Introduction

Characteristics
of surveys

Planning a
survey

Questionnaire construction

The Final
questionnaire

Qualitative
surveys

Internet-based
surveys

Response rate

Strengths and limitations of
the survey
method

Improving
survey results

Aids

Planning a survey

Figure 10.1 displays the typical steps researchers follow in planning and conducting a survey. As with every research effort, the researcher begins by specifying the problem or the question to be answered by the investigation. The next step shown in Figure 10.1 is to review the literature. Figure 10.1 shows an additional step - conducting exploratory research. Often, even limited exploration of a topic or problem helps in defining the research question and in selecting wording for items. Exploratory research may be based on informal interviews with persons similar to the respondents who will later be questioned, analysis of comments from members of focus groups, or results from informal, everyday observation of the group being studied.

As shown by the arrows leading back to the research question in Figure 10.1, results from the review of literature or exploratory research may lead to modification or even abandonment of the original research question. Following the final decision on the research question, the researcher engages in conceptualization and operationalization of the variables being measured. These processes are described in Chapter 6 and need no further comment. In survey research, operationalization of variables or indicators is carried out in the way items in the questionnaire are written. The bi-directional arrows in Figure 10.1 show the interaction that goes on between conceptualization and operationalization. Initial concepts may be modified as operations are defined

Selection of a sampling method and development of a sample design are shown in Figure 10.1, but need no additional comment. These operations are described in Chapter 8. We only wish to remind you that development of a sample design is an important part of conducting a survey.

The remaining steps are:

• Planning for all aspects of the survey;
• Constructing the questionnaire;    
• Conducting the survey;
• Preparing data for analysis;
• Analyzing and interpreting the data;
• Drawing conclusions; and
• Writing the report.

This chapter discusses planning a survey and constructing a questionnaire. Conducting a survey by means of interviewing, the most common method used in developing countries, is the subject of the following chapter. Preparing and analyzing data and drawing conclusions are treated in Part 4. Chapter 20 describes how to prepare a research report.

In addition to our discussion of the survey research method, you might want to look at some Web sites that discuss how to plan and conduct surveys. Here are three you might find helpful:

Overview: Survey Research, describes different types of surveys, methods used, advantages and disadvantages, reliability and validity, ethics, response rates, and defines key terms associated with survey research

Selecting the Survey Method, presents some rules for making decisions about using the survey method, including decisions whether to enumerate or use a sample; discusses   sampling issues, construction of a questionnaire, and ethical issues and practices

Survey Research, examines issues involved in selecting the survey method; discusses types of surveys, including the mail questionnaire, group administered questionnaire, and surveys based on interviewing; and provides detailed guidance on constructing a questionnaire.