PLANNING AND EXECUTION OF SURVEYS

1. Introduction
Sample surveys are widely used as a cost effective instrument of data collection and for
making valid inferences about population parameters. Most of the steps involved while
planning a sample survey are common to those for a complete enumeration. Three major
stages of a survey are planning, data collection and tabulation of data. Some of the
important aspects requiring attention at the planning stage are as follows:
1. formulation of data requirements - objectives of the survey
2. ad-hoc or repetitive survey
3. method of data collection
4. questionnaire versus schedules
5. survey, reference and reporting periods
6. problems of sampling frames
7. choice of sampling design
8. planning of pilot survey
9. field work
10. processing of data, and
11. preparation of report.
12. The different aspects listed above are inter-dependent.
(i) Formulation of Data Requirements
The users i.e. the persons or organizations requiring the statistical information are
expected to formulate the objectives of the survey. The user’s formulation of data
requirements is not likely to be adequately precise from the statistical point of view. It is
for the survey statistician to give a clear formulation of the objectives of the survey and
to check up whether his formulation faithfully reflects the requirements of the users. The
survey statistician’s formulation of data requirements should include the following:
i. a clear statement of the desired information in statistical terms
ii. specification of the domain of study
iii. the form in which the data should be tabulated
iv. the accuracy aimed at in the final results and
v. cost of survey
Besides, these aspects, one may accommodate some additional items of information,
directly or indirectly related to the objectives of the survey, which would provide checks
on the accuracy of data or assist in interpreting the results.
(ii) Survey: Ad-hoc or Repetitive
An ad-hoc survey is one which is conducted without any intention of or provision for
repeating it, whereas a repetitive survey is one, in which data are collected periodically
for the same, partially replaced or freshly selected sample units. If the aim is to study
only the current situation, the survey can be an ad-hoc one. But when changes or trends
in some characteristics over time are of interest, it is necessary to carry out the survey
repetitively.
(iii) Methods of Collecting Primary Data
There are varieties of methods that may be used to collect information. The method to be
followed has to be decided keeping in view the cost involved and the precision aimed at.
The methods usually adopted for collecting primary data are:
 Physical observation or measurement
 Direct Personal interview
 Mail enquiry
 Telephonic enquiry
 Web-based enquiry
 Method of registration
 Transcription from records
 Personal Digital Assistant (PDAs)
(a) Direct Personal Interview
The method of personal interview is widely used in social and economic surveys. In
these surveys, the investigator personally contacts the respondents and can obtain the
required data fairly accurately. The interviewer asks the questions pertaining to the
objective(s) of survey and the information, so obtained, is recorded on a schedule
prepared for the purpose. This method is mostly suitable for collecting data on
conceptually difficult items from respondents. Under this method, the response rate is
usually good and the information is more reliable and correct. However, more expenses
and time is required to contact the respondents.
(b) Questionnaires sent through Mail
In this method, also known as mail inquiry, the investigator prepares a questionnaire and
sends it by mail to the respondents. The respondents are requested to complete the
questionnaires and return them to the investigator by a specified date. The method is
suitable where respondents are spread over a wide area. Though the method is less
expensive, normally it has a poor response rate. Usually, the response rate in mail
surveys has been found to be about 40 per cent. The other problem with this method is
that it can be adopted only where the respondents are literate and can understand the
questions. They should also be able to send back their responses in writing. The success
of the method depends on the skill with which the questionnaire is drafted, and the extent
to which willing cooperation of the respondents is secured. For rural areas, this method
has got its obvious limitation and is seldom used.
(c) Interview by Enumerators
This method involves the appointment of enumerators by the surveying agency.
Enumerators go to the respondents, ask them the questions contained in the schedule, and
then fill up the responses in the schedule themselves. For example, this method is used in
collecting information during population census. For success of this method, the
enumerators should be given proper training for soliciting co-operation of the
respondents. The enumerators should be asked to carry with them their identity cards, so
that the respondents are satisfied of their authenticity. They should also be instructed to
be patient, polite, and tactful. This method can be usefully employed where the
respondents to be covered are illiterate.

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Telephone Interview
In case the respondents in the population to be covered can be approached by phone,
their responses to various questions, included in the schedule, can be obtained over
phone. If long distance calls are not involved and only local calls are to be made, this
mode of collecting data may also prove quite economical. It is, however, desirable that
interviews conducted over the phone are kept short so as to maintain the interest of the
respondent.

Web-based Enquiry
Data collected by obtaining questionnaires posted on the net.
 Minimizes loss of data owing to incomplete or incorrectly completed data
sets by using Client side validation.
 One of the fastest means of data collection.
 However, in developing countries where a large proportion of the
population does not have access to Internet, the method of web-based
enquiry may not serve the purpose for most of the surveys.
 Various Internet sites are using this method for opinion poll on certain
issues.
Method of Registration
 The respondents are required to register the required information at
specified places.
 The vital statistics registration system followed in many countries provide
an illustration of the registration method.
 The main difficulty with this method, as in the case of the mail enquiry, is
the possibility of non-response due to indifference, reluctance, etc. on the
part of informants to visit the place of registration and supply the required
data.
Transcription from records
 Used when the data needed for a specific purpose are already available in
registers maintained in one or more places, making it no more necessary
to collect them directly from the original units at much cost and effort.
 The method consists in compiling the required information from the
registers for the concerned units.
 Extensively used since a good deal of government and business statistics
are collected as by-product of routine administrative operations.

Personal Digital Assistant (PDAs)

A personal digital assistant (PDA), also known as a handheld PC / palmtop
computer, or personal data assistant, is a mobile device that functions as a
personal information manager.
 Nearly all current PDAs have the ability to connect to the Internet.

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  A PDA has an electronic visual display, enabling it to include a web browser, all
current models also have audio capabilities enabling use as a portable media
player, and also enabling most of them to be used as mobile phones. Most PDAs
can access the Internet, intranets or extranets via Wi-Fi or Wireless Wide Area
Networks.
Advantages of using Personal Digital Assistant (PDAs)
 Lightweight and easy to take anywhere.
 Online data transfer
 Online data supervision
 Online data scrutiny
 Reduce the time lag in data collection, scrutiny and entry
 Keep track of the enumerator

(iv) Questionnaire vs. Schedule

In the questionnaire approach, the informants or respondents are asked pre-specified
questions and their replies to these questions are recorded by themselves or by
investigators. In this case, the investigator is not supposed to influence the respondents.
This approach is widely used in main enquiries. In the schedule approach, the exact form
of the questions to be asked are not given and the task of questioning and soliciting
information is left to the investigator, who backed by the training and instructions has to
use his ingenuity in explaining the concepts and definitions to the informant for
obtaining reliable information.
While planning a survey, preparation of questionnaire or schedules with suitable
instructions needs to be given careful consideration. Respondent’s bias and Investigator’s
bias are likely to be different in the two methods. Simple, unambiguous suitable
wordings as well as proper sequence of questions are some considerations which
contribute substantially towards reducing the respondents’ bias. Proper training, skill of
the Investigators, suitable instructions and motivation of investigators contribute towards
reducing Investigator’s bias.
(v) Survey, Reference and Reporting Periods
Another aspect requiring special attention is the determination of survey period,
reference period and reporting periods.
i. Survey Period: The time period during which the required data is collected.
ii. Reference Period: The time period to which the collective data for all the units
should refer.
iii. Reporting Period: The time period for which the required statistical
information
is collected for a unit at a time (reporting period is a part or whole of the
reference
period).
The reporting period should be decided after conducting suitable studies to examine
recall errors and other non-sampling errors. For items of information subject to seasonal
fluctuations, it is desirable to have one complete year as the survey and reference period,

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the data being collected every month or season with suitable reporting periods for the
same or different sets of sample units.
(vi) Sampling Frames
One of the main requirements for efficiently designing sample survey is a well
constructed sampling frame. In actual practice, quite often frames are not always perfect
Various types of imperfection such as omission, duplication etc. exists in the available
frame. In multi-stage sampling, the problems of securing a good sampling frame arise for
each of the stages. Usually a frame for higher stage units, such as towns, urban blocks
and villages is more stable than one for lower stage units such as farms and households,
which are more subject to changes. In agricultural surveys, normally the frames of first
few stages of units up to village level are used from records while the frame of
households, fields etc. within the villages are prepared afresh. This approach reduces the
chances of imperfection in sampling frames.
(vii) Choice of Sampling Design
The choice of a suitable sampling design for a given survey situation is one of the most
important step in the process of planning sample surveys. The principle generally
adopted in the choice of a design is either reduction of overall cost for a pre-specified
permissible error or reduction of margin of error of the estimates for given fixed cost.
Generally a stratified uni-stage or multi-stage design is adopted for large scale surveys.
For efficient planning, various auxiliary information which is normally available is
utilized at various stages e.g. the area under particular crop as available for previous
years is normally used for size stratification of villages. If the information is available for
each and every unit of the population and there is wide variability in the information then
it may be used for selecting the sample through probability proportional to size methods
The choice of sample units, method of selecting sample and determination of sample size
are some of the important aspects in the choice of proper sample design.
(viii) Pilot Surveys
Where some prior information about the nature of population under study, and the
operational and cost aspects of data collection and analysis is not available from past
surveys. It is desirable to design and carry out a pilot survey. It will be useful for
i. testing out provisional schedules and related instructions,
ii. evolving suitable procedure for field and tabulation work, and
iii. training field and tabulation staff.
(ix) Field Work
While planning the field work of the survey, a careful consideration is needed regarding
choice of the field agency. For ad-hoc surveys, one may plan for ad-hoc staff but if
survey is going to be a regular activity, the field agency should also be on a regular basis.
Normally for regular surveys, the available field agency is utilized. A regular plan of
work by the enumerators along with proper supervision is an important consideration for
getting a good quality of data.
(x) Processing of Survey Data
The analysis of data collected in a survey has broadly two facets:
i. tabulation and summary of data and
ii. subject analysis.

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The first task which is of primary importance is the reduction of collected data into
meaningful tables. The tables should be presented along with the background
information such as the objective(s) of the survey, the sampling design adopted, method
used for data collection and tabulation, and margin of error applicable to the results.
These margins of error provide the idea about the precision of estimates.
Subject analysis to be taken up after preparing summary tables, should include cross
tabulation of data by the meaningful, geographical, economy, demographic or other
breakdowns to study their relationship and trends among various characteristics. This is a
detailed technical analysis and is likely to be time consuming. Hence, this part should not
be tied up with the first part as otherwise the publication of the survey results might get
delayed.
(xi) Preparation of Report
Although there are no set guidelines for presentation of results and preparation of report,
however some points which serve as guidelines in the preparation of sample survey
reports are given below:
i. Introduction & review of literature
ii. Objective(s)
iii. Scope
iv. Subject coverage
v. Method of data collection
vi. Survey references and recording
vii. Sampling design and estimation procedure
viii. Tabulation procedure
ix. Presentation of results
x. Activity of results
xi. Cost structure of the survey
xii. Agency for conducting the survey
xiii. References
2. Questionnaire Designing
Questionnaires and schedules are forms for recording the information as envisaged under
the survey. Designing of these is one of the most important aspects of the survey. The
words ‘questionnaire’ and ‘schedule’ as per the current practice are generally used
synonymously. However, a technical distinction is sometimes made. The term
questionnaire applies to forms distributed through mails or given to informants to be
filled in, by and large, without the assistance or supervision of the interviewer, while a
schedule is the form carried and filled in by the investigator or filled in his presence.
The question as to whether the questionnaire or schedule approach is to be used in a
survey for collecting the required information needs consideration. In the former
approach the respondents are asked pre-specified questions and their replies to these
questions are recorded by themselves or by the investigators. This approach presumes
that the respondents are capable of understanding and answering the questions, since in
this case the investigator is not supposed to influence the responses in any way by his
interpretation of the terms used in the form. This method is widely used in mail inquiries.
In the schedule approach, the exact form of the questions to be asked are not given and
the task of questioning and eliciting information is left to the investigator, who backed by

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his training, experience and instructions has to use his ingenuity in explaining the
concepts and definitions to the informants for obtaining reliable information. Detailed
instructions are, however, given to the investigator about concepts, definitions and
procedures to be used in collecting data for the survey. In various socio-economic
surveys, the method of collecting data after meeting the respondents and obtaining
information of various characters by inquiry is commonly used.
From the above, it may appear that the schedule approach is subject to more investigator
bias than the questionnaire approach, as there is added scope in it for the investigator to
influence the responses of the informants. This will not be so, if well-trained and skilled
investigators are employed for the purpose. On the other hand the respondent bias may
be substantial in questionnaire approach, if the survey items are complicated and involve
conceptual difficulties. In such a situation, it would be desirable to train investigators for
explaining the terms involved rather than to burden the respondent with elaborate
instructions and clarifications. As the cost of questionnaire approach is generally less
than that of schedule approach, a decision as to which of the two methods should be
followed in a particular survey needs to be arrived at after carefully examining the
possible effects of investigator and respondent biases and the cost involved.
Designing of schedules/questionnaires with suitable instructions needs to be given
careful consideration in planning a survey as utility of the results of the survey depends
to a large extent on this. The framing of schedules or items should be done in a simple,
unambiguous, interesting and tactful manner and they should be so worded as not to
influence the answers of the respondents. The sequence of items is equally important.
Those likely to help the investigator in establishing a good rapport with the respondents
should be put first and item relating to a particular aspect of the survey should come
together in a schedule/questionnaire. As far as possible the items should be such that the
answers can be recorded in numbers or specific codes.
To reduce the non-sampling errors arising from ambiguous definitions and
misunderstanding of the questions by investigators/respondents, it is desirable to give
some typical examples, detailed explanatory notes and instructions for the items of
information included in the schedule/questionnaire. Clarification of doubts raised by the
investigators is to be done in such a manner that there is uniformity in the procedures
followed by different investigators.
From what has been discussed above, it will appear that there are several considerations
which have to be kept in mind while designing the schedules. It is difficult to list out all
of them. There may be some which are specific to a particular survey and may require
special consideration. In the following paragraphs the main important considerations
which should be borne in mind while designing the schedule/questionnaire are given.
2.1 Three Kinds of Schedule Items
The information included in the schedule may be classified under the following three
headings:
2.1.1 Identification Information
This ensures that the schedule will not be misplaced or mixed-up, lost or duplicated; that
the information on it pertains to the particular sample case, and the interviewer and
respondent can be identified e.g. year, season, crop, name of the district, block, village,
name of cultivator and his father’s name etc. are entered against identification
particulars.

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2.1.2 Social Background or Census Type Factual Data
This information about respondent provides the variables by which the survey data are to
be classified and also the basis for evaluating the sample viz. cultivator’s total holding
and holding size group, category namely, SC, ST, or General, monthly income, total
number of family members, tenancy status, educational qualifications etc.
2.1.3 Questions on the Subject of the Survey
These questions may be directed towards obtaining more or less objective facts or
towards revealing attitudes and opinions on matters of current interest.
2.2 Considerations to be borne in Mind while Designing Schedules/Questionnaires
The first step in designing a schedule/questionnaire is to define the problem to be tackled
by the survey and hence to decide on what questions to be asked. The temptation is
always to cover too much, to ask everything that might turn out to be interesting. This
must be resisted. Lengthy questionnaires are as demoralizing for the interviewer as for
the respondent, and the questionnaire should be no longer than is absolutely necessary
for the purpose.
2.3 Agency which will Make the Entries in the Schedules
If a highly trained investigator is to ask the questions and enter the replies, the form
should be different from the one drawn for informant to fill out himself since the
interviewer can be instructed regarding details which will ensure uniform definitions,
entries and interpretations.
The terminology and questions should be adapted to the type of people who will give the
information. For example, a questionnaire addressed to specialist familiar with the
subject matter of the survey can be much more technical than the one directed to a cross-
section of the population. In designing schedules that are to be filled up by farmers,
housewives, employers etc. , the level of education should be taken into consideration.
2.4 Physical Appearance of the Schedule and Cooperation Received for the Survey
In surveys by mail, there is no doubt that an attractive looking questionnaire is a selling
point for cooperation. Consequently, an unattractive one may cause the recipient to put it
aside or even throw it. The fact that the form looks 'short', however, often contributes to
securing individual's consent to be interviewed. Informants will tolerate a short
interruption of only to get rid of the interviewer, but they may flatly refuse to answer a
long list of questions.
2.5 How are the Questions to be worded?
The choice of the language used in expressing a question is of the greatest importance. It
is too often presumed that the respondents must be aware of the concepts and definitions
used in the questionnaire since these are obvious to the survey team. If the terminology is
ambiguous, the respondents will have to use their own judgment and different persons
will judge differently. This causes confusion and errors. Ambiguity arises with double
barreled questions, such as, the following question to a public transport "Do you like
travelling on trains and buses”? Respondent liking one and disliking other would be in a
dilemma in answering this question. Clearly it needs to be divided into two questions.
2.5.1 Use simple words which are familiar to all potential informants
The basic principle in good question wording is to use the simplest words that will
convey the exact meaning. Meaning of the questions becomes clear when the words used

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are well known and mean the same thing to everyone. The question 'Do you operate
land?' used in agricultural surveys is poor. It is not clear whether the person is an owner
cultivator or a tenant cultivator.
2.5.2 Make the Questions as Concise as Possible
A question that contains long dependent or conditional clauses may confuse the
informants. In trying to comprehend the question as a whole he may over-look or forget
clause and hence his answer may be wrong. However, in opinion or attitude survey, it
may be important to have the complete question printed on the schedule.
2.5.3 Formulate the Question to Yield Exactly the Information Desired
The question should be self-explanatory. If the questions call for an answer in terms of
units, these units must be clearly defined. Suppose we want to ask the cultivator the seed
rate used for a specific crop. We should clearly mention whether the seed rate is to be
reported in kg/ha or in kg for the entire field.
2.5.4 Avoid Multiple Meaning Questions
Unless each question covers only one point, there will be confusion as to which one, the
answer applies to. Such items should be formulated as two or more questions so that
separate answer can be secured.
2.5.5 Avoid Ambiguous Questions
A question which means different things to different people is ambiguous. The best
course is to pre-test the questions through a pilot survey and thus detect ambiguities e.g.
in a survey on consumption of milk and ghee, suppose the question is about the quantity
of milk and ghee consumed during the month. It should be clearly mentioned whether it
is during last calendar month or one month prior to Investigator's visit.
2.5.6 Avoid Leading Questions
A leading question is one which, by its content, structure or wording leads the respondent
in the direction of a certain answer. In other words, all questions which produce biased
answers may be regarded as leading questions. Such questions should be avoided.
2.5.7 Keep to a Minimum the Amount of Writing Required on the Schedule
When feasible, use symbols for the replies. Explain these symbols somewhere on the
schedule. If the possible responses can be foreseen by pre-testing, the questions can be
answered as Yes or No, by writing a number, by putting a cross, by putting a symbol or
by encircling the correct answer.
2.5.8 Include a Few Questions that will serve as Checks on the Accuracy and
Consistency of the Questions as a Whole
Two questions that bring out the same facts though worded differently and placed in
different sections of the schedule, serve to check the internal consistency of the replies,
e.g., in a socio-economic survey, suppose we are asking the total holding of the farmer. It
would be better if we include the area owned, leased-in and leased-out separately in
some block of the proforma. This serves as a check to tally the total holding size.
2.6 Handbook of Instructions for the Field Staff
It would be desirable to prepare a comprehensive handbook of instructions explaining
concepts and definitions of various items for filling in the questionnaire/schedule under
the survey and a copy of the same should be supplied to each Field Investigator.

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2.7 Sequence of Questions
Careful consideration should be given to the problem of the order in which questions
should appear. In order to guard against confusion and misunderstanding, questions
should be arranged logically, one question leading to the next. Specific questions should
always follow general questions. The opening question should be very interesting, this
will ensure that the respondents cooperate in parting with the desired information for the
survey. Questions which might embarrass the respondents should be placed towards the
middle or end of the questionnaires. Questions with an emotional tinge may be
interspersed between items which elicit more neutral reactions.
3. Conclusion
The problem of designing of questionnaires/schedules is not an easy task. Even if one
follows all the accepted principles, there usually remains a choice of several question
forms, each of which seems satisfactory. Every surveyor tries to phrase his questions in
simple, everyday language, to avoid vagueness and ambiguity and to use neutral
wording. His difficulty lies in judging whether, with any particular question, he has
succeeded in these aims. He may appreciate perfectly that leading questions are to be
avoided but how can he know which words will be 'leading' with the particular question,
survey and population that confront him, perhaps for the first time?
The answer to this question lies in detailed pre-tests and pilot studies, more than anything
else, they are the essence of a good questionnaire. However the experienced
questionnaire designer is, any attempt to shortcut these preparatory stages will seriously
jeopardize the quality of the questionnaire; past experience is a considerable asset, but in
a fresh survey, there are always new aspects which may perhaps not be immediately
recognized, but which exist and must be investigated through pre-tests and pilot studies.
References
1. Cochran, W.G. (1977). Sampling Techniques. Third Edition. John Wiley and
Sons.
2. Des Raj (1968). Sampling Theory. TATA McGRAW-HILL Publishing Co. Ltd.
3. Des Raj and Chandok, P. (1998): Sample Survey Theory. Narosa Publishing
House.
4. Murthy, M.N. (1977). Sampling Theory and Methods. Statistical Publishing
Society, Calcutta.
5. Singh, D. and Chaudhary, F.S. (1986). Theory and Analysis of Sample Survey
Designs. Wiley Eastern Limited.
6. Singh, D., Singh, P. and Kumar, P. (1978). Handbook of Sampling Methods.
I.A.S.R.I., New Delhi.
7. Singh, R. and Mangat, N.S. (1996). Elements of Survey Sampling, Kluwer
Academic Publishers.
8. Sukhatme, P.V. and Sukhatme, B.V. (1970). Sampling Theory of Surveys with
Applications. Second Edition. Iowa State University Press, USA.
9. Sukhatme, P. V., Sukhatme, B.V., Sukhatme, S. and Asok, C. (1984). Sampling
Theory of Surveys with Applications. Third Revised Edition, Iowa State
University Press, USA.

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