Contributed Articles

Tutorial: Introduction to Survey Design

JENNIFER HUNSECKER Nielsen LAUREN WALTON Nielsen Overview Ethnographers tend to be uneasy about survey research. Some of us shun it because it seems “reductive” of human experience; others are intimidated by complex methods and analytics that weren’t part of our research training. But surveys are everywhere—some are rigorous and insightful, many are lousy. Whether we’re conducting surveys, collaborating with colleagues who do, or interpreting survey-based studies, an understanding of survey research fundamentals is essential. Tutorial offers survey basics from an ethnographer and survey methodologist who collaborate at the world’s leading provider of media and marketing information. Their crash course on survey fundamentals includes: when to use surveys and why basics of survey design writing effective survey questions evaluating survey quality the total survey error framework how ethnographers and survey researchers can add value to each others’ work This tutorial is designed for...