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Survey Design is the large process of designing all aspects of a survey, from the targeting to the format. On this page, we cover the many steps involved in perfecting the art of survey design, helping researchers to get the most out of their surveys. 

Survey Objectives

The first step of good survey design is setting your survey objectives and goals. Don’t stray from your survey objectives, otherwise you risk getting responses back that don’t actually provide you with the information you need to achieve your research goal.


Having the right audience means that you can get the right answers and ultimately, get the most out of your research. By understanding your targeting tools and having a real targeting strategy you can do more with less.


It is a researcher's responsibility to minimise the effect of the response bias as much as possible in a survey. Understanding bias is crucial in identifying weaknesses in your survey design.

Ambiguous Questions

Often connected to bias, ambiguous questions are a leading cause of frustration among survey respondents, reducing the quality of the data your are collecting, as well as your response rate.

Question Types

Discover the basic question types that are used in surveys and find out the best practices to employ. There are many question tyoes in survey design, but having a wide and diverse range of question types at your disposal allows you to customise your survey to get the best design possible.

Open Ended Questions

Open ended questions can empower the respondents, providing comprehensive data to researchers. However, knowing when to use open-ended questions can puzzle even the best researchers.

Preference Questions

A ranking question asks respondents to order answer choices by way of preference. If utilized correctly, preference questions can provide data on how popular options are in the relation to each other.

Conditional Logic

Conditional Logic is one of the most advance features in survey designs, allowing researchers to customise the question path depending on their respondent's responses. There are massive benefits to utilising conditional logic, pleasing both respondents and researchers alike.

Researchers should constantly be looking for ways to improve their survey design. Survey design, more so than anything else, can make or break research and this process should not be rushed. Take your time and follow best practices.

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