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| Gathering Opinions DRAFT A SURVEY TO CONDUCT PRIMARY RESEARCH (IDENTIFY RESPONDENTS): The survey should be user friendly and brief, clear, objective, computable, reliable (would produce same results if repeated), and valid (measure what you mean to measure). 1. Select survey population carefully: be sure characteristics and size are reliable and appropriate (minimum of 30 respondents). 2. Provide clear instructions: tell users how to fill form out, explain why survey is needed and important, and state how results will be used; define terms. 3. Keep survey short and easy to answer: limit questions to 10-15 minutes completion. 4. Phrase questions so they are easy to summarize/compute: closed end is easier to compute than open end; numbers are easier to compute than words; report results using statistical formulae such as mean and frequency of response. 5. Ask only 1 question at a time: avoid compound questions. 6. Do not use ambiguous, leading or biased questions: do use specific/concrete words, and be clear and objective; do not use biased, emotional, or exaggerated language. 7. Ask easiest, agreeable, and any qualifying questions first; ask sensitive and complex questions last. 8. Pretest questions: conduct a pilot study of your survey and then adjust if needed. 9. Include persuasive introductory remarks/cover letter: provide incentive/motivation to participate – establish purpose and need; assure of confidentiality and anonymity. 10. Provide space at the end of the survey for open-ended comments: allow feedback . 11. Ask for appropriate demographic information from respondents: validate reliability and aid interpretation of findings. PREPARE INTERVIEW SUBJECTS/QUESTIONS TO COMPLETE THE PRIMARY RESEARCH: establish rapport, exchange information, confirm/summarize understanding, clarify next steps, close cordially, maintain goodwill/sincerity; follow up with thanks and results. Use guidelines for surveys and: 1. Select format/questions/style compatible with your audience/purpose/reception. 2. Organize your interview: establish rapport in open, ask questions in body, summarize outcome or preview what comes next in the close. 3. Arrange questions in appropriate sequence and submit in advance if requested. 4. Highlight most important questions and be sure to ask them; have stand by questions. 5. Ask only questions you need them to answer, showing you are not wasting their time. 6. Limit the number of questions you need answered (no more than 20 in 1/2 hour). 7. Use a mix of question types: include both open-ended and close-ended questions. 8. Paraphrase and clarify: be sure you have understood interviewee’s comments. 9. Final question should be open-ended: allow time to ask them what they would like to add that you have not asked. 10. Make additional notes right after the interview: fill in gaps while it is still fresh. 11. Follow up interview with a message to interviewee: express thanks, confirm agreements, note any next steps, and offer to be available to them in return. |
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