Thanks to survey research, we can learn what a group of people thinks and feels. It’s useful for making good decisions.
In this article, we’ll show you how to do survey research step-by-step. You’ll also learn why survey research is important and who can benefit from it.
Let’s get started:
What is survey research?
Survey research is all about gathering data from a specific group to get insights into different topics. It’s a go-to method for understanding opinions, behaviors, and traits in a target population. You’ll see it used in many fields like market research, public health, and social sciences.
This approach is popular because professionals can figure out what people think, how they act, and what makes them tick. Whether you’re trying to gauge customer satisfaction, public health trends, or social attitudes, surveys are a handy tool.
It’s a straightforward way to get the information you need to make decisions and understand your audience better.
Key characteristics of survey research
Survey research is unique because it’s systematic. Researchers use popular methods for survey research like online, phone, and in-person surveys to reach their audience.
A good survey has a mix of question types, including open-ended ones, to get a wide range of answers.
Surveys can focus on the whole population or just a sample. Getting a representative sample is key for accurate results. Researchers then analyze the data to find useful insights. This helps them understand trends and behaviors in the group they studied.
Advantages of survey research for businesses and researchers
Survey research has many perks for businesses and researchers. One big advantage is its flexibility in how surveys are done. From phone surveys to mobile surveys, and mixed-mode surveys that combine different techniques, there are many ways to reach people and gather data effectively.
Businesses can get a competitive edge with survey research. For instance, panel surveys collect data from a specific group over time, helping track changes in consumer behavior and preferences. This ongoing data collection can inform product development, marketing strategies, and customer service improvements.
Researchers also gain from survey research’s ability to provide comprehensive data. Census surveys aim to gather info from the entire population and are invaluable for large-scale studies. Survey research centers, like those at universities or places like Sage Publications, often use these methods for extensive projects that add to academic knowledge and have practical applications.
How to do survey research? A step-by-step guide
Conducting survey research is easier than it sounds.
Check out our detailed step-by-step guide describing each step in an easily understandable format:
Step 1: Define the research objective
- Identifying the purpose of the survey
Before starting your survey research, be sure to pinpoint the survey’s purpose. Are you looking to gather consumer feedback, understand employee satisfaction, or explore market trends? Clarifying the objective helps focus the entire project.
- Determining the key characteristics and target audience
Next, identify the key characteristics of your target audience. Who are you trying to reach? Age, gender, location, and occupation can all be relevant factors. Knowing your audience is great for tailoring your questions and survey approach.
Step 2: Choose the type of survey
- Overview of different types of survey research
Surveys come in various forms, each suitable for different research needs. Some common survey methods include online surveys, telephone surveys, postal surveys, and person surveys.
- Census surveys vs. sample surveys
Census surveys aim to gather data from the entire population, while sample surveys focus on a subset. Each has its pros and cons, depending on the research scope and resources.
- Methods of survey administration
Online surveys: convenient and cost-effective for reaching a large audience.
Telephone surveys: useful for detailed responses but can be time-consuming.
Postal surveys: traditional method, still valuable for certain demographics.
Person surveys: face-to-face interaction can yield in-depth insights.
Mobile surveys: great for quick feedback on the go.
Mixed-mode surveys: combining different methods can improve response rates and data quality.
Step 3: Design the survey
- Crafting clear and concise questions
Well-crafted questions are the backbone of survey research. Aim for clarity and brevity to avoid confusing respondents.
- Using a variety of question types: open-ended questions, closed-ended questions
Incorporate both open-ended questions for detailed feedback and closed-ended questions for quantitative analysis. This mix lets you cover different aspects of the research topic.
- Tips for effective survey design
Avoid leading questions that can bias survey responses. Group similar questions to maintain a logical flow. Pre-test the survey with a small group to catch any issues.
Step 4: Select the survey respondents
- Defining the entire population vs. target population
Determine if you need data from the entire population or a specific target group. This decision influences your sampling strategy.
- Choosing a representative sample
A representative sample reflects the broader population. Avoiding bias in survey research is key to obtaining valid results.
- Methods for sampling: random sampling, stratified sampling
Random sampling: each individual has an equal chance of being selected.
Stratified sampling: divides the population into subgroups and samples each proportionally.
Step 5: Administer the survey
- Best practices for conducting online surveys
Make surveys user-friendly with a clean layout and easy navigation. Personalize invitations to boost participation.
- Effective methods for phone and postal surveys
Use a script for phone surveys to maintain consistency. For postal surveys, include a return envelope to encourage responses.
- Using survey software for efficient administration
Survey software can streamline the data collection process, track response rates, and manage survey distribution.
Step 6: Collect and analyze the data
- Techniques for data collection
Follow up with non-respondents to improve response rates. Use multiple reminders if necessary.
- Analyzing survey results for actionable insights
Data analysis should focus on identifying trends and patterns. Software tools can assist in visualizing the data and spotting correlations.
Step 7: Report the findings
- Presenting data in a clear and meaningful way
Use charts, graphs, and tables to present data visually. This makes complex information more digestible.
- Using visual aids to enhance understanding
Visual aids help highlight key findings and support your conclusions.
- Drawing conclusions and making recommendations
Summarize the findings, highlight applications of survey research, and suggest practical steps based on the data.
Check this out: online survey examples and templates
Differences between qualitative and quantitative survey research
Survey research comes in two flavors: qualitative and quantitative.
Qualitative research digs into the reasons and motivations behind what people do. It uses open-ended questions, letting respondents share detailed, narrative responses. This approach gives deep, nuanced insights but usually involves a smaller group of people.
Quantitative research, on the other hand, deals with numbers. It uses structured surveys with closed-ended questions to collect data that can be crunched statistically. This method works with larger groups and provides generalizable results. It’s great for measuring how common certain behaviors or opinions are in a population.
Importance of understanding human behavior
Survey research is important because it lets us see the complexities of human behavior.
As a result of collecting and analyzing responses from a target population, researchers can uncover patterns, preferences, and motivations.
This understanding is essential for fields ranging from marketing to public policy, as it shapes strategies and decisions.
How survey research provides actionable insights
Survey research is a great way to get actionable insights. By gathering data directly from people, researchers can make decisions based on real-world information.
For example, using quantitative methods, businesses can spot market trends, customer preferences, and areas for improvement. These insights aren’t just theoretical – they lead to practical steps that can improve products, services, and strategies.
Who can benefit from survey research?
#1 Market research firms
Market research firms live and breathe data. They use survey research to understand consumer behavior and preferences.
By gathering insights through various methods, such as online surveys and phone surveys, these firms help businesses tailor their products and marketing strategies.
You get to know your customers better, making it easier to meet their needs and stay ahead of the competition.
#2 Educational institutions
Schools, colleges, and universities rely on survey research to improve educational outcomes. They collect feedback from students, parents, and staff to identify areas for improvement.
Whether it’s course content, teaching methods, or campus facilities, surveys let educational institutions enhance the learning experience.
Plus, they can use the data to secure funding and support from stakeholders.
#3 Healthcare organizations
Healthcare organizations benefit from survey research too. Collecting patient feedback lets them improve care quality and patient satisfaction.
Surveys identify issues in service delivery, patient safety, and overall healthcare experience.
Whether it’s a hospital, clinic, or a public health department, using survey research leads to better healthcare outcomes for everyone involved.
#4 Government agencies
Government agencies use surveys to gather public opinion on various policies and programs. They aim to understand the needs and preferences of citizens to make informed decisions.
From local governments to federal agencies, survey research aids in crafting policies that truly reflect public interest.
It’s a way for you to have your voice heard on matters that affect your community and daily life.
#5 Non-profits
Non-profits leverage survey research to evaluate the impact of their programs and services.
They gather insights from beneficiaries, donors, and volunteers to make their efforts align with their mission. Whether it’s a charity, foundation, or advocacy group, surveys help non-profits maximize their impact and make a difference.
It’s all about understanding how to serve better and drive positive change in society.
Start your survey research with SurveyLab today
If you’re looking to conduct your first survey research, SurveyLab is here to save the day with comprehensive survey services.
Whether you’re interested in customer experience, human resources, market research, or digital UX, our platform is tailored to meet your unique needs.
Why SurveyLab?
- Seamless integration: easily connect SurveyLab with your CRM, eShop, BI/DWH, and more. Automate your research process so you can focus on what matters – growing your business.
- Mobile-friendly surveys: reach your audience on any device. Our surveys adjust automatically, so you get a seamless experience whether on a PC, tablet, or smartphone.
- Dedicated support: from consulting services to software development and training, our support team is ready to assist you every step of the way.
- Multi-language capabilities: create surveys in any language, including right-to-left languages like Hebrew and Arabic. Our system detects browser settings and provides the appropriate translation.
Join over 85,000 happy customers – SurveyLab is trusted by big international corporations, small companies, and professionals alike. Hear from our satisfied clients:
“SurveyLab was the most responsive and flexible solution for our needs.” – Krzysztof Puzio, IT DSS Junior Coordinator, BAT
“Thanks to online surveys, we reached our intended indicators and acquired EU funding.” – Zdzisław Janeczko, The District of Leżajsk
Ready to get started? Sign up for a free 14-day trial and see why SurveyLab is the perfect research tool for your business. Create your first survey today and see the results in real-time.
Get ready for: professional features, easy to use interface, no commitment.
For more information, visit our website or contact our dedicated support team. Let’s make survey research easy and efficient with SurveyLab.