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How can you ensure the reliability of a survey instrument?

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A survey instrument is a tool that you use to collect data from your target audience, such as a questionnaire, an interview, or an observation. However, not all survey instruments are equally reliable, meaning that they produce consistent and accurate results. If your survey instrument is unreliable, you may end up with invalid or misleading data that can harm your market research objectives. Therefore, it is essential to ensure the reliability of your survey instrument before, during, and after your data collection process. Here are some tips on how to do that.

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Jean-Philippe Galan

Professor of Marketing - AI & Market Research, Quantitative & Qualitative methods in marketing and consumer behavior -…
Dr.Mohammad Hadi Roshani

Business & Investment consultant international market & Marketing analyst

1 Define your research goals

Before you design or choose your survey instrument, you need to have a clear and specific idea of what you want to achieve with your data collection. What are the main questions that you want to answer? Who are the people that you want to reach? How will you use the data to inform your decisions? Having a well-defined research goal will help you select or create a survey instrument that is relevant, suitable, and aligned with your purpose.

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Dr.Mohammad Hadi Roshani

Business & Investment consultant international market & Marketing analyst
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Before any action, it is necessary to find effective and common survey tools in the region or country you are interested in. Some survey methods and tools are not compatible with the culture of the people of some countries.

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2 Choose an appropriate survey method

Depending on your research goal, you may opt for different survey methods, such as online, phone, mail, or face-to-face. Each method has its own advantages and disadvantages in terms of cost, response rate, convenience, and quality. You need to weigh these factors and choose a survey method that fits your budget, timeline, and target population. For example, if you want to reach a large and diverse sample of customers, you may prefer an online survey that is easy to distribute and access. However, if you want to explore more in-depth and complex issues, you may opt for a phone or face-to-face interview that allows more interaction and probing.

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Dr.Mohammad Hadi Roshani

Business & Investment consultant international market & Marketing analyst
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In some market research projects, it is possible to achieve the set goals using very simple and fast methods. So please don't complicate the matter too much and first check the simpler and faster survey tools and then spend your time checking the complicated and time-consuming solutions.

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3 Test and refine your survey instrument

Before you launch your survey, you need to test and refine your survey instrument to ensure that it is reliable and valid. You can do this by conducting a pilot study with a small sample of your target population or a group of experts. A pilot study will help you identify and correct any errors, ambiguities, biases, or gaps in your survey instrument. You can also use statistical methods, such as Cronbach's alpha or test-retest reliability, to measure the internal consistency and stability of your survey instrument. The higher these values are, the more reliable your survey instrument is.

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Jean-Philippe Galan

Professor of Marketing - AI & Market Research, Quantitative & Qualitative methods in marketing and consumer behavior - IAE Bordeaux - University School of Management - University of Bordeaux
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Contrary to what is said, the value of alpha should not be as high as possible (i.e., close to 1), as this would mean your questions are entirely redundant. The right balance is a moderate Cronbach's alpha around 0.75 / 0.8. It allows for good internal consistency while ensuring that each question brings a significant amount of information. Additionally, Cronbach's alpha can only be used for reflective measures (your indicators are consequences of the concept), and not for formative measures (your indicators are causes). Finally, yes, a pilot study is necessary if you have developed your own tools. However, from experience, it is better to conduct this survey on a group of at least 50 to 100 individuals.

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Dr.Mohammad Hadi Roshani

Business & Investment consultant international market & Marketing analyst
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The use of basic devices such as voice recorders is necessary to increase the accuracy and ensure the recording and maintenance of the data obtained in the survey.

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4 Monitor and control your data collection

During your data collection, you need to monitor and control the quality and quantity of your responses. You can do this by setting up quality checks, such as screening questions, validation rules, or data cleaning procedures, to filter out any incomplete, inaccurate, or fraudulent responses. You can also use incentives, reminders, or follow-ups to increase your response rate and reduce non-response bias. Additionally, you should track and document your data collection process, such as the date, time, mode, and source of each response, to ensure transparency and accountability.

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5 Evaluate and report your results

After your data collection, you need to evaluate and report your results in a clear and accurate manner. You can do this by using descriptive and inferential statistics, such as mean, standard deviation, correlation, or regression, to summarize and analyze your data. You should also report the reliability and validity of your survey instrument, such as the Cronbach's alpha, test-retest reliability, or content validity, to demonstrate the credibility and trustworthiness of your data. Furthermore, you should acknowledge and discuss any limitations, challenges, or implications of your survey instrument and data collection process, such as the sample size, response rate, or measurement error.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you ensure the reliability of a survey instrument?

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3

4

5

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1 Define your research goals

2 Choose an appropriate survey method

3 Test and refine your survey instrument

4 Monitor and control your data collection

5 Evaluate and report your results

6 Here’s what else to consider

Market Research

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How can you ensure the reliability of a survey instrument?

1

2

3

4

5

6

1 Define your research goals

2 Choose an appropriate survey method

3 Test and refine your survey instrument

4 Monitor and control your data collection

5 Evaluate and report your results

6 Here’s what else to consider

Market Research

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