Science of Surveys Step 3: Prepare the questionnaire layout and data
format
After the Pretesting phase, a surveyor should design the survey layout
as well as data format. The appearance of a survey will shape respondent's
initial impressions of its value. First impressions are very influential
in many areas of life, and survey appearance is no exception. If it is
apparent within the first minute or two that it is easy to complete and
appears to have value, people are more likely to complete the survey.
On the other have, if the questions appear to be difficult or poorly worded,
or if they are not immediately convinced of the survey's value, response
rates will be pitifully low. The most important rule to remember is to
make sure the design is optimized for the mode of administration. Obviously,
you will not want to rely on pictorial descriptions in a phone interview
survey. In addition, surveys dealing with personal information would be
more appropriate for an internet or paper-based survey where people feel
comfortable giving candid answers. Although obvious differences exist
regarding the layout of paper-based and computer-based surveys, several
common elements require careful consideration:
Descriptive title and purpose statement
All surveys should have a concise yet descriptive title. People who read
the title should be able to predict the content that will follow. In addition
to the title, quality surveys have a 1-2 sentence description of the purpose
so people know understand why they should participate.
A promise that the respondent's answers will be kept confidential
People who respond to surveys need to know that there will be no repercussions
from their participation and that their responses will not be linked to
them personally.
An accurate estimate of the time it will take to complete the survey
Beginning surveyors are tempted to underestimate the amount of time needed
to complete the survey. Although this may initially sound appealing to
make people believe that your survey is efficient, people will use those
estimates to gauge how long they need to set aside to complete the survey.
The more the time exceeds their expectations, the higher the likelihood
that they will not finish the survey.
See how Adaptiqs created a solution to the problem of incomplete survey
data by creating more efficient surveys.
The font style, size and spacing should be easily read and not look
cluttered.
The reading level of the survey content should be no higher than the grade
level of the respondent with the least amount of education to encourage
everyone to participate.
