Surveys provide key information regarding attitudes, behaviors, and facts of the general population as well as specific subgroups. Reliable and valid survey data rely, among others, on a high-quality questionnaire that incorporates state-of-the-art question wording, question types, and appropriate visual design. While the literature concerning the basic principles of designing a high-quality questionnaire offers a decent body of knowledge, some more advanced issues (e.g., split questionnaire design, dependent interviewing, and questionnaire design for mixed-mode surveys) are often less accessible. In addition, in recent decades, several innovations in the field of questionnaire design have emerged, some of which originated from new devices and survey modes used for data collection (e.g., the specifics of questionnaires for mobile devices), while others were invented in reaction to specific challenges occurring when respondents answer survey questions (e.g., interactive features in web questionnaires, chatbots or ECAs, smart speakers or voice responses, delegation features, item count techniques, or other question types for sensitive issues).

 

This course will start with a short introduction to basic concepts relevant to survey measurement, such as mode differences, the question-answer process, and satisficing behavior, to reinforce your understanding of the mechanisms underlying survey measurement. Based on this recap, the course will then explore a variety of advanced issues and innovations in the field of questionnaire design, focusing on interviewer-administered surveys as well as self-administered surveys and web surveys in particular. After introducing each topic, we will discuss the results of experimental studies testing these innovations. The studies will highlight how various advanced and innovative aspects of survey questions influence the answers provided by respondents.

 

Through these studies, the course aims to enhance your professional reasoning when designing survey questionnaires and your ability to apply advanced and innovative features when designing survey questions and questionnaires. You will have the opportunity to apply the topics covered in the course to topical survey questions during practical sessions and by means of assignments.

 

The examples discussed in the course will be taken from surveys of individuals and households; business surveys will not be covered. The course will not be restricted to a specific survey mode; examples will be taken from face-to-face, telephone, web, and mail surveys. Coverage issues, sampling, weighting, nonresponse, and other aspects of survey design will not be covered.

 

Organizational structure of the course

This is a five-day course with a total amount of 30 hours of class time. You can expect a mix of interactive lectures (3-4 hours per day), practical sessions and exercises (1-2 hours per day), and opportunities for individual consultation and supervised work on assignments (1 hour per day). Each lecture will start with a quick recap of basic issues concerning a particular aspect of questionnaire design. This will be followed by an outline of advanced issues or innovations in the field. Subsequently, we will use studies from the research literature to evaluate the pros and cons concerning the innovations addressed in each session. In the exercises, applications of the innovations to specific topical questions will be discussed. During exercises and practical sessions, a teaching assistant will be available for hands-on support.

 

Every day, you will receive an assignment that you are expected to work on during the afternoon. You are expected to upload your individual assignments every night for written feedback. Once during the course, you are expected to present the assignment in class. You should be prepared to spend an additional 1-2 hours per day on daily assignments.

 

You can either bring your own project that you want to use for the exercises and the assignments, or you will be provided with literature from two substantive areas to choose a topic for your assignments.

You will find the course useful if:

Software and hardware requirements

You need to bring your own laptop to successfully participate in the course.

You should have office software installed on your laptop.