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S
URVEY
G
UIDE
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Depending upon how the survey is being administered, popular means of
prompting potential respondents to complete the survey include email,
telephone, or a mailed postcard. A reminder that includes a duplicate copy of the
survey may yield the best response.
Investigators often want to survey the same population on a regular basis. A
simple but timely thank you
note is helpful in retaining people’s interest in
participating in your future surveys. If you can share some of the survey findings,
it will engage a feeling of responsibility for the results, which in turn will increase
their commitment to future surveys. Whatever you have promised respondents
in the way of incentives and/or post-survey follow-up, be sure you deliver!
W
EB
S
URVEY
C
HALLENGES
Web surveys are an increasingly popular mechanism for collecting data, but
come with their own set of issues and are
n’t appropriate for every use.
Web
surveys eliminate the need for data entry, but not the need to verify accuracy
and account for missing data.
An obvious drawback is that the samples in web surveys are skewed to Internet
users, and the target population may or may not be skilled in or have access to
the necessary technology. Reliability is at risk because the survey may appear
differently to different respondents, depending upon browser and computer
platform. People also differ in how and when they read email, and spam filters
can wreak havoc with your delivery schedule.
Unless the survey has only a couple questions and the number of potential
respondents is very limited, simply putting the survey in the body of an email will
not suffice (Couper, 2008). Commercial web survey tools are available
(Zoomerang and SurveyMonkey are two examples) as well as a UW-Madison
tool called Qualtrics (see
http://survey.wisc.edu/
). The UW Survey Center also
conducts Internet web surveys. These tools provide assurance about anonymity,
templates for laying out the survey, and assistance with compiling responses
that go far beyond the capabilities of an email.
A
NALYZE
D
ATA
C
ODING AND
A
NALYZING
D
ATA
Thoughtful decisions made during the planning phase about what data are
needed and the format in which it will be collected will pay dividends when it
comes time to analyze the data. A consistent process for organizing and
analyzing survey data should be established and clearly documented well ahead
of receiving the first responses, with everyone involved receiving ample training.
How will incomplete surveys and missing data be handled?