Effective survey research begins with careful and deliberate planning.
The first step is to clearly define the aims and objectives of your project. What specific question are you trying to answer? What information do you need to gather, and how will it contribute to your overall research or evaluation goals? Strong objectives will guide your design decisions and ensure that each question in your survey serves a clear purpose.
A critical part of planning involves identifying your target population — the group of people you want to collect data from—and your sampling frame, which refers to the actual list or database from which your participants will be drawn. Understanding who you want to reach (and who you can realistically access) is essential for ensuring your results are valid and representative. You should also assess potential barriers, such as language proficiency, digital access, or communication disabilities, that may affect how different groups engage with your survey.
Ethical considerations are central to any research involving human participants. All surveys must be accompanied by a Participant Information Sheet (PIS) outlining the purpose of the project, what participants are being asked to do, and how their data will be handled. Where required, ethics approval must be obtained before data collection begins. Charles Sturt University provides downloadable templates and guidelines to obtain Ethics approval and help you prepare your Research Data Management (RDM) plan.
It’s also important to consider your budget and timeline. These factors can influence everything from survey method (e.g., online vs. in-person) to the size of your sample. For example, phone or face-to-face interviews often require more time and staffing resources, while online surveys may involve software costs or licence fees (such as for Qualtrics or REDCap). Map out the duration for design, testing, distribution, follow-up, and analysis early in your planning.
Another decision involves whether to offer incentives to participants. Incentives—such as gift cards, prize draws, or access to results—can increase response rates, but they must be used ethically and disclosed clearly in the participant information sheet. Consider how incentives may affect who responds and whether this could introduce bias.
Finally, ask yourself whether a survey is the most appropriate method for your research. In some cases, non-survey alternatives — such as interviews, focus groups, or analysis of existing data—may provide richer or more suitable insights. Always align your method with your research aims, resources, and ethical considerations.
