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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. Use a good survey analysis software . 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!

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• Survey Research: Types, Examples & Methods

Surveys have been proven to be one of the most effective methods of conducting research. They help you to gather relevant data from a large audience, which helps you to arrive at a valid and objective conclusion. 

Just like other research methods, survey research had to be conducted the right way to be effective. In this article, we’ll dive into the nitty-gritty of survey research and show you how to get the most out of it. 

What is Survey Research? 

Survey research is simply a systematic investigation conducted via a survey. In other words, it is a type of research carried out by administering surveys to respondents. 

Surveys already serve as a great method of opinion sampling and finding out what people think about different contexts and situations. Applying this to research means you can gather first-hand information from persons affected by specific contexts. 

Survey research proves useful in numerous primary research scenarios. Consider the case whereby a restaurant wants to gather feedback from its customers on its new signatory dish. A good way to do this is to conduct survey research on a defined customer demographic. 

By doing this, the restaurant is better able to gather primary data from the customers (respondents) with regards to what they think and feel about the new dish across multiple facets. This means they’d have more valid and objective information to work with. 

Why Conduct Survey Research?  

One of the strongest arguments for survey research is that it helps you gather the most authentic data sets in the systematic investigation. Survey research is a gateway to collecting specific information from defined respondents, first-hand.  

Surveys combine different question types that make it easy for you to collect numerous information from respondents. When you come across a questionnaire for survey research, you’re likely to see a neat blend of close-ended and open-ended questions, together with other survey response scale questions. 

Apart from what we’ve discussed so far, here are some other reasons why survey research is important: 

• It gives you insights into respondents’ behaviors and preferences which is valid in any systematic investigation.
• Many times, survey research is structured in an interactive manner which makes it easier for respondents to communicate their thoughts and experiences. 
• It allows you to gather important data that proves useful for product improvement; especially in market research. 

Characteristics of Survey Research

• Usage : Survey research is mostly deployed in the field of social science; especially to gather information about human behavior in different social contexts. 
• Systematic : Like other research methods, survey research is systematic. This means that it is usually conducted in line with empirical methods and follows specific processes.
• Replicable : In survey research, applying the same methods often translates to achieving similar results. 
• Types : Survey research can be conducted using forms (offline and online) or via structured, semi-structured, and unstructured interviews . 
• Data : The data gathered from survey research is mostly quantitative; although it can be qualitative. 
• Impartial Sampling : The data sample in survey research is random and not subject to unavoidable biases.
• Ecological Validity : Survey research often makes use of data samples obtained from real-world occurrences. 

Types of Survey Research

Survey research can be subdivided into different types based on its objectives, data source, and methodology. 

Types of Survey Research Based on Objective

• Exploratory Survey Research

Exploratory survey research is aimed at finding out more about the research context. Here, the survey research pays attention to discovering new ideas and insights about the research subject(s) or contexts. 

Exploratory survey research is usually made up of open-ended questions that allow respondents to fully communicate their thoughts and varying perspectives on the subject matter. In many cases, systematic investigation kicks off with an exploratory research survey. 

• Predictive Survey Research

This type of research is also referred to as causal survey research because it pays attention to the causative relationship between the variables in the survey research. In other words, predictive survey research pays attention to existing patterns to explain the relationship between two variables. 

It can also be referred to as conclusive research because it allows you to identify causal variables and resultant variables; that is cause and effect. Predictive variables allow you to determine the nature of the relationship between the causal variables and the effect to be predicted. 

• Descriptive Survey Research

Unlike predictive research, descriptive survey research is largely observational. It is ideal for quantitative research because it helps you to gather numeric data. 

The questions listed in descriptive survey research help you to uncover new insights into the actions, thoughts, and feelings of survey respondents. With this data, you can know the extent to which different conditions can be obtained among these subjects. 

Types of Survey Research Based on Data Source

• Secondary Data

Survey research can be designed to collect and process secondary data. Secondary data is a type of data that has been collected from primary sources in the past and is readily available for use. It is the type of data that is already existing.

Since secondary data is gathered from third-party sources, it is mostly generic, unlike primary data that is specific to the research context. Common sources of secondary data in survey research include books, data collected through other surveys, online data, data from government archives, and libraries. 

• Primary Data

This is the type of research data that is collected directly; that is, data collected from first-hand sources. Primary data is usually tailored to a specific research context so that reflects the aims and objectives of the systematic investigation.

One of the strongest points of primary data over its secondary counterpart is validity. Because it is collected directly from first-hand sources, primary data typically results in objective research findings. 

You can collect primary data via interviews, surveys, and questionnaires, and observation methods. 

Types of Survey Research Based on Methodology

• Quantitative Research

Quantitative research is a common research method that is used to gather numerical data in a systematic investigation. It is often deployed in research contexts that require statistical information to arrive at valid results such as in social science or science. 

For instance, as an organization looking to find out how many persons are using your product in a particular location, you can administer survey research to collect useful quantitative data. Other quantitative research methods include polls, face-to-face interviews, and systematic observation. 

• Qualitative Research

This is a method of systematic investigation that is used to collect non-numerical data from research participants. In other words, it is a research method that allows you to gather open-ended information from your target audience. 

Typically, organizations deploy qualitative research methods when they need to gather descriptive data from their customers; for example, when they need to collect customer feedback in product evaluation. Qualitative research methods include one-on-one interviews, observation, case studies, and focus groups. 

Survey Research Scales

• Nominal Scale

This is a type of survey research scale that uses numbers to label the different answer options in a survey. On a nominal scale , the numbers have no value in themselves; they simply serve as labels for qualitative variables in the survey. 

In cases where a nominal scale is used for identification, there is typically a specific one-on-one relationship between the numeric value and the variable it represents. On the other hand, when the variable is used for classification, then each number on the scale serves as a label or a tag. 

Examples of Nominal Scale in Survey Research 

1. How would you describe your complexion? 

2. Have you used this product?

• Ordinal Scale

This is a type of variable measurement scale that arranges answer options in a specific ranking order without necessarily indicating the degree of variation between these options. Ordinal data is qualitative and can be named, ranked, or grouped. 

In an ordinal scale , the different properties of the variables are relatively unknown, and it also identifies, describes, and shows the rank of the different variables. With an ordered scale, it is easier for researchers to measure the degree of agreement and/or disagreement with different variables. 

With ordinal scales, you can measure non-numerical attributes such as the degree of happiness, agreement, or opposition of respondents in specific contexts. Using an ordinal scale makes it easy for you to compare variables and process survey responses accordingly. 

Examples of Ordinal Scale in Survey Research

1. How often do you use this product?

• Prefer not to say

2. How much do you agree with our new policies? 

• Totally agree
• Somewhat agree
• Totally disagree
• Interval Scale

This is a type of survey scale that is used to measure variables existing at equal intervals along a common scale. In some way, it combines the attributes of nominal and ordinal scales since it is used where there is order and there is a meaningful difference between 2 variables. 

With an interval scale, you can quantify the difference in value between two variables in survey research. In addition to this, you can carry out other mathematical processes like calculating the mean and median of research variables. 

Examples of Interval Scale in Survey Research

1. Our customer support team was very effective. 

• Completely agree
• Neither agree nor disagree
• Somewhat disagree
• Completely disagree 

2. I enjoyed using this product.

Another example of an interval scale can be seen in the Net Promoter Score.

• Ratio Scale

Just like the interval scale, the ratio scale is quantitative and it is used when you need to compare intervals or differences in survey research. It is the highest level of measurement and it is made up of bits and pieces of the other survey scales. 

One of the unique features of the ratio scale is it has a true zero and equal intervals between the variables on the scale. This zero indicates an absence of the variable being measured by the scale. Common occurrences of ratio scales can be seen with distance (length), area, and population measurement. 

Examples of Ratio Scale in Survey Research

1. How old are you?

• Below 18 years
• 41 and above

2. How many times do you shop in a week?

• Less than twice
• Three times
• More than four times

Uses of Survey Research

• Health Surveys

Survey research is used by health practitioners to gather useful data from patients in different medical and safety contexts. It helps you to gather primary and secondary data about medical conditions and risk factors of multiple diseases and infections. 

In addition to this, administering health surveys regularly helps you to monitor the overall health status of your population; whether in the workplace, school, or community. This kind of data can be used to help prevent outbreaks and minimize medical emergencies in these contexts. 

Survey research is also useful when conducting polls; whether online or offline. A poll is a data collection tool that helps you to gather public opinion about a particular subject from a well-defined research sample.

By administering survey research, you can gather valid data from a well-defined research sample, and utilize research findings for decision making. For example, during elections, individuals can be asked to choose their preferred leader via questionnaires administered as part of survey research.

• Customer Satisfaction

Customer satisfaction is one of the cores of every organization as it is directly concerned with how well your product or service meets the needs of your clients. Survey research is an effective way to measure customer satisfaction at different intervals. 

As a restaurant, for example, you can send out online surveys to customers immediately when they patronize your business. In these surveys, encourage them to provide feedback on their experience and to provide information on how your service delivery can be improved. 

Survey research makes data collection and analysis easy during a census. With an online survey tool like Formplus , you can seamlessly gather data during a census without moving from a spot. Formplus has multiple sharing options that help you collect information without stress. 

Survey Research Methods

Survey research can be done using different online and offline methods. Let’s examine a few of them here.

• Telephone Surveys

This is a means of conducting survey research via phone calls. In a telephone survey, the researcher places a call to the survey respondents and gathers information from them by asking questions about the research context under consideration. 

A telephone survey is a kind of simulation of the face-to-face survey experience since it involves discussing with respondents to gather and process valid data. However, major challenges with this method include the fact that it is expensive and time-consuming. 

• Online Surveys

An online survey is a data collection tool used to create and administer surveys and questionnaires using data tools like Formplus. Online surveys work better than paper forms and other offline survey methods because you can easily gather and process data from a large sample size with them. 

• Face-to-Face Interviews

Face-to-face interviews for survey research can be structured, semi-structured, or unstructured depending on the research context and the type of data you want to collect. If you want to gather qualitative data , then unstructured and semi-structured interviews are the way to go. 

On the other hand, if you want to collect quantifiable information from your research sample, conducting a structured interview is the best way to go. Face-to-face interviews can also be time-consuming and cost-intensive. Let’s mention here that face-to-face surveys are one of the most widely used methods of survey data collection. 

How to Conduct Research Surveys on Formplus 

With Formplus, you can create forms for survey research without any hassles. Follow this step-by-step guide to create and administer online surveys for research via Formplus. 

1. Sign up at www.formpl.us to create your Formplus account. If you already have a Formplus account, click here to log in.

5. Use the form customization options to change the appearance of your survey. You can add your organization’s logo to the survey, change the form font and layout, and insert preferred background images.

Advantages of Survey Research

• It is inexpensive – with survey research, you can avoid the cost of in-person interviews. It’s also easy to receive data as you can share your surveys online and get responses from a large demographic
• It is the fastest way to get a large amount of first-hand data
• Surveys allow you to compare the results you get through charts and graphs
• It is versatile as it can be used for any research topic
• Surveys are perfect for anonymous respondents in the research 

Disadvantages of Survey Research

• Some questions may not get answers
• People may understand survey questions differently
• It may not be the best option for respondents with visual or hearing impairments as well as a demographic with no literacy levels
• People can provide dishonest answers in a survey research

Conclusion 

In this article, we’ve discussed survey research extensively; touching on different important aspects of this concept. As a researcher, organization, individual, or student, it is important to understand how survey research works to utilize it effectively and get the most from this method of systematic investigation. 

As we’ve already stated, conducting survey research online is one of the most effective methods of data collection as it allows you to gather valid data from a large group of respondents. If you’re looking to kick off your survey research, you can start by signing up for a Formplus account here. 

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Survey descriptive research: Method, design, and examples

• November 2, 2022

What is survey descriptive research?

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Survey descriptive research is a quantitative method that focuses on describing the characteristics of a phenomenon rather than asking why it occurs. Doing this provides a better understanding of the nature of the subject at hand and creates a good foundation for further research.

Descriptive market research is one of the most commonly used ways of examining trends and changes in the market. It is easy, low-cost, and provides valuable in-depth information on a chosen subject.

This article will examine the basic principles of the descriptive survey study and show how to make the best descriptive survey questionnaire and how to conduct effective research.

It is often said to be quantitative research that focuses more on the what, how, when, and where instead of the why. But what does that actually mean?

The answer is simple. By conducting descriptive survey research, the nature of a phenomenon is focused upon without asking about what causes it.

The main goal of survey descriptive research is to shed light on the heart of the research problem and better understand it. The technique provides in-depth knowledge of what the research problem is before investigating why it exists.

Survey descriptive research and data collection methods

Descriptive research methods can differ based on data collection. We distinguish three main data collection methods: case study, observational method, and descriptive survey method.

Of these, the descriptive survey research method is most commonly used in fields such as market research, social research, psychology, politics, etc.

Sometimes also called the observational descriptive method, this is simply monitoring people while they engage with a particular subject. The aim is to examine people’s real-life behavior by maintaining a natural environment that does not change the respondents’ behavior—because they do not know they are being observed.

It is often used in fields such as market research, psychology, or social research. For example, customers can be monitored while dining at a restaurant or browsing through the products in a shop.

When doing case studies, researchers conduct thorough examinations of individuals or groups. The case study method is not used to collect general information on a particular subject. Instead, it provides an in-depth understanding of a particular subject and can give rise to interesting conclusions and new hypotheses.

The term case study can also refer to a sample group, which is a specific group of people that are examined and, afterward, findings are generalized to a larger group of people. However, this kind of generalization is rather risky because it is not always accurate.

Additionally, case studies cannot be used to determine cause and effect because of potential bias on the researcher’s part.

The survey descriptive research method consists of creating questionnaires or polls and distributing them to respondents, who then answer the questions (usually a mix of open-ended and closed-ended).

Surveys are the easiest and most cost-efficient way to gain feedback on a particular topic. They can be conducted online or offline, the size of the sample is highly flexible, and they can be distributed through many different channels.

When doing market research , use such surveys to understand the demographic of a certain market or population, better determine the target audience, keep track of the changes in the market, and learn about customer experience and satisfaction with products and services.

Several types of survey descriptive research are classified based on the approach used:

• Descriptive surveys gather information about a certain subject.
• Descriptive-normative surveys gather information just like a descriptive survey, after which results are compared with a norm.
• Correlative surveys explore the relationship between two variables and conclude if it is positive, neutral, or negative.

A descriptive survey research design is a methodology used in social science and other fields to gather information and describe the characteristics, behaviors, or attitudes of a particular population or group of interest. While there may not be a single definition provided by specific authors, the concept is widely understood and defined similarly across the literature.

Here’s a general definition that captures the essence of a descriptive survey research design definition by authors:

A descriptive survey research design is a systematic and structured approach to collecting data from a sample of individuals or entities within a larger population, with the primary aim of providing a detailed and accurate description of the characteristics, behaviors, opinions, or attitudes that exist within the target group. This method involves the use of surveys, questionnaires, interviews, or observations to collect data, which is then analyzed and summarized to draw conclusions about the population of interest.

It’s important to note that descriptive survey research is often used when researchers want to gain insights into a population or phenomenon, but without manipulating variables or testing hypotheses, as is common in experimental research. Instead, it focuses on providing a comprehensive overview of the subject under investigation. Researchers often use various statistical and analytical techniques to summarize and interpret the collected data in descriptive survey research.

The characteristics and advantages of a descriptive survey questionnaire

There are numerous advantages to using a descriptive survey design. First of all, it is cheap and easy to conduct. A large sample can be surveyed and extensive data gathered quickly and inexpensively.

The data collected provides both quantitative and qualitative information , which provides a holistic understanding of the topic. Moreover, it can be used in further research on this or related topics.

Here are some of the most important advantages of conducting a survey descriptive research:

The descriptive survey research design uses both quantitative and qualitative research methods. It is used primarily to conduct quantitative research and gather data that is statistically easy to analyze. However, it can also provide qualitative data that helps describe and understand the research subject.

Descriptive research explores more than one variable. However, unlike experimental research, descriptive survey research design doesn’t allow control of variables. Instead, observational methods are used during research. Even though these variables can change and have an unexpected impact on an inquiry, they will give access to honest responses.

The descriptive research is conducted in a natural environment. This way, answers gathered from responses are more honest because the nature of the research does not influence them.

The data collected through descriptive research can be used to further explore the same or related subjects. Additionally, it can help develop the next line of research and the best method to use moving forward.

Descriptive survey example: When to use a descriptive research questionnaire?

Descriptive research design can be used for many purposes. It is mainly utilized to test a hypothesis, define the characteristics of a certain phenomenon, and examine the correlations between them.

Market research is one of the main fields in which descriptive methods are used to conduct studies. Here’s what can be done using this method:

Understanding the needs of customers and their desires is the key to a business’s success. By truly understanding these, it will be possible to offer exactly what customers need and prevent them from turning to competitors.

By using a descriptive survey, different customer characteristics—such as traits, opinions, or behavior patterns—can be determined. With this data, different customer types can be defined and profiles developed that focus on their interests and the behavior they exhibit. This information can be used to develop new products and services that will be successful.

Measuring data trends is extremely important. Explore the market and get valuable insights into how consumers’ interests change over time—as well as how the competition is performing in the marketplace.

Over time, the data gathered from a descriptive questionnaire can be subjected to statistical analysis. This will deliver valuable insights.

Another important aspect to consider is brand awareness. People need to know about your brand, and they need to have a positive opinion of it. The best way to discover their perception is to conduct a brand survey , which gives deeper insight into brand awareness, perception, identity, and customer loyalty .

When conducting survey descriptive research, there are a few basic steps that are needed for a survey to be successful:

• Define the research goals.
• Decide on the research method.
• Define the sample population.
• Design the questionnaire.
• Write specific questions.
• Distribute the questionnaire.
• Analyze the data .
• Make a survey report.

First of all, define the research goals. By setting up clear objectives, every other step can be worked through. This will result in the perfect descriptive questionnaire example and collect only valuable data.

Next, decide on the research method to use—in this case, the descriptive survey method. Then, define the sample population for (that is, the target audience). After that, think about the design itself and the questions that will be asked in the survey .

If you’re not sure where to start, we’ve got you covered. As free survey software, SurveyPlanet offers pre-made themes that are clean and eye-catching, as well as pre-made questions that will save you the trouble of making new ones.

Simply scroll through our library and choose a descriptive survey questionnaire sample that best suits your needs, though our user-friendly interface can help you create bespoke questions in a process that is easy and efficient.

With a survey in hand, it will then need to be delivered to the target audience. This is easy with our survey embedding feature, which allows for the linking of surveys on a website, via emails, or by sharing on social media.

When all the responses are gathered, it’s time to analyze them. Use SurveyPlanet to easily filter data and do cross-sectional analysis. Finally, just export the results and make a survey report.

Conducting descriptive survey research is the best way to gain a deeper knowledge of a topic of interest and develop a sound basis for further research. Sign up for a free SurveyPlanet account to start improving your business today!

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

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

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

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

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

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

Table of contents

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

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

Common uses of survey research include:

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

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

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

Populations

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

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

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

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

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

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

There are two main types of survey:

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

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

Questionnaires

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

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

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

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

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

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

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

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

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

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

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

Open-ended vs closed-ended questions

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

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

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

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

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

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

The content of the survey questions

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

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

Phrasing the survey questions

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

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

Ordering the survey questions

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

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

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

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

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

There are many methods of analysing the results of your survey. First you have to process the data, usually with the help of a computer program to sort all the responses. You should also cleanse the data by removing incomplete or incorrectly completed responses.

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

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

Finally, when you have collected and analysed all the necessary data, you will write it up as part of your thesis, dissertation , or research paper .

In the methodology section, you describe exactly how you conducted the survey. You should explain the types of questions you used, the sampling method, when and where the survey took place, and the response rate. You can include the full questionnaire as an appendix and refer to it in the text if relevant.

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

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

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

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

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

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

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

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Survey Design: A 10-step Guide with Examples

Kate William

Last Updated: 23 May 2024

13 min read

Table Of Contents

• What's A Survey Design?

10 Steps for a Better Survey Design

Some popular question types used in survey design.

• Better Survey Design - Better Responses

How to analyze Survey Design?

Why do you even need survey design guidelines, wrapping up.

Designing and conducting a survey is indeed easier said than done. However, with the right tools at hand, this could even turn into a fun process!

And now, in light of this noble quest, we’ve prepared a fabulous guide on survey design (with examples, mind you!) that will give you some great ideas to work on. So, if you’re all set, let’s begin!

What’s A Survey Design?

Simply put, survey design is the process of putting together efficient surveys that will help you collect much-needed research. And more often than not, it uses an online survey tool or some ready-made templates.

But if those aren’t for you, you’re also free to design a survey from scratch. So, this is where you get to choose your sample size, set a desirable response rate, select a survey medium, design your questions, and so on.

Now, since you’re more familiar with survey design, we’ll let you in on our secrets. So, here are some great survey design guidelines, tips, and tricks.

1. Keeping it Relevant

Do you know what’s most likely to throw your responders off track? That’s right! Irrelevant questions. So, before you even start thinking about the questions, make sure you plan out what you wish to assess. And once you lock that down, keep your questions very close to those goals.

For instance, let’s say you want to know how well your food products have been selling. So, you can ask them about its taste, quality, price, and so on. This way, when you tell them why you’re recording their answers, they’ll be more inclined to believe you.

2. Incentives Go a Long Way

Are you thinking about giving out some incentives for taking your survey? If so, you’re certainly on the right path! However, when it comes to questionnaire design, this can get a little dicey.

Now, there’s no harm in offering some rewards. So, feel free to send out gift vouchers or discount coupons to your regular responders and non-responders. But fair warning!

You do not want to overdo it. Because if you do, you might just push your customers to lie in the survey. So do watch out for false answers to see what works best for you!

3. Short and Sweet for the Win!

Say it with us! Nobody wants to fill out a 40-minute survey. Sure, in an ideal world, this would work, and you’d get some detailed answers. But sadly, that’s far from reality.

For one, you’d most likely bore your customers to death. Or they’d get frustrated with the non-stop questions and gain a negative image of your company.

But more importantly, an insanely long survey would tell the responder that you do not respect their time. And that, dear readers, is why we say – ‘short and sweet is the best!’

4. Say Yes To Mobile Features

Given how quickly smartphones have taken over the world, it would be a bad idea to not have mobile features in your survey. So, while sending out an email survey, you may want to embed some cool features for your mobile users.

For instance, in such a survey design, you could add features like doodling, swiping, drag-and-drop, share buttons, and more. And who’s to say? These attractive features might just improve your response rates.

5. Some Visual Aids, to Taste

The better your survey looks, the more responses you’ll likely get. So let your creative juices flow, and throw in some animations, fun color schemes, and more into your survey research design. And while you’re at it, make sure that the font is easy to read. This way, you can give your customers a fabulous visual treat that’d be hard to turn down.

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6. A Touch of Personalization

Over the years, personalized surveys have been proven to improve customer engagement. This is because such surveys can make them feel heard and seen by your company. So when you send out your final questionnaire design, why not give them a personalized experience?

So go ahead and address your clients by name or send them tailor-made messages. In fact, while you’re at it, why not categorize them (based on their purchases) and assess their recent experiences? This way, they’ll know that you’re listening to their individual needs.

7. Stay in the Moment

Trust us when we say this! You do NOT want to be the company that sends out their surveys too late. So, while planning your survey design, make sure to put “timely email” at the top of your list.

Then stick to that goal, and send out your questionnaires within 3 to 4 days of a customer’s purchase. This way, your client won’t forget about their experiences and can answer all your questions.

Now, if you feel this is too much work, we understand! However, this is an easy fix. With the help of online survey tools like SurveySparrow, you can now schedule your questionnaires whenever you need them. And then just sit back and relax, because you’ll never miss another survey!

8. Remember the Follow-up

If your follow-up game is strong, you’re already miles ahead of your competitors. Because most companies fail to send out a follow-up email. So, folks, always remember to send out your follow-up surveys! This way, you can get at least some of your non-responders to answer it.

9. Make it Fun

A survey design that entertains its responders is very likely to succeed. So, through means like chat surveys, gamification features, and more, you can keep your customers hooked. And guess what? If you add some humor to that, your users won’t bore too quickly!

10. Sprinkle the Marketing Mix

Finally, just put your marketing hats on and get to work! Recent methodology suggests that the 4 Ps of marketing – product, price, placement, and promotion – can be applied to surveys as well.

So, think of your questionnaire as a product you’re selling and market it accordingly. For instance, catchy titles, rewards, and more can entice your customers to spend their time (the price) on your survey. Similarly, you could also use pop-up surveys (placed at the right spot) to draw in your users.

The trick to a good survey is asking the right questions. But if you find it hard to nail this down, we understand! And this is why we’ve put together some examples of survey questions that you can use. So, let’s have a look at them.

1. The Multiple Choice

We’ve all, at some point in time, come across a multiple-choice question. And its beauty lies in the fact that it gives your respondents a finite number of answers. This way, they aren’t forced to think hard and can quickly move through the questions.

Now, are you wondering how this would work? Perhaps these examples can help.

With this question, you can ask your customers to choose one answer and quickly move on. But if you want multiple right choices for a question, you can do this instead:

Here, your respondents are free to choose one or more answers from the list.

For best results, we’d urge you to put these questions at regular intervals in the survey. This way, you can ensure that it’ll be quick and efficient.

2. Ranking Order Questions

As far as these examples go, this is a great one! Here, you’d be able to have an overview of all answers, allowing for easy comparison.

Let’s consider a company, A. It’s time for their annual customer review, and they want to quiz people on their services. So, this is how that could look:

And so, this survey design would let your respondents rank each answer as they please.

3. The Image Type Question

Now, this is a clear no-brainer. Here, to spruce your survey up, you can show your respondents a series of images and ask them to choose one as their answer.

Let’s say you’re a company that produces hot and cold beverages. So, your products must range from soft drinks and fruit juices to hot coffees and teas. In your survey design, you wish to find out what drinks would sell better during specific seasons. To do that, here’s how you can frame your question.

Then, you can show them images of all the beverages you sell and ask them to choose one or more.

Sounds fun, right? We think so!

4. Open-ended Questions

Finally, we’ve got the king of all survey questions, the open-ended ones. But fair warning! These questions come at a price.

Sure, they let you gather many long and thoughtful answers. However, they are also the most frustrating for your users. For one, they often need a lot of time to be answered. (You really don’t want them answering it all willy-nilly!)

And second, not everyone would have something in-depth to say. So, while you must give them such a question, make sure they’re also optional!

Now, here are some open-ended question examples:

• What are your thoughts on our product XYZ?
• How would you like us to improve?
• Do you have any suggestions for us? And so on.

Whoo, success! You’ve now got your responses, and it’s time to analyze them. So what should you do next?

The first thing you must do is verify that the data is all good. So, this is where you’d weed out the false answers.

Next, sharpen your slice-and-dice skills because it’s time to chop up the data! Here, you must go through each answer and group them as needed. At the same time, you can find out things like how many users left the survey in the middle, how many were able to finish it, and so on.

And lastly, to complete your survey analysis, you must use the data you have to answer the questions you had in mind. Then, put these points into a neat report and call it a day!

SurveySparrow narrows down all these in an executive dashboard so that you check the necessary data in one go! We make your process simpler and easier. Interesting right? Try signing up with us for free!

Let’s face it. We all dread filling out those old-school survey forms. They are often the worst offenders of the never-ending and dull styles of surveying. But fortunately for us, those days are now long gone!

And today, with a great many experts chiming in, we’ve got hundreds of ways to make these questionnaires more eye-catching. But eye-catching doesn’t necessarily mean better responses. That’s why you need guidelines.

Now, if you’re curious to know what these guidelines are, we get it! Here we go!

• Define Clear Objectives : Before you start, be clear about what you want to learn from the survey. This helps in creating focused and relevant questions.
• Keep Questions Simple and Clear : Use straightforward language and avoid jargon or complex terms. Each question should address only one idea to avoid confusion.
• Use a Logical Structure : Organize your questions in a logical order. Start with broad questions and gradually move to more specific ones. This helps respondents to warm up and engage with the survey.
• Balance Closed and Open-Ended Questions : Closed-ended questions (like multiple choice) are easier to analyze, but open-ended questions can provide richer data. Use a mix of both to get quantitative and qualitative insights.
• Avoid Leading or Biased Questions : Questions should be neutral and not suggest a particular answer. This ensures that the responses you get are genuine and not influenced by the wording of the question.
• Test Your Survey : Before distributing it widely, test your survey with a small group. This can help you identify confusing or irrelevant questions and check the overall flow of the survey.

And today, with companies like SurveySparrow, survey design is no longer a pipe dream. So, with the right expert by your side, say hello to fun chat surveys , cool templates , great analysis tools , and more!

Building an effective survey is nothing short of an art. And much like art, it’s also not an easy skill to master (but not impossible, mind you!). So, if you’re out there scrolling through countless guides like these, we understand! We’d like you to pat yourselves on the back for trying.

However, this is only the first step. So next, you need to learn and grow from your feedback. Here, pay close attention to what the data says about the company, its products, and your design. Then, you must work those into your future policies. And soon, you’ll get to spread your wings and fly!

But hold on. If you’re still out there wondering where to begin, there’s no need to panic. Instead, just take a deep breath, put your work cape on, and read these guidelines. And then again, and again, until you can sit back and watch the magic unfold!

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• What is survey design: Definition, methods & good examples

Surveys are a common way to collect data across various industries . They are a wise choice if you want to learn more about a group of people's traits, interests, viewpoints, or beliefs . The number of survey participants is significant in this respect. You can increase the number of survey participants with a good survey design. 

You can gain more profound knowledge of consumer behavior in the market with the help of a customized and well-designed survey. It is feasible to acquire the information you need to make a better decision , avert issues , and keep the organization improving with a good survey research design.

The success of your initiatives may depend on how well your surveys are designed . This article will explain the definition of survey design, types of survey research design, best question types to use in your survey design, and survey design methodology with all details.

• First things first: What is survey design?

Survey design is the creation of questions or other survey items, placing them in a logical order, and selecting acceptable response alternatives . The survey design process is done to gain as much insight as possible from survey research. We can better comprehend consumer behavior in the market using a customized survey.

The definition of survey design

By making the survey easy to read and complete , survey designers want to get precise and essential data from respondents. For a survey design to be effective, it is necessary to understand the research topic or objective , the target population , and the best data-gathering method. 

• Survey design types

The effectiveness of survey research depends on how closely responses to survey questions reflect their thoughts and behaviors. A good survey design helps you get good survey results . Here are the valuable types of survey designs:

Types of survey design

Cross-sectional survey design

An example of an observational study design is the cross-sectional study design. In a cross-sectional study, the researcher simultaneously assesses the participants' exposures and outcomes. The survey research design frequently gathers information at a particular moment with a representative sample . 

Mixed survey design

Research using mixed methods collects and analyzes data using quantitative and qualitative approaches . These methodologies can each address a particular topic; thus, combining them can yield more detailed results. 

Panel survey design

A panel survey is a long-term research that tracks people’s behavior over time , including their thoughts , feelings , and emotions . The survey is repeated over time and involves the same people being polled or interviewed. 

Longitudinal survey design

A longitudinal study is an observational one , just as a cross-sectional study. In a longitudinal study, researchers observe the same participants repeatedly and sometimes for several years . A sample is followed over time in this survey study, usually with many data-collecting sites. 

Prospective survey design

Prospective survey research examines trends, forecasts, and results by starting in the present and following participants into the future . It is a survey that gathers information on upcoming experiences or events. 

Cohort survey design

One longitudinal study is the cohort study, which involves keeping track of research subjects across time . It tracks a specific group or cohort of individuals over time . 

Qualitative surveys design

Qualitative surveys use open-ended questions to generate lengthy written or typed responses . The purpose of the questions is to elicit viewpoints , experiences , narratives , or stories . As they aid in identifying early themes or concerns to be explored more profoundly in the study subsequently, surveys are frequently a helpful intro to interviews or focus groups. 

Experimental survey design

Experimental research utilizes two sets of variables and a scientific methodology . A style of survey research design in which one variable is changed to see how it affects another, the dependent variable. 

Cross-cultural survey design

Study design for cross-cultural surveys compares data from various countries and cultures . Participants from two or more cultures had psychological variables evaluated , and the results were compared . 

Retrospective survey design

Retrospective research examines the past and evaluates things that have already happened . When the study begins, the researchers are already aware of the results for each subject. Researchers use pre-existing records to gather data while employing retrospective approaches. 

• Essential terms in survey design

A survey is one of the best methods for quickly getting consumer input and determining their motivations. The information required to develop a more effective decision-making approach may be gathered with the help of a well-designed survey. Here are essential terms in survey design:

• Target Population: The whole group about whom you wish to make conclusions is called a target population . When your research issue calls for or allows you access to data from every member of the population, populations are utilized. 
• Response rate: The percentage of respondents that completed your survey from your sample is known as the survey response rate. It is the proportion of respondents to the poll out of all those asked to participate.
• Demographics: A demographic survey gathers information on the group's fundamental traits. Collecting demographic data to understand better a target market or client segment is standard practice. 
• Survey sampling: A statistical technique that includes choosing and polling people from a particular group. The population you decide to sample could depend on a variety of factors.
• Survey bias: Survey bias is an error in the feedback from the surveyor and the respondents' specific factors. How objective feedback and insights may depend in part on sampling bias.
• Reliability: The degree of reproducibility of study findings when conducted again under the same circumstances is known as reliability—the accuracy and reliability of survey findings over time and across various sample groups. 
• Validity: Validity is about the accuracy of the measurement . It is the degree to which a survey collects the data it purports to contain. Asking questions that capture what you want to capture is critical.
• Questionnaire: A questionnaire is a list of inquiries intended to learn more about survey participants’ experiences, beliefs, and actions . 
• Best practices to follow in survey design

The initial step in conducting a survey is to develop questions to gauge respondents’ attitudes and actions. If the data is acquired using biased questions, response rates will be squandered. Writing appropriate questions and implementing a practical layout is essential to get quality feedback. Here are the survey design best practices:

1  - Establish your survey goals: Before beginning the survey design, clearly state the survey’s objectives and aims . By establishing your survey goals, you can be confident that you are gathering information that will be accurate and helpful to your study. 🎯

2  - Use precise language in your survey: Using language is crucial while creating a survey. Your goal must be to make your survey easy for respondents to complete. Use clear, succinct language, and make sure queries are straightforward. Avoid acronyms, technical jargon, and other unusual phrases that might mislead readers . 💬

3  - Keep your survey brief and concise: Your survey should be brief and precise. Due to respondents’ short attention spans and the risk of survey fatigue and dropouts, the quality of your data may be compromised. You will receive higher completion rates and more thoughtful answers to the questions you decide to include. ✍🏻

4  - Avoid double-barreled questions: Respondents frequently pause when faced with double-barreled questions as they struggle to formulate the right answer. The simplest way to avoid a double-barreled question is to divide the question into two halves. 🤔

5  - Avoid biased questions in your survey: It is simple to add skewed or misleading questions to your survey unintentionally. Scrutinize your survey questions for any bias that can impact the integrity and validity of your findings . Stay away from leading questions that sway respondents' responses and double-barreled inquiries that pose many questions at once. ↖️

6  - Think of incorporating a survey incentive: An incentive may be helpful if you are interested in receiving many answers. If responders answer all of your questions, you may offer them a gift card or enter them in sweepstakes drawing as incentives. 🎁

7  - Keep your survey anonymous: Ensure your replies are anonymous to promote truthful responses. Respondents feel more comfortable , so they tend to give more truthful replies when they believe their answers are confidential. 🎭

8  - Use images and videos: It might not be sufficient to communicate the idea in words if you want to ask participants how they would feel about a new product. Include an image for participants to examine instead of providing a lengthy explanation. 🖼️🎞️

9  - Check it out before sending your survey: Make sure to examine it to avoid design errors. Even better, distribute it to others so they can spot any mistakes you might miss. 🧩

• Best question types to use in your survey design

Think about how you want to use the survey respondents' responses before you jump into crafting the survey’s questions. To get answers from people, survey questions can either be closed-ended questions or open-ended questions. About survey design, this means selecting the appropriate respondents and timing for your inquiries. Here are the question types to use in your survey design: 

• Multiple choice questions

Multiple-choice questions are a staple of surveys because they provide respondents with a range of response alternatives. Multiple-choice questions are divided into two subgroups:

Single selection: A single selection question type allows respondents to select one answer from a wide range of options . This question type helps gather information on readily measurable information since it gives respondents a list of alternatives. 

Multiple selection: Respondents may select from a wide range of possibilities when answering questions with multiple choice and multiple responses . Multiple selections question type collects information that is simple to evaluate and provides in-depth insights.

A multiple-choice question sample

• Open-ended questions

Open-ended survey questions don’t offer pre-determined answer selections and ask respondents to input their responses into a comment box. Respondents can freely and without regard to specified categories express their thoughts, ideas, and experiences with this inquiry. This kind of inquiry is helpful for thoroughly examining novel subjects. 

You can ask demographic questions in the open-ended questions. Depending on their characteristics and activities, you may further analyze your data using demographic questions to classify your audience . 

An open-ended question sample

• Likert scales

To assess respondents’ attitudes and emotions, Likert scale questions are employed. Respondents to this question type are given various statements to which they can indicate how much they agree or disagree.

A Likert scale question sample

• Rating scales

A scale of response alternatives from any range is displayed in rating scale inquiries. The respondent chooses the numeric response that most closely matches their opinion. Questions using a rating scale are an excellent example of the Net Promoter Score . 

A rating scale question sample

• Matrix questions

This question type asks the same questions on various qualities or variables with identical response alternatives. Assessing the correlation between variables is made easier with this strategy.

A matrix question sample

• Image choice questions

Including images in online surveys may enhance user experience and make respondents' answers easier. Respondents can choose from a variety of images in image choice questions. You can add images to both questions and answer options on forms.app. 

An image choice question sample

• Frequently asked questions about survey design

Your respondents will provide truthful responses in a well-designed survey, as they won’t be biased in favor of either side. Below are answers to frequently asked questions about design, such as why survey design is essential and where to prepare a well-designed survey.

Why is survey design important?

Researchers can use surveys to get trustworthy, valuable primary data to help them make business decisions. The survey design is crucial because it ensures the validity and reliability of the information or data gathered. Data that is erroneous or skewed might result from poorly constructed questionnaires.

Where can a well-designed survey be prepared?

Surveys can be prepared manually or online. There are many tools for designing online surveys. The features in those applications are vital for you to schedule a better survey. One of the best survey creation tools is forms.app. forms.app offers many features to its users. Using these unique features, you can create a beautifully designed survey.

Why is it crucial to protect survey participants' privacy and confidentiality?

Ensuring survey participants' anonymity and confidentiality promotes truthful and accurate replies. While gathering, analyzing, and reporting participant-related data, human research participants' privacy is protected through anonymity and confidentiality procedures.

What should the order of the questions in the survey be?

The questions should be asked in a sensible order. Before going on to more complicated queries, start with simpler ones. It is possible to gather demographic data at the start or end of the survey. Avoiding prejudicial questions is also essential.

• Final words

In conclusion, developing and organizing a survey or questionnaire to collect information from a specific audience or group is called survey design. A survey's design must guarantee that the questions are precise and unambiguous and that the data gathered will be accurate and trustworthy.

The ultimate goal of survey design is to produce precise, significant, and pertinent data that may be used for a particular research issue or to assist in decision-making . This article has explained the definition of survey design, essential question types to use in your survey design, and practical terms in survey design with all details.

Sena is a content writer at forms.app. She likes to read and write articles on different topics. Sena also likes to learn about different cultures and travel. She likes to study and learn different languages. Her specialty is linguistics, surveys, survey questions, and sampling methods.

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Understanding and Evaluating Survey Research

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

SURVEY RESEARCH

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

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

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

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

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

Sources of Error in Survey Research and Strategies to Reduce Error

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

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

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

DATA COLLECTION METHODS

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

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

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

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

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

FUJIMORI ET AL.: SURVEY RESEARCH

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

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

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

CONCLUSIONS

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

The author has no potential conflicts of interest to disclose.

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Survey Research Design: Definition, How to Conduct a Survey & Examples

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Survey research is a quantitative research method that involves collecting data from a sample of individuals using standardized questionnaires or surveys. The goal of survey research is to measure the attitudes, opinions, behaviors, and characteristics of a target population. Surveys can be conducted through various means, including phone, mail, online, or in-person.

If your project involves live interaction with numerous people in order to obtain important data, you should know the basic rules of survey research beforehand. Today we’ll talk about this research type, review the step-by-step guide on how to do a survey research and try to understand main advantages and potential pitfalls. The following important questions will be discussed below:

• Purpose and techniques of information collection.
• Kinds of responses.
• Analysis techniques, assumptions, and conclusions.

Do you wish to learn best practices of survey conducting? Stay with our research paper service and get prepared for some serious reading!

What Is Survey Research: Definition

Let’s define the notion of survey research first. It revolves around surveys you conduct to retrieve certain data from your respondents. The latter is to be carefully selected from some population that for particular reasons possess the data necessary for your research. For example, they can be witnesses of some event that you should investigate. Surveys contain a set of predefined questions, closed- or open-ended. They can be sent to participants who would answer them and thus provide you with data for your research. There are many methods for organizing surveys and processing the obtained information.

Purpose of Survey Research Design

Purpose of survey research is to collect proper data and thus get insights for your research. You should pick participants with relatable experience. It should be done in order to get relevant information from them. Questions in your survey should be formulated in a way that allows getting as much useful data as possible. The format of a survey should be adjusted to the situation. It will ensure your respondents will be ready to give their answers. It can be a questionnaire sent over email or questions asked during a phone call.

Surveys Research Methods

Which survey research method to choose? Let’s review the most popular approaches and when to use them. There are two critical factors that define how a survey will be conducted

• Tool to send questions
• online: using web forms or email questionnaires.
• phone: reaching out to respondents individually. Sometimes using an automated service.
• face-to-face: interviewing respondents in the real world. This makes room for more in-depth questions.
• Time to conduct research
• short-term periods.
• long-term periods.

Let’s explore the time-related methods in detail.

Cross-Sectional Survey Design Research

The first type is cross sectional survey research. Design of this survey type includes collecting various insights from an audience within a specific short time period. It is used for descriptive analysis of a subject. The purpose is to provide quick conclusions or assumptions. Which is why this approach relies on fast data gathering and processing techniques.  Such surveys are typically implemented in sectors such as retail, education, healthcare etc, where the situation tends to change fast. So it is important to obtain operational results as soon as possible.

Longitudinal Survey Research

Let’s talk about survey research designs . Planning a design beforehand is crucial. It is crucial in case you are pressed on time or have a limited budget. Collecting information using a properly designed survey research is typically more effective and productive compared with a casually conducted study.  Preparation of a survey design includes the following major steps:

• Understand the aim of your research. So that you can better plan the entire path of a survey and avoid obvious issues.
• Pick a good sample from a population. Ensure precision of the results by selecting members who could provide useful insights and opinions.
• Review available research methods. Decide about the one most suitable for your specific case.
• Prepare a questionnaire. Selection of questions would directly affect the quality of your longitudinal analysis . So make sure to pick good questions. Also, avoid unnecessary ones to save time and counter possible errors.
• Analyze results and make conclusions.

Advantages of Survey Research

As a rule, survey research involves getting data from people with first-hand knowledge about the research subject. Therefore, when formulated properly, survey questions should provide some unique insights and thus describe the subject better. Other benefits of this approach include:

• Minimum investment. Online and automated call services require very low investment per respondent.
• Versatile sources. Data can be collected by numerous means, allowing more flexibility.
• Reliable for respondents. Anonymous surveys are secure. Respondents are more likely to answer honestly if they understand it will be confidential.

Types of Survey Research

Let’s review the main types of surveys. It is important to know about most popular templates. So that you wouldn’t have to develop your own ones from scratch for your specific case. Such studies are usually categorized by the following aspects:

• Objectives.
• Data source.
• Methodology.

We’ll examine each of these aspects below, focusing on areas where certain types are used. 

Types of Survey Research Depending on Objective

Depending on your objective and the specifics of the subject’s context, the following survey research types can be used:

• Predictive This approach foresees asking questions that automatically predict the best possible response options based on how they are formulated. As a result, it is often easier for respondents to provide their answers as they already have helpful suggestions.
• Exploratory This approach is focused more on the discovery of new ideas and insights rather than collecting statistically accurate information. The results can be difficult to categorize and analyze. But this approach is very useful for finding a general direction for further research.
• Descriptive This approach helps to define and describe your respondents' opinions or behavior more precisely. By predefining certain categories and designing survey questions, you obtain statistical data. This descriptive research approach is often used at later research stages. It is used in order to better understand the meaning of insights obtained at the beginning.

Types of Survey Research Depending on Data Source

The following research survey types can be defined based on which sources you obtain the data from:

• Primary In this case, you collect information directly from the original source, e.g., learn about a natural disaster from a survivor. You aren’t using any intermediary instances. And, as a result, don't get any information twisted or lost on its way. This is the way to obtain the most valid and trustworthy results. But at the same time, it is often not so easy to access such sources.
• Secondary This involves collecting data from existing research on the same subject that has been published. Such information is easier to access. But at the same time, it is usually too general and not tailored for your specific needs.

Types of Survey Research Depending on Methodology

Finally, let’s review survey research methodologies based on the format of retrieved and processed data. They can be:

• Quantitative An approach that focuses on gathering numeric or measurable data from respondents. This provides enough material for statistical analysis. And then leads to some meaningful conclusions. Collection of such data requires properly designed surveys that include numeric options. It is important to take precautions to ensure that the data you’ve gathered is valid.
• Qualitative Such surveys rely on opinions, impressions, reflections, and typical reactions of target groups. They should include open-ended questions to allow respondents to give detailed answers. It allows providing information that they consider most relevant. Qualitative research is used to understand, explain or evaluate some ideas or tendencies.

It is essential to differentiate these two kinds of research. That's why we prepared a special blog, which is about quantitative vs qualitative research .

How to Conduct a Survey Research: Main Steps

Now let’s find out how to do a survey step by step. Regardless of methods you use to design and conduct your survey, there are general guidelines that should be followed. The path is quite straightforward: 

• Assess your goals and options for accessing necessary groups.
• Formulate each question in a way that helps you obtain the most valuable data.
• Plan and execute the distribution of the questions.
• Process the results.

Let’s take a closer look at all these stages.

Step 1. Create a Clear Survey Research Question

Each survey research question should add some potential value to your expected results. Before formulating your questionnaire, it is better to invest some time analyzing your target populations. This will allow you to form proper samples of respondents. Big enough to get some insights from them but not too big at the same time. A good way to prepare questions is by constructing case studies for your subject. Analyzing case study examples in detail will help you understand which information about them is necessary.

Step 2. Choose a Type of Survey Research

As we’ve already learned, there are several different types of survey research. Starting with a close analysis of your subject, goals and available sources will help you understand which kinds of questions are to be distributed.  As a researcher, you’ll also need to analyze the features of the selected group of respondents. Pick a type that makes it easier to reach out to them. For example, if you should question a group of elderly people, online forms wouldn’t be efficient compared with interviews.

Step 3. Distribute the Questionnaire for Your Survey Research

The next step of survey research is the most decisive one. Now you should execute the plan you’ve created earlier. And then conduct the questioning of the entire group that was selected. If this is a group assignment, ask your colleagues or peers for help. Especially if you should deal with a big group of respondents. It is important to stick to the initial scenario but leave some room for improvisation in case there are difficulties with reaching out to respondents. After you collect all necessary responses, this data can be processed and analyzed.

Step 4. Analyze the Results of Your Research Survey

The data obtained during the survey research should be processed. So that you can use it for making assumptions and conclusions. If it is qualitative, you should conduct a thematic analysis to find important ideas and insights that could confirm your theories or expand your knowledge of the subject. Quantitative data can be analyzed manually or with the help of some program. Its purpose is to extract dependencies and trends from it to confirm or refute existing assumptions.

Step 5. Save the Results of Your Survey Research

The final step is to compose a survey research paper in order to get your results ordered. This way none of them would be lost especially if you save some copies of the paper. Depending on your assignment and on which stage you are at, it can be a dissertation, a thesis or even an illustrative essay where you explain the subject to your audience.  Each survey you’ve conducted must get a special section in your paper where you explain your methods and describe your results.

Survey Research Example

We have got a few research survey examples in case you would need some real world cases to illustrate the guidelines and tips provided above. Below is a sample research case with population and the purposes of researchers defined.

Example of survey research design The Newtown Youth Initiative will conduct a qualitative survey to develop a program to mitigate alcohol consumption by adolescent citizens of Newtown. Previously, cultural anthropology research was performed for studying mental constructs to understand young people's expectations from alcohol and their views on specific cultural values. Based on its results, a survey was designed to measure expectancies, cultural orientation among the adolescent population. A secure web page has been developed to conduct this survey and ensure anonymity of respondents. The Newtown Youth Initiative will partner with schools to share the link to this page with students and engage them to participate. Statistical analysis of differences in expectancies and cultural orientation between drinkers and non-drinkers will be performed using the data from this survey.

Survey Research: Key Takeaways

Today, we have explored the research survey notion and reviewed the main features of this research activity and its usage in the social sciences topics . Important techniques and tips have been reviewed. A step by step guide for conducting such studies has also been provided.

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Frequently Asked Questions About Survey Research

1. what is a market research survey.

A market research survey can help a company understand several aspects of their target market. It typically involves picking focus groups of customers and asking them questions in order to learn about demand for specific products or services and understand whether it grows. Such feedback would be crucial for a company’s development. It can help it to plan its further strategic steps.

2. How does survey research differ from experimental research methods?

The main difference between experiment and survey research is that the latter means field research, while experiments are typically performed in laboratory conditions. When conducting surveys, researchers don’t have full control on the process and should adapt to the specific traits of their target groups in order to obtain answers from them. Besides, results of a study might be harder to quantify and turn into statistical values.

4. What is the difference between survey research and descriptive research?

The purpose of descriptive studies is to explain what the subject is and which features it has. Survey research may include descriptive information but is not limited by that. Typically it goes beyond descriptive statistics and includes qualitative research or advanced statistical methods used to draw inferences, find dependencies or build trends. On the other hand, descriptive methods don’t necessarily include questioning respondents, obtaining information from other sources.

3. What is good sample size for a survey?

It always depends on a specific case and researcher’s goals. However, there are some general guidelines and best practices for this activity. Good maximum sample size is usually around 10% of the population, as long as this does not exceed 1000 people. In any case, you should be mindful of your time and budget limitations when planning your actions. In case you’ve got a team to help you, it might be possible to process more data.

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Home » Research Design – Types, Methods and Examples

Research Design – Types, Methods and Examples

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Research Design

Definition:

Research design refers to the overall strategy or plan for conducting a research study. It outlines the methods and procedures that will be used to collect and analyze data, as well as the goals and objectives of the study. Research design is important because it guides the entire research process and ensures that the study is conducted in a systematic and rigorous manner.

Types of Research Design

Types of Research Design are as follows:

Descriptive Research Design

This type of research design is used to describe a phenomenon or situation. It involves collecting data through surveys, questionnaires, interviews, and observations. The aim of descriptive research is to provide an accurate and detailed portrayal of a particular group, event, or situation. It can be useful in identifying patterns, trends, and relationships in the data.

Correlational Research Design

Correlational research design is used to determine if there is a relationship between two or more variables. This type of research design involves collecting data from participants and analyzing the relationship between the variables using statistical methods. The aim of correlational research is to identify the strength and direction of the relationship between the variables.

Experimental Research Design

Experimental research design is used to investigate cause-and-effect relationships between variables. This type of research design involves manipulating one variable and measuring the effect on another variable. It usually involves randomly assigning participants to groups and manipulating an independent variable to determine its effect on a dependent variable. The aim of experimental research is to establish causality.

Quasi-experimental Research Design

Quasi-experimental research design is similar to experimental research design, but it lacks one or more of the features of a true experiment. For example, there may not be random assignment to groups or a control group. This type of research design is used when it is not feasible or ethical to conduct a true experiment.

Case Study Research Design

Case study research design is used to investigate a single case or a small number of cases in depth. It involves collecting data through various methods, such as interviews, observations, and document analysis. The aim of case study research is to provide an in-depth understanding of a particular case or situation.

Longitudinal Research Design

Longitudinal research design is used to study changes in a particular phenomenon over time. It involves collecting data at multiple time points and analyzing the changes that occur. The aim of longitudinal research is to provide insights into the development, growth, or decline of a particular phenomenon over time.

Structure of Research Design

The format of a research design typically includes the following sections:

• Introduction : This section provides an overview of the research problem, the research questions, and the importance of the study. It also includes a brief literature review that summarizes previous research on the topic and identifies gaps in the existing knowledge.
• Research Questions or Hypotheses: This section identifies the specific research questions or hypotheses that the study will address. These questions should be clear, specific, and testable.
• Research Methods : This section describes the methods that will be used to collect and analyze data. It includes details about the study design, the sampling strategy, the data collection instruments, and the data analysis techniques.
• Data Collection: This section describes how the data will be collected, including the sample size, data collection procedures, and any ethical considerations.
• Data Analysis: This section describes how the data will be analyzed, including the statistical techniques that will be used to test the research questions or hypotheses.
• Results : This section presents the findings of the study, including descriptive statistics and statistical tests.
• Discussion and Conclusion : This section summarizes the key findings of the study, interprets the results, and discusses the implications of the findings. It also includes recommendations for future research.
• References : This section lists the sources cited in the research design.

Example of Research Design

An Example of Research Design could be:

Research question: Does the use of social media affect the academic performance of high school students?

Research design:

• Research approach : The research approach will be quantitative as it involves collecting numerical data to test the hypothesis.
• Research design : The research design will be a quasi-experimental design, with a pretest-posttest control group design.
• Sample : The sample will be 200 high school students from two schools, with 100 students in the experimental group and 100 students in the control group.
• Data collection : The data will be collected through surveys administered to the students at the beginning and end of the academic year. The surveys will include questions about their social media usage and academic performance.
• Data analysis : The data collected will be analyzed using statistical software. The mean scores of the experimental and control groups will be compared to determine whether there is a significant difference in academic performance between the two groups.
• Limitations : The limitations of the study will be acknowledged, including the fact that social media usage can vary greatly among individuals, and the study only focuses on two schools, which may not be representative of the entire population.
• Ethical considerations: Ethical considerations will be taken into account, such as obtaining informed consent from the participants and ensuring their anonymity and confidentiality.

How to Write Research Design

Writing a research design involves planning and outlining the methodology and approach that will be used to answer a research question or hypothesis. Here are some steps to help you write a research design:

• Define the research question or hypothesis : Before beginning your research design, you should clearly define your research question or hypothesis. This will guide your research design and help you select appropriate methods.
• Select a research design: There are many different research designs to choose from, including experimental, survey, case study, and qualitative designs. Choose a design that best fits your research question and objectives.
• Develop a sampling plan : If your research involves collecting data from a sample, you will need to develop a sampling plan. This should outline how you will select participants and how many participants you will include.
• Define variables: Clearly define the variables you will be measuring or manipulating in your study. This will help ensure that your results are meaningful and relevant to your research question.
• Choose data collection methods : Decide on the data collection methods you will use to gather information. This may include surveys, interviews, observations, experiments, or secondary data sources.
• Create a data analysis plan: Develop a plan for analyzing your data, including the statistical or qualitative techniques you will use.
• Consider ethical concerns : Finally, be sure to consider any ethical concerns related to your research, such as participant confidentiality or potential harm.

When to Write Research Design

Research design should be written before conducting any research study. It is an important planning phase that outlines the research methodology, data collection methods, and data analysis techniques that will be used to investigate a research question or problem. The research design helps to ensure that the research is conducted in a systematic and logical manner, and that the data collected is relevant and reliable.

Ideally, the research design should be developed as early as possible in the research process, before any data is collected. This allows the researcher to carefully consider the research question, identify the most appropriate research methodology, and plan the data collection and analysis procedures in advance. By doing so, the research can be conducted in a more efficient and effective manner, and the results are more likely to be valid and reliable.

Purpose of Research Design

The purpose of research design is to plan and structure a research study in a way that enables the researcher to achieve the desired research goals with accuracy, validity, and reliability. Research design is the blueprint or the framework for conducting a study that outlines the methods, procedures, techniques, and tools for data collection and analysis.

Some of the key purposes of research design include:

• Providing a clear and concise plan of action for the research study.
• Ensuring that the research is conducted ethically and with rigor.
• Maximizing the accuracy and reliability of the research findings.
• Minimizing the possibility of errors, biases, or confounding variables.
• Ensuring that the research is feasible, practical, and cost-effective.
• Determining the appropriate research methodology to answer the research question(s).
• Identifying the sample size, sampling method, and data collection techniques.
• Determining the data analysis method and statistical tests to be used.
• Facilitating the replication of the study by other researchers.
• Enhancing the validity and generalizability of the research findings.

Applications of Research Design

There are numerous applications of research design in various fields, some of which are:

• Social sciences: In fields such as psychology, sociology, and anthropology, research design is used to investigate human behavior and social phenomena. Researchers use various research designs, such as experimental, quasi-experimental, and correlational designs, to study different aspects of social behavior.
• Education : Research design is essential in the field of education to investigate the effectiveness of different teaching methods and learning strategies. Researchers use various designs such as experimental, quasi-experimental, and case study designs to understand how students learn and how to improve teaching practices.
• Health sciences : In the health sciences, research design is used to investigate the causes, prevention, and treatment of diseases. Researchers use various designs, such as randomized controlled trials, cohort studies, and case-control studies, to study different aspects of health and healthcare.
• Business : Research design is used in the field of business to investigate consumer behavior, marketing strategies, and the impact of different business practices. Researchers use various designs, such as survey research, experimental research, and case studies, to study different aspects of the business world.
• Engineering : In the field of engineering, research design is used to investigate the development and implementation of new technologies. Researchers use various designs, such as experimental research and case studies, to study the effectiveness of new technologies and to identify areas for improvement.

Advantages of Research Design

Here are some advantages of research design:

• Systematic and organized approach : A well-designed research plan ensures that the research is conducted in a systematic and organized manner, which makes it easier to manage and analyze the data.
• Clear objectives: The research design helps to clarify the objectives of the study, which makes it easier to identify the variables that need to be measured, and the methods that need to be used to collect and analyze data.
• Minimizes bias: A well-designed research plan minimizes the chances of bias, by ensuring that the data is collected and analyzed objectively, and that the results are not influenced by the researcher’s personal biases or preferences.
• Efficient use of resources: A well-designed research plan helps to ensure that the resources (time, money, and personnel) are used efficiently and effectively, by focusing on the most important variables and methods.
• Replicability: A well-designed research plan makes it easier for other researchers to replicate the study, which enhances the credibility and reliability of the findings.
• Validity: A well-designed research plan helps to ensure that the findings are valid, by ensuring that the methods used to collect and analyze data are appropriate for the research question.
• Generalizability : A well-designed research plan helps to ensure that the findings can be generalized to other populations, settings, or situations, which increases the external validity of the study.

Research Design Vs Research Methodology

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Methodology

• Descriptive Research | Definition, Types, Methods & Examples

Descriptive Research | Definition, Types, Methods & Examples

Published on May 15, 2019 by Shona McCombes . Revised on June 22, 2023.

Descriptive research aims to accurately and systematically describe a population, situation or phenomenon. It can answer what , where , when and how   questions , but not why questions.

A descriptive research design can use a wide variety of research methods  to investigate one or more variables . Unlike in experimental research , the researcher does not control or manipulate any of the variables, but only observes and measures them.

Table of contents

When to use a descriptive research design, descriptive research methods, other interesting articles.

Descriptive research is an appropriate choice when the research aim is to identify characteristics, frequencies, trends, and categories.

It is useful when not much is known yet about the topic or problem. Before you can research why something happens, you need to understand how, when and where it happens.

Descriptive research question examples

• How has the Amsterdam housing market changed over the past 20 years?
• Do customers of company X prefer product X or product Y?
• What are the main genetic, behavioural and morphological differences between European wildcats and domestic cats?
• What are the most popular online news sources among under-18s?
• How prevalent is disease A in population B?

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Descriptive research is usually defined as a type of quantitative research , though qualitative research can also be used for descriptive purposes. The research design should be carefully developed to ensure that the results are valid and reliable .

Survey research allows you to gather large volumes of data that can be analyzed for frequencies, averages and patterns. Common uses of surveys include:

• Describing the demographics of a country or region
• Gauging public opinion on political and social topics
• Evaluating satisfaction with a company’s products or an organization’s services

Observations

Observations allow you to gather data on behaviours and phenomena without having to rely on the honesty and accuracy of respondents. This method is often used by psychological, social and market researchers to understand how people act in real-life situations.

Observation of physical entities and phenomena is also an important part of research in the natural sciences. Before you can develop testable hypotheses , models or theories, it’s necessary to observe and systematically describe the subject under investigation.

Case studies

A case study can be used to describe the characteristics of a specific subject (such as a person, group, event or organization). Instead of gathering a large volume of data to identify patterns across time or location, case studies gather detailed data to identify the characteristics of a narrowly defined subject.

Rather than aiming to describe generalizable facts, case studies often focus on unusual or interesting cases that challenge assumptions, add complexity, or reveal something new about a research problem .

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.

• Normal distribution
• Degrees of freedom
• Null hypothesis
• Discourse analysis
• Control groups
• Mixed methods research
• Non-probability sampling
• Quantitative research
• Ecological validity

Research bias

• Rosenthal effect
• Implicit bias
• Cognitive bias
• Selection bias
• Negativity bias
• Status quo bias

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