The Survey as an Assessment Method: Why, when and how surveys provide evidence to inform...
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The Survey as an Assessment Method:
Why, when and how surveys provide evidence to inform decision-making
Carrie Towns, Office of Institutional Research and Planning and the Information Services
Assessment CouncilApril 13, 2006
assessment
an ongoing process in which services, resources and performance are measured against the expectations of users, and improvements are made to satisfy user needs effectively and efficiently.
Definition of Survey
An assessment tool/system for collecting information that is used to describe, compare, and explain knowledge, attitudes, and behavior of a defined group or groups of respondents.
Conduct a Survey When:
Need input from a large, well-defined group.
Have a set of focused questions developed to meet a specified objective.
Results will inform specific decisions.Time and other resources permit.
Characteristics of a Good Survey
Specific objectivesStraightforward questionsSound research designAppropriate resources
Types of Surveys
Information gathering attitudes/opinion/behavior
Market research toolsPublic relations toolsEducational tools
Survey Process
Set survey context – specify objectivesEstablish target audience – sampling
frameDetermine modePrepare cost estimateEstablish tentative calendarDesign survey
Survey Process cont.
Develop questionsPlan for analysisField testAdminister surveySummarize and interpret dataReport results
Survey Context – Specify Objectives
Who is asking for the information?What do they want to learn?How will the information be used?Starting point – existing instrument?
Establish Target Audience/Sampling Frame
Who can provide the information?Type of analysis needed – how detailedNumber of subgroups of interestPlans for follow-ups
Prepare Cost Estimate
OIRP professional time $25/hourCommercial tools and associated costsOther costs
Establish Tentative Calendar
DevelopmentField testingAdministrationProgramming and analysisReporting
Characteristics of Good Questions
Make sense to the respondent Are concrete Use conventional language Avoid emotionally-charged language Avoid negative phrasing Ask for only one piece of information Have a specific purpose
Plan for Analysis
Presentation of data drives item development
Different audiences require different level of analysis
Field Test/Revise and Fine Tune Instrument
Test drive instrument
Administer SurveyData collection phase
Summarize Data
Examine the dataRun preliminary analysisDig in – interpret and draw conclusions
Report ResultsWritten/oral
Information Services Assessment Council members
Susanne Clement, Libraries
Jill Glaser, IT
Ryan Papesh, NTS
Thelma Simons, IT
John Stratton, Libraries
Bill Myers, IS