Cross-Sectional Survey Design

Conceptualization

Conceptualization includes the following:

• 1.
  Defining the study population
• 2.
  Formulating hypotheses, if any, to be tested
• 3.
  Defining the outcome (dependent) variables of interest and important classification or independent variables
• 4.
  Specifying levels of precision, such as standard errors, confidence intervals (“margins of error”), or statistical power
• 5.
  Deciding whether the survey will be repeated
• 6.
  Establishing cost limits
• 7.
  Specifying whether the nature of the data to be collected—cost or other considerations—requires a certain data collection mode

These components of the conceptualization process should define the parameters for decisions made later in the design phase, and of course can be interrelated. The researcher should also be aware that as the design progresses, some initial decisions may have to be revisited.

While the process of conceptualization occurs in designing a study, it may not always occur in a neat and orderly fashion. A researcher may be bidding in response to a request for a proposal (RFP) or have been approached by a client with a survey design in mind. In these cases, the decisions mentioned previously may have been made and not subject to much [Page 173]discussion, even if the researcher thinks the design could be improved considerably.

...