Two decades ago, Floyd Fowler, a preeminent survey researcher declared, “…The design and evaluation of survey questions is the most fertile current methodological area for improving survey research. Poor question design is pervasive, and improving questions design is one of the easiest, most cost-effective steps that can be taken to improve the quality of survey data (1995, p. vii).
Surveys are a popular data collection tool for their ease of use and the promise of reaching large populations with a potentially small investment of time and technical resources. As survey fatigue grows, evaluators must be even more judicious in using surveys and craft richer, more concise, and more targeted questions to yield meaningful data. Successful survey research also requires an understanding of the cognitive processes that respondents employ in answering questions with accuracy and candor. Using rich examples and an interactive approach, the facilitator will demonstrate why survey researchers must engage in a rigorous, intentional survey design process in order to craft high quality questions arguably the most critical element of any survey.
Participants in this session will learn about the survey design process through a series of activities, developing an understanding of the cognitive aspects of survey response and question design. Participants will increase their ability to craft high quality survey questions, and leave with resources to further develop their skills, including a copy of the facilitator’s checklist for crafting quality questions, recently published in a textbook.
Session Category : Pre-conference Workshops