Defining objectives: What do you want to find out?
Every survey begins with the key question:
What do I want to know?
Defining your objectives is the foundation of the entire project.
Without a clear objective, there is a risk of collecting too much information or the wrong information.
Typical goals could be:
- Determining customer satisfaction with a product
- Gathering opinions on political issues
- Identifying the needs of a target group
- Understanding attitudes toward social developments
- A precise goal helps to plan all further steps in a targeted manner and not lose focus.
It is important to formulate the goal as concretely and measurably as possible—ideally in the form of research questions or hypotheses.
Determine the target group: Who should be surveyed?
The target group is the group of people from whom information is to be obtained.
It should be selected in such a way that it represents as accurately as possible the people who are relevant to the research question.
Demographic characteristics such as age, gender, educational background, occupation, and place of residence play a role here.
Psychographic characteristics such as attitudes, interests, and values can be just as important.
Examples:
- A survey on social media use, for example, is more likely to target younger users.
- A survey on professional development should be aimed at people in working life.
The more precisely the target group is defined, the easier it is to draw meaningful conclusions.
Selecting a method: How will the survey be conducted?
The choice of the appropriate survey method has a significant impact on the reach, quality, and cost of the survey.
Common methods are:
- Online survey: cost-effective, fast, well-suited for large samples
- Telephone survey: suitable for structured interviews, higher response rate than online
- Face-to-face interview: personal atmosphere, but time-consuming and costly
- Written survey (by mail): traditional, but declining in use
The choice depends on many factors: the target group, the budget, the complexity of the topic, and the expected response rate.
Personal interviews can be useful for sensitive topics, while online surveys are more suitable for broad opinions.
Creating a questionnaire: The core of the survey
The questionnaire is the central instrument of any survey.
It should be well thought out, clearly structured, and easy to understand.
The following applies:
- Clarity: Questions must be clearly worded to avoid misunderstandings.
- Neutrality: Leading questions or judgmental terms should be avoided.
- Order: The sequence of questions should be logical and structured thematically. More sensitive questions should be placed at the end.
- Question types: A mixture of closed (e.g., yes/no, scales) and open questions is useful. Closed questions facilitate evaluation, while open questions offer deeper insights.
Before the questionnaire is put into practice, a pretest is advisable—a test run with a few people to check comprehension, length, and technique.
Sampling and implementation: Who will be surveyed, when, and how?
Since it is usually not possible to survey everyone in a target group, a sample is taken—that is, a representative portion of the target group.
The following must be clarified:
- Sample size: The larger the sample, the more reliable the results—but the greater the effort and cost.
- Selection procedure: Random selection (e.g., simple random sampling) increases objectivity, while quota or deliberate selection enables more targeted findings.
The implementation must also be carefully organized: When will the respondents be contacted? How long does participation take? Will there be a reminder?
An incentive system (e.g., a prize draw) can increase willingness to participate.
Data protection and ethics: Ensuring trust
An often underestimated but crucial aspect:
The protection of personal data and the ethically correct treatment of respondents.
In many countries, data protection laws such as the GDPR (in the EU) regulate what is and is not permitted.
Important principles are:
- Transparency: Respondents must be informed about the purpose, duration, data protection, and voluntary nature of participation.
- Anonymity: If possible, it should not be possible to identify individual persons.
- Consent: Participation must be voluntary, ideally with informed consent.
An ethical and legally compliant approach builds trust and protects both participants and those responsible.
Conclusion
A survey is much more than just asking questions.
The entire process—from defining objectives to methodological planning and evaluation—requires strategic thinking, diligence, and a sense of responsibility.
Only a well-planned survey can deliver valid and reliable results that can be used as a basis for sound decisions.
Those who consistently follow this planning process will ultimately benefit from meaningful data and valuable insights.
More tips & tricks for surveys
- Evaluating surveys with easyfeedback: Effectively collect and analyze feedback
- How long should a survey be open for responses?
- 8 tips for building your questionnaire
- Tips for increasing participation rates in employee and customer surveys
- 10 tips to increase the response rate of your survey
- Why you shouldn’t ask as many questions as you like in your survey
- 7 proven practical tips for creating your next questionnaire
- Formulating texts and questions when creating your questionnaire
- Survey or questionnaire? Find out the decisive difference!
- Tips & tricks to motivate more participants to take part in the survey