survey as a research tool

Have a language expert improve your writing

Run a free plagiarism check in 10 minutes, generate accurate citations for free.

• Knowledge Base

Methodology

• Survey Research | Definition, Examples & Methods

Survey Research | Definition, Examples & Methods

Published on August 20, 2019 by Shona McCombes . Revised on June 22, 2023.

Survey research means collecting information about a group of people by asking them questions and analyzing the results. To conduct an effective survey, follow these six steps:

• Determine who will participate in the survey
• Decide the type of survey (mail, online, or in-person)
• Design the survey questions and layout
• Distribute the survey
• Analyze the responses
• Write up the results

Surveys are a flexible method of data collection that can be used in many different types of research .

Table of contents

What are surveys used for, step 1: define the population and sample, step 2: decide on the type of survey, step 3: design the survey questions, step 4: distribute the survey and collect responses, step 5: analyze the survey results, step 6: write up the survey results, other interesting articles, frequently asked questions about surveys.

Surveys are used as a method of gathering data in many different fields. They are a good choice when you want to find out about the characteristics, preferences, opinions, or beliefs of a group of people.

Common uses of survey research include:

• Social research : investigating the experiences and characteristics of different social groups
• Market research : finding out what customers think about products, services, and companies
• Health research : collecting data from patients about symptoms and treatments
• Politics : measuring public opinion about parties and policies
• Psychology : researching personality traits, preferences and behaviours

Surveys can be used in both cross-sectional studies , where you collect data just once, and in longitudinal studies , where you survey the same sample several times over an extended period.

Receive feedback on language, structure, and formatting

Professional editors proofread and edit your paper by focusing on:

• Academic style
• Vague sentences
• Style consistency

See an example

Before you start conducting survey research, you should already have a clear research question that defines what you want to find out. Based on this question, you need to determine exactly who you will target to participate in the survey.

Populations

The target population is the specific group of people that you want to find out about. This group can be very broad or relatively narrow. For example:

• The population of Brazil
• US college students
• Second-generation immigrants in the Netherlands
• Customers of a specific company aged 18-24
• British transgender women over the age of 50

Your survey should aim to produce results that can be generalized to the whole population. That means you need to carefully define exactly who you want to draw conclusions about.

Several common research biases can arise if your survey is not generalizable, particularly sampling bias and selection bias . The presence of these biases have serious repercussions for the validity of your results.

It’s rarely possible to survey the entire population of your research – it would be very difficult to get a response from every person in Brazil or every college student in the US. Instead, you will usually survey a sample from the population.

The sample size depends on how big the population is. You can use an online sample calculator to work out how many responses you need.

There are many sampling methods that allow you to generalize to broad populations. In general, though, the sample should aim to be representative of the population as a whole. The larger and more representative your sample, the more valid your conclusions. Again, beware of various types of sampling bias as you design your sample, particularly self-selection bias , nonresponse bias , undercoverage bias , and survivorship bias .

There are two main types of survey:

• A questionnaire , where a list of questions is distributed by mail, online or in person, and respondents fill it out themselves.
• An interview , where the researcher asks a set of questions by phone or in person and records the responses.

Which type you choose depends on the sample size and location, as well as the focus of the research.

Questionnaires

Sending out a paper survey by mail is a common method of gathering demographic information (for example, in a government census of the population).

• You can easily access a large sample.
• You have some control over who is included in the sample (e.g. residents of a specific region).
• The response rate is often low, and at risk for biases like self-selection bias .

Online surveys are a popular choice for students doing dissertation research , due to the low cost and flexibility of this method. There are many online tools available for constructing surveys, such as SurveyMonkey and Google Forms .

• You can quickly access a large sample without constraints on time or location.
• The data is easy to process and analyze.
• The anonymity and accessibility of online surveys mean you have less control over who responds, which can lead to biases like self-selection bias .

If your research focuses on a specific location, you can distribute a written questionnaire to be completed by respondents on the spot. For example, you could approach the customers of a shopping mall or ask all students to complete a questionnaire at the end of a class.

• You can screen respondents to make sure only people in the target population are included in the sample.
• You can collect time- and location-specific data (e.g. the opinions of a store’s weekday customers).
• The sample size will be smaller, so this method is less suitable for collecting data on broad populations and is at risk for sampling bias .

Oral interviews are a useful method for smaller sample sizes. They allow you to gather more in-depth information on people’s opinions and preferences. You can conduct interviews by phone or in person.

• You have personal contact with respondents, so you know exactly who will be included in the sample in advance.
• You can clarify questions and ask for follow-up information when necessary.
• The lack of anonymity may cause respondents to answer less honestly, and there is more risk of researcher bias.

Like questionnaires, interviews can be used to collect quantitative data: the researcher records each response as a category or rating and statistically analyzes the results. But they are more commonly used to collect qualitative data : the interviewees’ full responses are transcribed and analyzed individually to gain a richer understanding of their opinions and feelings.

Next, you need to decide which questions you will ask and how you will ask them. It’s important to consider:

• The type of questions
• The content of the questions
• The phrasing of the questions
• The ordering and layout of the survey

Open-ended vs closed-ended questions

There are two main forms of survey questions: open-ended and closed-ended. Many surveys use a combination of both.

Closed-ended questions give the respondent a predetermined set of answers to choose from. A closed-ended question can include:

• A binary answer (e.g. yes/no or agree/disagree )
• A scale (e.g. a Likert scale with five points ranging from strongly agree to strongly disagree )
• A list of options with a single answer possible (e.g. age categories)
• A list of options with multiple answers possible (e.g. leisure interests)

Closed-ended questions are best for quantitative research . They provide you with numerical data that can be statistically analyzed to find patterns, trends, and correlations .

Open-ended questions are best for qualitative research. This type of question has no predetermined answers to choose from. Instead, the respondent answers in their own words.

Open questions are most common in interviews, but you can also use them in questionnaires. They are often useful as follow-up questions to ask for more detailed explanations of responses to the closed questions.

The content of the survey questions

To ensure the validity and reliability of your results, you need to carefully consider each question in the survey. All questions should be narrowly focused with enough context for the respondent to answer accurately. Avoid questions that are not directly relevant to the survey’s purpose.

When constructing closed-ended questions, ensure that the options cover all possibilities. If you include a list of options that isn’t exhaustive, you can add an “other” field.

Phrasing the survey questions

In terms of language, the survey questions should be as clear and precise as possible. Tailor the questions to your target population, keeping in mind their level of knowledge of the topic. Avoid jargon or industry-specific terminology.

Survey questions are at risk for biases like social desirability bias , the Hawthorne effect , or demand characteristics . It’s critical to use language that respondents will easily understand, and avoid words with vague or ambiguous meanings. Make sure your questions are phrased neutrally, with no indication that you’d prefer a particular answer or emotion.

Ordering the survey questions

The questions should be arranged in a logical order. Start with easy, non-sensitive, closed-ended questions that will encourage the respondent to continue.

If the survey covers several different topics or themes, group together related questions. You can divide a questionnaire into sections to help respondents understand what is being asked in each part.

If a question refers back to or depends on the answer to a previous question, they should be placed directly next to one another.

Before you start, create a clear plan for where, when, how, and with whom you will conduct the survey. Determine in advance how many responses you require and how you will gain access to the sample.

When you are satisfied that you have created a strong research design suitable for answering your research questions, you can conduct the survey through your method of choice – by mail, online, or in person.

There are many methods of analyzing the results of your survey. First you have to process the data, usually with the help of a computer program to sort all the responses. You should also clean the data by removing incomplete or incorrectly completed responses.

If you asked open-ended questions, you will have to code the responses by assigning labels to each response and organizing them into categories or themes. You can also use more qualitative methods, such as thematic analysis , which is especially suitable for analyzing interviews.

Statistical analysis is usually conducted using programs like SPSS or Stata. The same set of survey data can be subject to many analyses.

Finally, when you have collected and analyzed all the necessary data, you will write it up as part of your thesis, dissertation , or research paper .

In the methodology section, you describe exactly how you conducted the survey. You should explain the types of questions you used, the sampling method, when and where the survey took place, and the response rate. You can include the full questionnaire as an appendix and refer to it in the text if relevant.

Then introduce the analysis by describing how you prepared the data and the statistical methods you used to analyze it. In the results section, you summarize the key results from your analysis.

In the discussion and conclusion , you give your explanations and interpretations of these results, answer your research question, and reflect on the implications and limitations of the research.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Student’s  t -distribution
• Normal distribution
• Null and Alternative Hypotheses
• Chi square tests
• Confidence interval
• Quartiles & Quantiles
• Cluster sampling
• Stratified sampling
• Data cleansing
• Reproducibility vs Replicability
• Peer review
• Prospective cohort study

Research bias

• Implicit bias
• Cognitive bias
• Placebo effect
• Hawthorne effect
• Hindsight bias
• Affect heuristic
• Social desirability bias

A questionnaire is a data collection tool or instrument, while a survey is an overarching research method that involves collecting and analyzing data from people using questionnaires.

A Likert scale is a rating scale that quantitatively assesses opinions, attitudes, or behaviors. It is made up of 4 or more questions that measure a single attitude or trait when response scores are combined.

To use a Likert scale in a survey , you present participants with Likert-type questions or statements, and a continuum of items, usually with 5 or 7 possible responses, to capture their degree of agreement.

Individual Likert-type questions are generally considered ordinal data , because the items have clear rank order, but don’t have an even distribution.

Overall Likert scale scores are sometimes treated as interval data. These scores are considered to have directionality and even spacing between them.

The type of data determines what statistical tests you should use to analyze your data.

The priorities of a research design can vary depending on the field, but you usually have to specify:

• Your research questions and/or hypotheses
• Your overall approach (e.g., qualitative or quantitative )
• The type of design you’re using (e.g., a survey , experiment , or case study )
• Your sampling methods or criteria for selecting subjects
• Your data collection methods (e.g., questionnaires , observations)
• Your data collection procedures (e.g., operationalization , timing and data management)
• Your data analysis methods (e.g., statistical tests  or thematic analysis )

Cite this Scribbr article

If you want to cite this source, you can copy and paste the citation or click the “Cite this Scribbr article” button to automatically add the citation to our free Citation Generator.

McCombes, S. (2023, June 22). Survey Research | Definition, Examples & Methods. Scribbr. Retrieved April 2, 2024, from https://www.scribbr.com/methodology/survey-research/

Is this article helpful?

Shona McCombes

Other students also liked, qualitative vs. quantitative research | differences, examples & methods, questionnaire design | methods, question types & examples, what is a likert scale | guide & examples, "i thought ai proofreading was useless but..".

I've been using Scribbr for years now and I know it's a service that won't disappoint. It does a good job spotting mistakes”

• Skip to main content
• Skip to primary sidebar
• Skip to footer
• QuestionPro

• Solutions Industries Gaming Automotive Sports and events Education Government Travel & Hospitality Financial Services Healthcare Cannabis Technology Use Case NPS+ Communities Audience Contactless surveys Mobile LivePolls Member Experience GDPR Positive People Science 360 Feedback Surveys
• Resources Blog eBooks Survey Templates Case Studies Training Help center

Home Market Research

Survey Research: Definition, Examples and Methods

Survey Research is a quantitative research method used for collecting data from a set of respondents. It has been perhaps one of the most used methodologies in the industry for several years due to the multiple benefits and advantages that it has when collecting and analyzing data.

LEARN ABOUT: Behavioral Research

In this article, you will learn everything about survey research, such as types, methods, and examples.

Survey Research Definition

Survey Research is defined as the process of conducting research using surveys that researchers send to survey respondents. The data collected from surveys is then statistically analyzed to draw meaningful research conclusions. In the 21st century, every organization’s eager to understand what their customers think about their products or services and make better business decisions. Researchers can conduct research in multiple ways, but surveys are proven to be one of the most effective and trustworthy research methods. An online survey is a method for extracting information about a significant business matter from an individual or a group of individuals. It consists of structured survey questions that motivate the participants to respond. Creditable survey research can give these businesses access to a vast information bank. Organizations in media, other companies, and even governments rely on survey research to obtain accurate data.

The traditional definition of survey research is a quantitative method for collecting information from a pool of respondents by asking multiple survey questions. This research type includes the recruitment of individuals collection, and analysis of data. It’s useful for researchers who aim to communicate new features or trends to their respondents.

LEARN ABOUT: Level of Analysis Generally, it’s the primary step towards obtaining quick information about mainstream topics and conducting more rigorous and detailed quantitative research methods like surveys/polls or qualitative research methods like focus groups/on-call interviews can follow. There are many situations where researchers can conduct research using a blend of both qualitative and quantitative strategies.

LEARN ABOUT: Survey Sampling

Survey Research Methods

Survey research methods can be derived based on two critical factors: Survey research tool and time involved in conducting research. There are three main survey research methods, divided based on the medium of conducting survey research:

• Online/ Email:   Online survey research is one of the most popular survey research methods today. The survey cost involved in online survey research is extremely minimal, and the responses gathered are highly accurate.
• Phone:  Survey research conducted over the telephone ( CATI survey ) can be useful in collecting data from a more extensive section of the target population. There are chances that the money invested in phone surveys will be higher than other mediums, and the time required will be higher.
• Face-to-face:  Researchers conduct face-to-face in-depth interviews in situations where there is a complicated problem to solve. The response rate for this method is the highest, but it can be costly.

Further, based on the time taken, survey research can be classified into two methods:

• Longitudinal survey research:  Longitudinal survey research involves conducting survey research over a continuum of time and spread across years and decades. The data collected using this survey research method from one time period to another is qualitative or quantitative. Respondent behavior, preferences, and attitudes are continuously observed over time to analyze reasons for a change in behavior or preferences. For example, suppose a researcher intends to learn about the eating habits of teenagers. In that case, he/she will follow a sample of teenagers over a considerable period to ensure that the collected information is reliable. Often, cross-sectional survey research follows a longitudinal study .
• Cross-sectional survey research:  Researchers conduct a cross-sectional survey to collect insights from a target audience at a particular time interval. This survey research method is implemented in various sectors such as retail, education, healthcare, SME businesses, etc. Cross-sectional studies can either be descriptive or analytical. It is quick and helps researchers collect information in a brief period. Researchers rely on the cross-sectional survey research method in situations where descriptive analysis of a subject is required.

Survey research also is bifurcated according to the sampling methods used to form samples for research: Probability and Non-probability sampling. Every individual in a population should be considered equally to be a part of the survey research sample. Probability sampling is a sampling method in which the researcher chooses the elements based on probability theory. The are various probability research methods, such as simple random sampling , systematic sampling, cluster sampling, stratified random sampling, etc. Non-probability sampling is a sampling method where the researcher uses his/her knowledge and experience to form samples.

LEARN ABOUT: Survey Sample Sizes

The various non-probability sampling techniques are :

• Convenience sampling
• Snowball sampling
• Consecutive sampling
• Judgemental sampling
• Quota sampling

Process of implementing survey research methods:

• Decide survey questions:  Brainstorm and put together valid survey questions that are grammatically and logically appropriate. Understanding the objective and expected outcomes of the survey helps a lot. There are many surveys where details of responses are not as important as gaining insights about what customers prefer from the provided options. In such situations, a researcher can include multiple-choice questions or closed-ended questions . Whereas, if researchers need to obtain details about specific issues, they can consist of open-ended questions in the questionnaire. Ideally, the surveys should include a smart balance of open-ended and closed-ended questions. Use survey questions like Likert Scale , Semantic Scale, Net Promoter Score question, etc., to avoid fence-sitting.

LEARN ABOUT: System Usability Scale

• Finalize a target audience:  Send out relevant surveys as per the target audience and filter out irrelevant questions as per the requirement. The survey research will be instrumental in case the target population decides on a sample. This way, results can be according to the desired market and be generalized to the entire population.

LEARN ABOUT:  Testimonial Questions

• Send out surveys via decided mediums:  Distribute the surveys to the target audience and patiently wait for the feedback and comments- this is the most crucial step of the survey research. The survey needs to be scheduled, keeping in mind the nature of the target audience and its regions. Surveys can be conducted via email, embedded in a website, shared via social media, etc., to gain maximum responses.
• Analyze survey results:  Analyze the feedback in real-time and identify patterns in the responses which might lead to a much-needed breakthrough for your organization. GAP, TURF Analysis , Conjoint analysis, Cross tabulation, and many such survey feedback analysis methods can be used to spot and shed light on respondent behavior. Researchers can use the results to implement corrective measures to improve customer/employee satisfaction.

Reasons to conduct survey research

The most crucial and integral reason for conducting market research using surveys is that you can collect answers regarding specific, essential questions. You can ask these questions in multiple survey formats as per the target audience and the intent of the survey. Before designing a study, every organization must figure out the objective of carrying this out so that the study can be structured, planned, and executed to perfection.

LEARN ABOUT: Research Process Steps

Questions that need to be on your mind while designing a survey are:

• What is the primary aim of conducting the survey?
• How do you plan to utilize the collected survey data?
• What type of decisions do you plan to take based on the points mentioned above?

There are three critical reasons why an organization must conduct survey research.

• Understand respondent behavior to get solutions to your queries:  If you’ve carefully curated a survey, the respondents will provide insights about what they like about your organization as well as suggestions for improvement. To motivate them to respond, you must be very vocal about how secure their responses will be and how you will utilize the answers. This will push them to be 100% honest about their feedback, opinions, and comments. Online surveys or mobile surveys have proved their privacy, and due to this, more and more respondents feel free to put forth their feedback through these mediums.
• Present a medium for discussion:  A survey can be the perfect platform for respondents to provide criticism or applause for an organization. Important topics like product quality or quality of customer service etc., can be put on the table for discussion. A way you can do it is by including open-ended questions where the respondents can write their thoughts. This will make it easy for you to correlate your survey to what you intend to do with your product or service.
• Strategy for never-ending improvements:  An organization can establish the target audience’s attributes from the pilot phase of survey research . Researchers can use the criticism and feedback received from this survey to improve the product/services. Once the company successfully makes the improvements, it can send out another survey to measure the change in feedback keeping the pilot phase the benchmark. By doing this activity, the organization can track what was effectively improved and what still needs improvement.

Survey Research Scales

There are four main scales for the measurement of variables:

• Nominal Scale:  A nominal scale associates numbers with variables for mere naming or labeling, and the numbers usually have no other relevance. It is the most basic of the four levels of measurement.
• Ordinal Scale:  The ordinal scale has an innate order within the variables along with labels. It establishes the rank between the variables of a scale but not the difference value between the variables.
• Interval Scale:  The interval scale is a step ahead in comparison to the other two scales. Along with establishing a rank and name of variables, the scale also makes known the difference between the two variables. The only drawback is that there is no fixed start point of the scale, i.e., the actual zero value is absent.
• Ratio Scale:  The ratio scale is the most advanced measurement scale, which has variables that are labeled in order and have a calculated difference between variables. In addition to what interval scale orders, this scale has a fixed starting point, i.e., the actual zero value is present.

Benefits of survey research

In case survey research is used for all the right purposes and is implemented properly, marketers can benefit by gaining useful, trustworthy data that they can use to better the ROI of the organization.

Other benefits of survey research are:

• Minimum investment:  Mobile surveys and online surveys have minimal finance invested per respondent. Even with the gifts and other incentives provided to the people who participate in the study, online surveys are extremely economical compared to paper-based surveys.
• Versatile sources for response collection:  You can conduct surveys via various mediums like online and mobile surveys. You can further classify them into qualitative mediums like focus groups , and interviews and quantitative mediums like customer-centric surveys. Due to the offline survey response collection option, researchers can conduct surveys in remote areas with limited internet connectivity. This can make data collection and analysis more convenient and extensive.
• Reliable for respondents:  Surveys are extremely secure as the respondent details and responses are kept safeguarded. This anonymity makes respondents answer the survey questions candidly and with absolute honesty. An organization seeking to receive explicit responses for its survey research must mention that it will be confidential.

Survey research design

Researchers implement a survey research design in cases where there is a limited cost involved and there is a need to access details easily. This method is often used by small and large organizations to understand and analyze new trends, market demands, and opinions. Collecting information through tactfully designed survey research can be much more effective and productive than a casually conducted survey.

There are five stages of survey research design:

• Decide an aim of the research:  There can be multiple reasons for a researcher to conduct a survey, but they need to decide a purpose for the research. This is the primary stage of survey research as it can mold the entire path of a survey, impacting its results.
• Filter the sample from target population:  Who to target? is an essential question that a researcher should answer and keep in mind while conducting research. The precision of the results is driven by who the members of a sample are and how useful their opinions are. The quality of respondents in a sample is essential for the results received for research and not the quantity. If a researcher seeks to understand whether a product feature will work well with their target market, he/she can conduct survey research with a group of market experts for that product or technology.
• Zero-in on a survey method:  Many qualitative and quantitative research methods can be discussed and decided. Focus groups, online interviews, surveys, polls, questionnaires, etc. can be carried out with a pre-decided sample of individuals.
• Design the questionnaire:  What will the content of the survey be? A researcher is required to answer this question to be able to design it effectively. What will the content of the cover letter be? Or what are the survey questions of this questionnaire? Understand the target market thoroughly to create a questionnaire that targets a sample to gain insights about a survey research topic.
• Send out surveys and analyze results:  Once the researcher decides on which questions to include in a study, they can send it across to the selected sample . Answers obtained from this survey can be analyzed to make product-related or marketing-related decisions.

Survey examples: 10 tips to design the perfect research survey

Picking the right survey design can be the key to gaining the information you need to make crucial decisions for all your research. It is essential to choose the right topic, choose the right question types, and pick a corresponding design. If this is your first time creating a survey, it can seem like an intimidating task. But with QuestionPro, each step of the process is made simple and easy.

Below are 10 Tips To Design The Perfect Research Survey:

• Set your SMART goals:  Before conducting any market research or creating a particular plan, set your SMART Goals . What is that you want to achieve with the survey? How will you measure it promptly, and what are the results you are expecting?
• Choose the right questions:  Designing a survey can be a tricky task. Asking the right questions may help you get the answers you are looking for and ease the task of analyzing. So, always choose those specific questions – relevant to your research.
• Begin your survey with a generalized question:  Preferably, start your survey with a general question to understand whether the respondent uses the product or not. That also provides an excellent base and intro for your survey.
• Enhance your survey:  Choose the best, most relevant, 15-20 questions. Frame each question as a different question type based on the kind of answer you would like to gather from each. Create a survey using different types of questions such as multiple-choice, rating scale, open-ended, etc. Look at more survey examples and four measurement scales every researcher should remember.
• Prepare yes/no questions:  You may also want to use yes/no questions to separate people or branch them into groups of those who “have purchased” and those who “have not yet purchased” your products or services. Once you separate them, you can ask them different questions.
• Test all electronic devices:  It becomes effortless to distribute your surveys if respondents can answer them on different electronic devices like mobiles, tablets, etc. Once you have created your survey, it’s time to TEST. You can also make any corrections if needed at this stage.
• Distribute your survey:  Once your survey is ready, it is time to share and distribute it to the right audience. You can share handouts and share them via email, social media, and other industry-related offline/online communities.
• Collect and analyze responses:  After distributing your survey, it is time to gather all responses. Make sure you store your results in a particular document or an Excel sheet with all the necessary categories mentioned so that you don’t lose your data. Remember, this is the most crucial stage. Segregate your responses based on demographics, psychographics, and behavior. This is because, as a researcher, you must know where your responses are coming from. It will help you to analyze, predict decisions, and help write the summary report.
• Prepare your summary report:  Now is the time to share your analysis. At this stage, you should mention all the responses gathered from a survey in a fixed format. Also, the reader/customer must get clarity about your goal, which you were trying to gain from the study. Questions such as – whether the product or service has been used/preferred or not. Do respondents prefer some other product to another? Any recommendations?

Having a tool that helps you carry out all the necessary steps to carry out this type of study is a vital part of any project. At QuestionPro, we have helped more than 10,000 clients around the world to carry out data collection in a simple and effective way, in addition to offering a wide range of solutions to take advantage of this data in the best possible way.

From dashboards, advanced analysis tools, automation, and dedicated functions, in QuestionPro, you will find everything you need to execute your research projects effectively. Uncover insights that matter the most!

MORE LIKE THIS

Customer Experience Automation: Benefits and Best Tools

Apr 1, 2024

7 Best Market Segmentation Tools in 2024

In-App Feedback Tools: How to Collect, Uses & 14 Best Tools

Mar 29, 2024

11 Best Customer Journey Analytics Software in 2024

Other categories.

• Academic Research
• Artificial Intelligence
• Assessments
• Brand Awareness
• Case Studies
• Communities
• Consumer Insights
• Customer effort score
• Customer Engagement
• Customer Experience
• Customer Loyalty
• Customer Research
• Customer Satisfaction
• Employee Benefits
• Employee Engagement
• Employee Retention
• Friday Five
• General Data Protection Regulation
• Insights Hub
• Life@QuestionPro
• Market Research
• Mobile diaries
• Mobile Surveys
• New Features
• Online Communities
• Question Types
• Questionnaire
• QuestionPro Products
• Release Notes
• Research Tools and Apps
• Revenue at Risk
• Survey Templates
• Training Tips
• Uncategorized
• Video Learning Series
• What’s Coming Up
• Workforce Intelligence

• Help Center
• اَلْعَرَبِيَّةُ
• Deutsch (Schweiz)
• Español (Mexico)
• Bahasa Indonesia
• Bahasa Melayu
• Português (Brasil)
• Tiếng việt

Survey Research — Types, Methods and Example Questions

Survey research The world of research is vast and complex, but with the right tools and understanding, it's an open field of discovery. Welcome to a journey into the heart of survey research. What is survey research? Survey research is the lens through which we view the opinions, behaviors, and experiences of a population. Think of it as the research world's detective, cleverly sleuthing out the truths hidden beneath layers of human complexity. Why is survey research important? Survey research is a Swiss Army Knife in a researcher's toolbox. It’s adaptable, reliable, and incredibly versatile, but its real power? It gives voice to the silent majority. Whether it's understanding customer preferences or assessing the impact of a social policy, survey research is the bridge between unanswered questions and insightful data. Let's embark on this exploration, armed with the spirit of openness, a sprinkle of curiosity, and the thirst for making knowledge accessible. As we journey further into the realm of survey research, we'll delve deeper into the diverse types of surveys, innovative data collection methods, and the rewards and challenges that come with them. Types of survey research Survey research is like an artist's palette, offering a variety of types to suit your unique research needs. Each type paints a different picture, giving us fascinating insights into the world around us. Cross-Sectional Surveys: Capture a snapshot of a population at a specific moment in time. They're your trusty Polaroid camera, freezing a moment for analysis and understanding. Longitudinal Surveys: Track changes over time, much like a time-lapse video. They help to identify trends and patterns, offering a dynamic perspective of your subject. Descriptive Surveys: Draw a detailed picture of the current state of affairs. They're your magnifying glass, examining the prevalence of a phenomenon or attitudes within a group. Analytical Surveys: Deep dive into the reasons behind certain outcomes. They're the research world's version of Sherlock Holmes, unraveling the complex web of cause and effect. But, what method should you choose for data collection? The plot thickens, doesn't it? Let's unravel this mystery in our next section. Survey research and data collection methods Data collection in survey research is an art form, and there's no one-size-fits-all method. Think of it as your paintbrush, each stroke represents a different way of capturing data. Online Surveys: In the digital age, online surveys have surged in popularity. They're fast, cost-effective, and can reach a global audience. But like a mysterious online acquaintance, respondents may not always be who they say they are. Mail Surveys: Like a postcard from a distant friend, mail surveys have a certain charm. They're great for reaching respondents without internet access. However, they’re slower and have lower response rates. They’re a test of patience and persistence. Telephone Surveys: With the sound of a ringing phone, the human element enters the picture. Great for reaching a diverse audience, they bring a touch of personal connection. But, remember, not all are fans of unsolicited calls. Face-to-Face Surveys: These are the heart-to-heart conversations of the survey world. While they require more resources, they're the gold standard for in-depth, high-quality data. As we journey further, let’s weigh the pros and cons of survey research. Advantages and disadvantages of survey research Every hero has its strengths and weaknesses, and survey research is no exception. Let's unwrap the gift box of survey research to see what lies inside. Advantages: Versatility: Like a superhero with multiple powers, surveys can be adapted to different topics, audiences, and research needs. Accessibility: With online surveys, geographical boundaries dissolve. We can reach out to the world from our living room. Anonymity: Like a confessional booth, surveys allow respondents to share their views without fear of judgment. Disadvantages: Response Bias: Ever met someone who says what you want to hear? Survey respondents can be like that too. Limited Depth: Like a puddle after a rainstorm, some surveys only skim the surface of complex issues. Nonresponse: Sometimes, potential respondents play hard to get, skewing the data. Survey research may have its challenges, but it also presents opportunities to learn and grow. As we forge ahead on our journey, we dive into the design process of survey research. Limitations of survey research Every research method has its limitations, like bumps on the road to discovery. But don't worry, with the right approach, these challenges become opportunities for growth. Misinterpretation: Sometimes, respondents might misunderstand your questions, like a badly translated novel. To overcome this, keep your questions simple and clear. Social Desirability Bias: People often want to present themselves in the best light. They might answer questions in a way that portrays them positively, even if it's not entirely accurate. Overcome this by ensuring anonymity and emphasizing honesty. Sample Representation: If your survey sample isn't representative of the population you're studying, it can skew your results. Aiming for a diverse sample can mitigate this. Now that we're aware of the limitations let's delve into the world of survey design. {loadmoduleid 430} Survey research design Designing a survey is like crafting a roadmap to discovery. It's an intricate process that involves careful planning, innovative strategies, and a deep understanding of your research goals. Let's get started. Approach and Strategy Your approach and strategy are the compasses guiding your survey research. Clear objectives, defined research questions, and an understanding of your target audience lay the foundation for a successful survey. Panel The panel is the heartbeat of your survey, the respondents who breathe life into your research. Selecting a representative panel ensures your research is accurate and inclusive. 9 Tips on Building the Perfect Survey Research Questionnaire Keep It Simple: Clear and straightforward questions lead to accurate responses. Make It Relevant: Ensure every question ties back to your research objectives. Order Matters: Start with easy questions to build rapport and save sensitive ones for later. Avoid Double-Barreled Questions: Stick to one idea per question. Offer a Balanced Scale: For rating scales, provide an equal number of positive and negative options. Provide a ‘Don't Know’ Option: This prevents guessing and keeps your data accurate. Pretest Your Survey: A pilot run helps you spot any issues before the final launch. Keep It Short: Respect your respondents' time. Make It Engaging: Keep your respondents interested with a mix of question types. Survey research examples and questions Examples serve as a bridge connecting theoretical concepts to real-world scenarios. Let's consider a few practical examples of survey research across various domains. User Experience (UX) Imagine being a UX designer at a budding tech start-up. Your app is gaining traction, but to keep your user base growing and engaged, you must ensure that your app's UX is top-notch. In this case, a well-designed survey could be a beacon, guiding you toward understanding user behavior, preferences, and pain points. Here's an example of how such a survey could look: "On a scale of 1 to 10, how would you rate the ease of navigating our app?" "How often do you encounter difficulties while using our app?" "What features do you use most frequently in our app?" "What improvements would you suggest for our app?" "What features would you like to see in future updates?" This line of questioning, while straightforward, provides invaluable insights. It enables the UX designer to identify strengths to capitalize on and weaknesses to improve, ultimately leading to a product that resonates with users. Psychology and Ethics in survey research The realm of survey research is not just about data and numbers, but it's also about understanding human behavior and treating respondents ethically. Psychology: In-depth understanding of cognitive biases and social dynamics can profoundly influence survey design. Let's take the 'Recency Effect,' a psychological principle stating that people tend to remember recent events more vividly than those in the past. While framing questions about user experiences, this insight could be invaluable. For example, a question like "Can you recall an instance in the past week when our customer service exceeded your expectations?" is likely to fetch more accurate responses than asking about an event several months ago. Ethics: On the other hand, maintaining privacy, confidentiality, and informed consent is more than ethical - it's fundamental to the integrity of the research process. Imagine conducting a sensitive survey about workplace culture. Ensuring respondents that their responses will remain confidential and anonymous can encourage more honest responses. An introductory note stating these assurances, along with a clear outline of the survey's purpose, can help build trust with your respondents. Survey research software In the age of digital information, survey research software has become a trusted ally for researchers. It simplifies complex processes like data collection, analysis, and visualization, democratizing research and making it more accessible to a broad audience. LimeSurvey, our innovative, user-friendly tool, brings this vision to life. It stands at the crossroads of simplicity and power, embodying the essence of accessible survey research. Whether you're a freelancer exploring new market trends, a psychology student curious about human behavior, or an HR officer aiming to improve company culture, LimeSurvey empowers you to conduct efficient, effective research. Its suite of features and intuitive design matches your research pace, allowing your curiosity to take the front seat. For instance, consider you're a researcher studying consumer behavior across different demographics. With LimeSurvey, you can easily design demographic-specific questions, distribute your survey across various channels, collect responses in real-time, and visualize your data through intuitive dashboards. This synergy of tools and functionalities makes LimeSurvey a perfect ally in your quest for knowledge. Conclusion If you've come this far, we can sense your spark of curiosity. Are you eager to take the reins and conduct your own survey research? Are you ready to embrace the simple yet powerful tool that LimeSurvey offers? If so, we can't wait to see where your journey takes you next! In the world of survey research, there's always more to explore, more to learn and more to discover. So, keep your curiosity alive, stay open to new ideas, and remember, your exploration is just beginning! We hope that our exploration has been as enlightening for you as it was exciting for us. Remember, the journey doesn't end here. With the power of knowledge and the right tools in your hands, there's no limit to what you can achieve. So, let your curiosity be your guide and dive into the fascinating world of survey research with LimeSurvey! Try it out for free now! Happy surveying! {loadmoduleid 429}

Table Content

Survey research.

The world of research is vast and complex, but with the right tools and understanding, it's an open field of discovery. Welcome to a journey into the heart of survey research.

What is survey research?

Survey research is the lens through which we view the opinions, behaviors, and experiences of a population. Think of it as the research world's detective, cleverly sleuthing out the truths hidden beneath layers of human complexity.

Why is survey research important?

Survey research is a Swiss Army Knife in a researcher's toolbox. It’s adaptable, reliable, and incredibly versatile, but its real power? It gives voice to the silent majority. Whether it's understanding customer preferences or assessing the impact of a social policy, survey research is the bridge between unanswered questions and insightful data.

Let's embark on this exploration, armed with the spirit of openness, a sprinkle of curiosity, and the thirst for making knowledge accessible. As we journey further into the realm of survey research, we'll delve deeper into the diverse types of surveys, innovative data collection methods, and the rewards and challenges that come with them.

Types of survey research

Survey research is like an artist's palette, offering a variety of types to suit your unique research needs. Each type paints a different picture, giving us fascinating insights into the world around us.

• Cross-Sectional Surveys: Capture a snapshot of a population at a specific moment in time. They're your trusty Polaroid camera, freezing a moment for analysis and understanding.
• Longitudinal Surveys: Track changes over time, much like a time-lapse video. They help to identify trends and patterns, offering a dynamic perspective of your subject.
• Descriptive Surveys: Draw a detailed picture of the current state of affairs. They're your magnifying glass, examining the prevalence of a phenomenon or attitudes within a group.
• Analytical Surveys: Deep dive into the reasons behind certain outcomes. They're the research world's version of Sherlock Holmes, unraveling the complex web of cause and effect.

But, what method should you choose for data collection? The plot thickens, doesn't it? Let's unravel this mystery in our next section.

Survey research and data collection methods

Data collection in survey research is an art form, and there's no one-size-fits-all method. Think of it as your paintbrush, each stroke represents a different way of capturing data.

• Online Surveys: In the digital age, online surveys have surged in popularity. They're fast, cost-effective, and can reach a global audience. But like a mysterious online acquaintance, respondents may not always be who they say they are.
• Mail Surveys: Like a postcard from a distant friend, mail surveys have a certain charm. They're great for reaching respondents without internet access. However, they’re slower and have lower response rates. They’re a test of patience and persistence.
• Telephone Surveys: With the sound of a ringing phone, the human element enters the picture. Great for reaching a diverse audience, they bring a touch of personal connection. But, remember, not all are fans of unsolicited calls.
• Face-to-Face Surveys: These are the heart-to-heart conversations of the survey world. While they require more resources, they're the gold standard for in-depth, high-quality data.

As we journey further, let’s weigh the pros and cons of survey research.

Advantages and disadvantages of survey research

Every hero has its strengths and weaknesses, and survey research is no exception. Let's unwrap the gift box of survey research to see what lies inside.

Advantages:

• Versatility: Like a superhero with multiple powers, surveys can be adapted to different topics, audiences, and research needs.
• Accessibility: With online surveys, geographical boundaries dissolve. We can reach out to the world from our living room.
• Anonymity: Like a confessional booth, surveys allow respondents to share their views without fear of judgment.

Disadvantages:

• Response Bias: Ever met someone who says what you want to hear? Survey respondents can be like that too.
• Limited Depth: Like a puddle after a rainstorm, some surveys only skim the surface of complex issues.
• Nonresponse: Sometimes, potential respondents play hard to get, skewing the data.

Survey research may have its challenges, but it also presents opportunities to learn and grow. As we forge ahead on our journey, we dive into the design process of survey research.

Limitations of survey research

Every research method has its limitations, like bumps on the road to discovery. But don't worry, with the right approach, these challenges become opportunities for growth.

Misinterpretation: Sometimes, respondents might misunderstand your questions, like a badly translated novel. To overcome this, keep your questions simple and clear.

Social Desirability Bias: People often want to present themselves in the best light. They might answer questions in a way that portrays them positively, even if it's not entirely accurate. Overcome this by ensuring anonymity and emphasizing honesty.

Sample Representation: If your survey sample isn't representative of the population you're studying, it can skew your results. Aiming for a diverse sample can mitigate this.

Now that we're aware of the limitations let's delve into the world of survey design.

•   Create surveys in 40+ languages
•   Unlimited number of users
•   Ready-to-go survey templates
•   So much more...

Survey research design

Designing a survey is like crafting a roadmap to discovery. It's an intricate process that involves careful planning, innovative strategies, and a deep understanding of your research goals. Let's get started.

Approach and Strategy

Your approach and strategy are the compasses guiding your survey research. Clear objectives, defined research questions, and an understanding of your target audience lay the foundation for a successful survey.

The panel is the heartbeat of your survey, the respondents who breathe life into your research. Selecting a representative panel ensures your research is accurate and inclusive.

9 Tips on Building the Perfect Survey Research Questionnaire

• Keep It Simple: Clear and straightforward questions lead to accurate responses.
• Make It Relevant: Ensure every question ties back to your research objectives.
• Order Matters: Start with easy questions to build rapport and save sensitive ones for later.
• Avoid Double-Barreled Questions: Stick to one idea per question.
• Offer a Balanced Scale: For rating scales, provide an equal number of positive and negative options.
• Provide a ‘Don't Know’ Option: This prevents guessing and keeps your data accurate.
• Pretest Your Survey: A pilot run helps you spot any issues before the final launch.
• Keep It Short: Respect your respondents' time.
• Make It Engaging: Keep your respondents interested with a mix of question types.

Survey research examples and questions

Examples serve as a bridge connecting theoretical concepts to real-world scenarios. Let's consider a few practical examples of survey research across various domains.

User Experience (UX)

Imagine being a UX designer at a budding tech start-up. Your app is gaining traction, but to keep your user base growing and engaged, you must ensure that your app's UX is top-notch. In this case, a well-designed survey could be a beacon, guiding you toward understanding user behavior, preferences, and pain points.

Here's an example of how such a survey could look:

• "On a scale of 1 to 10, how would you rate the ease of navigating our app?"
• "How often do you encounter difficulties while using our app?"
• "What features do you use most frequently in our app?"
• "What improvements would you suggest for our app?"
• "What features would you like to see in future updates?"

This line of questioning, while straightforward, provides invaluable insights. It enables the UX designer to identify strengths to capitalize on and weaknesses to improve, ultimately leading to a product that resonates with users.

Psychology and Ethics in survey research

The realm of survey research is not just about data and numbers, but it's also about understanding human behavior and treating respondents ethically.

Psychology: In-depth understanding of cognitive biases and social dynamics can profoundly influence survey design. Let's take the 'Recency Effect,' a psychological principle stating that people tend to remember recent events more vividly than those in the past. While framing questions about user experiences, this insight could be invaluable.

For example, a question like "Can you recall an instance in the past week when our customer service exceeded your expectations?" is likely to fetch more accurate responses than asking about an event several months ago.

Ethics: On the other hand, maintaining privacy, confidentiality, and informed consent is more than ethical - it's fundamental to the integrity of the research process.

Imagine conducting a sensitive survey about workplace culture. Ensuring respondents that their responses will remain confidential and anonymous can encourage more honest responses. An introductory note stating these assurances, along with a clear outline of the survey's purpose, can help build trust with your respondents.

Survey research software

In the age of digital information, survey research software has become a trusted ally for researchers. It simplifies complex processes like data collection, analysis, and visualization, democratizing research and making it more accessible to a broad audience.

LimeSurvey, our innovative, user-friendly tool, brings this vision to life. It stands at the crossroads of simplicity and power, embodying the essence of accessible survey research.

Whether you're a freelancer exploring new market trends, a psychology student curious about human behavior, or an HR officer aiming to improve company culture, LimeSurvey empowers you to conduct efficient, effective research. Its suite of features and intuitive design matches your research pace, allowing your curiosity to take the front seat.

For instance, consider you're a researcher studying consumer behavior across different demographics. With LimeSurvey, you can easily design demographic-specific questions, distribute your survey across various channels, collect responses in real-time, and visualize your data through intuitive dashboards. This synergy of tools and functionalities makes LimeSurvey a perfect ally in your quest for knowledge.

If you've come this far, we can sense your spark of curiosity. Are you eager to take the reins and conduct your own survey research? Are you ready to embrace the simple yet powerful tool that LimeSurvey offers? If so, we can't wait to see where your journey takes you next!

In the world of survey research, there's always more to explore, more to learn and more to discover. So, keep your curiosity alive, stay open to new ideas, and remember, your exploration is just beginning!

We hope that our exploration has been as enlightening for you as it was exciting for us. Remember, the journey doesn't end here. With the power of knowledge and the right tools in your hands, there's no limit to what you can achieve. So, let your curiosity be your guide and dive into the fascinating world of survey research with LimeSurvey! Try it out for free now!

Happy surveying!

Think one step ahead.

Step into a bright future with our simple online survey tool

Open Source

• Privacy Policy

Buy Me a Coffee

Home » Survey Research – Types, Methods, Examples

Survey Research – Types, Methods, Examples

Table of Contents

Survey Research

Definition:

Survey Research is a quantitative research method that involves collecting standardized data from a sample of individuals or groups through the use of structured questionnaires or interviews. The data collected is then analyzed statistically to identify patterns and relationships between variables, and to draw conclusions about the population being studied.

Survey research can be used to answer a variety of questions, including:

• What are people’s opinions about a certain topic?
• What are people’s experiences with a certain product or service?
• What are people’s beliefs about a certain issue?

Survey Research Methods

Survey Research Methods are as follows:

• Telephone surveys: A survey research method where questions are administered to respondents over the phone, often used in market research or political polling.
• Face-to-face surveys: A survey research method where questions are administered to respondents in person, often used in social or health research.
• Mail surveys: A survey research method where questionnaires are sent to respondents through mail, often used in customer satisfaction or opinion surveys.
• Online surveys: A survey research method where questions are administered to respondents through online platforms, often used in market research or customer feedback.
• Email surveys: A survey research method where questionnaires are sent to respondents through email, often used in customer satisfaction or opinion surveys.
• Mixed-mode surveys: A survey research method that combines two or more survey modes, often used to increase response rates or reach diverse populations.
• Computer-assisted surveys: A survey research method that uses computer technology to administer or collect survey data, often used in large-scale surveys or data collection.
• Interactive voice response surveys: A survey research method where respondents answer questions through a touch-tone telephone system, often used in automated customer satisfaction or opinion surveys.
• Mobile surveys: A survey research method where questions are administered to respondents through mobile devices, often used in market research or customer feedback.
• Group-administered surveys: A survey research method where questions are administered to a group of respondents simultaneously, often used in education or training evaluation.
• Web-intercept surveys: A survey research method where questions are administered to website visitors, often used in website or user experience research.
• In-app surveys: A survey research method where questions are administered to users of a mobile application, often used in mobile app or user experience research.
• Social media surveys: A survey research method where questions are administered to respondents through social media platforms, often used in social media or brand awareness research.
• SMS surveys: A survey research method where questions are administered to respondents through text messaging, often used in customer feedback or opinion surveys.
• IVR surveys: A survey research method where questions are administered to respondents through an interactive voice response system, often used in automated customer feedback or opinion surveys.
• Mixed-method surveys: A survey research method that combines both qualitative and quantitative data collection methods, often used in exploratory or mixed-method research.
• Drop-off surveys: A survey research method where respondents are provided with a survey questionnaire and asked to return it at a later time or through a designated drop-off location.
• Intercept surveys: A survey research method where respondents are approached in public places and asked to participate in a survey, often used in market research or customer feedback.
• Hybrid surveys: A survey research method that combines two or more survey modes, data sources, or research methods, often used in complex or multi-dimensional research questions.

Types of Survey Research

There are several types of survey research that can be used to collect data from a sample of individuals or groups. following are Types of Survey Research:

• Cross-sectional survey: A type of survey research that gathers data from a sample of individuals at a specific point in time, providing a snapshot of the population being studied.
• Longitudinal survey: A type of survey research that gathers data from the same sample of individuals over an extended period of time, allowing researchers to track changes or trends in the population being studied.
• Panel survey: A type of longitudinal survey research that tracks the same sample of individuals over time, typically collecting data at multiple points in time.
• Epidemiological survey: A type of survey research that studies the distribution and determinants of health and disease in a population, often used to identify risk factors and inform public health interventions.
• Observational survey: A type of survey research that collects data through direct observation of individuals or groups, often used in behavioral or social research.
• Correlational survey: A type of survey research that measures the degree of association or relationship between two or more variables, often used to identify patterns or trends in data.
• Experimental survey: A type of survey research that involves manipulating one or more variables to observe the effect on an outcome, often used to test causal hypotheses.
• Descriptive survey: A type of survey research that describes the characteristics or attributes of a population or phenomenon, often used in exploratory research or to summarize existing data.
• Diagnostic survey: A type of survey research that assesses the current state or condition of an individual or system, often used in health or organizational research.
• Explanatory survey: A type of survey research that seeks to explain or understand the causes or mechanisms behind a phenomenon, often used in social or psychological research.
• Process evaluation survey: A type of survey research that measures the implementation and outcomes of a program or intervention, often used in program evaluation or quality improvement.
• Impact evaluation survey: A type of survey research that assesses the effectiveness or impact of a program or intervention, often used to inform policy or decision-making.
• Customer satisfaction survey: A type of survey research that measures the satisfaction or dissatisfaction of customers with a product, service, or experience, often used in marketing or customer service research.
• Market research survey: A type of survey research that collects data on consumer preferences, behaviors, or attitudes, often used in market research or product development.
• Public opinion survey: A type of survey research that measures the attitudes, beliefs, or opinions of a population on a specific issue or topic, often used in political or social research.
• Behavioral survey: A type of survey research that measures actual behavior or actions of individuals, often used in health or social research.
• Attitude survey: A type of survey research that measures the attitudes, beliefs, or opinions of individuals, often used in social or psychological research.
• Opinion poll: A type of survey research that measures the opinions or preferences of a population on a specific issue or topic, often used in political or media research.
• Ad hoc survey: A type of survey research that is conducted for a specific purpose or research question, often used in exploratory research or to answer a specific research question.

Types Based on Methodology

Based on Methodology Survey are divided into two Types:

Quantitative Survey Research

Qualitative survey research.

Quantitative survey research is a method of collecting numerical data from a sample of participants through the use of standardized surveys or questionnaires. The purpose of quantitative survey research is to gather empirical evidence that can be analyzed statistically to draw conclusions about a particular population or phenomenon.

In quantitative survey research, the questions are structured and pre-determined, often utilizing closed-ended questions, where participants are given a limited set of response options to choose from. This approach allows for efficient data collection and analysis, as well as the ability to generalize the findings to a larger population.

Quantitative survey research is often used in market research, social sciences, public health, and other fields where numerical data is needed to make informed decisions and recommendations.

Qualitative survey research is a method of collecting non-numerical data from a sample of participants through the use of open-ended questions or semi-structured interviews. The purpose of qualitative survey research is to gain a deeper understanding of the experiences, perceptions, and attitudes of participants towards a particular phenomenon or topic.

In qualitative survey research, the questions are open-ended, allowing participants to share their thoughts and experiences in their own words. This approach allows for a rich and nuanced understanding of the topic being studied, and can provide insights that are difficult to capture through quantitative methods alone.

Qualitative survey research is often used in social sciences, education, psychology, and other fields where a deeper understanding of human experiences and perceptions is needed to inform policy, practice, or theory.

Data Analysis Methods

There are several Survey Research Data Analysis Methods that researchers may use, including:

• Descriptive statistics: This method is used to summarize and describe the basic features of the survey data, such as the mean, median, mode, and standard deviation. These statistics can help researchers understand the distribution of responses and identify any trends or patterns.
• Inferential statistics: This method is used to make inferences about the larger population based on the data collected in the survey. Common inferential statistical methods include hypothesis testing, regression analysis, and correlation analysis.
• Factor analysis: This method is used to identify underlying factors or dimensions in the survey data. This can help researchers simplify the data and identify patterns and relationships that may not be immediately apparent.
• Cluster analysis: This method is used to group similar respondents together based on their survey responses. This can help researchers identify subgroups within the larger population and understand how different groups may differ in their attitudes, behaviors, or preferences.
• Structural equation modeling: This method is used to test complex relationships between variables in the survey data. It can help researchers understand how different variables may be related to one another and how they may influence one another.
• Content analysis: This method is used to analyze open-ended responses in the survey data. Researchers may use software to identify themes or categories in the responses, or they may manually review and code the responses.
• Text mining: This method is used to analyze text-based survey data, such as responses to open-ended questions. Researchers may use software to identify patterns and themes in the text, or they may manually review and code the text.

Applications of Survey Research

Here are some common applications of survey research:

• Market Research: Companies use survey research to gather insights about customer needs, preferences, and behavior. These insights are used to create marketing strategies and develop new products.
• Public Opinion Research: Governments and political parties use survey research to understand public opinion on various issues. This information is used to develop policies and make decisions.
• Social Research: Survey research is used in social research to study social trends, attitudes, and behavior. Researchers use survey data to explore topics such as education, health, and social inequality.
• Academic Research: Survey research is used in academic research to study various phenomena. Researchers use survey data to test theories, explore relationships between variables, and draw conclusions.
• Customer Satisfaction Research: Companies use survey research to gather information about customer satisfaction with their products and services. This information is used to improve customer experience and retention.
• Employee Surveys: Employers use survey research to gather feedback from employees about their job satisfaction, working conditions, and organizational culture. This information is used to improve employee retention and productivity.
• Health Research: Survey research is used in health research to study topics such as disease prevalence, health behaviors, and healthcare access. Researchers use survey data to develop interventions and improve healthcare outcomes.

Examples of Survey Research

Here are some real-time examples of survey research:

• COVID-19 Pandemic Surveys: Since the outbreak of the COVID-19 pandemic, surveys have been conducted to gather information about public attitudes, behaviors, and perceptions related to the pandemic. Governments and healthcare organizations have used this data to develop public health strategies and messaging.
• Political Polls During Elections: During election seasons, surveys are used to measure public opinion on political candidates, policies, and issues in real-time. This information is used by political parties to develop campaign strategies and make decisions.
• Customer Feedback Surveys: Companies often use real-time customer feedback surveys to gather insights about customer experience and satisfaction. This information is used to improve products and services quickly.
• Event Surveys: Organizers of events such as conferences and trade shows often use surveys to gather feedback from attendees in real-time. This information can be used to improve future events and make adjustments during the current event.
• Website and App Surveys: Website and app owners use surveys to gather real-time feedback from users about the functionality, user experience, and overall satisfaction with their platforms. This feedback can be used to improve the user experience and retain customers.
• Employee Pulse Surveys: Employers use real-time pulse surveys to gather feedback from employees about their work experience and overall job satisfaction. This feedback is used to make changes in real-time to improve employee retention and productivity.

Survey Sample

Purpose of survey research.

The purpose of survey research is to gather data and insights from a representative sample of individuals. Survey research allows researchers to collect data quickly and efficiently from a large number of people, making it a valuable tool for understanding attitudes, behaviors, and preferences.

Here are some common purposes of survey research:

• Descriptive Research: Survey research is often used to describe characteristics of a population or a phenomenon. For example, a survey could be used to describe the characteristics of a particular demographic group, such as age, gender, or income.
• Exploratory Research: Survey research can be used to explore new topics or areas of research. Exploratory surveys are often used to generate hypotheses or identify potential relationships between variables.
• Explanatory Research: Survey research can be used to explain relationships between variables. For example, a survey could be used to determine whether there is a relationship between educational attainment and income.
• Evaluation Research: Survey research can be used to evaluate the effectiveness of a program or intervention. For example, a survey could be used to evaluate the impact of a health education program on behavior change.
• Monitoring Research: Survey research can be used to monitor trends or changes over time. For example, a survey could be used to monitor changes in attitudes towards climate change or political candidates over time.

When to use Survey Research

there are certain circumstances where survey research is particularly appropriate. Here are some situations where survey research may be useful:

• When the research question involves attitudes, beliefs, or opinions: Survey research is particularly useful for understanding attitudes, beliefs, and opinions on a particular topic. For example, a survey could be used to understand public opinion on a political issue.
• When the research question involves behaviors or experiences: Survey research can also be useful for understanding behaviors and experiences. For example, a survey could be used to understand the prevalence of a particular health behavior.
• When a large sample size is needed: Survey research allows researchers to collect data from a large number of people quickly and efficiently. This makes it a useful method when a large sample size is needed to ensure statistical validity.
• When the research question is time-sensitive: Survey research can be conducted quickly, which makes it a useful method when the research question is time-sensitive. For example, a survey could be used to understand public opinion on a breaking news story.
• When the research question involves a geographically dispersed population: Survey research can be conducted online, which makes it a useful method when the population of interest is geographically dispersed.

How to Conduct Survey Research

Conducting survey research involves several steps that need to be carefully planned and executed. Here is a general overview of the process:

• Define the research question: The first step in conducting survey research is to clearly define the research question. The research question should be specific, measurable, and relevant to the population of interest.
• Develop a survey instrument : The next step is to develop a survey instrument. This can be done using various methods, such as online survey tools or paper surveys. The survey instrument should be designed to elicit the information needed to answer the research question, and should be pre-tested with a small sample of individuals.
• Select a sample : The sample is the group of individuals who will be invited to participate in the survey. The sample should be representative of the population of interest, and the size of the sample should be sufficient to ensure statistical validity.
• Administer the survey: The survey can be administered in various ways, such as online, by mail, or in person. The method of administration should be chosen based on the population of interest and the research question.
• Analyze the data: Once the survey data is collected, it needs to be analyzed. This involves summarizing the data using statistical methods, such as frequency distributions or regression analysis.
• Draw conclusions: The final step is to draw conclusions based on the data analysis. This involves interpreting the results and answering the research question.

Advantages of Survey Research

There are several advantages to using survey research, including:

• Efficient data collection: Survey research allows researchers to collect data quickly and efficiently from a large number of people. This makes it a useful method for gathering information on a wide range of topics.
• Standardized data collection: Surveys are typically standardized, which means that all participants receive the same questions in the same order. This ensures that the data collected is consistent and reliable.
• Cost-effective: Surveys can be conducted online, by mail, or in person, which makes them a cost-effective method of data collection.
• Anonymity: Participants can remain anonymous when responding to a survey. This can encourage participants to be more honest and open in their responses.
• Easy comparison: Surveys allow for easy comparison of data between different groups or over time. This makes it possible to identify trends and patterns in the data.
• Versatility: Surveys can be used to collect data on a wide range of topics, including attitudes, beliefs, behaviors, and preferences.

Limitations of Survey Research

Here are some of the main limitations of survey research:

• Limited depth: Surveys are typically designed to collect quantitative data, which means that they do not provide much depth or detail about people’s experiences or opinions. This can limit the insights that can be gained from the data.
• Potential for bias: Surveys can be affected by various biases, including selection bias, response bias, and social desirability bias. These biases can distort the results and make them less accurate.
• L imited validity: Surveys are only as valid as the questions they ask. If the questions are poorly designed or ambiguous, the results may not accurately reflect the respondents’ attitudes or behaviors.
• Limited generalizability : Survey results are only generalizable to the population from which the sample was drawn. If the sample is not representative of the population, the results may not be generalizable to the larger population.
• Limited ability to capture context: Surveys typically do not capture the context in which attitudes or behaviors occur. This can make it difficult to understand the reasons behind the responses.
• Limited ability to capture complex phenomena: Surveys are not well-suited to capture complex phenomena, such as emotions or the dynamics of interpersonal relationships.

Following is an example of a Survey Sample:

Welcome to our Survey Research Page! We value your opinions and appreciate your participation in this survey. Please answer the questions below as honestly and thoroughly as possible.

1. What is your age?

• A) Under 18
• G) 65 or older

2. What is your highest level of education completed?

• A) Less than high school
• B) High school or equivalent
• C) Some college or technical school
• D) Bachelor’s degree
• E) Graduate or professional degree

3. What is your current employment status?

• A) Employed full-time
• B) Employed part-time
• C) Self-employed
• D) Unemployed

4. How often do you use the internet per day?

•  A) Less than 1 hour
• B) 1-3 hours
• C) 3-5 hours
• D) 5-7 hours
• E) More than 7 hours

5. How often do you engage in social media per day?

6. Have you ever participated in a survey research study before?

7. If you have participated in a survey research study before, how was your experience?

• A) Excellent
• E) Very poor

8. What are some of the topics that you would be interested in participating in a survey research study about?

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….

9. How often would you be willing to participate in survey research studies?

• A) Once a week
• B) Once a month
• C) Once every 6 months
• D) Once a year

10. Any additional comments or suggestions?

Thank you for taking the time to complete this survey. Your feedback is important to us and will help us improve our survey research efforts.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

You may also like

Questionnaire – Definition, Types, and Examples

Case Study – Methods, Examples and Guide

Observational Research – Methods and Guide

Quantitative Research – Methods, Types and...

Qualitative Research Methods

Explanatory Research – Types, Methods, Guide

Have a language expert improve your writing

Run a free plagiarism check in 10 minutes, automatically generate references for free.

• Knowledge Base
• Methodology
• Doing Survey Research | A Step-by-Step Guide & Examples

Doing Survey Research | A Step-by-Step Guide & Examples

Published on 6 May 2022 by Shona McCombes . Revised on 10 October 2022.

Survey research means collecting information about a group of people by asking them questions and analysing the results. To conduct an effective survey, follow these six steps:

• Determine who will participate in the survey
• Decide the type of survey (mail, online, or in-person)
• Design the survey questions and layout
• Distribute the survey
• Analyse the responses
• Write up the results

Surveys are a flexible method of data collection that can be used in many different types of research .

Table of contents

What are surveys used for, step 1: define the population and sample, step 2: decide on the type of survey, step 3: design the survey questions, step 4: distribute the survey and collect responses, step 5: analyse the survey results, step 6: write up the survey results, frequently asked questions about surveys.

Surveys are used as a method of gathering data in many different fields. They are a good choice when you want to find out about the characteristics, preferences, opinions, or beliefs of a group of people.

Common uses of survey research include:

• Social research: Investigating the experiences and characteristics of different social groups
• Market research: Finding out what customers think about products, services, and companies
• Health research: Collecting data from patients about symptoms and treatments
• Politics: Measuring public opinion about parties and policies
• Psychology: Researching personality traits, preferences, and behaviours

Surveys can be used in both cross-sectional studies , where you collect data just once, and longitudinal studies , where you survey the same sample several times over an extended period.

Prevent plagiarism, run a free check.

Before you start conducting survey research, you should already have a clear research question that defines what you want to find out. Based on this question, you need to determine exactly who you will target to participate in the survey.

Populations

The target population is the specific group of people that you want to find out about. This group can be very broad or relatively narrow. For example:

• The population of Brazil
• University students in the UK
• Second-generation immigrants in the Netherlands
• Customers of a specific company aged 18 to 24
• British transgender women over the age of 50

Your survey should aim to produce results that can be generalised to the whole population. That means you need to carefully define exactly who you want to draw conclusions about.

It’s rarely possible to survey the entire population of your research – it would be very difficult to get a response from every person in Brazil or every university student in the UK. Instead, you will usually survey a sample from the population.

The sample size depends on how big the population is. You can use an online sample calculator to work out how many responses you need.

There are many sampling methods that allow you to generalise to broad populations. In general, though, the sample should aim to be representative of the population as a whole. The larger and more representative your sample, the more valid your conclusions.

There are two main types of survey:

• A questionnaire , where a list of questions is distributed by post, online, or in person, and respondents fill it out themselves
• An interview , where the researcher asks a set of questions by phone or in person and records the responses

Which type you choose depends on the sample size and location, as well as the focus of the research.

Questionnaires

Sending out a paper survey by post is a common method of gathering demographic information (for example, in a government census of the population).

• You can easily access a large sample.
• You have some control over who is included in the sample (e.g., residents of a specific region).
• The response rate is often low.

Online surveys are a popular choice for students doing dissertation research , due to the low cost and flexibility of this method. There are many online tools available for constructing surveys, such as SurveyMonkey and Google Forms .

• You can quickly access a large sample without constraints on time or location.
• The data is easy to process and analyse.
• The anonymity and accessibility of online surveys mean you have less control over who responds.

If your research focuses on a specific location, you can distribute a written questionnaire to be completed by respondents on the spot. For example, you could approach the customers of a shopping centre or ask all students to complete a questionnaire at the end of a class.

• You can screen respondents to make sure only people in the target population are included in the sample.
• You can collect time- and location-specific data (e.g., the opinions of a shop’s weekday customers).
• The sample size will be smaller, so this method is less suitable for collecting data on broad populations.

Oral interviews are a useful method for smaller sample sizes. They allow you to gather more in-depth information on people’s opinions and preferences. You can conduct interviews by phone or in person.

• You have personal contact with respondents, so you know exactly who will be included in the sample in advance.
• You can clarify questions and ask for follow-up information when necessary.
• The lack of anonymity may cause respondents to answer less honestly, and there is more risk of researcher bias.

Like questionnaires, interviews can be used to collect quantitative data : the researcher records each response as a category or rating and statistically analyses the results. But they are more commonly used to collect qualitative data : the interviewees’ full responses are transcribed and analysed individually to gain a richer understanding of their opinions and feelings.

Next, you need to decide which questions you will ask and how you will ask them. It’s important to consider:

• The type of questions
• The content of the questions
• The phrasing of the questions
• The ordering and layout of the survey

Open-ended vs closed-ended questions

There are two main forms of survey questions: open-ended and closed-ended. Many surveys use a combination of both.

Closed-ended questions give the respondent a predetermined set of answers to choose from. A closed-ended question can include:

• A binary answer (e.g., yes/no or agree/disagree )
• A scale (e.g., a Likert scale with five points ranging from strongly agree to strongly disagree )
• A list of options with a single answer possible (e.g., age categories)
• A list of options with multiple answers possible (e.g., leisure interests)

Closed-ended questions are best for quantitative research . They provide you with numerical data that can be statistically analysed to find patterns, trends, and correlations .

Open-ended questions are best for qualitative research. This type of question has no predetermined answers to choose from. Instead, the respondent answers in their own words.

Open questions are most common in interviews, but you can also use them in questionnaires. They are often useful as follow-up questions to ask for more detailed explanations of responses to the closed questions.

The content of the survey questions

To ensure the validity and reliability of your results, you need to carefully consider each question in the survey. All questions should be narrowly focused with enough context for the respondent to answer accurately. Avoid questions that are not directly relevant to the survey’s purpose.

When constructing closed-ended questions, ensure that the options cover all possibilities. If you include a list of options that isn’t exhaustive, you can add an ‘other’ field.

Phrasing the survey questions

In terms of language, the survey questions should be as clear and precise as possible. Tailor the questions to your target population, keeping in mind their level of knowledge of the topic.

Use language that respondents will easily understand, and avoid words with vague or ambiguous meanings. Make sure your questions are phrased neutrally, with no bias towards one answer or another.

Ordering the survey questions

The questions should be arranged in a logical order. Start with easy, non-sensitive, closed-ended questions that will encourage the respondent to continue.

If the survey covers several different topics or themes, group together related questions. You can divide a questionnaire into sections to help respondents understand what is being asked in each part.

If a question refers back to or depends on the answer to a previous question, they should be placed directly next to one another.

Before you start, create a clear plan for where, when, how, and with whom you will conduct the survey. Determine in advance how many responses you require and how you will gain access to the sample.

When you are satisfied that you have created a strong research design suitable for answering your research questions, you can conduct the survey through your method of choice – by post, online, or in person.

There are many methods of analysing the results of your survey. First you have to process the data, usually with the help of a computer program to sort all the responses. You should also cleanse the data by removing incomplete or incorrectly completed responses.

If you asked open-ended questions, you will have to code the responses by assigning labels to each response and organising them into categories or themes. You can also use more qualitative methods, such as thematic analysis , which is especially suitable for analysing interviews.

Statistical analysis is usually conducted using programs like SPSS or Stata. The same set of survey data can be subject to many analyses.

Finally, when you have collected and analysed all the necessary data, you will write it up as part of your thesis, dissertation , or research paper .

In the methodology section, you describe exactly how you conducted the survey. You should explain the types of questions you used, the sampling method, when and where the survey took place, and the response rate. You can include the full questionnaire as an appendix and refer to it in the text if relevant.

Then introduce the analysis by describing how you prepared the data and the statistical methods you used to analyse it. In the results section, you summarise the key results from your analysis.

A Likert scale is a rating scale that quantitatively assesses opinions, attitudes, or behaviours. It is made up of four or more questions that measure a single attitude or trait when response scores are combined.

To use a Likert scale in a survey , you present participants with Likert-type questions or statements, and a continuum of items, usually with five or seven possible responses, to capture their degree of agreement.

Individual Likert-type questions are generally considered ordinal data , because the items have clear rank order, but don’t have an even distribution.

Overall Likert scale scores are sometimes treated as interval data. These scores are considered to have directionality and even spacing between them.

The type of data determines what statistical tests you should use to analyse your data.

A questionnaire is a data collection tool or instrument, while a survey is an overarching research method that involves collecting and analysing data from people using questionnaires.

Cite this Scribbr article

If you want to cite this source, you can copy and paste the citation or click the ‘Cite this Scribbr article’ button to automatically add the citation to our free Reference Generator.

McCombes, S. (2022, October 10). Doing Survey Research | A Step-by-Step Guide & Examples. Scribbr. Retrieved 2 April 2024, from https://www.scribbr.co.uk/research-methods/surveys/

Is this article helpful?

Shona McCombes

Other students also liked, qualitative vs quantitative research | examples & methods, construct validity | definition, types, & examples, what is a likert scale | guide & examples.

• Student Program
• Sign Up for Free

How to Create a Survey

6 best survey tools for research

Best survey tools for research.

• SurveyMonkey
• Google Forms
• Sogolytics (Formerly SoGoSurvey)
• Zoho Survey

Collecting data from a group of people can be a powerful way to gain insights about a target demographic. Whether you’re looking for feedback or need information about their interests, the right survey tools for research can help you gather and organize this data.

Research surveys are useful in a variety of settings: Students use these tools for academic purposes, and businesses often use surveys to ask for customer feedback . 

Surveys let you connect with participants and get valuable data from them. You can then evaluate that data using tools like spreadsheets to develop deeper insights.

Survey features to look for

Using the right survey tools for research will streamline the data-collection process and optimize your overall results. When you’re choosing a survey tool, look for a solution that offers a variety of features, such as

• Predesigned templates. Templates mean you don’t have to start from scratch when creating new surveys. Find a template that includes the main features you need for each research project.
• Customization options. Whether you’re using a premade template or starting from scratch, you need the flexibility to customize each survey’s details.
• Survey logic. Built-in logic features ensure that respondents only see relevant questions. For example, a good survey tool will skip a question if a previous answer makes it irrelevant.
• Data analysis. Collecting the responses is just the first step. You also need an effective tool to review and analyze the data. There’s no reason to go through answers manually when a good survey tool can organize and sort information.
• Website integration. When the survey tool integrates with your website, it’s simple to share the link with participants. Look for a tool that allows you to embed the survey on your website or in email messages.

While each research project will have different requirements, finding the right survey tool is an essential step in ensuring your research efforts go smoothly. You’ll be able to adapt your surveys to meet each project’s unique specifications.

6 top-rated survey tools

Here’s a summary of the best survey tools for research that can help you find the insights you need.

Jotform’s Form Builder is easy to use, and our no-code survey building solutions are customizable and simple to integrate, even for customers with limited technical experience. In addition, responses feed into Jotform Tables for easy data analysis.

Notable features include a variety of themes and templates, app integrations, widget customization, and an intuitive drag-and-drop form editor. All features, except for HIPAA compliance, are available through the free Starter plan.

If you’d like to present the data from your survey, it’s easy to create a professional looking report using the Jotform Report Builder .

You can also build surveys with Jotform’s free online survey maker .

2. SurveyMonkey

One of the most widely known tools in the industry, this survey platform is popular for good reason. Similar to Jotform, SurveyMonkey offers a user-friendly admin area that requires no coding skills to build surveys. The free personal plan is appealing to many businesses, but the basic account limits certain features, such as data exporting.

If you’re looking to explore options beyond SurveyMonkey alternatives , our article offers an in-depth look at different survey tools and their capabilities.

3. Typeform

When you’re looking for versatility, Typeform is a great option to consider. This tool has a variety of options for building questionnaires, forms, and surveys. Not only does Typeform make it easy to develop a survey, but it also creates a great user experience for participants — and that can increase the overall completion rate of each survey. 

Users need to subscribe to one of the paid plans to access the best features and a higher limit on the number of responses.

4. Google Forms

Google offers a cloud-based suite of office tools that are free to anyone with a Google account. Google Forms is popular because it provides unlimited surveys and responses without requiring you to go through a paywall to use all the features. 

This tool provides many of the customization features available through other tools listed above, including skip logic, data analysis, and the option to embed the form into a website or email.

5. Sogolytics (Formerly SoGoSurvey)

This free survey tool includes comprehensive design features and in-depth analysis to gain insights from the responses you collect. With over 25 types of questions available to choose from, you’ll find it easy to customize each form based on your project’s needs. 

Sogolytics is the preferred choice for small projects since the free version allows up to 200 responses annually. More extensive research projects will require a paid account so you can collect information from more respondents.

6. Zoho Survey

The basic Zoho Survey account provides everything you need to create a simple survey. If you want more customization options, then it’s helpful to have a paid version. Available features include email notifications, offline surveys, advanced reporting, and multilingual forms.

These survey tools for research make it simple to collect the information you need. Whether you are creating an online survey or you need custome r feedback , the right form design streamlines the process and provides valuable insights.

Thank you for helping improve the Jotform Blog. 🎉

RECOMMENDED ARTICLES

How to write a survey reminder email

15 of the best Refiner.io alternatives in 2024

How to automate survey follow-up emails

Qualtrics vs SurveyMonkey: Which should you choose?

Cybersecurity questionnaires: How to assess online threats

Parent survey questions: What to ask and why

Top 6 QuestionPro alternatives in 2024

How to add a popup survey on your website

Peakon alternatives in 2024

How to conduct a pricing survey: Questions to ask

30 insightful hotel survey questions

How to measure customer experience: Key metrics and KPIs

Top 21 brand survey questions

The best newsletter survey questions to ask

Best training survey questions to evaluate effectiveness

4 survey design tips to get more accurate results

What is the smiley face rating scale?

How to ask someone to fill out a survey

Offline surveys: How to collect data anywhere

16 best survey tools worth checking out

25 post-training survey questions to ask employees

How to set up and send a Constant Contact survey

What is a good Net Promoter Score® (NPS®)?

How to collect secure survey data

How to avoid survey fatigue

65+ e-commerce survey questions for valuable business insights

20 essential human resources (HR) survey questions

How to create a survey in Microsoft Word

What you need to know about SurveyMonkey pricing

8 leading Survicate alternatives for customer feedback in 2024

The 5 most powerful Bucket.io alternatives for 2024

How to close a survey on SurveyMonkey

SurveyMonkey vs SurveySparrow

21 website usability survey questions to ask your user

How to write good survey questions

What are the best website survey questions?

Top 14 demographic survey questions to ask

14 best SurveyMonkey alternatives in 2024

Types of survey bias and ways to avoid them

5 UX survey tools to help you create a winning user experience

Survicate vs SurveyMonkey: Comparing online survey platforms

How to write a research question

SurveyLegend alternatives in 2024

Top 3 Key Survey alternatives in 2024

29 best customer experience survey questions

22 excellent customer service survey questions

Top 9 Qualaroo alternatives in 2024

Top 15 employee pulse survey tools

One question at a time: The best strategy for a survey

What is a survey?

How to send a survey to your email list on AWeber

How to send Mailchimp surveys easily

How to distribute a survey

Survey report examples with informative visuals

Using survey logic to elicit better survey responses

4 types of survey questions to engage your audience

How to create an employee pulse survey

4 tips for creating effective quantitative surveys

6 effective ways to find survey participants

Real estate survey questions for buyers and sellers

Announcing Jotform’s free Student Survey Program

Survey data collection: 5 best practices

Pre-sales surveys: How to focus on your best leads

How to create a survey on Facebook

20 religion survey questions to ask your church community

Top 5 Qualtrics alternatives for 2024

How to do a poll in Slack

5 tips for creating great qualitative surveys

8 types of poll questions to engage your online audience

How to write a survey introduction (plus examples)

Exit survey questions to ask your former employees

Social media survey questions: Examples and best practices

6 EmailMeForm alternatives to build powerful surveys in 2024

8 employee-of-the-month survey questions you should ask

11 top survey incentive ideas

How to improve survey accuracy

How to use a survey dashboard effectively

Webinar: How to use surveys and email marketing to gain key insights

10 AidaForm alternatives that make data collection a breeze in 2024

What is a good survey response rate?

5 types of questionnaires

How to add a signature in SurveyMonkey

Top diversity and inclusion questions to ask employees

20 psychology survey questions to ask your clients

How to make Google Forms anonymous

Qualitative vs quantitative questions: What you need to know

9 examples of ranking survey questions

How to embed a survey in an email

5 ways to improve your online surveys

7 important user experience survey questions you should ask

20 business survey questions to ask your customers

Top 7 KwikSurveys alternatives in 2024

Multiple-choice survey questions: Examples and tips

CRM survey benefits, best practices, and example questions

80 survey question examples and when to use them

8 of the best WordPress survey plug-ins

Survey rating scales 1-5: Understand your audience better

Survey vs questionnaire: Which one should you use for your next project?

The 6 best customer satisfaction survey tools

Send Comment :

An official website of the United States government

The .gov means it’s official. Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

The site is secure. The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

• Publications
• Account settings

Preview improvements coming to the PMC website in October 2024. Learn More or Try it out now .

• Advanced Search
• Journal List
• Ann R Coll Surg Engl
• v.95(1); 2013 Jan

A quick guide to survey research

1 University of Cambridge,, UK

2 Cambridge University Hospitals NHS Foundation Trust,, UK

Questionnaires are a very useful survey tool that allow large populations to be assessed with relative ease. Despite a widespread perception that surveys are easy to conduct, in order to yield meaningful results, a survey needs extensive planning, time and effort. In this article, we aim to cover the main aspects of designing, implementing and analysing a survey as well as focusing on techniques that would improve response rates.

Medical research questionnaires or surveys are vital tools used to gather information on individual perspectives in a large cohort. Within the medical realm, there are three main types of survey: epidemiological surveys, surveys on attitudes to a health service or intervention and questionnaires assessing knowledge on a particular issue or topic. 1

Despite a widespread perception that surveys are easy to conduct, in order to yield meaningful results, a survey needs extensive planning, time and effort. In this article, we aim to cover the main aspects of designing, implementing and analysing a survey as well as focusing on techniques that would improve response rates.

Clear research goal

The first and most important step in designing a survey is to have a clear idea of what you are looking for. It will always be tempting to take a blanket approach and ask as many questions as possible in the hope of getting as much information as possible. This type of approach does not work as asking too many irrelevant or incoherent questions reduces the response rate 2 and therefore reduces the power of the study. This is especially important when surveying physicians as they often have a lower response rate than the rest of the population. 3 Instead, you must carefully consider the important data you will be using and work on a ‘need to know’ rather than a ‘would be nice to know’ model. 4

After considering the question you are trying to answer, deciding whom you are going to ask is the next step. With small populations, attempting to survey them all is manageable but as your population gets bigger, a sample must be taken. The size of this sample is more important than you might expect. After lost questionnaires, non-responders and improper answers are taken into account, this sample must still be big enough to be representative of the entire population. If it is not big enough, the power of your statistics will drop and you may not get any meaningful answers at all. It is for this reason that getting a statistician involved in your study early on is absolutely crucial. Data should not be collected until you know what you are going to do with them.

Directed questions

After settling on your research goal and beginning to design a questionnaire, the main considerations are the method of data collection, the survey instrument and the type of question you are going to ask. Methods of data collection include personal interviews, telephone, postal or electronic ( Table 1 ).

Advantages and disadvantages of survey methods

Collected data are only useful if they convey information accurately and consistently about the topic in which you are interested. This is where a validated survey instrument comes in to the questionnaire design. Validated instruments are those that have been extensively tested and are correctly calibrated to their target. They can therefore be assumed to be accurate. 1 It may be possible to modify a previously validated instrument but you should seek specialist advice as this is likely to reduce its power. Examples of validated models are the Beck Hopelessness Scale 5 or the Addenbrooke’s Cognitive Examination. 6

The next step is choosing the type of question you are going to ask. The questionnaire should be designed to answer the question you want answered. Each question should be clear, concise and without bias. Normalising statements should be included and the language level targeted towards those at the lowest educational level in your cohort. 1 You should avoid open, double barrelled questions and those questions that include negative items and assign causality. 1 The questions you use may elicit either an open (free text answer) or closed response. Open responses are more flexible but require more time and effort to analyse, whereas closed responses require more initial input in order to exhaust all possible options but are easier to analyse and present.

Questionnaire

Two more aspects come into questionnaire design: aesthetics and question order. While this is not relevant to telephone or personal questionnaires, in self-administered surveys the aesthetics of the questionnaire are crucial. Having spent a large amount of time fine-tuning your questions, presenting them in such a way as to maximise response rates is pivotal to obtaining good results. Visual elements to think of include smooth, simple and symmetrical shapes, soft colours and repetition of visual elements. 7

Once you have attracted your subject’s attention and willingness with a well designed and attractive survey, the order in which you put your questions is critical. To do this you should focus on what you need to know; start by placing easier, important questions at the beginning, group common themes in the middle and keep questions on demographics to near the end. The questions should be arrayed in a logical order, questions on the same topic close together and with sensible sections if long enough to warrant them. Introductory and summary questions to mark the start and end of the survey are also helpful.

Pilot study

Once a completed survey has been compiled, it needs to be tested. The ideal next step should highlight spelling errors, ambiguous questions and anything else that impairs completion of the questionnaire. 8 A pilot study, in which you apply your work to a small sample of your target population in a controlled setting, may highlight areas in which work still needs to be done. Where possible, being present while the pilot is going on will allow a focus group-type atmosphere in which you can discuss aspects of the survey with those who are going to be filling it in. This step may seem non-essential but detecting previously unconsidered difficulties needs to happen as early as possible and it is important to use your participants’ time wisely as they are unlikely to give it again.

Distribution and collection

While it should be considered quite early on, we will now discuss routes of survey administration and ways to maximise results. Questionnaires can be self-administered electronically or by post, or administered by a researcher by telephone or in person. The advantages and disadvantages of each method are summarised in Table 1 . Telephone and personal surveys are very time and resource consuming whereas postal and electronic surveys suffer from low response rates and response bias. Your route should be chosen with care.

Methods for maximising response rates for self-administered surveys are listed in Table 2 , taken from a Cochrane review.2 The differences between methods of maximising responses to postal or e-surveys are considerable but common elements include keeping the questionnaire short and logical as well as including incentives.

Methods for improving response rates in postal and electronic questionnaires 2

• – Involve a statistician early on.
• – Run a pilot study to uncover problems.
• – Consider using a validated instrument.
• – Only ask what you ‘need to know’.
• – Consider guidelines on improving response rates.

The collected data will come in a number of forms depending on the method of collection. Data from telephone or personal interviews can be directly entered into a computer database whereas postal data can be entered at a later stage. Electronic questionnaires can allow responses to go directly into a computer database. Problems arise from errors in data entry and when questionnaires are returned with missing data fields. As mentioned earlier, it is essential to have a statistician involved from the beginning for help with data analysis. He or she will have helped to determine the sample size required to ensure your study has enough power. The statistician can also suggest tests of significance appropriate to your survey, such as Student’s t-test or the chi-square test.

Conclusions

Survey research is a unique way of gathering information from a large cohort. Advantages of surveys include having a large population and therefore a greater statistical power, the ability to gather large amounts of information and having the availability of validated models. However, surveys are costly, there is sometimes discrepancy in recall accuracy and the validity of a survey depends on the response rate. Proper design is vital to enable analysis of results and pilot studies are critical to this process.

9 Survey Tools for Academic Research in 2024

• Important Features

Survey Panels

• Additional Tools

1. SurveyKing

2. alchemer, 3. surveymonkey, 4. qualtrics, 5. questionpro, 6. sawtooth, 7. conjointly, 8. typeform, 9. google forms.

• Employee Feedback
• Creating the Survey
• Identity Protection
• Research Tools

Need a research survey tool? Features include MaxDiff, conjoint, and more!

These nine survey tools are perfect for academic research because they offer unique question types, solid reporting options, and support staff to help make your project a success. This article includes a detailed review of each of these nine survey tools. In addition to these survey tools, we include information about other research tools and survey panels.

Below is a quick summary of these nine survey tools. We list the lowest price to upgrade, which usually has the featured s needed for research projects. We also include a summary of the unique features of each tool. Most survey software has a monthly subscription; we denote when a tool requires annual pricing is required.

Important Features of Research Survey Software

Academic research surveys often require advanced question types to capture the necessary data. Many of the tools we mention in this article include these questions. However, some projects also require specialized features or the ability to purchase a panel. To help guide your decision in choosing the best piece of software for your project, we’ll summarize some of the most critical aspects.

Research Questions

Standard multiple-choice questions can only get you so far. Here are some question types you should be aware of:

• MaxDiff – measure the relative importance of an attribute. It goes beyond a standard ranking or rating by forcing respondents to pick the least and most valued items from a list. Rankings and other types only can you what is liked, not what is disliked. A statistical model will give you the probability of a user selecting an item as the most important. Latent class analysis can help you identify groups of respondents who value different attributes.
• Conjoint – Similar to MaxDiff in terms of finding importance, respondents evaluate a complete product (multiple attributes combined). This simulates real word purchasing decisions. A statistical model is also used to compute the importance of each item.
• Van Westendorp – Asks respondents to evaluate four price points. This shapes price curves and gives you a range of acceptable prices.
• Gabor Granger – Asks users whether or not they would purchase an item at specific price points. Price points are shown in random order to simulate real-world buying conditions. The results include a demand curve, giving you the revenue-maximizing price.
• Likert Scale – Measure attitudes and opinions related to a topic. It’s essential to use a mobile-ready Likert scale tool to increase response rates; many tools use a matrix for Likert scales, which could be more user-friendly.
• Semantic differential scale – a multirow rating scale that contains grammatically opposite adjectives at each end. It is used similarly to a Likert scale but is much easier for respondents to evaluate.
• Image heat map – Respondents click on places they like on an image. The results include a heat map showing the density of clicks. This is useful for product packaging.
• Net Promoter Score – Respondents choose a rating from 0-10. Many companies use this industry-standard question to benchmark their brand perception. This question type is necessary if your academic project measures brand reputation.

Anonymous Survey Links

Many academic surveys can deal with sensitive subjects or target sensitive groups. For this reason, assuring anonymity for respondents is crucial. Choosing a platform with an anonymous link is essential to increase trust with respondents and increase your response rates.

Data Segmentation

Comparing two groups within your survey data is essential for many research projects. This is called cross tabulation . For example, consider a survey where you ask for gender along with product satisfaction. You may notice that males are not satisfied with the product while females are.

You can take this further and compute the statistical significance between the groups. In other words, make the differences that exist between two data sets due to random chance or not. Your comparison is statistically significant if it’s not due to random chance.

Some lower-end survey tools may not offer any segmentation features. If this is the case, you need to download your survey data into a spreadsheet and create pivots of set-up custom formulas.

Skip Logic and Piping

If your academic project has questions that only a specific subset of respondents need to answer, then some logic will help streamline your survey.

Skip logic will take you to a new page based on answers to previous questions. Display logic will show a question to a user based on previous questions; perfect for follow-up.

Answer piping will allow you to carry forward answers from one question into another. So, for example, ask someone which brand names they have heard of, then pipe those answers into a ranking question.

Data Cleaning

Making sure your responses are high quality is a big part of any survey research project. For example, if people speed through the survey or mark all the first answers for questions, those would be low-quality responses and should be removed from your data set. Some tools highlight these low-quality responses, which can be a helpful feature.

For platforms that do not offer a data cleaning feature, it’s generally possible to export the data to Excel, create formulas for time spent, answer straight-lining, then remove the needed data. You can also include a  trap question  to help filter out low-quality responses.

Great Support

Many academic projects require statistical analysis or additional options for the survey. Using a tool with a support staff that can explain a statistical model’s intricacies, help build custom models, or adds features on request will ensure your project is a success. With SurveyKing, custom-built features are billed at $50 per hour, making custom projects feasible for small budgets.

Asking classmates to take your survey, posting it on social media, or distributing QR code surveys around campus is a great way to collect responses for your project. But if you need more responses with those methods, purchasing additional answers might be required.

A panel provider will enable you to target a specific demographic, job role, or hobby type. When setting up a survey with a penal provider, you always want to include screening questions (on the first page) to ensure they meet your criteria, as panel filters may not be 100% accurate. Generally, panel responses start around $2.50 per completed response.  Cint  is one of the largest panel providers and works well with any survey platform.

Additional Research Tools

Before deep diving into the survey software list, here are some additional tools and resources that might assist in your project. These can help shape your survey by conducting preliminary research or using it as a substitute if conducting a study is not feasible.

• Hotjar  – They offer simple surveys and many tools to help capture feedback and data points from a website. A feedback widget customized for websites in addition to a heat map tool to show where users click the most or to identify rage clicks. A tool like this could be helpful if your academic projects revolve around launching or optimizing a website.
• Think with Google  – Used to help marketers understand their audience. The site contains links to Google Trends to search for the popularity of key terms over time. They also have a tool that helps you identify your audience based on popular YouTube channels. Finally, they have a “Grow My Store Tool” that recommends tips for improving an online store.
• Google Scholar  – A specific search engine used for scholarly literature. This can help locate research papers related to the survey you are creating.
• MIT Theses  – Contains over 58,000 theses and dissertations from all MIT departments. The database is organized by department and lets you search for keywords.

SurveyKing is the best tool for academic research surveys because of a wide variety of question types like MaxDiff, excellent reporting features, a solid support staff, and a low cost of $19 per month.

The survey builder is straightforward to use. Question types include MaxDiff, conjoint, Gabor Granger, Van Westendorp, a mobile optimized Likert scale, and semantic differential.

The MaxDiff question also includes anchored MaxDiff and collecting open-ended feedback for the feature most valued by a respondent. In addition, cluster analysis is available to help similar group data together; some respondents might value specific attributes, while other groups value others.

The reporting section is also a standout feature. It is easy to create filters and segment reports. In addition, the Excel export is well formatted easily for question types like ranking and Likert Scale, making it easy to upload into SPSS. The reporting section also gives the probability for MaxDiff, one of the few tools to offer that.

The anonymous link on SurveyKing is a valuable feature. A snippet at the top of each anonymous survey is where users can click to understand whether their identities are protected.

The software also offers a Net Promoter Score module which can come in handy for projects that deep dive into brand reputation.

Some downsides to SurveyKing include no answer piping, no image heat maps, no continuous sum question, and no premade data cleaning feature.

As a platform with lots of advanced question types and a reasonable cost, Alchemer is an excellent tool for academic research. Question types include MaxDiff, conjoint, semantic differential, image heat map, text highlighter, continuous sum, cascading dropdowns, rankings, and card grouping.

Reporting on Alchemer is a standout feature. Not only can you create filters and segment reports, but you can also create those filters and segments using advanced criteria. So if you ask a question about gender and hobby, you can make advanced criteria that match a specific gender and hobby.

In addition, their reporting section also can do chi-square tests to calculate the significant difference between the two groups. Finally, they also have a section where you can create and run your R scripts. This can be useful for various academic research projects as you can create custom statistical models in the software without needing to export your data.

Alchemer is less user-friendly than some other tools. The platform is a little clunky; things like MaxDiff require respondents to hit the submit button to get to the next set. Radio buttons need respondents to click inside of them instead of the area around them.

The pricing is reasonable for a student; $249 a month for access to the research questions. However, if you can organize your project quickly, you may only need one month of access.

As the most recognized brand for online surveys, SurveyMonkey is a reliable option for academic research. While the platform does not have any research questions, it offers all the standard question types and a clean user interface to build your surveys.

One advanced question type they do have is the image heat map. Their parent company  Momentive  does offer things like MaxDiff and conjoint studies, but you would need to contact sales to get a quote, meaning this could be out of budget for students.

The reporting on SurveyMonkey is good. You can easily create filters and segments. You can also save that criterion to create a view. The views enable you to toggle between rules quickly.

One of the main downsides to SurveyMonkey is the cost. For the image heat map and to create advanced branching rules, you need to upgrade to their Premier plan, which costs $1,428 annually. To get statistical significance, you would need their Primer plan, which is $468 annually.

As the survey tool known for experience management, Qualtrics has some nice features for research projects. For example, they offer both MaxDiff and conjoint in addition to tools like drill-down, continuous sun, image heat map, and a text highlighter.

Reporting on the tool offers the ability to create filters and segments. For segments, it’s called a report breakout, and it appears there is no ability to create a breakout with advanced criteria. However, filers do allow you for advanced criteria.

There is a custom report builder option to create custom PDF reports. You can add as many elements as needed and customize the information displayed, whether a chart type or a data table.

Overall, Qualtrics could be more user-friendly and may require training. The survey builder and reporting screens could be more cohesive. For example, to add more answer options, you need to click the “plus” symbol on the left-hand side of the question instead of just hitting enter or clicking a button right below the current answer choice. In addition, the reporting section will display things like mean and standard deviation for simple multiple-choice questions before showing simple response counts.

One drawback to Qualtrics is the pricing. For example, you would need to pay $1,440 for an annual plan to use the research questions. But many universities have a licensing agreement with Qualtrics so students can use the platform. When you sign up for a new account, you can select academic use, enter your Edu email, and they will check if your university has a license agreement.

A survey platform with all the needed research questions, including Gabor Granger and Van Westendorp, QuestionPro is a quality research tool.

The reporting on QuestionPro is comprehensive. They offer segment reports with statistical significance using a t-test. In addition, they offer TURF analysis to show answer combinations with the highest reach.

For conjoint, offer a market simulation tool that can forecast new product market share based on your data. That tool can also calculate how much  premium  consumers will pay for a brand name.

QuestionPro is a little easier to use than Qualtrics. The UI is cleaner but still clumsy. You must navigate to a different section in the builder for things like quotas instead of just having it near skip logic rules. The distribution page has the link at the top but an email body below. The reporting has a lot of different pages to click through for each option. Small things like this mean there is a learning curve to use the platform efficiently.

The biggest downside of QuestionPro is the price. All of their research questions, even Net Promoter Score, would require a custom quote under the research plan. There another plan with upgraded feature types is $1,188 annually.

When it comes to advanced research projects, Sawtooth is a great resource. While their survey builder is a little limited in question types, they offer different forms of MaxDiff and conjoint. They also provide consulting services, which could help if your academic project is highly specialized.

For MaxDiff, they offer a bandit  version, which can be used for MaxDiff studies with over 50 attributes. Each set of detailed attributes that are most relevant to the user. This can save panel costs because you can build a suitable statistical model with 300 bandit responses compared with 500 or 1000 standard MaxDiff responses.

Their MaxDiff feature also comes with a TURF analysis option that can show you the possible market research of various attributes.

For conjoint, they offer adaptive choice-based conjoint and menu-based conjoint. Adaptive choice tailors the product cards toward each respondent based on early responses or screening questions. Menu-based conjoint is for more complex projects, allowing respondents to build their products based on various attributes and prices.

Sawtooth has a high price point and may be out of the research for many academic projects. The lowest plan is $4,500 annually. If you need advanced tools like bandit MaxDiff or adaptive conjoint, you must pay $11,990 annually. They do have a package just for MaxDiff starting at $2,420.

Conjointly is a platform geared towards research projects, namely market research. Not only do they have the standard research questions, but they also have a bunch of unique ones: claims testing, Kano Model testing, and monadic testing. There are also question types like feature placement matrix, which combines MaxDiff and Gabor Granger into a single question.

You can either use your respondents or select from a survey panel. The survey panel option comes with predefined audiences, which makes scouring respondents a breeze.

One unique feature is that they monitor in real-time speeders and other criteria for low-quality respondents. If a respondent is speeding through the survey, a warning message is displayed asking them to repeat questions before being disqualified. If a question has a lot of information to digest, the system automatically pauses, forcing the respondent to thoroughly read the question before answering.

The pricing is a little steep at $1,795 annually. Response panels for USA residents appear to start around $4 per completed response. The survey builder and reporting section could be cleaner, with different options in many places. It may take time to get up to speed.

While Typeform doesn’t have any research questions, it is a very well-designed and easy-to-use tool that can assist with your academic survey. For example, it could gather preliminary data for a MaxDiff study.

Typeform offers a lot of integrations with other applications. For example, if your project requires exporting data to a spreadsheet, then Google Sheets or Excel integration might be helpful. Likewise, if your research project is part of a class project, then the Slack or Microsoft Teams integration might help to notify other team members when you get responses.

One unique feature of Typeform is the calculator feature. Add, subtract, and multiply numbers to the @score or @price variable. These variables can be recalled to show scores or used in a payment form.

The reporting in Typeform is basic. There is no option to create a filter or a segment report. Any data analysis would need to be done in Google Sheets or Excel.

For $29 a month, you can get 100 responses, or $59 a month, you can collect 1,000 responses each month.

One of the widely used survey tools, Google Forms , is a decent platform for an academic research survey. Unfortunately, the software doesn’t offer any research questions. Still, the few questions it has, like multiple choice, rantings, and open-ended feedback, are enough to collect essential feedback for simple projects or preliminary data for more complex studies.

Skip logic is straightforward to set up on Google Forms. For example, you can select what section to skip based on question answers or choose what to skip once a section is complete. Of course, you can’t create complex rules, but these simple rules can cover many bases.

Overall the user interface is elegant and straightforward. The form design is also elegant, meaning the respondent experience is excellent. Unlike other survey tools, which can have a clunky interface, there is no worry about that with Google Forms; respondents can quickly navigate your form and submit answers.

The spreadsheet export is very well formatted and can be easily imported into SPSS for advanced analysis. However, the export has the submission date and time but has yet to have the time started, so calculating speeders is impossible.

ABOUT THE AUTOR

Allen is the founder of SurveyKing. A former CPA and government auditor, he understands how important quality data is in decision making. He continues to help SurveyKing accomplish their main goal: providing organizations around the world with low-cost high-quality feedback tools.

Ready To Start?

Create your own survey now. Get started for free and collect actionable data.

Business Process Improvement Consulting: Expert Solutions

Definition: A business process improvement consultant will help design and implement strategies to increase the efficiency of workflows across your o...

8 Excel Consulting Services to Use in 2024 + VBA Support

These 6 Excel consulting firms offer support, training, and VBA development to help you automate tasks and increase efficiency when using Microsoft Ex...

9 Great SurveyMonkey Alternatives to Use in 2024

Discover alternatives to the most popular online survey tool, SurveyMonkey. Gain an understanding of where SurveyMonkey lacks in features and get intr...

7 Great Qualtrics Alternatives to Use in 2024

These seven alternatives to Qualtrics offer either more features, a lower cost, or a cleaner user interface. These alternative platforms also include ...

Union Negotiation Consulting: Planning Labor Agreements

A labor union negotiation consulting engagement involves quantifying member needs, proposing contract language, and developing communication strategie...

Creating a Transactional Survey: Examples + Template

Definition: A transactional survey captures customer feedback after a specific interaction, referred to as a touchpoint. This survey type provides dir...

Hire an Excel Expert: Automation + VBA Development

An Excel expert will help you to complete your projects within Microsoft Excel. A good Excel expert should be proficient in advanced formulas such as ...

Creating an Anonymous Employee Survey + Template, Sample Questions

Definition: An anonymous employee survey is a convenient way to collect honest feedback in the workplace. The survey can either measure employee satis...

Improving Fleet Performance Through Driver Feedback Surveys

In the US, the trucking industry generated $875.5 billion in gross freight revenues, accounting for 80.8% of the country’s freight invoice in 20...

13 College Study Tips to Use in 2023

These 15 college study tips will help you succeed in your academic career.

Maximizing the Value of Skills Assessment Tools Using Surveys

When you apply for a job, it’s only natural that you’ll aim to present the best possible version of yourself. You’ll focus on your best skills a...

Creating UX Surveys: 6 Tips and Examples

UX surveys are used to help create a great user experience. A good UX survey will incorporate a variety of question types to help understand what user...

5 Web Consultants to Use in 2023: Design + Development

Definition: A web consultant can update an existing website design, create a custom website, help increase traffic, recommend layout changes, and even...

Creating a Targeted Survey: Panels to Reach Your Audience

Definition: A targeted survey is used to research a specific audience, frequently utilizing a survey panel provider. A paneling service generally has ...

8 Typeform Alternatives to Use in 2023

These seven alternatives to Typeform offer a lower cost or additional features. In addition, these alternative platforms include question types that T...

6 Ecommerce Skills For Professionals + Students

Ecommerce has occupied its leading niche in the world, allowing us to draw certain conclusions. For example, it is not surprising that more specialize...

Ecommerce Analytics Explained + Tools to Use

Definition: Ecommerce analytics is the practice of continuously monitoring your business performance by gathering and examining data that affects your...

Planning a Survey: 6 Step Guide + Best Practices

Planning a survey involves six steps: Set objectives, define the target audience, select the distribution method, organize external data, draft the su...

4 Survey Consulting Services to Use in 2023

Definition: These 4 survey consulting services offer planning, design, development, and support to help complete your survey project. Whether it’s f...

Excel Automation Explained: VBA Code + Sample Workbooks

Definition: Excel automation will streamline repetitive tasks such as updating data, formatting cells, sending emails, and even uploading files to Sha...

Hire a Financial Modeling Consultant: Forecasts + Valuations

Definition: A financial modeling consultant will provide expertise in planning budgets, generating forecasts, creating valuations, and providing equit...

Excel Programming Services: Development, Macros, VBA

Definition: An excel programmer can be hired to organize workbooks, create custom formulas, automate repetitive tasks using VBA, and can consult on h...

Market Research Surveys: Sample Questions + Template

Definition: Market research surveys are a tool used to collect information about a target market. These surveys allow businesses to understand market ...

What do Americans Value Most in the Coming Election? A Comprehensive and Interactive 2020 Voter Poll

SurveyKing set out on a mission in the fall of 2020, to poll American's and help identify, with quantifiable data, what issues american are most focus...

Get Started Now

We have you covered on anything from customer surveys, employee surveys, to market research. Get started and create your first survey for free.

Survey Research Tools

The tools you use to create your survey will depend first on whether you are conducting a paper and pencil survey or an electronic survey. Many of the suggestions offered in "Best Practices, Tips, and FAQ's" apply both to paper and to electronic survey. The underlying goal with either format is always to make it as easy as possible for the recipient to respond to your questions.

Paper and Pencil Surveys

While there are software packages available to help with the formatting of a paper survey, any good word processing package, such as Word, can be used. A paper survey can be mailed (in which case a return envelope should be provided) or handed out to the target population.

The use of a paper survey in combination with a "captured audience" can be very effective in achieving a high response rate. A captured audience is when your target population is gathered together either specifically for the purpose of responding to the survey, or for another purpose, with time alotted for survey completion. The survey is given to them, they complete it, and hand it back. For example, first year students waiting in line to register during orientation is a captured audience.

One approach to combining a paper survey with an electronic format is to email the individuals in the target population with a survey document as an attachment, or (if it is very short) to embed the survey items directly in the email. This exploits the convenience of technology for the delivery of the survey (and possibly its return), but does not allow for the responses to be entered directly into a database. Someone must still receive the surveys and code the responses for analysis.

If you use this approach you must make it clear how you want the recipients to respond. Do you want them to print the instrument, write on it, and send it back? (This would be a good way to maintain anomymity.) Do you want them to open the document (or reply to the email), entering their responses, and returning it electronically? Is the choice theirs? Be clear about this, and also realize that you are placing a burden on the respondent to print the survey and put it in an envelope, or to open a document and then re-save it with their responses edited in, attach it to an email and send it back to you.

Here are a few vendors of paper survey design software: (The software listed below is included only because of popularity — we do not support or endorse any one over another.)

• Any word-processing software.
• mrPaper — mrPaper is an SPSS software package for creating and formatting paper questionnaires. You will need to contact SPSS for current pricing.

Software also exists to create scannable paper surveys, but that assumes that you have the capability to scan the completed surveys! Additional scanning equipment and software would also need to be purchased, since it is not currently available in IT.

Electronic Surveys

There has been a proliferation of software for designing electronic and Web-based surveys. Typically with this kind of survey an email is sent to members of the target population with a link to the survey instrument. There are several advantages of this approach, including convenience for the surveyor and for the respondents, and the fact that the responses are held in a file so that they do not need to be entered in a separate step, thus reducing errors and saving time. (If there is a file provided — depends on the vendor — the structure and how easy it is to use can vary greatly across tools.) Some of the disadvantages are the potential loss of email invitations in spam folders, and the increasing reluctance of individuals to enter personal information on-line.

Here are a few vendors for electronic surveys: (The software listed below is included only because of popularity — we do not support or endorse any one over another.)

• Google Forms  - Google Forms can be very effective for simple surveys, and now that Swarthmore has "Gone Google," have the added benefit of integrating with other Google tools.
• Qualtrics — ITS maintains a site license for Qualtrics, a full featured on-line survey tool. Qualtrics is supported by most of the top colleges and universities in the country. It offers a simple, easy to understand interface, along with the power and flexibility of the best online survey tools. Contact ITS for more information.
• Moodle — Moodle has some limited survey capabilities. Faculty and Staff should contact their appropriate ITS representative with questions. Except for student leaders of Moodle organizations, students are not generally permitted to use Moodle for this purpose.
• Survey Monkey — Survey Monkey is a Web-based vendor offering a basic subscription that is free, but limits the user to a total of 10 questions and 100 responses per survey. More comprehensive options are available at varying costs. A "Professional Subscription" at $19.95/month offers greater features and flexibility with the only limitation being 1000 responses per month.
• Zoomerang — Also Web-based, Zoomerang has a basic, limited-use option which is free. It allows users to create and send surveys and view a limited number of survey responses per survey online for 10 days after the survey is launched. You would not receive a datafile, but would be able to view some response summaries. More comprehensive options begin at $350.

Additional Site Navigation

Social media links, additional navigation links.

• Alumni Resources & Events
• Athletics & Wellness
• Campus Calendar
• Parent & Family Resources

Helpful Information

Dining hall hours, next trains to philadelphia, next trico shuttles.

Swarthmore Traditions

How to Plan Your Classes

The Swarthmore Bucket List

Search the website

29 Great Survey Software and Questionnaire Tools for 2023

Published: October 16, 2023

Survey software and questionnaires help companies understand what customers want and how best to deliver it. According to research from Gartner, nearly  80% of growth organizations  use surveys to collect customer experience data.

Survey and questionnaire tools help your team test new products, gauge the effectiveness of marketing efforts, and further identify user sentiment about your brand. With this information, you're better equipped to serve your audience the most relevant and useful content, services, and products.

In this piece, we'll explore 30 of the best survey software in 2023 to help you find the right fit. But first, we'll take a quick look at essential survey tool features and some advanced options for more in-depth data collection. 

Essential Features for a Survey Tool

While survey tools differ in form, features, and price, strong contenders should offer three key functions. They should: 

Allow the creation and customization of questions.

Gather, report, and archive response data.

Be shareable and distributable.

It's also a good idea to understand the use case for your survey tool, which can help inform more advanced functions. 

Some professional survey tools include options such as:

Intelligent survey logic:  Users can skip certain parts of the survey based on previous replies.

Piping:  Insert answer text from a previous question into another question.

Randomization:  Randomize the order of your questions, so that users are not tempted to pick the first option just because of placement.

Question morphing:  When dealing with complex surveys and multiple-answer questions, it's useful to work from a template, rather than start from scratch each time.

Now, let's dive into the top survey management tool options on the market.

29 Best Survey Software Options for 2023

• SurveySparrow
• YesInsights
• Startquestion
• Google Forms
• SmartSurvey
• Qualtrics CoreXM
• SurveyMonkey
• QuestionPro
• User Interviews
• Zoho Survey
• Constant Contact

Did you know that you can use HubSpot for your survey software? The platform offers a free online form builder, which makes it an effective choice. (Not to mention it will fit any budget since it's free to use.) HubSpot allows businesses to quickly create conversion-ready forms with ease, quickly customize existing forms, and automatically transfer lead data from forms to your CRM. 

Price:  Free

Potential use case:  Creating a new, conversion-ready form to quickly onboard new customers.

What we like:  The HubSpot form builder works in tandem with the HubSpot Service Hub to offer a host of survey, form, and feedback options for businesses. You never have to manually move any of the data to your CRM — it's already right there. 

2. Pointerpro

Image Source

Pointerpro (formerly Survey Anyplace) takes the guesswork out of creating a custom experience. It gets your questions answered and makes it easy to give something back to your respondents.

Companies choose Pointerpro because of its wide range of features. For example, the Formulas feature allows you to complete calculations within your survey to give respondents even more insightful feedback and deliver a personalized PDF report. With Pointerpro, you can easily transport respondents through to your CRM or email marketing tool and start building nurturing campaigns.

Price:  Professional plans cost $69/month, contact sales for Enterprise, ReportR, and DistributR cost. 

Use case:  Capturing data from customer surveys to inform business-driven analytics.

What we like:  White-label options let businesses easily integrate Pointerpro into their ecosystem. 

3.  Delighted

Delighted offers a variety of ways you can gather feedback on your service or product, including NPS, Employee NPS, Customer Satisfaction Score (CSAT), Customer Effort Score (CES), stars, smileys, and thumbs surveys. You can survey customers via email, link, web, and in-app for real-time feedback.

Customers tend to mention how easy it is to customize and send surveys. They also like the 40+ built-in free integrations. If help is needed, Delighted offers  award-winning customer support  to help you create a better workflow with such an extensive survey pool.

Price:  Free plans are available. Survey Starter is a great option, and costs $17 per user per month. Premium plans cost $224 per user a month. Premium Plus Plans cost $449 per user a month.

Use case:  Customization comes standard with Delighted, making it a great choice for building surveys tailor-made for a specific customer segment.

What we like:  Delighted makes it easy to get in touch with users via email, links, web pages, and in-app options.

4. Mopinion

Mopinion collects feedback and turns it into actionable data that gives digital marketing teams more insight into the  voice of the customer .

Mopinion enables its users to create customizable online feedback forms (including various CX metrics such as NPS, CES, and CSAT) and trigger them based on rules such as mouse movement, time on page, exit intent, and much more.

It also includes comprehensive visualization in customizable dashboards, text analysis, and smart labeling capabilities. To act upon feedback or collaborate among members of your team, users can make use of proactive alerts, and connect to PM tools such as Trello or Asana.

Price:  Standard plans cost €329 per month. Discounts are available if you purchase an annual subscription. For Enterprise plans, contact sales. 

Use case:  Discovering insight about prospective customers based on their website behavior.

What we like:  Visualization tools make it easy to see what's happening, where, and why. 

5. Nicereply 

Nicereply has been around for some time and provides businesses with tools to build CSAT surveys, NPS surveys, and CES surveys. The tool integrates with many popular CRMs, including HubSpot, SalesForce, and Zendesk, and has analytics and tracking functions.

Nicereply has a beautiful interface, but it's also easily customizable without any coding necessary. While most user reviews are positive, some customers do note the lack of a mobile app for Nicereply.

Price:  Starter plans cost $79/month, Essential plans cost $149/month, Growth plans cost $299/month, and Business plans cost $449/month.

Use case:  Survey integration with CRM platforms to help drive business insights. 

What we like:  A slick, simple interface makes Nicereply easy to use for beginners but has enough features for experts to find value. 

6. Survey Sparrow 

SurveySparrow is an experience management platform that helps businesses refine employee, customer, and product experiences. It combines the power of surveys, automation, business intelligence, and integrations — all within a single platform.

SurveySparrow helps users roll out classic surveys, 360-degree feedback for employees, chat surveys (chatbot for websites), and  Net Promoter Score (NPS) , each with multiple question types. Users can embed surveys in emails or even trigger an SMS by scheduling them. 

Their new case management feature, which enables you to create tickets from the survey respondents, makes it a reliable support ticketing management system. 

Price:  Basic plans cost $39 a month, but discounts are available if you purchase a yearly subscription upfront. Starter plans cost $59 a month, and contact sales for Teams and Enterprise pricing information. 

Use case:  Creating custom-built employee surveys to help understand current staff sentiment. 

What we like:  Automation tools allow surveys to trigger based on real-time events. 

7. Paperform

Paperform provides a unique form maker with a mix of customization options and functionality. With its free-text interface, Paperform allows you to create surveys hassle-free, and you don't need any prior coding knowledge or experience. 

Each form is fully customizable, allowing you to add and edit your branded images with its in-app editor. If you don't feel like starting from scratch, Paperform has a wide range of survey templates for you to choose from to get you started.

The powerful editor is built for anyone to use and includes over 27+ question fields and advanced workflows to tailor your survey questions. You can send survey results directly to your respondents' inboxes and add conditional logic to build a survey that adapts based on respondents' answers. 

Price:  Essentials plans $24 cost per month. Pro plans cost $49 per month. Agency plans cost $159 per month. You can get a discount when you purchase an annual subscription upfront. 

Use case:  Building quick forms for customer feedback using one of Paperform's many free templates.

What we like:  There's not much of a learning curve with this platform — you'll be able to begin making engaging, visually appealing surveys in no time. 

8. SurveyLab

SurveyLab is an online survey tool and questionnaire software that enables you to create — you guessed it — surveys, automate response collection, and generate reports.

The tool also allows multiple data collection channels, including PC/laptop, mobile, SMS, QR Code surveys, and multi-language support. It integrates with most CRM and helpdesk systems. Most users appreciate the way the dashboard is organized and how easy it is to set up surveys.

Price:  Starter plans cost $49 per user a month. Advanced plans cost $99 per user a month. Professional plans cost $249 per user a month. Enterprise plan pricing is available upon request.

Use case:  Generate reports based on survey feedback that help inform new marketing and sales strategies.

What we like:  Data can be collected via multiple channels to help companies get the big picture.

9. Centiment

Centiment is an innovative tool you can use to survey nearly any consumer or a B2B audience. This all-in-one survey solution allows you to easily reach consumer and B2B survey respondents in 100+ countries and collect responses using any major survey tool. Or, you can use Centiment's own built-in tool.

You can survey the company's Audience Panel (a community of respondents) or purchase a license to survey your own employees or customers.

Price:  If you pay quarterly, the Essentials plan is $69/month, and the Professional plan is $119/month. 

Use case:  Build global surveys to reach customers in multiple geographic segments. 

What we like:  You get to decide if you want to use the platform's built-in tool, or if you want to use an alternate that you're already familiar with. 

10. Pollfish

Pollfish is a self-service market research tool offering real-time responses from consumers worldwide. It allows you to create surveys quickly and efficiently. This survey management tool boasts over 250 million respondents globally, so you have a large potential reach. Plus, you can use AI the platform offers to help build a robust survey in a matter of seconds. 

However, with such a large survey pool, it's important to check segmentation capabilities to ensure you're getting the insights you need for your particular business. The tool is best used for building personas, concept testing, NPS, or online reviews of applications.

Price:  Visit the website for additional information and to contact the sales team. 

Use case:  Testing new concepts or products on a worldwide scale with real-time feedback.

What we like:  More than 250 million respondents globally help provide a comprehensive view of consumer preferences. 

11.   YesInsights

YesInsights is a customer feedback tool that lets you receive instant customer feedback through NPS surveys across all platforms — including email, blog posts, and social media. Users are impressed with how versatile the surveys are and how easy it is to customize them. Additionally, the tool offers plenty of integrations, making it easier to reach more customers.

Price:  Solo plans cost $20 per user a month. Essential plans cost $79 per user a month. Professional plans cost $149 per user a month. Enterprise plan pricing is available upon request.

Use case:  Create robust NPS surveys to discover how many customers are willing to promote your brand.

What we like:  Multiple integrations make it easier to extend the reach of YesInsights.

12. Startquestion

Startquestion is a system for creating questionnaires, ranging from simple surveys to advanced forms. It has over 50 patterns to customize, allows you to send surveys as a link or in an email, and has analytics and reporting export functions.

Startquestion has a very easy-to-use interface, and users are most thankful for the premade survey options.

Price:  The platform offers Free plans, but there are certain limitations on use. Starter plans cost $49 per user a month. Business plans cost $99 per user a month. Team plans cost $199 per user a month. Enterprise plans are available upon request.

Use case:  Developing advanced surveys to dig into recurring customer preferences. 

What we like:  More than 50 patterns make it easy to customize surveys without having to start from scratch.

13. BirdEye

BirdEye is a  SaaS  platform that helps businesses get closer to customers. Its survey solution captures real-time feedback and ratings across multiple channels, including review sites, social media, and surveys.

This all-in-one survey software includes review monitoring, review generation, review marketing, customer surveys, social, support ticketing, listings, webchat, business insights, and competitive benchmarking. Most users appreciate both the speed and ease of use of this survey tool. Additionally, it doesn't have a huge learning curve, so you can get begin immediately.

Price:  Input your company details on  Birdeye's website  to get a comprehensive overview of your estimated cost. 

Use case: Get a sense of social sentiment around your brand in real time.

What we like:  A simple interface plus superior performance makes this a great tool for companies just getting started with surveys.

14. Google Forms

If you're new to creating surveys and questionnaires, you might already be using Google Forms. It's the beginner's go-to option and one of the most popular free online survey tools available.

Google Forms offers a wide range of options for online surveys. If you've used some Google products before, such as Google Sheets, then you'll have no problem setting up a Google Form.

It's fairly simple in its capabilities compared to other options on this list, but it's an excellent choice if you're looking for a budget-friendly, no-frills choice. 

Use case:  Creating a simple survey to capture customer sentiment.

What we like:  Forms is free, popular, and well-supported.

15.   HotJar

HotJar creates feedback and analytics tools to improve your website's visitor experience. It offers polls, surveys, heat maps, conversion funnels, form analysis, and even test users. 

While HotJar is typically considered a platform for website optimization, it still provides impressive survey features to collect user feedback. Plus, HotJar offers some of its features for free, so you can try it before paying for any additional functions.

Price:  Basic plans are free. Plus plans are $59 per user a month. Business plans are $79 per user a month. Scale plans cost $159 per user a month.

Use case:  See how users interact with your website using heat maps, then follow up with surveys for more insight. 

What we like: Some of Hotjar's best features are available for free.

16. Typeform

Typeform helps you collect feedback, sign people up for events, receive job applications, take payments, and create engaging quizzes or interactive stories. Users love the intuitive interface, the app's design, and the interface's ease of use.

Price:  Basic plans cost $29 per user a month. Plus plans cost $59 per user a month. Business plans cost $99 per user a month. Contact sales for information about Enterprise. 

Use case:  Create a simple pipeline for job applications to be accepted, reviewed, and evaluated. 

What we like : Ease-of-use makes Typeform a great starting point for feedback collection.

17. Qualaroo

Qualaroo is a SaaS company that enables businesses to gain valuable insights from their prospects and customers in real time. Understanding the "why" helps drive better business results — from improving your web conversion rate to increasing product engagement and reducing churn. 

Most users are happy with how easy it is to work with Qualaroo surveys. Additionally, they find the tools and export capabilities relatively simple.

Qualaroo offers an interesting approach to measuring user feedback called " Sentiment Analysis " by IBM's artificial intelligence, Watson. By using AI in its approach, Qualaroo can collect users' opinions, quickly analyze the data, and provide suggestions for improvement. Given its features, Qualaroo is one of the more sophisticated tools on the market, and the price tag reflects that.

Price:  Price depends on the capabilities you're interested in. If you want contextual and email surveys, Essentials is $110/month, Premium is $249/month, and Business is $299/month and up. You get a discount when you purchase an annual subscription. 

Use case:  Understanding what customers like — and don't like — in real-time.

What we like:  AI-driven analytics helps quickly pinpoint user sentiment. 

18. SmartSurvey

SmartSurvey is a flexible survey-making tool that's user-friendly and has a variety of features. Users can choose from over 20 question types and customize the branding and design of their survey.

With this tool, it's easy to master the basics while still leaving room to grow with more advanced features. For example, it also has logic and automation tools that can distribute and personalize your survey to optimize its performance.

Price: Basic is free, Professional is £35/month, and Business is £60/monthly. If you purchase plans annually, there's a discount. For Enterprise pricing, contact sales. 

Use case:  Develop a user-friendly survey that enjoys high click-through rates. 

What we like:  Design and branding can be customized to match business preferences.

19. Survicate

Survicate is a survey software that lets you send surveys via emails or links. You can also run targeted surveys on websites, desktop apps, or mobile apps. Survicate has features that help you get more responses from your surveys, like letting you embed survey questions into email previews to make your surveys more accessible.

With Survicate, you can create surveys in seconds without any code. All survey responses are visible in a dashboard so you can analyze your data at a glance. Survicate has a two-way native integration with HubSpot, allowing you to create custom fields to store survey responses without having to dive into settings.

Survicate has +2000 installs on the HubSpot App Marketplace, making it the most installed survey software for popular use cases like NPS, CSAT, and CES. It also offers native integrations with other CRMs, email software, and analytics tools.

Price:  Starter plans cost $59 a month. Business plans cost $129 a month. For Enterprise plan information, reach out to sales. 

Use case:  Embed survey questions into emails, in turn increasing response rates. 

What we like:  Two-way native integration with HubSpot makes it easy to create custom fields and store survey data.

20. Qualtrics CoreXM

Qualtrics CoreXM lets companies quickly collect, analyze, and act on business insights. Using pre-built survey templates, businesses can easily build questionnaires that capture user sentiment and help pinpoint areas for improvement. In addition, multiple integrations allow CoreXM to work with existing systems. 

Price:  Pricing is available upon request. 

Use case:  Creating simple surveys that help uncover user preferences and improve decision-making.

What we like:  A host of analytics integrations makes it easy to find data trends.

21. SurveyMonkey

SurveyMonkey does exactly what you'd expect: It enables you to create in-depth surveys that give your team actionable insights and fresh perspectives on customer preferences. Companies can choose from individual, team, or enterprise plans depending on the features they need and the functions they want. 

Price:  For team plans, Team Advantage costs $25/user/month. Team Premier costs $75/user/month. For individual plans, Advantage costs $39/month, Standard costs $99/month, and Premier costs $119/month. Contact sales for Enterprise information. 

Use case:  Kicking off a larger survey and customer sentiment campaign with custom-built questionnaires.

What we like:  Multiple plan options let businesses find exactly the mix of features and functions they need. 

22. QuestionPro

QuestionPro offers both survey software and a research suite to help businesses discover more about their customer base. Companies can create basic surveys or opt for more complex research investigations — with more than 5.3 million users worldwide and 10 billion questions answered, QuestionPro has you covered. 

Price:  For the Survey Software, you can access Essentials for Free, Team edition for $83/user/month, and Advanced plan for $99/user/month. Contact sales for Enterprise information. 

Use case:  Diving into user experiences with in-depth research to uncover key trends. 

What we like:  With more than 10 billion questions answered, there's a solid foundation for finding new customer insights. 

23. Jotform

Jotform is all about powerful forms that get the job done. Companies can choose from forms that use conditional logic, accept payment options, generate reports upon completion, and even automate workflows. 

Using a drag-and-drop editor, companies can quickly create new forms, integrate them with existing apps, and enable payments directly through these forms.

Price:  Starter plans are free, Bronze plans are $39/month, Silver plans are $49/month, and Gold plans are $129. When you buy an annual plan, you save. Contact sales for Enterprise information. 

Use case:  Creating forms that connect to existing payment gateways to streamline transactions. 

What we like:  Automated workflows help streamline survey data collection. 

24. User Interviews

User Interviews is all about connecting researchers and participants, in turn making it possible for companies to discover new customer insights. Used by research teams at companies including Spotify, Pinterest, and Adobe, User Interviews is a frontrunner in customer data collection.

It's also fast — studies can be launched in minutes and completed in days. 

Price:  For the Recruit tool, Pay As You Go costs $45/session, Starter costs $175/month, Essentials costs $325/month, and contact sales for Custom quotes. 

Use case:  Doing a deep dive into customer preferences by connecting with members of your target market.

What we like:  The speed of sourcing and studies provides relevant, actionable insight for companies.

25. Zoho Survey

Zoho Survey makes it possible to create new surveys in minutes and reach audiences on every device. Results are then displayed in real time and can be visualized graphically to help organizations understand key trends in customer preferences. 

More than 25 question types combined with features such as skip logic and piping make it easy to get started. 

Price:  Basic plans are available for free. Plus plans cost $35 a month. Pro plans cost $49 a month. Enterprise plans are $109 per month. 

Use case:  Building quick surveys that deliver graphical results to inform immediate decisions. 

What we like:  Multiple survey features make it easy for companies to build custom questionnaires. 

26. Constant Contact

Constant Contact uses AI to help improve the reach and impact of surveys. Companies can connect with users via email, SMS, and social media. You can make use of marketing automation tools to reach more customers quickly.

Price:  Lite plans cost $12 a month. Standard plans cost $35 a month. Premium plans cost $80 a month.

Use case:  Leveraging AI to build surveys that are tailored to target audience preferences and saving time for marketers. 

What we like:  AI plus automation means less work for your business and more insight on demand.

Attest offers on-demand access to your target audience, helping businesses discover more about how their customers think, feel, act, and buy. Companies can reach more than 128 million customers across 58 countries, with results verified in as little as a few hours. 

Price:  Contact the sales team for pricing information. 

Use case:  Uncovering global trends in your target audience to help pinpoint ideal marketing strategies. 

What we like:  Expert support helps companies navigate audience sourcing and make the most of their investment.

Suzy is an enterprise-level research platform that provides end-to-end consumer insight. The platform is used by more than 400 brands across 22 industries and is capable of integrating qualitative and quantitative data to produce comprehensive survey results.

Price:  Pricing is available upon request. 

Use case:  Capturing a deep and detailed understanding of what your target market wants. 

What we like:  Expert support and oversight come standard with every survey.

29. Respondent

Respondent helps companies find top-quality participants for user surveys and research. The process is simple: You post a project and payment rate, review and invite participants, and conduct survey efforts to discover insights. 

Price:  Cost varies depending on if you're using a B2C plan or a B2B plan. For B2C, Pay As You Go is $39/per B2C credit, Basic is $33/per B2C credit, Advanced is $24/per B2C credit, and Enterprise varies. For B2B, Pay As You Go costs $65/per B2B credit, Basic costs $55/per B2B credit, Advanced costs $40/per B2B credit, and Enterprise varies. 

Use case:  Discovering actionable insight about your target market that can help inform ongoing sales efforts.

What we like:  Respondents can help cut survey time down from a few weeks to a few days. 

Make Surveys With the Best Tools

There's a whole world of survey and questionnaire tools waiting for you to explore. Be sure to figure out what features you need, what use cases you have, and what price point you prefer to choose the one that checks all the boxes. 

Editor's note: This post was originally published in May 2019 and has been updated for comprehensiveness.

Don't forget to share this post!

Truly understand your customers and spot opportunities to make them happier.

Service Hub provides everything you need to delight and retain customers while supporting the success of your whole front office

Top Tools: Survey Research

By Insight Platforms

• Qualitative Research
• Automated Survey Research
• Survey Research
• Employee Surveys
• Customer Satisfaction (CSAT) Surveys
• User Surveys
• Product Testing
• Opinion Polling
• Concept Testing
• User Feedback
• Qual-Quant Hybrid
• Agile Quantitative Research

Survey research is a long-established method for gathering quantitative or qualitative information that can be analysed to help make informed decisions. But these days, there are so many options for running surveys, where do you even start?!

Start here.

This is a list of some of the top tools for conducting survey research. Each software tool has its own strengths, and there is no implied hierarchy in the order . Here’s you will find options for …

Agile survey research : all-in-one solutions that are easy to learn, integrated with survey panels and deliver results quickly.

Full suite surveys: platforms that cater to advanced research designs, multi-modal data collection or integration with other systems.

Innovation testing: platforms designed to gather structured, comparable feedback on new product or advertising ideas.

Specialist survey designs : including forms, mobile chat surveys and conversational AI feedback.

Want an intro to the basics of survey research? Get up to speed with this Insight Platforms Academy course :

Essentials of Survey Research

Here are some of the top tools for your survey research:

QuestionPro

QuestionPro is a flexible tool for survey creation and distribution. With features like advanced reporting and real-time analytics, it allows users to design and distribute surveys while also providing advanced functionalities for real-time analytics. QuestionPro offers users a variety of premade templates for segments like customer satisfaction, service evaluation, and product launching to be adjusted or used for inspiration in survey building.

AYTM is a consumer insights platform that helps users connect with verified audiences and facilitates automated research tests and analysis. The platform features a predictive sample engine that allows precise audience segmentation and a user-friendly survey authoring tool that promotes collaboration among teams. AYTM ’s survey tool brings together quantitative and qualitative survey question types, advanced research tests, and powerful survey logic within an agile survey editor. This platform is great for online collaboration, with features that allow users to share surveys with team members for commenting and editing.

Forsta Surveys

Forsta Surveys is an online survey and reporting solution for insights professionals who need to execute sophisticated quantitative research. The tool helps researchers decipher market trends, consumer preferences, and competitive landscapes. Simultaneously, it serves as a human experience platform, delving into the intricacies of customer interactions, feedback, and satisfaction.

Fastuna is an automated research platform that helps businesses validate product and marketing decisions with real people. Their ready-to-run solutions allow researchers, product managers, and marketers to test ideas, names, logos, designs, prices, and user experience elements. Fastuna aims to speed up the product innovation cycle, increase the success rate of product launches, and automate routine research tasks.

Pollfish is a DIY market research platform offering a mobile-first solution. With a broad distribution network and narrow targeting options, the tool aims to help researchers find the right audience for their studies. Pollfish offers various techniques including A/B testing, templates, and advanced questionnaire logic. Pollfish uses AI to generate surveys from a chat prompt.

SurveyMonkey

SurveyMonkey is a market research company that offers a flexible platform for capturing market needs, industry trends, and buyer feedback. The tool supports various research needs, such as product development, idea screening, ad testing, and pricing research. SurveyMoney offers customizable surveys, statistical analysis tools, and AI-powered insights. The tool also provides a global panel to reach target audiences.

Toluna combines survey capabilities with a community-centric approach. Toluna Start is an end-to-end consumer intelligence platform that allows users to run quant and qual research, and access automated insights solutions like survey design and reporting dashboards. The platform not only facilitates traditional data collection but also encourages ongoing interactions, creating a continuous feedback loop.

Glow is an on-demand research platform offering brand health tracking, category usage, and attitude studies, due diligence assessments, concept testing, and advertising/marketing campaign effectiveness studies among others. The tool provides real-time data visualization and supports both simple and complex research needs in any market.

Response: AI

Response:AI is an integrated platform offering automated questionnaire design, fieldwork, data tabulation, and reporting services. The tool offers a range of services including product and service testing, brand equity and image analysis, market and consumer analysis, and ad development and testing. ResponseAI uses AI for insights and report generation and allows white-labeling for research and reporting.

Response:AI

OnePulse is a digital platform designed that provides instant feedback from audiences. It is described as an easy-to-use solution for gathering real-time, real-audience feedback using three question micro-surveys, or ‘pulses’ . The platform includes a range of AI tools and features for survey design, analysis and reporting that facilitate rapid decision-making with immediate insights from relevant audiences.

Alchemer (formerly SurveyGizmo ) is a survey platform with more than 40 built-in question types, branching & skip logic and tools for creating and customizing advanced reports and cross tabs. The tool supports complex research methodologies like conjoint and MaxDiff.

Askia is a survey research tool with a suite of apps for survey needs, including face-to-face, telephone, web, and mobile interviewing. They offer a platform called askiadesign for creating surveys, askiafield for collecting data, and askiaanalysis for analyzing and reporting on survey results. Askia allows researchers to delve into data insights and adapt to various research scenarios like questionnaire design and in-depth data analysis and data visualization.

Qualtrics is a survey research and customer experience feedback platform. The tool offers modules for brand, product, employee, and customer experience feedback management, as well as the CoreXM survey software: XM for Customer Frontlines, XM for People Teams, and XM for Strategy & Research helping businesses improve customer experiences, engage teams, make informed decisions, and design products.

Voxco is a multi-channel survey software with a unified solution for phone surveys, mobile surveys, personal interviewing, web surveys, and IVR systems. The tool allows users to run field surveys, analyze survey data with visual dashboards, manage high-volume phone surveys, and nurture a loyal community of respondents. Voxco also offers additional services such as predictive analytics, customer loyalty management, and fraud & risk management.

SightX is a market research platform that delivers real-time consumer insights using automation, integration with sample providers and a range of advanced research tools including built-in Conjoint and MaxDiff, text and sentiment analysis, customer persona creation and audience segmentation.

Cambri is a product development platform designed for innovators. By using AI and iterative testing, Cambri helps businesses improve their new product development process. They offer automated tests and data collection, as well as AI-powered insights and recommendations to improve concepts and predict potential launch rate success.

Zappi is an automated consumer insights platform that utilizes advanced automation capabilities to reduce the time and effort required for survey research. The platform aims to enable researchers to focus on interpreting results and deriving actionable insights, leveraging technology to create a streamlined research experience.

Upsiide is a survey tool designed to help companies screen and test their innovation ideas, including products, services, communication, features, and designs. Upsiide offers methodologies specifically built for innovation testing, predictive in-market potential measurement, and data modeling for strategic opportunities. The platform allows users to choose a study template, target the right audience, launch their study, and uncover insights through reporting dashboards.

inca is Nexxt Intelligence ’s flagship product – an end-to-end Conversational AI Insight Platform that allows for flexible usage options, including a self-service DIY platform, customized solutions for specific research needs, and full-service research services. The tool also offers the inca SmartProbe API, which integrates conversational AI probing into existing survey platforms, and the inca AI Coding tool, which simplifies the process of labeling and analyzing open-ended responses.

quantilope offers an end-to-end platform that automates both quantitative and qualitative research methodologies. The platform is designed to provide actionable insights and a comprehensive understanding of consumer behaviour, and has specialist capabilities in consumer innovation, advertising measurement and brand tracking.

Kantar Marketplace

Kantar Marketplace is an automated market research platform featuring a range of survey and AI-based consumer insights tools. With a broad range of global capabilities, the tool aims to unlock insights through verified audiences, sales and brand growth predictions, self-serve dashboards, and expert consulting.

Rival Technologies

Rival Tech is a company that provides a mobile-first, conversational research platform. They offer solutions for engaging customers, understanding their insights, optimizing research processes, and inspiring research across the enterprise. Rival’s platform allows users to capture ongoing and authentic insights from mobile-first consumers. They offer various market research solutions, including community research, agile research, Gen Z research, and brand experience measurement.

Suzy is an end-to-end consumer insights platform that integrates AI-powered quant, qual, and high-quality audiences into a single connected research cloud. The tool provides features like easy-to-follow surveys, expert-approved templates, analytics, and reporting capabilities, as well as advanced actions such as monadic testing.

Crowdtech specializes in advanced technology for market research and leverages crowdsourcing to gather diverse opinions efficiently. The platform uses a community-driven approach to ensure that surveys collect data from a wide range of perspectives. The platform offers a toolkit for both qualitative and quantitative online research while maintaining an emphasis on safety and privacy.

Crowdtech ’s survey technology focuses on developing mobile-friendly and visually appealing online surveys tailored for short-term quantitative market research.

Attest is a consumer research platform built for simplicity and speed in gathering insights. It is designed to be user-friendly for both beginners and experienced insights professionals, helping them achieve their research goals more efficiently. The platform offers an intuitive interface, expert-written survey templates, and pre-set audiences to facilitate quick survey setup. Attest promises fast results, typically delivered within hours, and features an interactive results dashboard for in-depth data analysis.

Typeform is an online software specializing in online form building and online surveys. Their forms are very visual and ask one question at a time. Typeform allows users to embed forms in various platforms, ask follow-up questions to reveal deeper insights and provide ready-made templates for different purposes.

Tally is one of the top tools for form-based survey research. It features an intuitive form builder that allows users to create professional forms and surveys without the need to code. Tally offers unlimited forms and submissions for free and prioritizes data privacy and security. The tool offers features like conditional logic, calculator, and customizable design and users can share forms through embedding, pop-ups, and custom domains, and connect with favorite tools through various integrations.

Survey research serves as a cornerstone for businesses aiming to understand their audiences.  Whether it’s getting a feel for consumer preferences, gauging employee satisfaction, or informing strategic business decisions, survey research platforms play a pivotal role in gaining actionable intelligence to make better decisions.

Understanding the strengths and unique features of the top tools for survey research will help you make the right choice for your specific needs, ensuring the seamless collection and analysis of data that drives informed decision-making.

Norbert Sari

Change Location

Find awesome listings near you.

METHODS article

This article is part of the research topic.

Tools, Frameworks, and Approaches for Enhancing Research Methods Teaching

Simulating Surveys for Graduate Researcher Development Provisionally Accepted

• 1 University of Colorado Colorado Springs, United States

The final, formatted version of the article will be published soon.

Recognizing the value of experiential education in social/behavioral science research training, we designed and offered a simulation of a survey research project for doctoral students in education. Through three phases of the project, from instrument design through scale investigation and quantitative analyses, students are developed as researchers in a realistic and authentic way. In this paper, we highlight the advantages, challenges, and outcomes from applying simulation methods within graduate research methods courses, with a specific focus on survey methodology and quantitative skill development.

Keywords: survey design, Graduate student research, statistics education, Survey methods, item development

Received: 22 Dec 2023; Accepted: 02 Apr 2024.

Copyright: © 2024 Morris and Thompson. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) . The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

* Correspondence: Mx. Phillip A. Morris, University of Colorado Colorado Springs, Colorado Springs, United States

People also looked at

Root out friction in every digital experience, super-charge conversion rates, and optimize digital self-service

Uncover insights from any interaction, deliver AI-powered agent coaching, and reduce cost to serve

Increase revenue and loyalty with real-time insights and recommendations delivered to teams on the ground

Know how your people feel and empower managers to improve employee engagement, productivity, and retention

Take action in the moments that matter most along the employee journey and drive bottom line growth

Whatever they’re are saying, wherever they’re saying it, know exactly what’s going on with your people

Get faster, richer insights with qual and quant tools that make powerful market research available to everyone

Run concept tests, pricing studies, prototyping + more with fast, powerful studies designed by UX research experts

Track your brand performance 24/7 and act quickly to respond to opportunities and challenges in your market

Explore the platform powering Experience Management

Free Account

• For Digital
• For Customer Care
• For Human Resources
• For Researchers
• Financial Services
• All Industries

Popular Use Cases

• Customer Experience
• Employee Experience
• Employee Exit Interviews
• Net Promoter Score
• Voice of Customer
• Customer Success Hub
• Product Documentation
• Training & Certification
• XM Institute
• Popular Resources
• Customer Stories
• Market Research
• Artificial Intelligence
• Partnerships
• Marketplace

The annual gathering of the experience leaders at the world’s iconic brands building breakthrough business results, live in Salt Lake City.

• English/AU & NZ
• Español/Europa
• Español/América Latina
• Português Brasileiro
• REQUEST DEMO

Online Survey Software

Our survey platform powers +1b surveys every year.

Survey software gets answers to your most important marketing, branding, customer, and product questions with online survey software that can handle everything from simple customer feedback questionnaires to detailed research projects for the world’s biggest brands. Design your survey with our intuitive drag-and-drop survey tool, powerful logic, 100 plus question types, and pre-built survey templates.

Request a Demo free account

Over 16K brands and 99 of the top 100 business schools use Qualtrics

Why choose Qualtrics for surveys?

• Reach respondents wherever they are with surveys on mobile devices, apps, websites, chatbots and many more
• Create and test surveys in real time and collaborate effortlessly
• Uncover new insights with predictive intelligence and powerful statistical analysis built-in
• Launch your survey with confidence and improve survey quality with ExpertReview – Powered by iQ
• Integrate your surveys  into your existing systems like  Zendesk ,  Marketo ,  Adobe  and many more

The most sophisticated survey software tool is also the easiest to use

Drag-and-drop simplicity for even the most advanced surveys.

Choose from 100+ question types and use advanced logic, branching, quotas, API integrations into Zendesk and email triggers to build and launch your project. It’s all done in an intuitive drag-and-drop software interface that makes even the most sophisticated surveys easy to create, launch and analyze.

Complete confidence in every decision

Make better decisions with real-time insights and reports you can share in seconds. Choose from over 30 different graph types, share reports online or export survey data popular programs formats and programs like Word, Powerpoint, PDF, CSV and SPSS.

Built-in intelligence with every type of survey

ExpertReview analyzes every question in real-time and offers personalized survey design recommendations to boost response rates and get better quality data. It’s powered by iQ and applies artificial intelligence and PhD-designed best practices to give you complete confidence before you launch. And when your results come in, iQ applies detailed statistical and text analysis to get straight to the insights you need – all at the click of a button.

Start creating surveys today for free

Free account

Answers & insights from your audience, wherever they are

Wherever you need to gather data, our survey software solution can help. From a simple survey link you can paste anywhere, to advanced integrations with your CRM, to text message (SMS) and offline surveys, we’ll help you reach your target respondents no matter where they are.

Target the right customers with the right message

Customize your website surveys and intercepts with 20+ different targeting variables from geolocation to customer segments and site behavior. It means you can offer customized promotions to drive conversion and gather the right feedback from the right audiences at every stage in the online journey. There’s no coding or IT support required – just set your variables, upload your creative and start personalizing your digital experience .

Learn more about website feedback surveys

The only survey platform you’ll ever need

From simple one-off surveys to sophisticated global experience management solutions – Qualtrics scales with your ambitions. Our survey platform powers everything from market research projects to customer experience, product testing, employee experience and brand tracking projects. Trusted by 16,000+ businesses and institutions worldwide, including over 80% of the Fortune 100, our survey software helps them optimize the four core experiences of business: customers ,  employees ,  products , and  brands.

See who we work with

Enterprise level survey data security

All your data is secure with enterprise-grade security features including data encryption, redundancy, continuous network monitoring, Single Sign On (SSO) and plenty more. With US, Canada, APAC and EU data sovereignty, it’s trusted by everyone from multinational banks to Government departments. We’re ISO 27001 certified and we are  FedRAMP authorized  – that’s the “gold standard” of security certification used by the U.S. Government for SaaS providers. So you can rest assured your data is in good hands.

Learn more about security

Take control of your surveys with custom programming

Using Qualtrics’ API calls, you can apply your own custom code to automate survey creation and launch without ever touching the survey editor. Quatrics’ custom programming gives advanced researchers total flexibility at the code level for maximum speed. When you create surveys with code, you have absolute control of the logic, the question types, the embedded data, multimedia and all the other elements of your research. You don’t need to learn a new language to program in Qualtrics. Our APIs let you code in dozens of mainstream programming languages, including Python, Java, Node JS and more.

Learn about our API capabilities

A market leader and top rated digital survey software

The crowd has spoken. Qualtrics is proud to be the XM pioneer and a survey software category leader in the top right quadrant on the #1 independent software review site.

Read unbiased reviews from real customers and compare for yourself.

Benefits of Online Surveys

One of the best reasons to use a survey software program is that it can dramatically cut the costs of conducting one. You eliminate seemingly small expenses like printing and designing that quickly add up. But labor cost is where you’ll see the most dramatic effects. An online survey program doesn’t require hiring people to distribute and collect data, unlike a manual questionnaire. This helps you cut payroll dramatically, enabling you to conduct professional surveys with a much smaller team.

Data collection is the most tedious part of any manual survey program because of the time-consuming process. Plus, there’s the risk of recording the wrong data or losing it due to human error, which can invalidate your results. Questionnaire software eliminates these problems by transmitting responses directly from the user without anyone touching it in between. This “pure” data is then stored in a centralized server, so there’s also close to zero chance of losing it.

The faster collection also means that data is transmitted to you as soon as someone fills out the form. Hence, you can already get started extracting insights without having to wait for all your respondents to finish thus improving customer satisfaction. What’s more, most online survey platforms have built-in analytics tools that allow you to transform and display data visually using charts and graphs. And remember, because data comes in real-time, you’ll see these analytics update in real-time as well. Scaling up your survey is also easy. Feel like you don’t have enough data? Simply send more surveys, and the new responses will automatically aggregate to the old data.

Using a survey application makes it infinitely easier to find and reach your intended respondents. You can provide multiple channels, from email to social media, so that people can answer your questionnaires more conveniently. You’re also not bound by geographic limits. You can deliver an online survey to anyone in the world quickly and cost-effectively.

Ideally, your respondents should feel as relaxed as possible to get honest feedback. Because people can answer online surveys at their convenience, there’s a higher chance that they’ll be in the right state of mind when doing it. In addition, if your survey is anonymous, then that knowledge can also encourage the respondent to respond more openly without fear of judgment.

Creating surveys used to take lots of experience and a team of researchers and designers to pull off. With survey tools online, even small business owners with no experience can design and send professional surveys in minutes. Platforms like Qualtrics provide intuitive tools to help create questionnaires using simple drag-and-drop elements. They also offer templates and pre-programmed questions to make the process even easier. Finally, many platforms can analyze a survey to help improve response rates and data quality. Qualtrics, for example, uses the AI-powered ExpertReview feature to suggest changes on questions to increase chances of success

What is survey software?

learn about surveys

• Experience Research
• Survey Software
• Conjoint Analysis
• Reporting & Dashboards
• Regression Analysis
• Survey Distribution
• Panel Management
• Security & Compliance

You might also like

7 Tips for Writing Great Questions

10 Questions You Should Ask When Evaluating a Research Platform

The Qualtrics Hand Book Of Question Design

How to design a survey with optimal respondent usability

X4 - Experience Management Summit

Growing your brand in the experience age

Request Demo

Ready to learn more about Qualtrics?

• Open access
• Published: 02 April 2024

Adaptation and application of the Parent Attitudes About Childhood Vaccines survey tool in the Vietnamese language: a cross-sectional study

• Bao Quy Quoc Truong 1 , 2 ,
• Ken Ing Cherng Ong 1 , 3 ,
• Akira Shibanuma 1 ,
• Junko Kiriya 1 &
• Masamine Jimba 1  

BMC Public Health volume  24 , Article number:  946 ( 2024 ) Cite this article

Metrics details

Parental vaccine hesitancy could lead to outbreaks of vaccine-preventable diseases. Although parental vaccine hesitancy exists in the Vietnamese community, no research has directly investigated this social phenomenon in Vietnam. Among the validated measures, the 15-item Parent Attitudes About Childhood Vaccines survey tool (PACV) was reliable for predicting vaccine-hesitant parents. However, the PACV was not available in Vietnamese. This study aimed to develop a Vietnamese version of the PACV and examine factors associated with parental vaccine hesitancy in Hue city, Vietnam.

This study was a cross-sectional study. The English PACV was translated into Vietnamese with content and face validation. Self-administered questionnaires were distributed to 400 parents at ten commune health centres in Hue city, Vietnam. The parents were asked to answer the questionnaire again after two weeks for the test–retest reliability. The Vietnamese PACV reliability was assessed using Cronbach’s alpha and McDonald’s omega, and the intra-class correlation (ICC) coefficients were used for the test–retest reliability. The construct validity was tested by the hypothesis that parental vaccine hesitancy would be related to the intention of getting the children vaccinated. Exploratory factor analysis was also undertaken to determine the construct validity. Bivariate and multivariable logistic regression were used to identify the factors associated with parental vaccine hesitancy.

The Vietnamese PACV final version (PACV-Viet) contained 14 items. Three hundred and fifteen parents returned completed questionnaires, giving a response rate of 78.8%. The Cronbach’s alpha and McDonald’s omega were 0.72 and 0.70, respectively. Out of 315 parents, 84 responses were returned for test–retest reliability. All ICCs were good to excellent, ranging from 0.81 to 0.99. The PACV-Viet was confirmed to have construct validity. Using the PACV-Viet, 8.9% of the parents were found hesitant to childhood vaccination. Being unemployed and having seen the news about adverse events following immunisation were associated with parental vaccine hesitancy, with AOR = 3.2 (95% CI 1.3–8.0) and AOR = 4.5 (95% CI 1.2–16.7), respectively.

Conclusions

The PACV-Viet is a valid and reliable tool. Community outreach is necessary to alleviate parents’ concerns about childhood vaccination.

Peer Review reports

Vaccines have significantly contributed to global health by reducing the burden of numerous infectious diseases [ 1 ]. Despite the importance of vaccinations, many parents have been hesitant to some or all vaccines for their children [ 2 ]. According to the Strategic Advisory Group of Experts on immunisation of the World Health Organisation, vaccine hesitancy is defined as ‘delay in acceptance or refusal of vaccines despite availability of vaccination services’ [ 3 ]. This concept encompasses a spectrum of attitudes and behaviours, from actively demanding vaccines to completely denying all vaccines [ 4 ]. The delay or refusal might cause under-immunisation and reduce the population’s protection through weakening herd immunity. Parental vaccine hesitancy could lead to outbreaks of vaccine-preventable diseases [ 5 ].

Parental vaccine hesitancy is not a novel phenomenon [ 6 ]. However, national assessments could have been more comprehensive for intervention to reduce hesitancy globally [ 2 , 7 ]. Besides, few studies were conducted on parental vaccine hesitancy in South-East Asian countries. In Malaysia, 11.6% of parents have hesitated about their children’s vaccination [ 8 ]. In Indonesia, 15.9% of the parents were hesitant [ 9 ]. In the Philippines, the rate was 36.4% among urban respondents [ 10 ]. In Vietnam, parents’ concerns have arisen after the vaccine’s post-injection reactions were reported [ 11 ]. However, parental vaccine hesitancy has never been studied in the country. Vaccine hesitancy in one region could have far-reaching repercussions elsewhere due to the transmission of diseases and disinformation. This emphasises the need for global surveillance of parental vaccine hesitancy.

Among the validated tools for parental vaccine hesitancy measure, the Parent Attitudes about Childhood Vaccines (PACV) is one of the most frequently used [ 12 ]. Initially developed in the English language in the United States, the tool is divided into three domains ‘Safety and efficacy’, ‘General attitudes and trust’ and ‘Behaviour’ [ 13 , 14 ]. The PACV is a robust tool to reliably identify vaccine-hesitant parents [ 15 ]. The PACV validation will allow more robust studies on parental vaccine hesitancy. As this tool has not yet been validated in Vietnamese, its validation would help create a tool that could identify parental vaccine hesitancy in Vietnam.

Therefore, it is important to adapt the PACV, conduct its validation study in the Vietnamese language, and subsequently identify factors associated with parental vaccine hesitancy in Vietnam. This study was conducted to (i) develop a Vietnamese version of the PACV and (ii) examine factors associated with parental vaccine hesitancy in Hue city, Vietnam.

Study design and settings

This was a cross-sectional study. In 2021, Hue city had 27 wards, each with a commune health centre. These are the primary points of vaccine delivery in the Vietnamese Expanded Programs on Immunisation (EPI) [ 16 ]. The study assigned every centre a number. Then, the random number function (RAND) was used to generate random numbers in Microsoft Excel. Ten matched centres were chosen for the data collection. The selected wards' population accounted for 46% of the total population of Hue city [ 17 ]. A research assistant was assigned to each chosen centre to help with the recruitment and data collection. The research assistants were students and staff from the Faculty of Public Health, Hue University of Medicine and Pharmacy in Hue city, Vietnam.

Participants and inclusion criteria

The study collected data from parents. Inclusion criteria included (i) mothers and fathers aged 18 and above, (ii) having at least a child aged less than five years old. Parents were excluded from the study if they did not wish to participate or had been living in Hue city for less than three months.

Translation of the PACV into Vietnamese

The English PACV was translated into Vietnamese language using the back translation method [ 18 ]. First, two forward translations were done by two bilingual translators. Then, the researcher (BQQT) synthesised the translations with revisions from the translators to create one common translation. Another bilingual translator translated this common translation back into English. The inconsistencies were identified and modified to ensure an accurate translation. After revision, the common translation was reviewed again by an expert panel for content validity. The panel included three experts: a paediatrician, a public health academic, and a senior researcher. The last stage was the pre-test. The pre-final version was distributed to 30 parents from the target criteria. These parents shared the same inclusion criteria but were not included in the primary survey. Following the pre-test, each parent provided feedback to determine which scale items were comprehensible and difficult to understand. Then, the Vietnamese PACV was finalised with achieved face validity.

Sample size estimation

The sample size was estimated using the formula for detecting a difference between two proportions [ 19 ]:

Due to the lack of data on vaccine hesitancy in Vietnam, the calculation used published data from another South-East Asian country. According to a study in Malaysia using the PACV, 20.4% of vaccine-hesitant parents were under 30, while 8.4% were aged 30 or older [ 8 ]. For a confidence level of 95%, α is 0.05, and 1.96 is the critical value Z α/2 . Supposing a power of 80%, 0.84 is the critical value of the normal distribution Z β at β of 0.2. Using the above formula, 131 was the minimum required sample size (n) for each age group to detect the stated difference between the two proportions. Considering 10% of sample loss, 288 was the study’s minimum sample size. However, for scale validation studies, it is recommended a sample size of 300–450 participants [ 20 , 21 ]. Thus, the study aimed to recruit 400 parents as a feasible final sample size.

Parents' recruitment

The parents were recruited at commune health centres from September 10 to October 15, 2021. Each centre usually had one or two EPI sessions per month. The parents were recruited during or after their child’s EPI session. A child’s mother and father could both participate in the study. The recruited parents might not necessarily be a couple. Either or both parents received the information sheet and signed the informed consent form. In Vietnamese society, mothers’ roles were traditionally responsible for the children’s health [ 22 ]. Thus, more mothers accompanied their children on the immunisation day than fathers. The parents’ recruitment ended when the sample size reached 400.

Data collection

The data were collected using a paper-based questionnaire, which the parents completed at the commune health centres. The questionnaire included the Vietnamese PACV and other questions such as parents’ gender, parental educational level and employment status, number of children [ 8 , 9 , 23 ]; information sources on vaccination, hearing about the adverse events following immunisation [ 24 ]; and other socio-demographic characteristics [ 25 ]. The responses to the questionnaire were collected after the parents finished. With consent, the parents were asked to answer the Vietnamese PACV again after two weeks for the test–retest reliability [ 26 ]. In the second test, the Vietnamese PACV was sent to all participating parents using Google Forms via email or mobile short messages.

The PACV scoring

The PACV was a self-administered tool. It contains 15 items divided into three-factor domains: ‘Behaviour’ (items Q1 and Q2), ‘Safety and efficacy’ (items Q7–Q10) and ‘General attitude and trust’ (items Q3–Q6 and Q11–Q15) [ 13 ]. Items Q1, Q2 and Q11 had the answering options yes, no and do not know. Items Q3 and Q15 had ratings from 0 to 10. Items Q4-Q7 and Q13-Q14 had the answering options including strongly agree, agree, not sure, disagree and strongly disagree. Items Q8-Q11 had the answering options including not at all concerned, not too concerned, not sure, somewhat concerned and very concerned. Item Q12 had the answering options including not at all hesitant, not too hesitant, not sure, somewhat hesitant and very hesitant. Hesitant responses were assigned a 2, ‘do not know or not sure’ a 1, and non-hesitant responses a 0. The ‘do not know’ responses in items Q1 and Q2 were excluded as missing data. Based on the original validation study, the total raw score was converted to a 0–100 scale using a linear transformation. The converted scores were dichotomised into two categories followed by the developer: non-hesitant (score < 50) and hesitant (score ≥ 50).

Data analysis

The study used IBM’s SPSS version 26 for data management and Stata software (Stata/SE 16.1, College Station, Texas) for statistical analyses. Items Q1 and Q2 were not included in the reliability and construct validity analysis because they are dichotomous, unlike other Likert questions of the PACV [ 21 ]. Negative items were reverse-coded. All psychometric tests used standardised items [ 27 ]. The study carried out an initial Cronbach’s alpha analysis and principal component analysis (PCA) without rotation and forcing one component. Then, the Vietnamese PACV’s items were checked if they could be removed from the survey tool, based on corrected item-total correlation values, Cronbach’s alpha if the item was deleted, and factor loadings of the PCA [ 28 , 29 ]. Descriptive statistics were used for demographic data, parents’ responses and the Vietnamese PACV’s scoring. A Fisher's Exact test was used for hypothesis testing.

The Vietnamese PACV reliability was evaluated using Cronbach’s alpha and McDonald’s omega. Cronbach’s alpha and McDonald’s omega of 0.7 are acceptable for internal consistency [ 21 ]. Test–retest data were assessed by calculating the intra-class correlation coefficients (ICCs). The ICC analysis used a two-way mixed-effects model, absolute agreement and average measurement (ICC(3,1)). An ICC of 0.6 is considered acceptable [ 30 ].

To determine the construct validity, the study assessed its convergent aspect [ 21 ]. However, there were limited validated measures available in Vietnam. Hence, the study hypothesised that parental vaccine hesitancy would be related to the intention of getting the children vaccinated. The positive correlation might indicate that the scale has construct validity [ 31 ]. Exploratory factor analysis (EFA) was done to determine the construct validity further. The study used Bartlett’s sphericity test to determine data appropriateness and the Kaiser-Meyer Olkin (KMO) to determine sampling adequacy. An applicable factor analysis is indicated with a minimum KMO value of 0.5 and a significant Bartlett’s sphericity test. The study assessed the dimensionality using Promax rotation. The number of factors was shown by the scree plot [ 32 ].

Bivariate and multivariable logistic regression were used to examine the factors associated with parental vaccine hesitancy. Variance inflation factor (VIF) was used for the multicollinearity test. VIF greater than 5 is a sign of detecting multicollinearity [ 33 ]. The significant level was set at 0.05.

The Vietnamese version of the PACV

The expert panel agreed that the translation was appropriate for the Vietnamese population and the given purpose, but suggested minor improvements for precision. Item Q3 (‘How sure are you that following the recommended shot schedule is a good idea for your child?’) measured the scope to which the parent believes that having a vaccination is a good idea. This question response was based on a 0–10 scale. However, the Vietnamese meaning (‘How sure are you that …’) referred to a yes/no question and could confuse the respondent. An appropriate version of item Q3 was recommended by adding ‘To what extent …’ to the Vietnamese question. Item Q4 (‘Children get more shots than are good for them’) was noted to be difficult to interpret. Although one expert considered item Q4 was not grammatically correct when translated to Vietnamese, the panel decided to keep the literalness of the question. In addition, items Q14 (‘I am able to openly discuss my concerns about shots with my child's doctor’) and Q15 (‘All things considered, how much do you trust your child's doctor?’) also needed to be slightly modified by changing ‘child's doctor’ to ‘vaccination consulting doctor’, because children often do not have their own doctor in Vietnam.

Following the content validation by the expert panel, the pre-final Vietnamese PACV was produced and ready for face validity testing. Among 30 parents who participated in the pre-test, feedback was collected with no significant complaint, and no question was considered difficult to understand. Almost all the parents found the questionnaire easy to complete. The Vietnamese PACV was then used in the primary survey.

Socio-demographic characteristics of the participants

Forty questionnaires were distributed to the parents in each of the ten commune health centres. In a total of 400 questionnaires, 315 were fully filled with information and returned, giving an estimated response rate of 78.8%. The parents' socio-demographic characteristics are outlined in Table  1 . The majority of the parents were mothers (71.8%), and the mean age was 30.8 (SD 5.9) years. Around 68.3% of the parents were employed, and about two-thirds had seen information about adverse events following immunisation (70.8%).

The parents’ response and item removal

Table 2 provides descriptive statistics for the parent's response to the Vietnamese PACV. Approximately one-third (31.4%) of the 315 parents admitted to postponing their child’s shot for reasons other than illness or allergy, and 13.7% of them had decided not to vaccinate their child. Notably, parents were greatly concerned about the vaccines' side effects (79.1%). According to the response, some parents also considered themselves hesitant about childhood vaccination (15.9%). However, most parents agreed they could trust the information they received about the shots (93.3%) and the vaccination consulting doctor (87.3%).

Table 3 shows the mean, SD, corrected item-total correlation for each item, alpha value if the item was deleted and the factor loadings on the PCA. The corrected item-total correlation was negative for item Q4. Removing item Q4 could increase the alpha. Moreover, item Q4 also had a negative factor loading. Therefore, item Q4 was deleted and omitted from further analysis. As a result, the Vietnamese version of the PACV (PACV-Viet) contains 14 items.

Reliability analysis

The overall Cronbach’s alpha and McDonald’s omega for the PACV-Viet were 0.72 and 0.70, respectively. Out of 315 parents, 84 questionnaires were returned from the retest after two-week intervals. As shown in Table  4 , the ICC was good to excellent for each item, ranging from 0.81 to 0.99.

Validity analysis

From the PACV-Viet, 28 (8.9%) parents were classified as vaccine-hesitant (score ≥ 50). As for the intention of getting the children vaccinated, 14.9% of the parents were not sure that they would keep their children fully vaccinated and on schedule in the future. Following the frequencies cross-tabulated in Table 5 , a Fisher’s exact test was performed to determine the association between future vaccination intention with parental vaccine hesitancy. There was a significant association between the future vaccine intention and parental vaccine hesitancy (two-tailed p -value < 0.001).

The PACV-Viet were appropriate to proceed with factor analysis following the KMO value and Bartlett’s test of sphericity results. Using Promax rotation, the EFA identified four factors with Eigenvalues above 1, accounting for 63.6% of the total variance. On the scree plot, the curve’s elbow occurred at three (Fig.  1 ). Repeated testing with three-factor and four-factor models, three factors were the most conceptually suitable.

Scree plot of eigenvalues of factors in the PACV-Viet

Table 6 shows the factor loading of items and three factors extracted from the EFA. Items Q3, Q5 and Q12-Q15 formed Factor 1, reflecting the ‘General attitudes’ domain from the original PACV. Items Q8-Q10 correlated to form Factor 2, the ‘Safety and efficacy’ domain from the original PACV. The remaining items Q6, Q7 and Q11 formed a new Factor 3, namely ‘Children and vaccination’.

Factors associated with parental vaccine hesitancy

Table 7 displays factors associated with parental vaccine hesitancy. The bivariate logistic regression model showed that being unemployed (OR = 2.7, 95% CI 1.3–6.0) and having seen the news about adverse events following immunisation (OR = 3.8, 95% CI 1.1–12.7) were associated with parental vaccine hesitancy. The results confirmed the significantly associated variables in the multivariable logistic regression model. The Hosmer–Lemeshow test indicated a good logistic regression model fit ( P -value = 0.3), and the area under the curve was 0.78. The multicollinearity test resulted in a mean VIF of 1.59, indicating no serious multicollinearity problems in this model. When adjusted for all other variables, factors associated with parental vaccine hesitancy were being unemployed (AOR = 3.2, 95% CI 1.3–8.0) and having seen the news about adverse events following immunisation (AOR = 4.5, 95% CI 1.2–16.7).

The study has two major findings. First, the most important finding was the development of a reliable and valid Vietnamese version of the PACV. To the best of the authors’ knowledge, the PACV-Viet is the first validated survey tool in Vietnamese for parental vaccine hesitancy. Second, the factors associated with parental vaccine hesitancy were being unemployed and having seen news about adverse events following immunisation.

During analysis, item Q4 was removed from the PACV-Viet, and this question also confused the translators and reviewers during the translation. This was likely because there was no precise translation from English to Vietnamese for ‘get more shots than are good’ without changing the author's expression. Since this study maintained the denotation of the question when making the PACV-Viet, most of the parents answered this item without getting the latent meaning. The problem was also noted in the development of the PACV and other validation studies [ 13 , 34 , 35 ]. This removal emphasises the importance of cultural adaptation in using survey tools.

In this study, items Q1 and Q2 were excluded from the psychometric properties testing. Dichotomous items require different reliability and validity assessment methods [ 21 ]. Besides, the ‘Don’t know’ response to these questions was for the parents who did not recall their child's vaccine record. This might be subjected to measurement errors [ 14 ]. In the Malay version, these items were also excluded from the score calculation for the same reason [ 35 ]. However, this study still counted these items. It could be a signal of parental vaccine hesitancy if delays or cancellations of vaccination were not medically justified [ 36 ].

The PACV-Viet had acceptable overall Cronbach's alpha and McDonald's omega, which were 0.72 and 0.70, respectively. With good to excellent values of the ICC, the PACV-Viet is stable and reliable over time. The PACV-Viet was also confirmed to have convergent validity through hypothesis testing. Similar to the finding, the PACV's outcomes were associated with future child immunisation status or odds of the non-timeliness of the first dose of measles [ 15 , 37 ]. According to a study in Canada, higher PACV scores were associated with greater uncertainty about the intention to vaccinate children [ 31 ]. Although the predictive validity had not yet been confirmed in this study, the result suggests the PACV-Viet could be used as an intervention tool for early predicting parental vaccine hesitancy.

In the PACV-Viet, the EFA yielded a three-factor model. However, there were differences in the factor-loading structure of items Q6, Q7 and Q11. These questions both mentioned how the parents were concerned about getting their children vaccinated. Thus, they formed a new domain labelled ‘Children and vaccination’. The Malay version also bore a different factor structure [ 35 ]. On the other hand, a Turkish validation study confirmed the domain's structure of the original PACV using confirmatory factor analysis [ 38 ]. These differences are somehow expected, especially in different cultural adaptations of survey tools.

Using the PACV-Viet, 8.9% of the parents were vaccine-hesitant in Hue city, Vietnam. This finding is comparable with recent similar studies using the PACV, such as results from Peru (9.8%), Iraq (9.9%), Saudi Arabia (11%), Malaysia (11.6%) and the United Arab Emirates (12%). The finding is lower in this study than those in other studies, including Ireland (15%), Canada (15%), Indonesia (15.9%), Italy (34.7%) and some in the United States (> 20%). These differences are likely due to the characteristics of the studied populations and settings. With a hesitancy rate of 8.9%, however, one-third of the parents reported they had delayed their children’s vaccination. According to a study about the timeliness of vaccination, only 33% of the parents had their children vaccinated on schedule in Hue city, Vietnam [ 39 ]. Besides, the hesitancy rate is lower than the self-reported rate of parents who thought they could be vaccine-hesitant. This suggests that a substantial number of parents were accepting to vaccinate their children but were still concerned about the vaccines.

Being unemployed was significantly associated with parental vaccine hesitancy. Compared with other studies in the South-East Asia region, the result was consistent with the Malaysian study [ 8 ]. The data collection period coincided with the COVID-19 pandemic. Thus, the study noticed a high rate of unemployed parents [ 40 ]. Indeed, unemployed people were more likely to have negative feelings about vaccine safety, especially those with a low level of education and low household income [ 41 ]. In the United States, unemployed people had poorer influenza vaccine uptake rates and COVID-19 vaccination acceptability [ 42 ]. With the combined impact of COVID-19 and unemployment, parents might hesitate to vaccinate their children due to their limited resources, such as time and income. The unemployed parents might be more disadvantaged and susceptible to vaccine-hesitant attitudes, influencing the vaccination decisions [ 43 ].

Parents were more likely to be vaccine-hesitant if they had seen the news about adverse events following immunisation. In a study in northern Vietnam, many urban participants would refuse vaccination after hearing news about adverse events following immunisation in the media [ 24 ]. In another study in Danang, the media significantly affected Vietnamese mothers’ decision to have their daughters receive the human papillomavirus vaccine [ 44 ]. However, this association might also be due to reverse causality [ 45 ]. The vaccine-hesitant parents might tend to seek out or put more awareness on the news about adverse events following immunisation. They might also selectively register information supporting vaccine-hesitant viewpoints because it allows them to see what they want to see, i.e., confirmation bias [ 46 ]. Thus, while access to information is essential, some information also creates concerns, exacerbating mistrust and confusion about vaccination.

The study has some limitations. First, the representativeness of data could be limited since the recruitment was done at commune health centres. The study also did not account for commonalities among parents within selected centres. Thus, the clustering effect could not be investigated. Second, self-administered questionnaires might raise the social-desirability bias as the participants might not well remember the information and answer questions to their advantage. Moreover, parental vaccine hesitancy might be a sensitive topic to some parents, which could not accurately reflect the actual condition. The parents might already consider themselves vaccine-hesitant and refuse to give accurate answers. Third, the study used a categorical variable (i.e. the intention of getting the children vaccinated) instead of a continuous variable (i.e. another scale) in the construct validity analysis. A categorical variable is less informative and can be more difficult to compare to other scales of the same construct. Besides, correlational methods are commonly used to assess convergent validity, which is more accurate when the variables are continuous [ 47 , 48 ]. The study also did not include parallel analysis for factor analysis, which could have provided additional insights into factor modelling. Last but not least, the research was limited to Hue city, Vietnam, and the findings might not reflect the entire country's prevalence of parental vaccine hesitancy.

In conclusion, this study developed the PACV-Viet using several validation processes. Notably, the 14-item PACV-Viet was found reliable and valid. The tool can be used to report parental vaccine hesitancy among the Vietnamese population. It is valuable to identify parental vaccine hesitancy in Hue City, Vietnam. The findings could contribute significantly to local and regional knowledge on this important topic. Community-based outreach can be instrumental in addressing vaccine concerns and enabling parents to continue their child's vaccination.

Availability of data and materials

The data are not publicly available due to them containing information that could compromise research participants’ consent. Data and materials (i.e. the PACV-Viet) are however available from the authors upon reasonable request. Please contact Dr. Bao Quy Quoc Truong ([email protected]) for any requests.

Abbreviations

Coronavirus Disease 2019

The Parent Attitudes About Childhood Vaccines survey tool

Expanded Programs on Immunisation

Intra-class Correlation Coefficient

Principal Component Analysis

Exploratory Factor Analysis

Kaiser-Meyer Olkin

Variance Inflation Factor

The Vietnamese version of the Parent Attitudes About Childhood Vaccines survey tool

Confidence interval

Adjusted Odds Ratio

Rémy V, Zöllner Y, Heckmann U. Vaccination: the cornerstone of an efficient healthcare system. J Mark Access Health Policy. 2015 Aug 12;3. Available from: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4802703/ . Accessed 13 Sep 2020.

Lane S, MacDonald NE, Marti M, Dumolard L. Vaccine hesitancy around the globe: analysis of three years of WHO/UNICEF joint reporting form data-2015–2017. Vaccine. 2018;36(26):3861–7.

Article   PubMed   PubMed Central   Google Scholar  

WHO. Report of the SAGE Working Group on Vaccine Hesitancy. 2014. Available from: https://www.asset-scienceinsociety.eu/sites/default/files/sage_working_group_revised_report_vaccine_hesitancy.pdf . Accessed 14 Nov 2023.

MacDonald NE. Vaccine hesitancy: definition, scope and determinants. Vaccine. 2015;33(34):4161–4.

Article   PubMed   Google Scholar  

Gostin LO, Hodge JG, Bloom BR, El-Mohandes A, Fielding J, Hotez P, et al. The public health crisis of underimmunisation: a global plan of action. Lancet Infect Dis. 2020;20(1):e11–6.

Larson HJ, Cooper LZ, Eskola J, Katz SL, Ratzan S. Addressing the vaccine confidence gap. Lancet. 2011;378(9790):526–35.

Larson HJ, Jarrett C, Eckersberger E, Smith DMD, Paterson P. Understanding vaccine hesitancy around vaccines and vaccination from a global perspective: a systematic review of published literature, 2007–2012. Vaccine. 2014;32(19):2150–9.

Mohd Azizi FS, Kew Y, Moy FM. Vaccine hesitancy among parents in a multi-ethnic country. Malays Vaccine. 2017;35(22):2955–61.

Yufika A, Wagner AL, Nawawi Y, Wahyuniati N, Anwar S, Yusri F, et al. Parents’ hesitancy towards vaccination in Indonesia: a cross-sectional study in Indonesia. Vaccine. 2020;38(11):2592–9.

Migriño J, Gayados B, Birol KRJ, De Jesus L, Lopez CW, Mercado WC, et al. Factors affecting vaccine hesitancy among families with children 2 years old and younger in two urban communities in Manila, Philippines. West Pac Surveill Response J WPSAR. 2020;11(2):20–6.

Article   Google Scholar  

Global Times. One more vaccine-related death triggers worries in Vietnam [Internet]. [cited 2023 Nov 14]. Available from: https://www.globaltimes.cn/content/849965.shtml .

Dyda A, King C, Dey A, Leask J, Dunn AG. A systematic review of studies that measure parental vaccine attitudes and beliefs in childhood vaccination. BMC Public Health. 2020;20(1):1253.

Opel DJ, Mangione-Smith R, Taylor JA, Korfiatis C, Wiese C, Catz S, et al. Development of a survey to identify vaccine-hesitant parents: the parent attitudes about childhood vaccines survey. Hum Vaccin. 2011;7(4):419–25.

Opel DJ, Taylor JA, Mangione-Smith R, Solomon C, Zhao C, Catz S, et al. Validity and reliability of a survey to identify vaccine-hesitant parents. Vaccine. 2011;29(38):6598–605.

Opel DJ, Taylor JA, Zhou C, Catz S, Myaing M, Mangione-Smith R. The relationship between parent attitudes about childhood vaccines survey scores and future child immunization status. JAMA Pediatr. 2013;167(11):1065–71.

Nguyen C, Grappasonni I, Scuri S, Nguyen B, Nguyen T, Petrelli F. Immunization in Vietnam. Ann Ig Med Prev E Comunita. 2019;31:291–305.

CAS   Google Scholar  

World Population Reviews. Hue population. Available from: https://worldpopulationreview.com/world-cities/hue-population . Accessed 7 Apr 2022.

Beaton DE, Bombardier C, Guillemin F, Ferraz MB. Guidelines for the process of cross-cultural adaptation of self-report measures. Spine. 2000;25(24):3186–91.

Article   CAS   PubMed   Google Scholar  

Wang H, Chow SC. Sample size calculation for comparing proportions. Wiley Encycl Clin Trials. 2007. Available from: https://doi.org/10.1002/9780471462422.eoct005 .

Comrey AL, Lee HB. A first course in factor analysis. 2nd ed. New York: Psychology Press; 2013. p. 442 . Available from: https://doi.org/10.4324/9781315827506 .

DeVellis R. Scale development: theory and applications. Thousand Oaks; SAGE: 2016.

Mestechkina T, Son ND, Shin JY. Parenting in Vietnam. In: Selin H, editor. Parenting across cultures: childrearing, motherhood and fatherhood in non-western cultures. Dordrecht: Springer Netherlands; 2014. p. 47–57. (Science Across Cultures: The History of Non-Western Science). Available from: https://doi.org/10.1007/978-94-007-7503-9_5 . Accessed 19 May 2021.

Chapter   Google Scholar  

Alsuwaidi AR, Elbarazi I, Al-Hamad S, Aldhaheri R, Sheek-Hussein M, Narchi H. Vaccine hesitancy and its determinants among Arab parents: a cross-sectional survey in the United Arab Emirates. Human Vaccines & Immunotherapeutics. 2020;16(12):3163–9.

Tran BX, Boggiano VL, Nguyen LH, Latkin CA, Nguyen HLT, Tran TT, et al. Media representation of vaccine side effects and its impact on utilization of vaccination services in Vietnam. Patient Prefer Adherence. 2018;12:1717–28.

Cooper S, Schmidt BM, Sambala EZ, Swartz A, Colvin CJ, Leon N, et al. Factors that influence parents’ and informal caregivers’ views and practices regarding routine childhood vaccination: a qualitative evidence synthesis. Cochrane Database Syst Rev. 2021;(10). Available from: https://www.cochranelibrary.com/cdsr/doi/10.1002/14651858.CD013265.pub2/full . Accessed 7 Apr 2022.

Streiner DL, Norman GR, Cairney J. Health measurement scales: a practical guide to their development and use. 5th ed. Oxford: Oxford University Press; 2015. p. 399.

Book   Google Scholar  

Raykov T, Marcoulides GA. On the pitfalls of estimating and using standardized reliability coefficients. Educ Psychol Meas. 2021;81(4):791–810.

Fadare O, Babatunde O, Ojo G, Iyanda J. Reduction of measuring items; contemporary issue in assessing internal consistency. IJCSI Int J Comput Sci Issues Vol 8 Issue 6 No 2 Novemb 2011. 2011;8:218–23.

Google Scholar  

Nanishi K, Jimba M. Reliability and validity of the Japanese version of the Iowa infant feeding attitude scale: a longitudinal study. J Hum Lact. 2014;30(3):346–52.

Cicchetti DV. Guidelines, criteria, and rules of thumb for evaluating normed and standardized assessment instruments in psychology. Psychol Assess. 1994;6(4):284–90.

Dubé È, Farrands A, Lemaitre T, Boulianne N, Sauvageau C, Boucher FD, et al. Overview of knowledge, attitudes, beliefs, vaccine hesitancy and vaccine acceptance among mothers of infants in Quebec, Canada. Hum Vaccines Immunother. 2018;15(1):113–20.

Flora DB, Flake JK. The purpose and practice of exploratory and confirmatory factor analysis in psychological research: Decisions for scale development and validation. Can J Behav Sci Rev Can Sci Comport. 2017;49(2):78–88.

Kutner M, Nachtsheim C, Neter J. Applied linear regression models. 4th. New York; McGraw-Hill/Irwin: 2004.

Cunningham RM, Kerr GB, Orobio J, Munoz FM, Correa A, Villafranco N, et al. Development of a Spanish version of the parent attitudes about childhood vaccines survey. Hum Vaccines Immunother. 2019;15(5):1106–10.

Halim HA, Abdul-Razak S, Yasin MM, Isa MR. Validation study of the Parent Attitudes About Childhood Vaccines (PACV) questionnaire: the Malay version. Hum Vaccines Immunother. 2020;16(5):1040–9.

Smith PJ, Humiston SG, Marcuse EK, Zhao Z, Dorell CG, Howes C, et al. Parental delay or refusal of vaccine doses, childhood vaccination coverage at 24 months of age, and the Health Belief Model. Public Health Rep Wash DC. 1974;2011(126 Suppl 2):135–46.

Olarewaju VO, Jafflin K, Deml MJ, Zimmermann C, Sonderegger J, Preda T, et al. Application of the Parent Attitudes about Childhood Vaccines (PACV) survey in three national languages in Switzerland: exploratory factor analysis and mokken scale analysis. Hum Vaccines Immunother. 2021;0(0):1–9.

Ataseven Bulun M, Acuner D. Turkish adaptation and reliability and validity study of parent attitudes about childhood vaccines survey. J Pediatr Res. 2020;7(4):323–30.

Dang CK, Nguyen TH. Vaccination on schedule and related factors among children under two years old in Huong Long ward, Hue city in 2017. Vietnam Journal of Preventive Medicine. 2019;29(5):107–115.

Nguyen HTT, Nguyen TT, Dam VAT, Nguyen LH, Vu GT, Nguyen HLT, et al. COVID-19 employment crisis in Vietnam: global issue, national solutions. Front Public Health. 2020;8:854.

Larson HJ, de Figueiredo A, Xiahong Z, Schulz WS, Verger P, Johnston IG, et al. The state of vaccine confidence 2016: global insights through a 67-country survey. EBioMedicine. 2016;12:295–301.

Malik AA, McFadden SM, Elharake J, Omer SB. Determinants of COVID-19 vaccine acceptance in the US. EClinicalMedicine. 2020;26:100495.

Riumallo-Herl C, Chang AY, Clark S, Constenla D, Clark A, Brenzel L, et al. Poverty reduction and equity benefits of introducing or scaling up measles, rotavirus and pneumococcal vaccines in low-income and middle-income countries: a modelling study. BMJ Glob Health. 2018;3(2):e000613.

Dinh TA, Rosenthal SL, Doan ED, Trang T, Pham VH, Tran BD, et al. Attitudes of mothers in Da Nang, Vietnam toward a human papillomavirus vaccine. J Adolesc Health Off Publ Soc Adolesc Med. 2007;40(6):559–63.

Abadie A. Causal Inference. In: Kempf-Leonard K, editor. Encyclopedia of social measurement. New York: Elsevier; 2005. p. 259–66. Available from: https://www.sciencedirect.com/science/article/pii/B0123693985001821 . Accessed 25 Dec 2021

Nickerson RS. Confirmation bias: a ubiquitous phenomenon in many guises. Rev Gen Psychol. 1998;2(2):175–220.

Kline RB. Principles and practice of structural equation modeling. 5th edition. New York; Guilford Press: 2023.

Fabrigar LR, Wegener DT. Exploratory factor analysis. New York; Oxford University Press: 2012.

Download references

Acknowledgements

The authors express their sincere thanks to the health centres and all parents participating in the study. We are also grateful to the translators, the expert board, and anyone from Hue University of Medicine and Pharmacy who assisted with this study.

Not applicable.

Author information

Authors and affiliations.

Department of Community and Global Health, Graduate School of Medicine, The University of Tokyo, Tokyo, Japan

Bao Quy Quoc Truong, Ken Ing Cherng Ong, Akira Shibanuma, Junko Kiriya & Masamine Jimba

Institute for Community Health Research, University of Medicine and Pharmacy, Hue University, Hue, Vietnam

Bao Quy Quoc Truong

Department of Epidemiology, Harvard T.H. Chan School of Public Health, Boston, MA, USA

Ken Ing Cherng Ong

You can also search for this author in PubMed   Google Scholar

Contributions

BQQT, KICO and MJ conceptualised and designed the study. AS and JK commented on methods. BQQT collected the data. BQQT and KICO analysed and interpreted the data. BQQT wrote the first draft of the manuscript. KICO, AS, JK and MJ revised the manuscript. All authors read and approved the final manuscript.

Corresponding author

Correspondence to Ken Ing Cherng Ong .

Ethics declarations

Ethics approval and consent to participate.

The study obtained permission for translation and use from the PACV’s author. The ethical approvals were obtained from the Research Ethics Committee, the Graduate School of Medicine, the University of Tokyo, Japan (No. 2021109NI) and the Ethics Committee of Hue University of Medicine and Pharmacy, Hue University, Vietnam (No. H2021/413). Written informed consents were obtained from all parents. The survey was also done anonymously, with all personal information coded to conceal identity and stored securely. The study was carried out in accordance with the relevant regulations and guidance.

Consent for publication

Competing interests.

The authors declare no competing interests.

Additional information

Publisher’s note.

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ . The Creative Commons Public Domain Dedication waiver ( http://creativecommons.org/publicdomain/zero/1.0/ ) applies to the data made available in this article, unless otherwise stated in a credit line to the data.

Reprints and permissions

About this article

Cite this article.

Truong, B.Q.Q., Ong, K.I.C., Shibanuma, A. et al. Adaptation and application of the Parent Attitudes About Childhood Vaccines survey tool in the Vietnamese language: a cross-sectional study. BMC Public Health 24 , 946 (2024). https://doi.org/10.1186/s12889-024-18389-x

Download citation

Received : 28 March 2023

Accepted : 19 March 2024

Published : 02 April 2024

DOI : https://doi.org/10.1186/s12889-024-18389-x

Share this article

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Vaccination hesitancy
• Immunisation programs

BMC Public Health

ISSN: 1471-2458

• Submission enquiries: [email protected]
• General enquiries: [email protected]

• Do Not Sell My Personal Info

•  ⋅ 
• Content Marketing

35 Content Marketing Statistics You Should Know

Stay informed with the latest content marketing statistics. Discover how optimized content can elevate your digital marketing efforts.

Content continues to sit atop the list of priorities in most marketing strategies, and there is plenty of evidence to support the reasoning.

Simply put, content marketing is crucial to any digital marketing strategy, whether running a small local business or a large multinational corporation.

After all, content in its many and evolving forms is indisputably the very lifeblood upon which the web and social media are based.

Modern SEO has effectively become optimized content marketing for all intents and purposes.

This is when Google demands and rewards businesses that create content demonstrating experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) for their customers – content that answers all of the questions consumers may have about their services, products, or business in general.

Content marketing involves creating and sharing helpful, relevant, entertaining, and consistent content in various text, image, video, and audio-based formats to the plethora of traditional and online channels available to modern marketers.

The primary focus should be on attracting and retaining a clearly defined audience, with the ultimate goal of driving profitable customer action.

Different types of content can and should be created for each stage of a customer’s journey .

Some content, like blogs or how-to videos, are informative or educational. Meanwhile, other content, like promotional campaign landing pages , gets to the point of enticing prospective customers to buy.

But with so much content being produced and shared every day, it’s important to stay updated on the latest trends and best practices in content marketing to keep pace and understand what strategies may be most effective.

Never has this been more true than in 2024, when we’re in the midst of a content revolution led by generative AI , which some feel represents both an opportunity and a threat to marketers.

To help you keep up, here are 35 content marketing statistics I think you should know:

Content Marketing Usage

How many businesses are leveraging content marketing, and how are they planning to find success?

• According to the Content Marketing Institute (CMI), 73% of B2B marketers, and 70% of B2C marketers use content marketing as part of their overall marketing strategy.
• 97% of marketers surveyed by Semrush achieved success with their content marketing in 2023.
• A B2B Content Marketing Study conducted by CMI found that 40% of B2B marketers have a documented content marketing strategy; 33% have a strategy, but it’s not documented, and 27% have no strategy.
• Half of the surveyed marketers by CMI said they outsource at least one content marketing activity.

Content Marketing Strategy

What strategies are content marketers using or finding to be most effective?

• 83% of marketers believe it’s more effective to create higher quality content less often. (Source: Hubspot)
• In a 2022 Statista Research Study of marketers worldwide, 62% of respondents emphasized the importance of being “always on” for their customers, while 23% viewed content-led communications as the most effective method for personalized targeting efforts.
• With the increased focus on AI-generated search engine results, 31% of B2B marketers say they are sharpening their focus on user intent/answering questions, 27% are creating more thought leadership content, and 22% are creating more conversational content. (Source: CMI)

Types Of Content

Content marketing was synonymous with posting blogs, but the web and content have evolved into audio, video, interactive, and meta formats.

Here are a few stats on how the various types of content are trending and performing.

• Short-form video content, like TikTok and Instagram Reel, is the No. 1 content marketing format, offering the highest return on investment (ROI).
• 43% of marketers reported that original graphics (like infographics and illustrations) were the most effective type of visual content. (Source: Venngage)
• 72% of B2C marketers expected their organization to invest in video marketing in 2022. (Source: Content Marketing Institute – CMI)
• The State of Content Marketing: 2023 Global Report by Semrush reveals that articles containing at least one video tend to attract 70% more organic traffic than those without.
• Interactive content generates 52.6% more engagement compared to static content. On average, buyers spend 8.5 minutes viewing static content items and 13 minutes on interactive content items. (Source: Mediafly)

Content Creation

Creating helpful, unique, engaging content can be one of a marketer’s greatest challenges. However, innovative marketers are looking at generative AI as a tool to help ideate, create, edit, and analyze content quicker and more cost-effectively.

Here are some stats around content creation and just how quickly AI is changing the game.

• Generative AI reached over 100 million users just two months after ChatGPT’s launch. (Source: Search Engine Journal)
• A recent Ahrefs poll found that almost 80% of respondents had already adopted AI tools in their content marketing strategies.
• Marketers who are using AI said it helps most with brainstorming new topics ( 51%) , researching headlines and keywords (45%), and writing drafts (45%). (Source: CMI)
• Further, marketers polled by Hubspot said they save 2.5 hours per day using AI for content.

Content Distribution

It is not simply enough to create and publish content.

For a content strategy to be successful, it must include distributing content via the channels frequented by a business’s target audience.

• Facebook is still the dominant social channel for content distribution, but video-centric channels like YouTube, TikTok, and Instagram are growing the fastest .  (Source: Hubspot)
• B2B marketers reported to CMI that LinkedIn was the most common and top-performing organic social media distribution channel at 84% by a healthy margin. All other channels came in under 30%.
• 80% of B2B marketers who use paid distribution use paid social media advertising. (Source: CMI)

Content Consumption

Once content reaches an audience, it’s important to understand how an audience consumes the content or takes action as a result.

• A 2023 Content Preferences Study by Demand Gen reveals that 62% of B2B buyers prefer practical content like case studies to inform their purchasing decisions, citing “a need for valid sources.”
• The same study also found that buyers tend to rely heavily on content when researching potential business solutions, with 46% reporting that they increased the amount of content they consumed during this time.
• In a recent post, blogger Ryan Robinson reports the average reader spends 37 seconds reading a blog.
• DemandGen’s survey participants also said they rely most on demos ( 62% ) and user reviews (55%) to gain valuable insights into how a solution will meet their needs.

Content Marketing Performance

One of the primary reasons content marketing has taken off is its ability to be measured, optimized, and tied to a return on investment.

• B2C marketers reported to CMI that the top three goals content marketing helps them to achieve are creating brand awareness, building trust, and educating their target audience.
• 87% of B2B marketers surveyed use content marketing successfully to generate leads.
• 56% of marketers who leverage blogging say it’s an effective tactic, and 10% say it generates the greatest return on investment (ROI).
• 94% of marketers said personalization boosts sales.

Content Marketing Budgets

Budget changes and the willingness to invest in specific marketing strategies are good indicators of how popular and effective these strategies are at a macro level.

The following stats certainly seem to indicate marketers have bought into the value of content.

• 61% of B2C marketers said their 2022 content marketing budget would exceed their 2021 budget.
• 22% of B2B marketers said they spent 50% or more of their total marketing budget on content marketing. Furthermore, 43% saw their content marketing budgets grow from 2020 to 2021, and 66% expected them to grow again in 2022.

Content Challenges

All forms of marketing come with challenges related to time, resources, expertise, and competition.

Recognizing and addressing these challenges head-on with well-thought-out strategies is the best way to overcome them and realize success.

• Top 3 content challenges included “attracting quality leads with content” ( 45% ), “creating more content faster” (38%), and “generating content ideas” (35%). (Source: Semrush’s The State of Content Marketing: 2023 Global Report)
• 44% of marketers polled for CMI’s 2022 B2B report highlighted the challenge of creating the right content for multi-level roles as their top concern. This replaced internal communication as the top challenge from the previous year.
• Changes to SEO/search algorithms ( 64% ), changes to social media algorithms (53%), and data management/analytics (48%) are also among the top concerns for B2C marketers.
• 47% of people are seeking downtime from internet-enabled devices due to digital fatigue.
• While generative AI has noted benefits, it also presents challenges for some marketers who fear it may replace them. In Hubspot’s study, 23% said they felt we should avoid using generative AI.
• Another challenge with AI is how quickly it has come onto the scene without giving organizations time to provide training or to create policies and procedures for its appropriate and legal use. According to CMI, when asked if their organizations have guidelines for using generative AI tools, 31% of marketers said yes, 61% said no, and 8% were unsure.

Time To Get Started

As you can clearly see and perhaps have already realized, content marketing can be a highly effective and cost-efficient way to generate leads, build brand awareness, and drive sales. Content, in its many formats, powers virtually all online interactions.

Generative AI is effectively helping to solve some of the time and resource challenges by acting as a turbo-powered marketing assistant, while also raising a few procedural concerns.

However, the demand for content remains strong.

Those willing to put in the work of building a documented content strategy and executing it – by producing, optimizing, distributing, and monitoring high-value, relevant, customer-centric content, with the help of AI or not – can reap significant business rewards.

More resources:

• 6 Ways To Humanize Your Content In The AI Era
• Interactive Content: 10 Types To Engage Your Audience
• B2B Lead Generation: Create Content That Converts

Featured Image: Deemak Daksina/Shutterstock 

Jeff has been helping organizations manage, measure and optimize their Web presences for over 20 years. He has deep knowledge ...

Subscribe To Our Newsletter.

Conquer your day with daily search marketing news.

• Washington State University
• Go to wsu twitter
• Go to wsu facebook
• Go to wsu linkedin

CEREO and NSF Pathways Program takes students to Ecuador

As part of a continuing global partnership, Washington State University’s Center for Environmental Research Education and Outreach took students to Ecuador early in 2024 to collaborate with their South American colleagues on water resource issues.

The event is a part of the Partnerships Along the Headwaters of the Americas for Young Scientists (Pathways) Program. Funded by the National Science Foundation’s International Research Experience for Students program, Pathways focuses on climate change effects on water storage and downstream uses that need to be managed.

In the first two years of the program, Pathways students went to Santiago and Frutillar in Chile, hosted by the University of Chile. This year, the Pathways Program traveled to Ecuador, hosted by the University of Cuenca, in the beautiful city of Cuenca.

Twelve Ecuadorian students and two Peruvian students joined 12 US-based Pathways students for a two-week, intense program to understand issues related to Cuenca’s water supply.

WSU professors Alexander Fremier, Julie Padowski, and Jan Boll led the Ecuador summer school, along with Benjamin Warner from the University of New Mexico, and Rolando Célleri and Mario Cordova from the University of Cuenca.

“The interaction amongst US and international students have been inspiring and long-lasting. This program has been one of the more rewarding projects in my career,” Boll said.

Pathways is an outgrowth of the international Transect of the Americas project, which is also funded by the NSF. Boll, Fremier, and Padowski with more than 20 US and international collaborators are studying the impacts of climate change on water storage systems (often called water towers) in headwater areas in mountain sites along the western Americas from Canada to Patagonia in Chile and Argentina.

Headwaters are linked to downstream areas where human activities depend on a reliable flow of quality water. The research team has adopted the term headwater dependent systems for these downstream areas. Pathways students go to sites in the area to conduct research on headwater dependent systems. This research gives the students time to interact with a variety of foreign mentors at universities and state organizations in Chile, Peru, Costa Rica, Ecuador, and Argentina.

The Pathways Program first prepared all students for the visit to Cuenca with a series of webinars in Fall 2023. During that time, students worked in groups to prepare white papers on water, climate, ecology, urban water supply, and water governance, so the entire team gained disciplinary adequacy. Once in Cuenca, the students reorganized into three interdisciplinary groups and took on topics such as “climate change effects and the 2023 drought”, “land use change effects on water quantity and quality in two headwater basins”, and “y ahora qué?” (And now what?”). In addition to practicing their interdisciplinary skills, students had an amazing cultural experience in Ecuador, and they learned about high mountain wetlands (called Páramo’s), the creativity involved with source water protection for water storage dams, and the history of water development in the region.

Mechanical engineering professor receives award for innovation in education

Recent news.

Public talk explores racial segregation, historical memory of Seattle

First provost candidate on campus Tuesday

Planning tools aim to help prepare the power grid for future climate extremes

Canada lynx historic range in US likely wider than previously thought

Employee engagement survey feedback addressed in impact plans.

Help | Advanced Search

Computer Science > Computation and Language

Title: what are tools anyway a survey from the language model perspective.

Abstract: Language models (LMs) are powerful yet mostly for text generation tasks. Tools have substantially enhanced their performance for tasks that require complex skills. However, many works adopt the term "tool" in different ways, raising the question: What is a tool anyway? Subsequently, where and how do tools help LMs? In this survey, we provide a unified definition of tools as external programs used by LMs, and perform a systematic review of LM tooling scenarios and approaches. Grounded on this review, we empirically study the efficiency of various tooling methods by measuring their required compute and performance gains on various benchmarks, and highlight some challenges and potential future research in the field.

Submission history

Access paper:.

• HTML (experimental)
• Other Formats

References & Citations

• Google Scholar
• Semantic Scholar

BibTeX formatted citation

Bibliographic and Citation Tools

Code, data and media associated with this article, recommenders and search tools.

• Institution

arXivLabs: experimental projects with community collaborators

arXivLabs is a framework that allows collaborators to develop and share new arXiv features directly on our website.

Both individuals and organizations that work with arXivLabs have embraced and accepted our values of openness, community, excellence, and user data privacy. arXiv is committed to these values and only works with partners that adhere to them.

Have an idea for a project that will add value for arXiv's community? Learn more about arXivLabs .