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How To Conduct Surveys

This book is dedicated to the ones I love:

How To Conduct Surveys

University of California at Los Angeles, The Langley Research Institute

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All rights reserved. No part of this book may be reproduced or utilized in any formor by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing fromthe publisher.

Printed in the United States of America

Library of Congress Cataloging-in-Publication Data

Names: Fink, Arlene, author

Title: How to conduct surveys: a step-by-step guide/Arlene Fink

Description: Sixth edition | Los Angeles: SAGE, [2017] | Includes bibliographical references and index

Identifiers: LCCN 2015035702 | ISBN 9781483378480 (pbk : alk paper)

Subjects: LCSH: Social surveys | Educational surveys

Classification:

This book is printed on acid-free paper.

Acquisitions Editor: Vicki Knight

eLearning Editor: Katie Bierach

Editorial Assistant: Yvonne McDuffee

Production Editor: Jane Haenel

Copy Editor: Katharine Blankenship

Typesetter: C&M Digitals (P) Ltd

Proofreader: Tricia Currie-Knight

Indexer: Kathy Paparchontis

Cover Designer: Michael Dubowe

Marketing Manager: Nicole Elliott

Brief Contents

Preface

About

the Author

Chapter 1. Conducting Surveys: Everyone Is Doing It

Chapter 2. The Survey Form: Questions, Scales, and Appearance

Chapter 3. Getting It Together: Some Practical Concerns

Chapter 4. Sampling

Chapter 5. Survey Design: Environmental Control

Chapter 6. Analyzing and Organizing Data FromSurveys

Chapter 7. Presenting the Survey Results

Index

Detailed Contents

Preface

About the Author

Chapter 1. Conducting Surveys: Everyone Is Doing It

Overview

What Is a Survey?

Example: Surveys to Meet Policy or ProgramNeeds

Example: Surveys in Evaluations of Programs

Example: Surveys for Research

When Is a Survey Best?

Example: Froman Overly Ambitious Self-Administered Questionnaire

Example: Surveys Combined With Other Information Sources

Self-Administered Questionnaires and Interviews: The Heart of the Matter

Questions and Responses

Example: Forced-Choice Question

Example: Open-Ended Question

Survey Sample and Design

Planning for Data Analysis

Pilot Testing

Response Rate

Reporting Results

Example: The Look of Survey Results (1)

Example: The Look of Survey Results (2)

Example: The Look of Survey Results (3)

The Friendly Competition

Reliability and Validity

Usefulness or Credibility of Results

Costs

The Special Case of Online Surveys

Checklist for Deciding the Best Uses for Online Surveys

Guidelines for Surveyors Who Work With Commercial Survey Companies

The Special Case of Cell or Mobile Phones

Making the Decision

ASurvey Continuum: FromSpecific to General Use

Example: Survey With a Specific Use

Example: Survey With a General Use

Ethics, Privacy, and Confidentiality

Informed Consent

Contents of an Informed-Consent Form

The Internet and Ethical Surveys

Example Questionnaire: Maintaining an Ethically Sound Online Survey

Example: Informed-Consent Formfor an Online Survey

Children and Survey Ethics

Example: Child Assent Form

Formal Standards for Survey Ethics

Summing Up

Think About This References

Chapter 2. The Survey Form: Questions, Scales, and Appearance

Overview

The Content Is the Message Define the Terms

Select Your Information Needs or Hypotheses

Make Sure You Can Get the Information

Do Not Ask for Information Unless You Can Act on It

Example: Plan for Survey of Satisfaction With the Youth Center

Writing Questions

Open-Ended and Closed Questions

Example: Open-Ended Question

Example: Closed Question

Example: Open-Ended Question for Elementary School Teaching Program

Example: Closed Question for Elementary School Teaching Program

Making the Decision: Open-Ended Versus Closed Questions

Organizing Responses to Open-Ended Survey Items: Do You Get Any Satisfaction?

Step 1: Asking Respondents’ Opinions

Step 2: Coding LB/LLData

Example LB/LL: Response Categories

Example LB/LL: Participant Responses

Step 3: LB/LL Data

Example LB/LL: Number of Responses for Each Code

Example LB/LL: Participants’ Response Pattern

Example LB/LL: Summary of Responses

Rules for Writing Closed Survey Questions

Example: Item-Writing Skills Length, Clarity, Abbreviations, and Jargon

Example: Item-Writing Skills Concrete Questions

Example: Item-Writing Skills Specificity of Questions

Example: Item-Writing Skills Hidden Biases

Example: Item-Writing Skills Hidden Biases

Example: Question-Writing Skills Very Personal Questions

Example: Question-Writing Skills One Thought per Question Responses for Closed Questions

Yes and No

Example: Yes-and-No Responses

Rating Scales

Categorical or Continuous? What About Ordinal?

Example: Categorical Rating Scale

Example: Ordinal Rating Scale

Ordinal Scales

Example: Ordinal Scales

Example: Selecting the Number of Categories

Example: Rank Order Scale

Example: Comparative Rating Scale

Checklist

Example: Checklist Responses in Which Respondent Must Choose One Froma List of Several

Example: Checklist Responses That Respondents Answer Yes, No, or Don’t Know for Each Itemin a List

Children and Surveys

Online Surveys

Example: Survey Progress Bar

Example: Response to One Question Dictates the Response to the Next

Example: Explanation for Changing Online Responses

Plain and Simple Survey Questions and Responses

Scaling

Additive Scales

Example: ASurvey With an Additive Scale

Example: ASurvey of Foreign Language Skills

Differential Scales

Example: Scoring a Differential Scale

Summated Scales

Example: Creating a Summated Scale for a Self-EsteemSurvey

Example: Scoring a Summated Scale

Summing Up

Think About This

Chapter 3. Getting It Together: Some Practical Concerns

Overview

Length Counts

Example: How a Survey’s Circumstances Can Influence Its Length

Getting the Survey in Order

Example: An Introduction to a Telephone Survey and Its First Question

Example: Ordering Survey Questions (1)

Example: Ordering Survey Questions (2)

Example: Providing Transitions

Checklist to Guide Question Order

Questionnaire Format: Aesthetics and Other Concerns

Response Format

Example: Response Formats

Branching Questions, or the Infamous “Skip” Pattern

Example: Skip Patterns or Branching Questions

Administration: Who Gives What to Whom?

Self-Administered Questionnaires

Checklist for Using Self-Administered Questionnaires

Interviews

Reliability and Validity: The Quality of Your Survey

Is the Survey Reliable?

Example: Internal Consistency Counts

Example: Internal Consistency Does Not Count

Is the Survey Valid?

Selecting and Adapting Surveys

Example: Excerpt Froma Real Online Service Agreement for Free Survey Items (Names Changed)

Guidelines for Finding Useable and Useful Surveys in the Research Literature

Example: Search for School Dropout Surveys: Sample Findings Fromthe Web of Science

Example: Sample Reports of Reliability and Validity in the Research Literature

Finding Surveys on the Web

Example: Search for Education Surveys: ASample Page Fromthe National Center for Education Statistics

The Survey Is Put on Trial: Guidelines for Pilot Testing

AFar-Reaching World: Surveys, Language, and Culture

Guidelines for Translating Surveys

Example: Question About Ethnicity: U.S. Department of Health and Human Services

Office of Minority Health

Summing Up Think About This

References

Chapter 4. Sampling Overview

Sample Size and Response Rate: Who and How Many?

Example: Randomand Convenience Sampling

RandomSampling Methods

Example: Simple RandomSampling (1)

Example: Not RandomSampling

Example: Simple RandomSampling (2)

Making the Decision

Stratified RandomSampling

Example: Stratified RandomSampling

Making the Decision

Simple RandomCluster Sampling

Example: Simple RandomCluster Sampling

Making the Decision Systematic Sampling

Making the Decision Convenience Samples

Making the Decision

Other Convenience Sampling Methods

Example: Other Convenience Samples

Finding the Sample: Who Is In? Who Is Out? How Large Should Your Sample Be?

The Standard Error

Statistical Methods: Sampling for Two Groups and an Intervention

Example: Sample Size Calculations for Sampling Two Groups and an Intervention

Subgroups, Measures, Resources, and Schedule

Five Questions to Ask When Determining Sample Size

Example: Calculating Sample Size in a Survey of Employees in an Experimental and

Control Group

Example: Power to Detect Differences

Example: 80% Power and Effect

Example: Sample Size, Effect, and Power

Response Rate

Tips for Improving Response Rate

Weighting

Example: Calculating Poststratification Weights

Margin of Error and Confidence Level

Sample Size and the Margin of Error

Summing Up

Think About This References

Chapter 5. Survey Design: Environmental Control Overview

Which Designs Are Available?

Example: Surveys With Differing Designs

Cross-Sectional Survey Designs

Example: Cross-Sectional Design

Making the Decision

Longitudinal Surveys

Example: Longitudinal Surveys: Cohort Design

Making the Decision

Experimental Survey Designs

Example: ANonrandomized Controlled Trial or Quasi-Experimental Design

Example: ANonrandomized Controlled Trial With a Longitudinal Design

Example: ARandomized Controlled Trial or True Experiment

Example: ARandomized Controlled Trial With a Longitudinal Design

Factorial Designs: Special Cases

Making the Decision

Other Survey Designs: Normative and Case Control

Normative Survey Design

Example: Normative Design

Example: Normative Design Comparison to a Model

Making the Decision

Case Control Design

Making the Decision

Example: Case Control Design

Survey Design Validity

Internal Validity

External Validity

Surveys, Research Design, and Internal and External Validity

Example: Cross-Sectional Survey and Threats to Validity

Example: Longitudinal Design and Threats to Validity

Example: Randomized Controlled Trials and Validity

Surveys With Qualitative

Data: Threats to Internal and External Validity

Example: Qualitative Studies and Validity

Summing Up

Think About This

References

Chapter 6. Analyzing and Organizing Data FromSurveys

Overview

What Is Typical Anyway? Some Commonly Used Methods for Analyzing Survey Data

Descriptive Statistics

Example: Preschool Purposes Questionnaire

Example: Frequency of Questionnaire Responses

Example: Grouped Ratings of Preschool Purposes by 50 Directors

Averages: Means, Medians, and Modes

Example: Computing the Median for an Even Number of Scores

Example: Computing the Median for an Odd Number of Scores

Variation: Range, Variance, and Standard Deviation

Correlation and Regression

Example: Rank Order Correlation

Differences Between Groups

Statistical Differences

Statistical Significance

Surveying Differences: Usual Methods

Chi-Square

Example: Chi-Square

The t Test

Example: t Test

The Mann-Whitney UTest

Example: Mann-Whitney UTest

ANOVA

Risks and Odds

Example: Odds Ratio and Relative Risk

To Be or Not to Be: Statistician or Qualitative Analyst?

Content Analysis, Open-Ended Responses, and Comments

Example: Hypothetical Content Analysis: Teasing Boys and Girls

Putting the Cart in Front of the Horse: Selecting Analysis Methods

Seven Questions to Answer Before Choosing an Analysis Method

Data Management

Creating a Code Book or Operations Manual

Example: Excerpt Fromthe CARPS, a Survey to Detect Binge Drinking in College Students

Example: Excerpt Fromthe Code Book for the CARPS, a Survey to Detect Binge Drinking

Establishing Reliable Coding

Measuring Agreement: The Kappa

Measuring Agreement Between Two Coders: The Kappa (κ) Statistic

Reviewing Surveys for Missing Data

Entering the Data

Example: Survey Responses FromSix People

Cleaning the Data

Validating Survey Data

Summing Up

Think About This

Chapter 7. Presenting the Survey Results

Overview

Reproducing the Questionnaire

Example: Reporting Results With the Questionnaire

Example: Online Survey Statistics in Real Time

Using Tables

Example: Shell Table Describing Children in Two Schools

Example: Shell Table for Comparing Children in Two Schools

Some Table Preparation Rules

Drawing Pie Diagrams

Using Bar Graphs

Using Line Graphs

Example: Downloaded Results of a Customer Satisfaction Survey

Example: Transferring the Results of One Question Into Bar and Line Graphs

Drawing Diagrams or Pictures

Example: Words and Diagrams in Survey Reports

Writing the Results of a Survey

Organizing the Report

Example: Structured Abstract of a Survey Report

Survey Reporting Checklists and Guides

Clear-Writing Tips

The Oral Presentation

Slide Presentations

Oral Versus Written Reports: ADifference in Conversation

Example: Table Used in a Written and an Oral Report

Posters

Summing Up Think About This References

Index

Preface

The sixth edition of this book shares the same goals as the first, second, third, fourth, and fifth editions: to guide readers in developing their own rigorous surveys and in evaluating the credibility and usefulness of surveys created by others. This edition, like previous editions, also gives practical step-by-step guidance on how to achieve the goals. The guidance centers on choosing the appropriate type of survey, writing survey questions and responses, formatting the survey, deciding on the characteristics and numbers of respondents to include and how often they should be surveyed, and analyzing and reporting the results.

This edition also shares the same philosophy as previous editions. It emphasizes the need for careful planning and testing before you press “send,” mail the first survey, or conduct the first interview. But the similarities among the editions end here, and each chapter in the sixth edition has something that you won’t find in the other editions.

The fifth edition placed a strong emphasis on web-based surveys. At that time, web-based surveys were beginning their climb to the top. I think we can say without contradiction that internet surveys have made it to the top, and so this edition adds more about how to do these surveys and how to handle privacy. The universality of web surveys has raised some new concerns among researchers, among them, how to handle international surveys. After all, with the web, you can reach untold numbers of people and they can be living anywhere on the planet. But cultural beliefs and expectations vary widely, and the surveyor cannot assume that questions that “work” in one culture will necessarily be effective in another. In this edition of the book, we address the practical and ethical issues of going beyond our borders for survey information.

Also, since young people are so comfortable with surveys of all sorts, this new edition of the book provides information on how to question children of all ages, and it addresses the ethical concerns that arise when working with young people.

The sixth edition also recognizes a new trend in reporting research results. Surveyors are now required to adhere to very specific guidelines concerning the contents of a report. People who read and use survey results want to know more than just what you found. They want to be sure that the information comes from reliable sources, and they want to know how confident they can be in your results. They want transparency. The sixth edition of this book gives you reporting checklists to follow, and it discusses how to describe how much confidence survey users can place in your survey results.

Here are some of the new topics we explore in the sixth edition.

Children and Surveys.

Children of all ages are now included in surveys. We want to know how children spend their spare time, whether they are happy at home and school, and whether they drink, smoke, or use illicit drugs. Children vary in their age and ability to deal with abstract questions. The new edition of this book answers questions like: How does a survey reach children to get reliable and valid information? How does a survey for young children differ fromdoing one for teens?

Children and Survey Ethics.

Ethics requirements for children are often stricter than those for adults. This edition of the book addresses how to accommodate ethics boards and discusses the difference between assent and consent in children.

Qualitative Survey Data: Validity and Reporting.

Most surveys produce statistical data, but others may include open-ended questions that need interpretation. They may rely on semistructured or even unstructured interviews, for example. Many problems are better solved with a combination of survey designs and methods. This edition to the book discusses the values of and “threats” to the validity of qualitative studies and provides guidance in transparently reporting their purposes and methods.

International Surveys.

With the coming of smartphones and Wi-Fi, surveys are increasingly becoming international. In this edition of the book, we address how to put into practice our respect for cultural differences in designing the survey and in asking questions.

Margin of Error and Confidence Levels.

All surveys have errors because of imperfect sampling. The larger the margin of error, the less confidence we can have that the survey’s results are close to the “true” figures. This edition discusses how to think about and calculate the margin of error and confidence level for your survey.

Survey Report Checklists.

Once upon a time, surveyors could issue their reports in any way they saw fit. Now, that is no longer true, especially for published surveys. Many journals, businesses, and educational institutions require surveyors to prove that they have completed standard checklists. Adhering to these checklists is thought to better ensure the transparency and accuracy of their methods. This edition of the book discusses these checklists and their contents.

The sixth edition of this book also has had a facelift. We have enlarged the fonts to make for easier reading and retooled the graphics. I have left some features of the sixth edition exactly as they are in the other editions because readers and reviewers find themuseful. These include numerous examples and checklists and the “Summing Up ” section at each chapter’s end to make sure that the reader has access to the most important concepts. I have kept the summaries brief, but I think they are worthwhile and that it is helpful for people to know the bottomline: What should I focus on? To reinforce all major points, each chapter still has practice exercises, many of themnew to the sixth edition. The exercises will lead you to survey reports and to research that uses surveys so that you can test your skills in understanding and evaluating them. Most importantly, I have geared the practice exercises to engage and promote the reader’s skills of analyzing, evaluating, and producing information. This means avoiding exercises that focus on just regurgitating facts. I have also expanded and updated the chapter bibliographies and added additional websites, survey reports, and research studies containing surveys. I have listed sites for you to explore in case you want to adapt questions fromother surveys. Finally, the surveyor must make choices throughout the entire survey process. In response to this sometimes difficult survey activity, I have kept the

sections found throughout the book called “Making the Decision.” The purpose of these sections is to help the reader to make informed choices by citing the advantages and disadvantages at each waypoint. You can continue to expect guidance in choosing survey types, question types, sampling strategies, research designs, and data-analytic methods.

I have oriented this book so that it can be used by everyone who needs to learn how to do a survey, regardless of background. The book is long on practice and short on theory. It is intended to help you do a survey. If you want survey theory, please use the book’s bibliography. I think the book is useful for selflearning and in workshops, seminars, and formal classrooms.

On a personal note, I would like to thank my editor, Vicki Knight, for supporting me throughout the revision process. She saw to it that we assembled a large panel of reviewers to whomI amdeeply indebted:

Colleen L. Casey, University of Texas at Arlington Salvatore Falletta, Drexel University

Rhea Faye D. Felicilda, Missouri State University

Michael A. Guerra, Lincoln University

Howard Lune, Hunter College, CUNY

B. J. Moore, California State University, Bakersfield

Dawn M. Pickard, Oakland University

Marc S. Schwerdt, Lipscomb University

Julie Slayton, University of Southern California

Their suggestions were outstanding, and because I amtruly grateful for their time and effort, I really did try to incorporate their suggestions. When I didn’t, it was usually just a matter of convenience (mine), and I amsure the book suffers because of it. I would also like to thank the SAGE Production teamfor their help in reformatting and recasting the book. It is much better, and they are responsible for the improvement.

About the Author

(PhD) is Professor of Medicine and Public Health at the University of California, Los Angeles, and president of the Langley Research Institute. Her main interests include evaluation and survey research and the conduct of research literature reviews as well as the evaluation of their quality. Dr. Fink has conducted scores of evaluation studies in public health, medicine, and education. She is on the faculty of UCLA’s Robert Wood Johnson Clinical Scholars Programand is a scientific and evaluation advisor to UCLA’s Gambling Studies and IMPACT (Improving Access, Counseling & Treatment for Californians with Prostate Cancer) programs. She consults nationally and internationally for agencies such as L’institut de Promotion del la Prévention Secondaire en Addictologie (IPPSA) in Paris, France, and Peninsula Health in Victoria, Australia. Professor Fink has taught and lectured extensively all over the world and is the author of more than 130 peerreviewed articles and 15 textbooks.

1 CONDUCTING SURVEYS Everyone Is Doing It

Overview

Surveys are everywhere. You will find them in doctors’ offices, schools, airplanes, and hotel rooms. Surveys are used to collect information from or about people to describe, compare, or explain their knowledge, feelings, values, and behavior. Surveys typically take the form of self-administered questionnaires and interviews Self-administered questionnaires can be completed by hand (“paper and pencil”) or online (Internet or web-based on computers and tablets). Interviews may take place in person (“face-toface”), on the telephone (landline and mobile/cell), and in chat rooms

Survey data are used by program planners, evaluators, administrators, managers, researchers, marketers, and policy leaders in diverse fields, including business, health, education, social welfare, and politics. They are used because they get information directly from people

Surveyors must decide on the survey’s overall purposes and specific questions They also need to know who and how many people will be contacted (sampling) and when and how often the survey will take place (design). Surveyors must also process, analyze, and interpret data

Choosing among survey types (self-administered questionnaires or interviews) and administration methods (mail, telephone, or internet) requires (1) identifying the combination most likely to produce credible and accurate results and (2) balancing the desired survey types and administration methods against available resources

Survey purposes and methods fall on a continuum Some surveys can have far-reaching, generalizable effects, and their methods must be scientific. Surveys of the population’s health conducted by the U.S. government are examples of scientific surveys. Other surveys are conducted to meet specific needs; their methods may not always achieve the highest standards of scientific rigor, but they must still produce accurate results and so must use reliable and valid techniques. Polling students in a particular school to identify their summer reading choices, so as to be sure the library is well stocked, is an illustration of a survey designed to meet a specific need.

Surveyors must be concerned with protecting respondents’ privacy and assuring confidentiality of responses. Most institutions have rules for protecting “human subjects” and ensuring that their consent to respond is an informed consent Online surveys have special rules for guarding confidentiality. These surveys may be vulnerable to outsiders and need protection across three communication arms: surveyor to respondent, respondent to web server, and web server to surveyor

What Is a Survey?

Surveys are information collection methods used to describe, compare, or explain individual and societal knowledge, feelings, values, preferences, and behavior. Asurvey can be a self-administered questionnaire that someone fills out alone or with assistance, or a survey can be an interview done in person or on the telephone. Some surveys are on paper or online, and the respondent can complete them privately at home or in a central location say, at a health center. The respondent can either return the completed survey by snail mail or fill it out online. Surveys can be interactive and guide the respondent through the questions. Interactive surveys also may provide audiovisual cues to help.

Here are at least three good reasons for conducting surveys:

Reason 1: A policy needs to be set or a program must be planned.

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