Introduction

You’ve probably taken a few surveys in your life or even used them in your research. Arguably the most well-known quantitative research method, surveys are powerful in quantifying and describing patterns.

But surveys are more interesting, complex, and challenging than writing questions and responses. This Handbook breaks down what is and when to use survey research, the proper process for designing a survey, and the risks that come with any survey you design.

Before jumping into the content, recognize that survey design is much more complex than this handbook covers. This Handbook should serve as a foundational set of knowledge to build additional survey knowledge on top. Use it as a reference but take the time to read additional literature; it’ll not only expand on what’s covered here but give you the extra confidence to drive impact with your surveys (There are dozens of additional materials worth reading listed in the on the bottom and throughout each Topic).

Instead of using the term ‘questionnaire’ – which is the appropriate term for what non-researchers call surveys — terms like survey, survey items, and survey questions are used in this handbook. This incorrect language is used to make this chapter more accessible but explain and use the phrase ‘questionnaire item’ regularly with your stakeholders.

Finally, check out the corresponding survey design guide if you want to jump into designing a survey right now. If you want an even closer look into surveys beyond what’s covered here, here are two resources: one paid and one public. Both are absolutely fantastic and give you a more detailed look at the power and challenges of survey research.

Guide 09: Survey Design Template

To design good surveys, you need to first recognize what can and can’t survey research do.