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S
URVEY
G
UIDE
4
S
URVEY
B
ASICS
A survey is often the best way to get information and feedback to use in
planning and program improvement. This guide is written to help you achieve
the results you need. The principles and practices described here have been
recommended by the University of Wisconsin Survey Center.
Designing and implementing a survey is a systematic process of gathering
information on a specific topic by asking questions of individuals and then
generalizing the results to the groups represented by the respondents. The
process involves five distinct steps. Figure 1 depicts the process of designing
and implementing a survey:
Design Survey
Process
Develop
Questions
Test & Train
Collect Data
Analyze Data
Figure 1. Survey Process
The type of survey you use for a particular purpose will be the result of decisions
you make about:
1.
Contacting potential respondents (in-person, telephone, mail, email)
2.
Presenting the questions (written, interviewer)
3.
Recording responses (paper, electronic)
Your choices will be influenced by your research goals and timeline, how
sensitive or complex the study topic is, the characteristics, abilities and
resources of potential respondents (e.g., their access to and experience with
technology), and of course, your budget. The choices you make will affect the
quality, cost and timeliness of your results.
D
ESIGN THE
S
URVEY
P
ROCESS
W
HAT ARE THE GOALS
?
The first step in planning for your survey is to determine the goal and how you
will use the information. The usual goal of a survey is to describe a population,
for example, the group of people using your services. Another common goal that
may require a very different study design is to make comparisons between
groups, such as comparisons between those using your services and those who
do not. Often surveys are used simply to get feedback from a specific group of
people and/or learn about their wants and needs.