Survey research is a powerful way to gather insights and data from a target audience. Surveys offer a versatile approach to data collection and can be employed in various research contexts, making them a valuable tool for researchers across different fields. 

Here are the steps for surveying effectively:

  • Identify the target population for the survey
  • Select the most appropriate survey method (e.g., postal mail, online platforms, or face-to-face interviews)
  • Develop clear and concise survey questions and structure the survey layout accordingly.
  • Administer the survey to the target population
  • Evaluate and interpret the collected responses
  • Summarize the findings in a comprehensive report

What are Surveys Used For?

Surveys are a versatile research method with a wide range of applications. Some common uses of surveys include:

  • Customer Feedback: Collect product, service, and overall brand satisfaction feedback.
  • Market Research: Understand consumer behaviors, needs, and preferences to inform business decisions.
  • Employee Engagement: Assess workplace culture, job satisfaction, and areas for improvement.
  • Program Evaluation: Gauge the effectiveness and impact of an organization’s initiatives or programs.
  • Public Opinion Polling: Measure attitudes, beliefs, and opinions on social, political, or economic issues.

Surveys allow you to gather data directly from your target population, providing insights to inform strategic decision-making across many domains.

How to Conduct Surveys 

Here are the steps for surveying effectively:

Step 1: Define the Population and Sample

The first step in conducting survey research is defining your target population—the individuals you want to study. This could be your entire customer base, a specific demographic, or a particular employee team.

Population

A population refers to the entire group of individuals, objects, or events a researcher is interested in studying. It is the complete set of elements that share a common characteristic or trait, which is the focus of the research. The population can be large or small, depending on the scope of the study. For example, if a researcher wants to study teachers’ job satisfaction in the United States, the population would include all teachers currently working in the country.

Sample

A sample is a subset of the population that is selected for study. It is a smaller, manageable group that represents the characteristics of the entire population. Since it is often impractical, time-consuming, and expensive to study the entire population, researchers use sampling techniques to select a representative sample.

The goal is to choose a sample that accurately reflects the population so that the findings from the sample can be generalized to the larger group. For instance, in the previous example, the researcher might select a sample of 1,000 teachers from various states, school types, and grade levels to represent the entire population of teachers in the United States.

Step 2: Decide on the Type of Survey

When conducting survey research, there are two primary types of surveys: questionnaires and interviews. Your approach will depend on your specific research objectives, the nature of your target population, and the resources available.

Questionnaires involve distributing predetermined questions for respondents to complete independently, either on paper, online, or in person. This method allows you to efficiently gather data from a large sample size across a wide geographic area. Paper-based questionnaires sent by mail can provide access to hard-to-reach populations, while online surveys offer a cost-effective and convenient way to collect responses.  

Interviews, on the other hand, involve the researcher directly engaging with respondents and posing a series of questions, either over the phone or in person. This interactive format enables the collection of more detailed, nuanced information compared to self-administered questionnaires. Interviews are well-suited for smaller sample sizes where the researcher aims to gain a deeper, qualitative understanding of attitudes, behaviors, and opinions.  

Step 3: Design the Survey Questions

When crafting your survey, it’s crucial to carefully consider the various elements contributing to your questions’ quality and effectiveness. This includes:

  • Question Types
  • Question Content
  • Question Phrasing
  • Survey Structure and Layout

Open-Ended vs. Closed-Ended Questions

There are two primary 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. They are best for quantitative research, as they provide numerical data that can be statistically analyzed to find patterns, trends, and correlations.

This type of question can include:

  • A ranking order (e.g., rank the following factors in order of importance)
  • Multiple-choice with an ‘Other’ option (e.g., favorite cuisine with an “Other” field to specify if not listed)
  • Frequency scales (e.g., how often do you exercise: never, rarely, sometimes, often, always)
  • Numerical scales (e.g., rate your satisfaction on a scale from 1 to 10)

Open-ended questions have no predetermined answers. The respondent answers in their own words. This type of question is best for qualitative research, as it allows for collecting rich, nuanced insights. Open-ended questions are most common in interviews but can also be used in questionnaires, often as follow-up questions to closed-ended items.

The Content of the Survey Questions

To ensure the validity and reliability of your results, you must carefully consider each survey question. All questions should be narrowly focused with enough context for the respondent to answer accurately. Avoid including 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

The language used in your survey questions should be as clear and precise as possible. Tailor the questions to your target population, keeping their level of knowledge on the topic in mind. Avoid jargon or industry-specific terminology.

Survey questions risk introducing biases like social desirability bias, the Hawthorne effect, or demand characteristics. It’s critical to use language that respondents easily understand and avoid words with vague or ambiguous meanings. Ensure your questions are phrased neutrally without hinting at a preferred answer or emotional response.

Ordering the Survey Questions

The order in which you present the questions can significantly impact the respondent experience and the quality of data you collect. Start with easy, non-sensitive, closed-ended questions encouraging the respondent to continue.

If your survey covers multiple topics or themes, group related questions together. You can also divide a questionnaire into sections to help respondents understand what is being asked in each part. Additionally, if a question refers back to or depends on the answer to a previous question, position those items directly next to one another.

Step 4: Distribute the Survey and Collect Responses

Once your survey is designed, it’s time to distribute it to your target sample and start collecting responses. Depending on your chosen survey method, this may involve sending email invitations, posting a link on social media, conducting in-person interviews, or mailing out paper questionnaires.

To maximize your response rate, consider incorporating these strategies:

  • Offer an incentive: Provide a small reward for completing the survey, such as a gift card or entry into a raffle.
  • Send reminders: Follow up with non-respondents to encourage them to participate.
  • Highlight the value: Explain how the survey results will be used and how respondents’ input can make a difference.
  • Ensure confidentiality: Reassure participants that their responses will be kept anonymous and used only for research purposes.

Closely monitor your incoming responses and adjust your distribution tactics to reach your target sample size.

Step 5: Analyze the Survey Results

Once you’ve collected all the survey responses, it’s time to analyze the data and uncover the key insights. Depending on the complexity of your survey, this may involve:

  • Tabulating closed-ended responses: Calculating response frequencies, percentages, and measures of central tendency.
  • Coding and categorizing open-ended responses: Identifying common themes, patterns, and insights from qualitative data.
  • Conducting statistical analysis: Performing tests to identify significant relationships or differences between variables.
  • Segmenting respondents: Grouping participants based on shared characteristics to uncover unique insights.

The specific analysis techniques you use will depend on your research objectives and the nature of the data collected. Be sure to carefully document your analysis process and findings to communicate the results effectively.

Step 6: Write Up the Survey Results

The final step is to clearly and concisely present your survey research findings. Your write-up should include:

  • Executive Summary: A high-level overview of the key takeaways and conclusions.
  • Introduction: Background on the study’s purpose, scope, and methodology.
  • Findings: Detailed analysis of the survey data, including relevant charts, graphs, and quotes.
  • Conclusions and Recommendations: Interpret the results and actionable insights from the research.

When writing your survey results, communicate the most impactful and actionable insights. Use visuals strategically to enhance understanding and highlight the most important findings.

The Main Types of Survey Research

Survey research is a crucial method in social research used to collect data from a specific population to answer various research questions. It involves the use of surveys to explore, describe, or explain phenomena, helping survey researchers draw conclusions about broader trends, behaviors, and attitudes.

The three main types of survey research—exploratory, descriptive, and causal—serve distinct purposes depending on the nature of the research question and the survey design chosen.

Exploratory Research Surveys

Exploratory research surveys are typically used when the survey researcher is seeking to gain a deeper understanding of a problem or phenomenon. These surveys are often conducted when little is known about the subject, and the goal is to explore potential patterns or relationships rather than to answer a research question definitively. Survey researchers often conduct research by designing flexible surveys or interviews, allowing interviewers to probe deeper into the responses and collect data that can shape further studies.

Exploratory Research Example

A survey researcher might conduct a survey to understand the initial experiences of remote workers during the transition to a work-from-home setup. Since little structured data exists about these experiences, an exploratory survey can help collect data and uncover emerging trends. The findings could guide more specific research questions or studies later on.

Descriptive Research Surveys

Descriptive research surveys provide an accurate snapshot of a population or phenomenon. Unlike exploratory research, descriptive research focuses on documenting current conditions or behaviors without exploring why they exist. Survey researchers often use structured survey designs, enabling them to ask specific questions and collect data systematically. This approach is often used in social research to describe trends, behaviors, or opinions within a particular group of survey respondents.

Descriptive Research Example

An example of descriptive research would be a survey that collects data on teenagers’ shopping habits. The survey researcher might design a survey that asks respondents about their shopping frequency, preferred stores, and typical expenditures. This allows the researcher to document the group’s habits and draw conclusions about general patterns of consumer behavior.

Causal Research Surveys

Causal research surveys are designed to identify and understand cause-and-effect relationships. This type of research is used when the researcher has a specific hypothesis and wants to determine whether one variable influences another. Causal surveys often involve manipulating certain variables and observing the effects on survey respondents. The survey researcher may conduct a survey or conduct interviews to gather this data, enabling them to draw conclusions about the relationships between variables.

Causal Research Example

A survey researcher might conduct a causal study to determine whether offering discounts increases customer loyalty. By designing a survey that compares the loyalty levels of customers who received discounts with those who did not, the researcher can collect data and analyze the impact of the discount. This approach helps answer specific research questions regarding cause and effect within the scope of social research.