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Survey Development

Survey Development. From start to finish. Start to Finish. Survey Sampling How to get a “good” sample Questionnaire Design Things to avoid Data Analysis Make the data mean something. Sampling. Know the population Do you really want to survey everybody or a specific group?

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Survey Development

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  1. Survey Development From start to finish

  2. Start to Finish • Survey Sampling • How to get a “good” sample • Questionnaire Design • Things to avoid • Data Analysis • Make the data mean something

  3. Sampling • Know the population • Do you really want to survey everybody or a specific group? • Who is the survey directed at? • Basically who will get the most benefit from the results

  4. Sampling Techniques • Random Sampling • Systematic Sampling • Stratified Sampling

  5. Random Sampling • Lottery Method • Every person in the population has an equal chance of being selected • Easiest, but not the most widely used

  6. Systematic Sampling • Population divided by sample size = k • Can round k up or down if decimal • Order the list and select every kth element • Ordering of the list should be random • Circular list if needed

  7. Stratified Sampling • Split Population into Subpopulations • Gender • Race • Classification • Others • Random sample from each subpopulation based on % in the subpopulation

  8. Example of Stratified Sampling

  9. Questionnaire Design • Topics • Cover Letter • Language Use • Questionnaire formatting • How will it be given

  10. Choosing a Topic • Topics such as sexual preference, drug use, alcohol consumption can be difficult to measure accurately • Does audience know enough about topic to answer questions?

  11. Cover Letter • A cover letter should specify • Who the survey is intended for? • What the results will be used for? • Is it anonymous or confidential? • Information regarding who to contact with questions

  12. Attention Grabbing • Make it interesting to begin with • Start with a question the respondents will care about • Place demographic questions at the end • Some Exceptions

  13. Language Use • Who will be answering the survey? • Technical Terms • Definitions • Keep it simple when possible

  14. Questionnaire Formatting • Will the survey catch their attention? • Does the Questionnaire flow? • Is it easy to read? • Are there any items that can be misconstrued?

  15. Formatting Issues to Avoid • Keep scale spacing consistent with intent • Bold, Italicize, and Underline • Word Highlighting and coloring • Font Size

  16. Does it flow well? • Scales should be understandable • Make questions simple if possible • Respondents should only have to read them once • Avoid instruction books • Questions should relate to the previous question if applicable

  17. Questionnaire Readability • Do the questions make sense? • Does the scale make sense? • Question layouts, spacing, scale layouts

  18. Misconstrued Items • Trial runs and focus groups • Use people from population • Recording devices • Revise where needed

  19. Question Layout • Does the physical layout of the question lead respondents to chose one answer over another?

  20. Bad Formatting • How many times have you eaten at an Italian restaurant in the past three weeks? 1 2 3 4 5

  21. Better Formatting • How many times have you eaten at an Italian restaurant in the past three weeks? 1 2 3 4 5

  22. Data Analysis and Presentation • Is the sample representative? • Questions that could be thrown out • How will the results be presented? • Outside influences….

  23. Response Rate • What percentage is acceptable? • 3% • 25% • 77% • Non-Response Bias • Low response rates can mean that non-respondents differ significantly than respondents

  24. Mail Surveys • Increase response rate by: • Using Envelopes with stamps on them • Including a pen, pencil, or $1 bill • Tailoring the mailing to the audience

  25. Population 70% White 15% African American 10% Hispanic 2% Asian 3% Other

  26. Sample 40% White 35% African American 22% Hispanic 2% Asian 1% Other

  27. Issues • The sample does not match the population • Why? • Is the data useless? • How can this be corrected?

  28. Analysis of Data • Depends mostly on the survey • Crosstabulations, independent variables, dependent variables • Any correlations between questions • Other items of interest

  29. Question Analysis • Question 1: • Did you drink more than 3 pints of beer this week? • Answers: 99% of respondents answered no • Especially difficult in interview situations • Judgment call

  30. Telling a Story • Charts and graphs are great, but… • People want a story backed up by data • Look at the data analysis and see what comes out • If you know the program well, suggest areas for improvement

  31. What does it all mean? • Sampling • Sample should match population • Design • Make the survey understandable • Analysis • Present the data in an easy to read format

  32. Contact Info • Brian Cordeau • Ird_bsc@shsu.edu • 936.294.3989 • Frels Building Rm. 122

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