Learning Objectives

Survey Design

  1. Survey designs must minimize the risk of errors of observation (measurement error) and errors of nonobservation (errors due to inadequate coverage, sampling error, and nonresponse). The likelihood of both types of error varies with the survey goals. A survey questionnaire or interview schedule should be designed as an integrated whole, with each question and section serving some clear purpose and complementing the others.
  2. Questions must be worded carefully to avoid confusing the respondents, encouraging less than honest responses, or triggering biases.