Getting started
Surveys
What is a survey?
Surveys are a structured way of collecting data or information from a specific group or population of interest. We use surveys to gather information which can be used to learn about a population, usually through a set of standardised questions.
Surveys play a key role in research and evaluation. In a public health context, surveys can help us understand people’s experiences, behaviours, and needs, as well as provide evidence which can help shape service design, delivery, and policy.
Surveys capture the voice of individuals and communities directly, unlike routine data sources (e.g., GP or hospital data). When designed well, surveys are a powerful tool for gathering information that can’t be obtained from existing data. However, when designed poorly, surveys can lead to misleading and inaccurate findings.
When should I use (and not use) a survey?
Surveys are useful for gathering information directly from people in a systematic way, often about their experiences, behaviours, or opinions. They work best when you have a clear set of questions in mind and want to ask standardised (the same) questions of everyone and need to generate findings that can be compared across individuals or groups.
Despite their benefits, surveys are not always the best approach. Surveys are less suitable if the issue you are researching requires in-depth exploration, the topic is highly sensitive, or you are trying to generate causal findings (e.g., whether one factor directly leads to a particular outcome).
Surveys might be less appropriate if your target population is small or seldom heard as response rates are likely to be low, findings might not be representative, and there is a higher risk of individuals being identified.
If your target population has limited literacy skills or digital access, an online or written survey may be a significant barrier to participation. One way to mitigate this is by offering the option of verbally administered surveys (e.g., over the phone or in person). However, be mindful that approach may not always be feasible. See ‘Choose your survey method’ for more information. #TODO
Strengths and limitations of surveys
As with any research method, surveys have both advantages and disadvantages. Understanding the strengths and limitations of surveys can help you decide whether a survey is the right tool for your project, and what challenges to look out for if you choose this method.
Strengths:
Capture residents’, service users’, and professionals’ views, attitudes, and lived experiences
Target a large number of people relatively quickly
Flexibile formats (e.g., online, paper, telephone)
Resource-effective, less time and money than other methods
Limited time commitment from respondents
Support both quantitative and qualitative data collection
Anonymised responses can encourage people to take part
Limitations:
Less useful for exploring complex, sensitive, or nuanced issues
Response bias1 and risk of excluding certain populations
Low response rates can reduce confidence in findings and undermine generalisability
Small sample sizes might not provide enough data to compare sub-groups
Incomplete or rushed responses can reduce how useful the data can be
Closed questions may not always capture the full context behind people’s views2
Footnotes
Response bias describes the tendency for respondents to not answer questions truthfully or accurately, either accidentally or deliberately.↩︎
Closed questions can sometimes miss important context or explanations but it is important to not overload your survey with open questions either. To strike a balance, consider whether a small number of targeted open questions are needed to capture nuance.↩︎