Good practice in the conduct and reporting of survey research

TLDR

Survey research is often perceived as straightforward, yet it can easily yield low‑quality, untrustworthy results if not conducted rigorously. The paper aims to equip novice researchers with a checklist that ensures survey work meets high standards of credibility. It offers an overview of survey methodology and step‑by‑step guidance through data collection, analysis, and reporting, highlighting common pitfalls to avoid.

Abstract

Survey research is sometimes regarded as an easy research approach. However, as with any other research approach and method, it is easy to conduct a survey of poor quality rather than one of high quality and real value. This paper provides a checklist of good practice in the conduct and reporting of survey research. Its purpose is to assist the novice researcher to produce survey work to a high standard, meaning a standard at which the results will be regarded as credible. The paper first provides an overview of the approach and then guides the reader step-by-step through the processes of data collection, data analysis, and reporting. It is not intended to provide a manual of how to conduct a survey, but rather to identify common pitfalls and oversights to be avoided by researchers if their work is to be valid and credible.