. For information on the HEOA, please go to http://ed.gov/policy/highered/leg/hea08/index.html .

For assistance with your order: Please email us at [email protected] or connect with your SAGE representative.

SAGE 2455 Teller Road Thousand Oaks, CA 91320 www.sagepub.com

"This is a concise text that has good coverage of the basic concepts and elementary principles of research methods. It picks up where many traditional research methods texts stop and provides additional discussion on some of the hardest to understand concepts."

"I think it’s a great idea for a text (or series), and I have no doubt that the majority of students would find it helpful. The material is presented clearly, and it is easy to read and understand. My favorite example from those provided is on p. 7 where the author provides an actual checklist for evaluating the merit of a study. This is a great tool for students and would provide an excellent “practice” approach to learning this skill. Over time students wouldn’t need a checklist, but I think it would be invaluable for those students with little to no research experience."

I already am using 3 other books. This is a good book though.

Did not meet my needs

I had heard good things about Salkind's statistics book and wanted to review his research book as well. The 100 questions format is cute, and may provide a quick answer to a specific student question. However, it's not really organized in a way that I find particularly useful for a more integrated course that progressively develop and builds upon concepts.

comes across as a little disorganized, plus a little too focused on psychology and statistics.

This text is a great resource guide for graduate students. But it may not work as well with undergraduates orienting themselves to the research process. However, I will use it as a recommended text for students.

Key Features

· The entire research process is covered from start to finish: Divided into nine parts, the book  guides readers from the initial asking of questions, through the analysis and interpretation of data, to the final report

· Each question and answer provides a stand-alone explanation: Readers gain enough information on a particular topic to move on to the next question, and topics can be read in any order

· Most questions and answers supplement others in the book: Important material is reinforced, and connections are made between the topics

· Each answer ends with referral to three other related questions: Readers are shown where to go for additional information on the most closely related topics

Sample Materials & Chapters

Question #16: Question #16: How Do I Know When My Literature Review Is Finished?

Question #32: How Can I Create a Good Research Hypothesis?

Question #40: What Is the Difference Between a Sample and a Population, and Why

Question #92: What Is Power, and Why Is It Important?

For instructors

Select a purchasing option.