Putting Your Survey Together
Once you have developed your questions, you need to organize the sequence of questions and format them to facilitate responses. Sequencing of survey questions must be an intelligible, logical flow, with smooth transitions between question topics. There must also be clarity in the expectations for answers. Formatting and organizational flow work in tandem to make it easier for respondents to answer the survey questions.
Guppy and Gray (2008) propose using the analogy of a social conversation to structure surveys effectively. They argue that well-organized surveys leverage the logic inherent in conversations to guide respondents systematically through the reporting process. The construction of a survey should be approached with careful consideration, as respondents interpret cues from question sequencing, formatting, word choices, and order, similar to cues in a conversation.
Survey Structure and Flow
The following example illustrates the stages of the order in which questions involving two main survey topics are asked (note that this example can apply to both administered and self-administered questionnaires and surveys).
Note that extra stages (another transition, another buildup, and more detailed questions) can be added to the process when the survey consists of more than two topics.
- Opening (introduction)
- Exploring the relationship (respondent characteristics)
- Building up to main topic (opening question, including justification)
- Main topic (detailed questions)
- Transition (questions to bridge between topics)
- Buildup to the next main topic (opening questions including justifications)
- Next main topic (detailed questions)
- Transition to the End (general survey-related questions, closing, thanks, goodbye)
It is important to note that applying the logic of conversations to the survey process the specifics of each stage vary depending on whether the survey is self-administered or interview administered.
Self-administered Surveys
Must dos
- Pre-define the surveyor’s part of the interaction completely
- Work out conversation patterns before administering the survey
- Anticipate potential problems
- Plan to organize the question flow
Cannot do
- Personally motivate respondents to participate
- Vary the approach in response to respondent feedback
- Elaborate on a question or statement
- Probe for further information
- Guide respondents through complex measurements
Online Surveys
Provide:
- Greater flexibility in question organization
- Questions tailored to how a survey participant responds
- Alterations involving not question wording and sequencing
- Alterations with the number and focus of questions asked
