qualitative with quantitative

Humanizing Survey Question Design with a Qualitative Touch

Researchers know that “good” survey questionnaire design begins with a preliminary qualitative research phase that serves to expose the nuances of the research touchtopic or category – such as the most pertinent issues and the relevant concerns or “issues within the issues” – along with the manner by which the target population talks about these issues – that is, the particular words, expressions, and terminology used by the target group. In this way, the survey researcher can hope to create user-friendly survey questions that speak to respondents rather than at respondents.

A preliminary qualitative phase is good and necessary, but employing the talents of a qualitative researcher during survey question development is an equally-important step. Qualitative researchers spend much of their lives listening to people talk about a host of attitudinal and behavioral issues, listening to the use of language, and using these conversations to interpret Read Full Text