Survey design

Survey design

Published January 10, 2026

Survey design

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Survey Fundamentals - Blueprint for Answers

  • Purpose: A systematic method for gathering information from a sample of individuals to understand a larger population's characteristics, attitudes, or behaviors. Key for epidemiological research.
  • Core Instrument: Questionnaires or structured interviews.
  • Primary Survey Types:
    • Descriptive: Captures a "snapshot" of a population's characteristics at one point in time (e.g., disease prevalence).
    • Analytical: Aims to test hypotheses about relationships between variables (e.g., exposure and outcome).

Study Design Types: Descriptive vs. Analytic

⭐ Cross-sectional studies, a common survey design, can demonstrate association but not causation because exposure and outcome are measured simultaneously.

Question Crafting - The Art of Asking

  • Goal: To gather accurate, unbiased data. The quality of survey data hinges on the quality of the questions asked.

  • Question Types:

TypeDescriptionUse Case
Open-EndedAllows free-form answers.Qualitative data, exploring new topics.
Closed-EndedProvides pre-defined answer choices.Quantitative data, easy to analyze.
-   **Leading Questions:** Suggests a particular answer.
    -   *e.g., "Don't you agree that the new clinic hours are much better?"*
-   **Double-Barreled Questions:** Asks about two separate issues in one question.
    -   *e.g., "Are you satisfied with the clinic's doctors and nurses?"*
-   **Ambiguity:** Uses unclear or technical terms.

Likert scales are a common type of closed-ended question, used to measure attitudes or opinions by asking respondents to specify their level of agreement with a statement (e.g., from "Strongly Disagree" to "Strongly Agree").

Patient Satisfaction Survey with Likert Scale

Sampling & Bias - The Who and the Whoops!

  • Sampling: The process of selecting a representative subset from a larger population. The goal is generalizability (external validity).

    • Probability (Random) Sampling: Every member has a non-zero chance of being selected. Aims to be representative.
    • Non-Probability (Non-random) Sampling: Based on convenience or other criteria; not random (e.g., convenience, snowball).
  • Bias: A systematic error in study design or conduct that leads to distorted results, threatening internal validity.

    • Selection Bias: Study population is not representative of the target population.
      • Non-response bias: Significant differences between those who participate and those who don't.
      • Berkson bias: Hospitalized patients are not representative of the general population.
    • Measurement Bias: Information is gathered in a systematically distorted manner.
      • Recall bias: Inaccurate recall of past exposures, common in case-control studies.

Hawthorne Effect: Participants alter their behavior because they know they are being observed.

Types of Selection Bias in Research

High‑Yield Points - ⚡ Biggest Takeaways

  • Selection bias is a major threat; random sampling is the best defense.
  • Non-response bias occurs when participants who respond differ significantly from those who do not.
  • Recall bias is a key limitation in retrospective surveys, affecting self-reported data accuracy.
  • Avoid leading or loaded questions to prevent introducing measurement error and influencing responses.
  • Social desirability bias leads to underreporting of stigmatized behaviors and overreporting of positive ones.
  • Cross-sectional surveys determine prevalence at a single point in time.

Practice Questions: Survey design

Test your understanding with these related questions

A researcher is studying whether a new knee implant is better than existing alternatives in terms of pain after knee replacement. She designs the study so that it includes all the surgeries performed at a certain hospital. Interestingly, she notices that patients who underwent surgeries on Mondays and Thursdays reported much better pain outcomes on a survey compared with those who underwent the same surgeries from the same surgeons on Tuesdays and Fridays. Upon performing further analysis, she discovers that one of the staff members who works on Mondays and Thursdays is aware of the study and tells all the patients about how wonderful the new implant is. Which of the following forms of bias does this most likely represent?

1 of 5

Flashcards: Survey design

1/10

Both twin concordance and adoption studies are useful for measuring '_____'

TAP TO REVEAL ANSWER

Both twin concordance and adoption studies are useful for measuring '_____'

nature vs. nurture

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