Choices of which statistics to consider will depend on the survey design and purpose. There are a number of different statistics we can use to estimate reliability and to make an assessment of validity. These are assessed by considering the survey’s reliability and validity. Two important qualities of surveys, as with all measurement instruments, are consistency and accuracy. The responses to these individual questions can then be combined to form a score or scale measure along a continuum.
LIKERT SCALE VALIDITY AND RELIABILITY SERIES
Being complex and multifaceted these are better measured by asking a series of related questions covering different aspects of the construct of interest. Surveys are often employed to measure more complex and multifaceted human behaviours or characteristics, known as constructs. Maybe what we are interested to measure cannot be summarised in a single question, measuring a healthy lifestyle or wellbeing, for example. While some things we want to measure are simple and can be asked in a single question, for example “ How do you intend to vote?” or “ Do you plan to go to university?“, we may actually wish to consider a broader perspective, for example political views or future aspirations. In the same way that thermometers measure temperature and pH meters measure acidity, surveys can measure behaviours, attitudes and opinions. As such, surveys can be viewed as a measurement instrument. We invariably use surveys because we want to measure something, for example, how frequently people exercise, voting intentions, the percentage of your customers that would recommend you to a friend. Questionnaire surveys are a useful tool used to gather information from respondents in a wide variety of contexts self-reported outcomes in healthcare, customer insight/satisfaction, product preferences in market research.
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