For anyone planning to collect data

Survey Design and Questionnaire Development

Most survey problems cannot be fixed after fieldwork ends. We design surveys that answer your questions the first time, with the right sample size, a sound sampling plan and a questionnaire that is clear, unbiased and easy to analyze. Getting this right first saves money and protects every result that follows.

QUESTIONNAIREPOPULATION AND SAMPLEn = 385±5% at 95% confidence
Best forResearchers, NGOs and businesses
CoversSampling, sample size, questionnaires
You receiveSampling plan and tested questionnaire
FormatsPaper, KoboToolbox, Google Forms, online

The short answer

What is survey design?

Survey design is the planning that happens before data collection: defining the population, choosing a sampling method, calculating how many responses you need, and writing questions that measure what you intend to measure.

Most survey problems cannot be fixed afterwards. A biased sample or a leading question limits what analysis can tell you, no matter how advanced the statistics.

Design before fieldwork

Where survey design fits in your data collection cycle

Most survey problems cannot be fixed after fieldwork ends. The sampling plan and the questionnaire decide what the study can answer, so we join at the design stages, before any data is collected.

Where survey error entersTarget populationWho you needto describeSampling frameCoverage errorcan enter hereSelected sampleWe set the sizeand the methodRespondentsNonresponsecan enter hereUsable answersMeasurement errorfrom unclear itemsExample: about 385 responses give a ±5% marginat 95% confidence, for a large simple random sample
1GoalStudy lead or program manager

Study lead or program manager: Defines what decisions the survey must support.

Where we fit: Translates the goal into the measures and comparisons that matter.

2SamplingSurvey designer

Survey designer: Chooses the population, frame and method.

Where we fit: Calculates sample size and checks the plan can reach the precision you need.

3QuestionnaireQuestionnaire writer

Questionnaire writer: Drafts questions and response options.

Where we fit: Reviews wording, scales and bias, so the answers can be trusted.

4PilotField team

Field team: Tests the questionnaire on a small group.

Where we fit: Analyzes pilot data to catch confusing items and fix them before fieldwork.

5FieldworkField team

Field team: Collects the full sample.

Where we fit: Tracks response and nonresponse against the plan.

6Quality reviewData manager and analyst

Data manager and analyst: Checks the data and prepares it for analysis.

Where we fit: Reviews weights and nonresponse, and confirms the results match the design.

Who it is for

Built for teams like yours.

01

Researchers and students

Defensible sampling and instruments for theses, papers and grant applications.

02

NGOs and programs

Baseline and endline surveys that measure change reliably across rounds.

03

Businesses

Customer and employee surveys that give clean, actionable data.

What you get

Clear deliverables, agreed up front.

A complete, field ready survey design. Every project is quoted as a fixed price after a free assessment, so you know the cost before work begins.

  • A sampling plan and sample size calculation
  • A questionnaire with clear, neutral wording
  • Response scales and coding designed for analysis
  • A pilot test review with recommended fixes
  • A data dictionary and analysis plan
  • Advice on digital collection tools

Packages and pricing

Pick the depth you need.

Starting prices are shown for each option. Your final price is a fixed quote, agreed after a free assessment of your data and scope, so there are no surprises.

Fix problems before fieldwork

Questionnaire Review

An expert review of a questionnaire you have already drafted.

From $200fixed project
  • Item by item wording review
  • Scale and response option check
  • Bias and order effect notes
  • Marked up questionnaire
Get a fixed quote
Recommended before any fieldwork

Sampling Plan

The right sample size and method for the precision you need.

From $350fixed project
  • Sample size calculation with assumptions
  • Sampling method and frame advice
  • Nonresponse allowance
  • Short methods note for proposals
Get a fixed quote
From goal to tested questionnaire

Full Survey Design

A complete design, built and piloted with you.

From $900fixed project
  • Everything in Sampling Plan
  • Questionnaire drafted with you
  • Analysis plan agreed up front
  • Pilot data analysis and fixes
Get a fixed quote

How it works

Four steps from question to answer.

  1. Step 1

    Objectives

    We turn your goals into specific, measurable questions.

  2. Step 2

    Sampling

    We define the population, method and sample size.

  3. Step 3

    Instrument

    We draft, review and pilot the questionnaire.

  4. Step 4

    Ready for field

    You receive the final instrument, codebook and analysis plan.

Questions we help you answer

If you are asking these, we can help.

Sampling frames and methodsSample size and powerQuestion wording and biasLikert and rating scalesSkip logic and flowPilot testingCoding and data dictionaries

Tools we use

KoboToolboxGoogle FormsExcelRSPSS
  • ?How many people do we need to survey?
  • ?Should we use random, stratified or cluster sampling?
  • ?Are our questions leading or double barreled?
  • ?Which scale should we use: 5 point or 7 point?
  • ?How do we make baseline and endline comparable?
  • ?How do we reduce non response?

FAQ

Questions about Survey Design and Questionnaires

Cannot see your question? Ask it in the enquiry form and you will get a direct answer.

See all FAQs
How many responses do I need for my survey?

It depends on your population, the precision you need and how many subgroups you will compare. As a guide, about 385 responses give ±5% at 95% confidence for a large population. We calculate the exact number for your design.

Can you review a questionnaire I have already written?

Yes. We review wording, order, scales and skip logic, and return tracked suggestions with the reason for each change.

Do you run the fieldwork?

We design the survey and can set up digital forms, but fieldwork itself is usually done by your team or a field agency.

Which sampling method should I use?

Simple random sampling is ideal when you have a full list of the population. Stratified sampling helps when groups differ in size, and cluster sampling reduces cost across large areas. We recommend the one that fits your situation.

Can you translate the questionnaire?

We focus on design and wording in English and can review translated versions for consistency with the original.

Our services

All eleven services

Services overview
AI, automation and coaching

Statistics Coaching

View service Research and survey analytics

Survey Analytics

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Survey Design and Questionnaires

Data quality and business intelligence

Data Cleaning and Validation

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Monitoring and Evaluation

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Business Intelligence and Dashboards

View service Data quality and business intelligence

Product Insight Review

View service Data quality and business intelligence

Statistical Process Control

View service Research and survey analytics

Clinical and Health Data Analysis

View service AI, automation and coaching

Data Automation and Web Data Collection

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AI Automation and Chatbots

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Tell us about your data. We will tell you what it can answer.

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