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Surveys: An Overview
Lesley Looper
LSIS5810
Summer 2014
What is a survey?
“A set of items,
formulated as
statements or
questions,
used to
generate a
response to
each stated
item.” (p. 257)
Two Types of Surveys
1) Close-ended surveys
* Most common , take less time
* Provide clear-cut answers in multiple choice format
* Don’t overdo number of responses; use “other” option
2) Open-ended surveys
* Respondents compose and submit their own responses in space
* Especially good for exploratory studies
* Make sure instructions are clear
Survey Organization Tips
▪ Introductory questions: easy and engaging
▪ Heart of the survey: group substantive questions together
▪ Questions needing sensitive responses: put at end of substantive
section
▪ Classification/demographic questions : put at end of survey
▪ Paper surveys: use readable font and font size, use good paper
▪ Web surveys: font, add progress bar, and keep different technologies
in mind
Ways to Administer a Survey
▪ Paper survey, return by mail or to drop-off
▪ Email survey, respond by email
▪ Email survey URL, respond online
▪ Post survey on a website, invite people to
respond
▪ Phone survey (response by voice or
touchtone)
▪ Others?
Advantages to Surveys
▪ Relatively easy to administer
▪ Can cover broad geographic territory with little effect on cost
▪ Potential for large number of respondents
▪ Survey software can reduce time and cost of data gathering
▪ High potential for anonymity
Disadvantages of Surveys
▪ Boredom
▪ Hesitancy to answer truthfully
▪ Low turnout due to dislike of surveys
▪ Technology barrier for web/email-based surveys
Ambiguous Questions or Answer Choices
Fear of Lack of Anonymity
Information Seeking Behavior: HP Labs
▪ Survey in 2004, post-HP-Compaq Merger (2001)
▪ Web survey of 180 lab researchers from different disciplines
▪ 3 former Compaq labs and 3 former HP labs
▪ 77% in Palo Alto, CA; 10% in Cambridge, MA; 7% in Bristol,
England
▪ Open-ended and close-ended questions
▪ Results used to improve library services for employees
Questions

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Surveys: An Overview

  • 1. Surveys: An Overview Lesley Looper LSIS5810 Summer 2014
  • 2. What is a survey? “A set of items, formulated as statements or questions, used to generate a response to each stated item.” (p. 257)
  • 3. Two Types of Surveys 1) Close-ended surveys * Most common , take less time * Provide clear-cut answers in multiple choice format * Don’t overdo number of responses; use “other” option 2) Open-ended surveys * Respondents compose and submit their own responses in space * Especially good for exploratory studies * Make sure instructions are clear
  • 4. Survey Organization Tips ▪ Introductory questions: easy and engaging ▪ Heart of the survey: group substantive questions together ▪ Questions needing sensitive responses: put at end of substantive section ▪ Classification/demographic questions : put at end of survey ▪ Paper surveys: use readable font and font size, use good paper ▪ Web surveys: font, add progress bar, and keep different technologies in mind
  • 5. Ways to Administer a Survey ▪ Paper survey, return by mail or to drop-off ▪ Email survey, respond by email ▪ Email survey URL, respond online ▪ Post survey on a website, invite people to respond ▪ Phone survey (response by voice or touchtone) ▪ Others?
  • 6. Advantages to Surveys ▪ Relatively easy to administer ▪ Can cover broad geographic territory with little effect on cost ▪ Potential for large number of respondents ▪ Survey software can reduce time and cost of data gathering ▪ High potential for anonymity
  • 7. Disadvantages of Surveys ▪ Boredom ▪ Hesitancy to answer truthfully ▪ Low turnout due to dislike of surveys ▪ Technology barrier for web/email-based surveys
  • 8. Ambiguous Questions or Answer Choices
  • 9. Fear of Lack of Anonymity
  • 10. Information Seeking Behavior: HP Labs ▪ Survey in 2004, post-HP-Compaq Merger (2001) ▪ Web survey of 180 lab researchers from different disciplines ▪ 3 former Compaq labs and 3 former HP labs ▪ 77% in Palo Alto, CA; 10% in Cambridge, MA; 7% in Bristol, England ▪ Open-ended and close-ended questions ▪ Results used to improve library services for employees