Carolyn
Browne Associates
Ph: 360-222-6820
Fax: 360-222-6820
Email:
cbassociates@whidbey.com
Providing community involvement and marketing research expertise since 1977
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Providing community involvement and marketing research expertise since 1977 |
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The Survey ProcessWhat happens after you decide you will do a survey? A statistically valid, random sample survey will provide an agency or business with a wealth of information for planning and decision making. But, a survey will be as valuable as the care taken to develop its focus and content. This is why a survey process is so important. The planning workshopThe first step, and to my mind the most important, is to have a planning workshop to discuss, and agree upon, the goals and specific information needs for the survey. This is the time for each person who will be using the survey results to provide a list of information needs. The project manager, or project team, determines who should participate in this workshop. It may also be valuable to do one-on-one interviews with people deemed to have a special interest in the outcome of the survey who will not be attending the workshop. Choose a setting that will be relaxed and comfortable, and allow two to three hours for the workshop This is not intended to be a formal, kick-off meeting where tasks are assigned, but rather a place for laundry-listing and discussing what is desired from the survey. Information needs tend to exceed what can be effectively accomplished in a single survey, so the planning workshop is the place to reach agreement on priorities, as well as content. Subjective input for an objective research toolA representative sample of those being surveyed should be consulted prior to writing the survey questionnaire. Even though goals and specific information needs have been established, there may be issues, concerns or semantics that need to be understood and addressed. A focus group discussion is an effective method for pre-testing subject matter and being sure that the survey addresses issues which are relevant to those being surveyed. The focus group discussion also checks out the language of the questionnaire to be sure it will be easily understood by those who will be surveyed. A few years ago, I was doing a survey for an update of a comprehensive park plan for a Washington city. In a focus group, we learned that, while the public appreciated the many new neighborhood parks, they were disturbed that no restroom facilities were provided in most of these new, small parks. This was not intended to be an issue to be surveyed. When the subject was included in the survey questionnaire, it turned out to be a top priority spending choice among those surveyed. Designing the survey questionnaireThe survey questionnaire is developed based upon the information gathered in the individual interviews, planning workshop and the focus group discussion. Once the draft questionnaire is written, the project manager decides who should review it. It is essential that the project manager (or someone designated by the project manager) be the final arbiter of the precise content and language of the survey instrument. There are word connotations and personal agendas behind opinions, and a consultant’s time should not be used to settle internal agency disagreements. My preference is that any number of people can review the draft, but, one person in the agency makes the final decisions on any edits. Data collectionThere are several excellent local data collection companies. What is important is that a professional data collection service is used for fielding the survey. A professional interviewer (as opposed to volunteer or a student) is paid to get through each interview as efficiently and courteously as possible. Before the data collection begins, I always meet with the interviewers and train them by reviewing each question and explaining the types of responses that are likely. The first few calls for each interviewer are monitored to be sure that words (especially names of places and people) are pronounced correctly, the probing is done appropriately when the respondent is hesitating, and that responses are not being biased in any way. Analyzing the data and preparing the reportA well-written survey report should include a clearly stated purpose and methodology. Language should be understood by someone not well-versed in statistics, and the conclusions and recommendations should be documented by easy-to-read tables. An Executive Summary precedes the detailed report and provides a stand-alone piece that can be widely distributed. Using the information obtained from a surveyAs a consultant, nothing is more frustrating than to do a good job for a client only to learn the information was left on the shelf because people weren’t sure how to translate the information into action. I encourage my clients to have a follow-up workshop where the results of the survey are explained and discussed, and a strategic plan of action is developed.
- Carolyn Browne Tamler, Principal Carolyn Browne Associates |
