Conducting market research for community development is a common task that helps gather actionable insights. This article offers guidance on survey design to help community development professionals collect meaningful data, ensuring community surveys are both effective and insightful.

TABLE OF CONTENTS

Key Takeaways

  • Learn how to define clear objectives for your market research to ensure you gather relevant and actionable data.
  • Discover the art of creating meaningful survey questions that yield valuable insights without bias.
  • Get tips on structuring your survey to maximize response rates and data quality, making your research more impactful.

Setting the Stage for Effective Survey Design

Create with purpose, ask the right questions, and keep it simple, stupid.

Creating a community survey can be challenging. Whether you need to conduct a large survey to assess housing, community, or recreation needs or a project-specific survey, the basic parameters of development are all the same.

Every time I create a survey design for community development projects, I can’t help but hear the lingering voice of my marketing professor in my mind, “Create with purpose, ask the right questions, and keep it simple, stupid.” I learned a lot about survey design from him, and even more over the years as I made mistakes and adjusted.

That is what this article is about. I’ve written this with community development professionals in mind, but really, the parameters are the same whether you’re conducting a community survey or market research for a new business.

Either way, I hope this helps shed some light on survey design for community development so you are more confident the next time you conduct a survey, whether by yourself or with the help of a marketing consultant.

Defining Your Goals

Before You Create Your First Question, Understand Exactly What You Need to Know!

Before you head to the computer to start typing up a list of survey questions, you need to understand the goals of your survey. I know this sounds like a “well-duh” statement, but you’d be surprised how many times I’ve been part of the survey design process without clear objectives and goals in mind. It gets messy fast.

Understanding the ‘why’ behind your survey is important. Market research in community development involves identifying specific community needs and goals that your survey aims to address. It will also make sure that everyone on your team is on the same page and fully understands the scope of the survey project.

Creating a Survey Brief

The best way to keep you and everyone on your team on track is to create a Survey Brief. This is a simple document that outlines the following details:

  • Your Purpose: Start by asking why this information is needed. Are you trying to assess community needs, measure satisfaction, gather feedback on a recent event, or something else? Clearly defining the purpose will help you stay focused and relevant.
  • Your Goal: Next, outline what you want to know. Be specific about the information you’re seeking. For instance, if your purpose is to understand community needs, your goal might be to identify the most requested public services or facilities or, better yet, to identify which public services or facilities your community members leave your community to do elsewhere.
  • Your Target Market: Knowing your audience is crucial. Define who you want to survey. Are you targeting residents of a specific area, participants of a particular event, or members of a certain demographic? Understanding your target market ensures that your questions are relevant and that your data will be useful.

  • Your Sample Size: Decide how many people you need to survey to get reliable data. This involves:

    • Population Size: The total number of people in the community or specific group you’re studying.
    • Margin of Error: The acceptable range within which the true value lies.
    • Confidence Level: The degree of certainty that the sample accurately reflects the population.

    Use a sample size calculator, like this one from SurveyMoney, or a formula to determine the necessary sample size. Ensuring your sample accurately represents the population is vital for the reliability of your data.

  • Your Timeline: Develop a timeline that maps out your process from start to finish. This should include:

    • Survey Design Timeline: the time needed to create and test your survey.
    • Response Collection Timeline: The period during which you will collect responses.
    • Data Analysis Timeline: Time allocated to analyze the collected data and extract insights.

  • Your Distribution Methods: Clearly outline your distribution methods. Determine when the survey will be distributed to maximize participation rates, considering factors like community events, holidays, or times when respondents are most likely to be available. Decide where the survey will be distributed through online platforms, social media, community centers, or local events. Finally, specify how the survey will be distributed, such as via email, social media campaigns, paper forms, or face-to-face interactions.

During the survey design process, keep your goals in mind. This will help you choose the right question types to use, create clear and unbiased questions, and ensure your survey is engaging and easy to complete.

You’ll also find the results easier to interpret, as you’ll have a clear framework for what you’re trying to achieve.

Understanding the Three Parts of a Survey

Qualifying, Data Collection, and Demographics

Alright, your survey brief is complete. Now, it’s time to start building the survey. But, before you start writing all the questions, check out this section to understand the three parts of a survey and how you should organize all those questions.

Qualifying Questions

Qualifying questions (also known as in-survey screening questions) should be asked first within a survey. To best respect the time of all respondents, use this question type to immediately identify any respondents who don’t qualify as members of your target audience and route them to the disqualification page.

More importantly, qualifying questions help prevent you from dirtying your data set. For example, if you are conducting a community needs assessment, your target market is your residents. Should a tourist come across your survey, you need a way to disqualify them because their answers are not relevant data.

Data-Collection Questions

These questions form the bulk of the questions on your survey. The questions asked in this section of your survey should reflect the purpose of your study.

The responses to the data-collection questions will provide you with the information you need to create actionable next steps once the analysis process is complete. There are numerous formats that you can use to collect this information, and we’ll get into that in the next section of this article.

The key element of this section of your survey is to ensure that every question you ask relates back to your survey goals. This will help make sure that your survey stays on point and provides you with the meaningful data you are trying to collect.

Demographic Questions

In most cases, demographic information is required to add context to your survey.

Demographic questions can allow you to find trends when cross-analyzing the information with your data-collection questions. In fact, this is often one of the first things market researchers do when analyzing data points from a survey—they look for trends and correlations between the demographic information collected and the data-collection questions.

Demographic information (or firmographic information when it’s related to businesses) can often get overlooked when creating surveys because the questions are personal. For example: What is your household income? What were your business earnings last year? This information is important and will help you analyze the information more accurately.

Pro Tip:

Place demographic questions at the end of your survey.

By the time respondents reach the end, they will have established a sense of trust in the process and won’t be put off by requests for demographic information.

Strategically organizing your survey questions into these three categories will help you create effective and insightful surveys. You’ll also ensure that you don’t waste anyone’s time, that you don’t dirty your data by collecting information from people who don’t qualify, and that you generate valuable context for better analysis of your data.

Question Types and Formats

The Last Thing You Need to Think About Before Writing Those Questions

We are almost ready to start writing those questions! Before you begin, let’s take a few minutes to discuss question types and formats. Then as you write your questions, you can start making decisions on the best way to have your respondents answer them.

Open-ended Questions vs. Close-ended Questions

First, there are only two question types. Open-ended questions and close-ended questions. No matter what your question is, you can only ask it in those two ways.

Open-ended Questions

Open-ended Questions allow respondents to answer in their own words without being limited to pre-set response options. They encourage detailed, qualitative responses. Open-ended questions are best used when:

  • Exploring new topics or issues where little is known.
  • Seeking in-depth insights or personal experiences.
  • Allowing respondents to elaborate on their thoughts or feelings.

PROS

  • Depth of Response: They provide rich, detailed insights and allow respondents to express opinions or feelings.

  • Flexibility: They are versatile and can uncover unexpected information or nuances.

  • Avoid Bias: They do not lead respondents towards a particular answer.

CONS

  • Analysis Complexity: Analyzing responses can be time-consuming and subjective.

  • Response Variability: Responses may vary widely in quality and length.

  • Respondent Effort: They require more effort from respondents, potentially leading to lower response rates.

Close-ended Questions

Close-ended Questions provide respondents with specific answer options to choose from, such as multiple choice, rating scales, or yes/no responses. This type of question is most frequently used on surveys because they are quantifiable. Close-ended questions are best used when:

  • Quantifying attitudes, behaviours, or preferences.
  • Comparing responses across a large sample.
  • Standardizing data collection for easy analysis.

PROS

  • Ease of Analysis: Responses are easy to quantify and analyze statistically.

  • Standardization: They ensure consistency in responses, reducing ambiguity.

  • Efficiency: Quick to answer, which can lead to higher response rates.

CONS

  • Limited Response Options: They may not capture all possible responses or nuances.

  • Potential Bias: Response options can unintentionally lead respondents towards a particular answer.

  • Lack of Depth: They may not provide detailed insights or reasons behind responses.

Question Formats

Alright, now let’s take a look at some of the most practical question formats and when to use them.

Multiple-Choice Questions:

  • Description: Respondents choose one or more options from a list of answers.
  • Use: Ideal for collecting categorical data and making comparisons across different groups.

Likert Scale Questions:

  • Description: Respondents rate their level of agreement or satisfaction on a scale (e.g., 1-5).
  • Use: Effective for measuring attitudes, opinions, and behaviours.

Ranking Questions:

  • Description: Respondents rank a list of items in order of preference or importance.
  • Use: Helps to identify priorities and preferences.

Yes/No Questions:

  • Description: Respondents choose between two options: Yes or No.
  • Use: Simple and quick way to gather binary data.

Matrix Questions:

  • Description: A grid format where respondents evaluate multiple items using the same set of response options.
  • Use: Efficient for collecting data on multiple related items simultaneously.

Open-Ended Questions:

  • Description: Respondents provide a written answer without predefined options.
  • Use: Useful for gathering detailed insights and qualitative data.

Tips for Using Different Question Formats:

  • Mix and Match: Use a variety of question formats to keep respondents engaged and collect different types of data.
  • Keep It Simple: Avoid overly complex questions and ensure each question is clear and easy to understand.
  • Pilot Test: Before launching your survey, test it with a small group to identify any confusing or problematic questions.

Using a mix of question formats in your survey design is the best way to gather comprehensive and actionable data.

Pro Tip:

When asking open-ended questions, give your respondents the space to answer.

There’s nothing worse than being asked to provide an opinion or to elaborate on a question and then only being provided with a text field to answer in.

A text field is a small, typically rectangular box where you can enter a single line of text. It is great for collecting a name or phone number.

The text area is a larger box where you can enter multiple lines of text. It’s great for open-ended questions where you’ve asked respondents to provide more details.

Creating Questions that Provide Real Insights

If you want meaningful data, you need to ask the right questions!

To collect meaningful community data, you need to ask meaningful questions. This is the first rule of survey design. However, I’ve noticed that survey design for community development projects sometimes misses the mark.

Meaningful questions yield valuable, actionable insights. They provide data that can be analyzed and cross-referenced to uncover trends, preferences, and areas of need within the community. As you begin writing your questions, make sure you follow these guidelines:

  • Be Clear and Concise: A meaningful question must be clear and concise. Respondents should understand what is being asked without any ambiguity. Avoid jargon, technical terms, or complex language that could confuse participants.

    For Example, you’re conducting a housing needs study:

    Confusing: “Could you please specify the nature of your residential living situation?”
    Clear and Concise: “What type of housing do you currently live in?”

  • Make Sure it’s Relevant to the Goals: Each question should be directly related to the goals of the survey. It can be easy to jam irrelevant questions into a survey, whether they are related to the issue at hand or not. After you write a question, ask yourself how it relates to the goal of this survey and what quantifiable or quantifiable information it will provide you with. If it doesn’t fit with the goal, take it out.

    For example, you’re conducting a housing needs study:

    Irrelevant: Do you think the community meets the accommodation capacity needs of tourists visiting the area?
    Relevant: “How satisfied are you with the current housing options in our community?”

  • Ask Exactly What You Want to Know: There is a fine line between asking a question and asking the right question. It all comes down to being specific, as well as clear and concise. When your questions are specific, they can’t be interpreted to mean something else.

    For example, you’re conducting a community recreation needs assessment, and you ask the below question with the options of Daily, Weekly, Monthly, Rarely, or Never:

    Not Specific Enough: “How often do you visit community parks?” My response: Weekly
    Specific: “On average, how often do you visit the parks in [name of community].” My Response: Rarely.

  • Develop Questions for Cross-analysis: To gain a deeper understanding of the data you are collecting, make sure you develop questions that are designed for the purposes of cross-analysis. Doing this will allow you to find correlations and trends. This strategy not only enhances the relevance of your survey findings but also enables more strategic decision-making based on a more comprehensive data analysis. Cross-analysis questions can include more than just demographic information questions. Let’s look at a few examples of this one:

    For example, you’re conducting a community recreation needs assessment, and you want to determine the popularity of activities by age group.

    Question 1: “What is your age group?”
    Question 2: Which of the following recreational activities do you participate in? (Select all that apply)”.

    For example, you’re conducting a community services and facility use survey and would like to know the satisfaction levels with maintenance and cleanliness of the most used facilities.

    Question 1: “Which community facilities do you use most frequently? (Select all that apply).”
    Question 2: “How satisfied are you with the maintenance and cleanliness of community facilities?

  • Avoiding Leading or Biased Questions: A meaningful question must be neutral, avoiding any language that could lead or bias the respondent towards a particular answer. Leading or biased questions often include assumptions that can sway a respondent’s answer or lead them to answer in the way you think the response should go. They also lack neutral options that don’t allow an option for respondents to disagree or express a different opinion.

    For example, you are conducting a community needs assessment and want to determine if there is a need for additional daycare facilities.

    Leading or Biased Question: “Given the overwhelming demand for daycare facilities in our community, how strongly do you agree that more daycare centers should be built immediately?” Heck – even I would strongly agree with that statement, even though I don’t require daycare.
    Neutral Question: “On a scale of 1 to 5, how would you rate the current availability of daycare facilities in our community?”

  • Provide Relevant Response Options: When applicable, include options like ‘Not Applicable’ or ‘Other’ to ensure respondents can accurately represent their situation. This prevents data from being skewed by forcing respondents into selecting an option that doesn’t truly apply to them.

Pilot Testing

See if your survey really hits the mark!

So there you have it, a killer survey design that is clear, specific, easy to answer and follow, and will provide you with all sorts of meaningful data.

But wait, there is one more step to ensure you’ve produced the best survey you can: the Pilot Test. Of course, you’ve taken your survey through the normal editing and review phases, probably even getting your board members to test and sign off on the survey, but there’s a problem with that. Your circle is too familiar with the survey; their review of its content is actually biased.

The best way to pilot test your survey is to gather a small group of 5 to 10 people who have not been a part of the development process and get them to take the survey and provide you with feedback. This will allow you to discover:

  • Clarity Issues: Ensuring all questions are understood as intended.
  • Response Options: Checking if all possible responses are covered.
  • Relevance: Identifying questions that may seem out of place or unnecessary.

Pilot testing is an essential step to refine your survey design, ensuring it’s as effective and insightful as possible before the full rollout.

Final Thoughts on Survey Design for Community Development

You’re well on your way to collecting meaningful data.

As community development professionals, we are expected to wear many hats, and sometimes, we learn on the fly to deliver meaningful results to our communities within the budget.

This article sums up the core information about survey design for community development projects, guiding you through setting clear goals, organizing your survey, choosing the right question types, and ensuring your questions are clear and unbiased.

Remember, a well-constructed survey is a powerful tool that can provide valuable insights, helping you make informed decisions that positively impact your community.

By following these guidelines and taking the time to carefully plan and pilot test your survey, you’ll be well on your way to collecting meaningful, actionable data. Whether you’re a seasoned pro or new to survey design for community development, these tips will help you create surveys that are both effective and efficient, ultimately leading to better outcomes for your projects and your community.

If you’d like some tips on delivering your survey to the community, check out our article, 11 Ways to Get More Responses for Your Next Community Survey.

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About the Author: Cyndie Mitchell

Driven by creativity and a strategic business mindset, Cyndie is a dynamic professional with a background in business development, community development, marketing, and photography. With 24 years of experience working with Manitoba businesses, non-profits, and communities, she excels in creating and implementing effective strategic plans, marketing strategies, and business development initiatives. Awarded Rising Star of the Year in 2023 by the Manitoba Economic Development Association, Cyndie is a trusted expert in her field. Outside the office, she is an avid DIYer and enjoys fishing, hiking, and exploring the world with her camera.