Surveys are more than just a series of questions – they are a study design that collects hard data (demographics, measurements) and soft data (opinions, behaviours) both quantitatively and qualitatively from each item in a sample; producing a standard data set which can be analysed and interrogated.

Each survey needs to be tailored to the question asked but there are some key principles:

• Appropriate sample population and sample size for study,
• Clear and simple language,
• Appropriate mix of closed and open questions,
• Integrating methods to reduce bias,
• Maximising response rates.

A well developed survey therefore collects only the necessary information required to answer a hypothesis in a targeted approach without over-burdening the survey taker.