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3.2.1. Definition and Design Phase
In the definition phase, the research issue needs to be elaborated. The survey targets need to be defined and the target groups have to be determined. It is necessary that the purpose of collecting feedback is understood. This means the objective of the survey needs to be defined as well as how the feedback will be used and who will use it in the end.
The definition of the survey’s target group is followed by the choice of data collection procedures, i.e. telephone surveys, mail/online surveys, focus groups, etc. In addition the sample size needs to be determined in order to be valid.
Not only the layout, but also the kind of question is important. When elaborating the questionnaire, there are some major rules, which should be followed, as the wording of the question may influence the participants answer. When creating questions you should avoid39:
- Biased or so called leading questions
- A leading question is one that leads the respondent to a certain answer. Questions should not be phrased or structured in a way that already gives the participant the answer in a certain way.
- Double-barreled questions
- Double-Barreled questions are questions, which in reality are more than one question. Respondents may only answer one part of the question or may disagree with one part of the question.
- Confusing or wordy questions
- Avoid questions that assume the respondents are familiar with the specifics. Try to avoid jargon or technical language. Use simple universally understood words, adequate for your target pool of respondents. Keep your questions simple that have little room for interpretation and avoid using double negatives, because the respondent might get confused whether they agree or disagree.
A pre-survey will help to shape the questionnaire and gives room for improvements. “It will allow the researcher to identify whether respondents understand the questions and instructions, and whether the meaning of questions is the same for all respondents.”40 Such a pilot survey will reveal questions, which have to be re-worded or questions, which are not leading to a certain result and therefore can be deleted.
39 http://owl.english.purdue.edu/owl/resource/559/06/ [30 June 2013]
40 Cited from Kelley, K. et. al (2003), p. 263