Lecture 3: Organisation of Large-Scale Sample Surveys

Professor Olusanya E Olubusoye

2025-02-12

Organisation of Large-Scale Sample Surveys

Lecture outline

This lecture aims to equip you with an understanding of how large-scale sample surveys are organized, from
planning and design to data collection and analysis. It covers the methodologies used in such surveys, the
challenges faced, and best practices to overcome these challenges.
Objective:
By the end of this session, you should be able to:

• Understand the complete process of organizing a large-scale sample survey.

• Identify appropriate sampling techniques and data collection methods for different types of surveys.
• Apply basic statistical methods for analyzing survey data and understand how to effectively disseminate
the results.

Part 1: Fundamentals of Survey Design

• Introduction to Sample Surveys:

– Definition and importance of sample surveys in statistical data collection.
– Comparison of sample surveys with other data collection methods.
• Planning a Survey:
– Steps involved in planning a survey: defining objectives, choosing a population, sampling methods,
questionnaire design.
– Importance of clear objectives and careful questionnaire design to ensure relevant and unbiased
data.

Part 2: Sampling Techniques

• Types of Sampling:
– Overview of different sampling methods: Simple Random Sampling, Stratified Sampling, Cluster
Sampling, and Systematic Sampling.
– Pros and cons of each sampling method and scenarios for their use.
• Sample Size Determination:
– Factors affecting sample size: margin of error, confidence level, population variability.
– Basic formulas for sample size calculation and their application in real-world scenarios.

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Part 3: Data Collection Methods

• Conducting Surveys:
– Methods of data collection: face-to-face interviews, telephone interviews, mail surveys, and online
surveys.
– Discussing the challenges associated with each method and strategies to improve response rates
and data quality.
• Quality Assurance in Data Collection:
– Techniques to ensure data quality during collection: training interviewers, pilot testing question-
naires, monitoring data collection process.
– Role of technology in enhancing data collection and management.

Part 4: Data Analysis and Dissemination

• Analyzing Survey Data:

– Basic statistical techniques for analyzing survey data: descriptive statistics, cross-tabulation, and
inferential statistics.
– Use of software tools in data analysis (e.g., SPSS, Stata).
• Dissemination of Survey Results:
– Best practices for presenting survey results to ensure they are understandable and useful to stake-
holders.
– Discussing the ethical considerations in data reporting and dissemination.

Part 5: Group Activity and Discussion

Fundamentals of Survey Design

This part of the session introduces the fundamental concepts of survey design, emphasizing the importance
of careful planning and execution to ensure the collection of high-quality, relevant data. You will learn about
the various stages involved in setting up a sample survey and the considerations that guide each step.

Introduction to Sample Surveys

Sample surveys are a crucial tool in statistical data collection used to gather information from a subset of
a population to make inferences about the whole population. Unlike censuses that attempt to collect data
from every possible member of the population, sample surveys involve a smaller, manageable number of
observations selected based on specific methodologies.

• Definition and Importance:

– A sample survey is defined as a study that obtains data from a subset of a population, in order
to estimate population attributes.
– Surveys are essential for their efficiency and cost-effectiveness, especially in large populations or
areas where a full census is not feasible.
• Comparison with Other Data Collection Methods:
– Sample surveys versus censuses: surveys are less expensive and quicker but might not cover as
detailed or exhaustive data as censuses.
– Surveys versus administrative data collection: surveys are specifically designed for statistical
inference and can be tailored to capture data on various aspects unlike administrative data which
is collected for non-statistical purposes.

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Planning a Survey

Effective survey design is a multi-step process that requires detailed planning to ensure that the data collected
are valid, reliable, and applicable to the research questions at hand. The key steps include:

• Defining Objectives:
– Clearly articulate what you want to achieve with the survey. Objectives should be specific,
measurable, achievable, relevant, and time-bound (SMART).
• Choosing a Population and Sampling Frame:
– Identify the total group of subjects that is representative of the entire population. The sampling
frame is the list of items or people forming a population from which a sample is taken.
• Sampling Methods:
– Decide on the method to sample the population (random, stratified, cluster). The choice of
sampling method affects the representativeness and bias in the data collected.
• Questionnaire Design:
– Design questions that are clear and objective. Questions should be structured to avoid bias and
leading responses. This involves careful wording, ordering of questions, and choosing the right
type of questions (open-ended vs. closed-ended).

The planning phase is critical because it sets the groundwork for all subsequent actions in the survey process.
Mistakes made during planning are often impossible to correct once the data collection phase has started.
Therefore, considerable effort should be spent to ensure that this phase is carried out with thoroughness and
precision.

Importance of Clear Objectives and Careful Questionnaire Design

• Clear Objectives:
– Having well-defined goals helps in designing a focused questionnaire, selecting appropriate sam-
pling methods, and effectively analyzing data for actionable insights.
• Careful Questionnaire Design:
– The quality of the questionnaire directly impacts the quality of data collected. It is crucial
to minimize ambiguities and biases in questions to ensure that responses accurately reflect the
respondents’ true opinions and behaviors.

Sampling Techniques

This segment of the session focuses on the various sampling techniques that can be employed in survey
research. Understanding these techniques is crucial for designing surveys that accurately and efficiently
capture data representative of the larger population. Students will learn about the strengths and weaknesses
of each method and the appropriate contexts for their use.

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Types of Sampling

The choice of sampling method significantly influences the accuracy, cost, and logistical complexity of a
survey. It is vital to select a sampling strategy that aligns with the survey’s objectives, the nature of the
population, and the available resources.

• Simple Random Sampling (SRS):

– Every member of the population has an equal chance of being selected. This method is straight-
forward and free of bias but can be impractical for large populations due to the need for a
comprehensive sampling frame.
• Stratified Sampling:
– The population is divided into subgroups (strata) that share similar characteristics. A sample is
drawn randomly from each stratum. This method enhances precision and efficiency by ensuring
that all segments of the population are represented proportionally, particularly when certain
groups are underrepresented.
• Cluster Sampling:
– The population is divided into clusters (e.g., geographical areas), and a random sample of these
clusters is selected. All individuals within chosen clusters are surveyed. Cluster sampling is cost-
effective and easier to administer than SRS, especially when the population is spread across a
large area.
• Systematic Sampling:
– A sample is drawn by selecting members from a larger population at regular intervals. This
method is simpler and quicker than random sampling, though it risks introducing bias if there is
a hidden pattern in the population list that correlates with the interval chosen.

Sample Size Determination

Determining the appropriate sample size is a critical aspect of survey design that balances cost, accuracy,
and reliability of the results.

• Factors Affecting Sample Size:

– Margin of Error: Smaller margins of error require larger sample sizes.
– Confidence Level: Higher confidence levels necessitate larger samples to ensure that the popu-
lation parameter will fall within the confidence interval.
– Population Variability: More diverse populations require larger samples to accurately reflect
the population’s heterogeneity.
• Basic Formulas:
– The basic formula for determining sample size for simple random sampling is:

Z 2 × p × (1 − p)
n=
E2
Where n is the sample size, Z is the Z-value from the standard normal distribution reflecting
the desired confidence level (e.g., 1.96 for 95% confidence), p is the estimated proportion of an
attribute that is present in the population, and E is the margin of error.

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Data Collection Methods

Here we discuss the various methods used to collect data in large-scale surveys. Each method has its
advantages and challenges, and the choice of method can significantly impact the quality and reliability of
the survey data. Students will learn about the most common techniques for data collection and explore
strategies to mitigate common issues like low response rates and data biases.

Conducting Surveys

Different data collection methods are suitable for different types of surveys and target populations. Here,
we discuss the four main methods used in modern surveying:

• Face-to-Face Interviews:
– Personal interviews involve direct interaction between the interviewer and the respondent. This
method is highly effective for complex questionnaires where nuanced responses may be required.
It allows for greater clarification and follow-up questions but can be time-consuming and costly.
• Telephone Interviews:
– Interviews conducted over the phone are less expensive than face-to-face interviews and can reach
a broader geographic area. However, they may not be suitable for detailed surveys as respondents
might be less engaged or willing to spend a long time on the phone.
• Mail Surveys:
– Surveys are sent to the respondent’s address to be filled out and returned. This method is cost-
effective for wide geographic distribution and when the survey length is substantial. Nonetheless,
response rates are typically lower, and there is no opportunity to assist respondents who might
misunderstand questions.
• Online Surveys:
– These are increasingly popular due to their low cost and quick deployment. Online surveys can
reach a wide audience quickly and include multimedia elements. However, they may suffer from
issues such as low response rates and the digital divide affecting representative sampling.

Quality Assurance in Data Collection

Ensuring the quality of the data collected during a survey is crucial for obtaining reliable and valid results.
Various strategies can be employed to enhance data quality:

• Training Interviewers:
– Well-trained interviewers are crucial, especially for face-to-face and telephone interviews. Training
should cover the survey’s purpose, question phrasing, confidentiality issues, and procedures for
dealing with common problems respondents may encounter.
• Pilot Testing Questionnaires:
– Conducting a pilot test of the survey questionnaire with a small segment of the target population
helps identify and correct potential issues before the full survey launch. This process can refine
questions, improve the survey’s structure, and enhance respondent understanding.
• Monitoring Data Collection Process:
– Continuous monitoring of the data collection process helps identify issues early, ensuring they can
be addressed promptly to prevent widespread data quality problems. This might involve regular
checks on data entry, interview observations, and interim data analysis.

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 • Role of Technology in Enhancing Data Collection:
– Modern technology tools can significantly improve the accuracy and efficiency of data collection.
For example, electronic data capture (EDC) systems can reduce data entry errors and facilitate
real-time data monitoring and analysis.

Data Analysis and Dissemination

In this concluding segment of the lecture on large-scale sample surveys, we explore the critical stages of data
analysis and dissemination. These phases are essential for transforming raw survey data into meaningful
insights and ensuring that these insights reach the intended audiences in an understandable and ethical
manner.

Analyzing Survey Data

Once data collection is complete, the next step is to analyze this data to extract useful information and
insights. This process involves several statistical techniques and tools.

• Basic Statistical Techniques:

– Descriptive Statistics: This includes summarizing data using means, medians, modes, ranges,
and standard deviations. Descriptive statistics provide a quick overview of the data distribution
and central tendencies.
– Cross-tabulation: This method allows researchers to examine the relationships between different
variables in the dataset, which is particularly useful for identifying trends and patterns.
– Inferential Statistics: Techniques such as regression analysis, hypothesis testing, and confidence
intervals to make predictions or generalizations about a population based on the survey sample.
• Use of Software Tools:
– Statistical software packages such as SPSS, Stata, and R are invaluable for conducting sophisti-
cated data analyses. These tools can handle large datasets and perform complex calculations that
are necessary for thorough data analysis.

Dissemination of Survey Results

The final step in the survey process is to disseminate the findings to stakeholders, policymakers, and the
public. Proper dissemination ensures that the data collected can be used to inform decisions and foster
change.

• Best Practices for Presenting Survey Results:

– Data should be presented in a clear and concise manner using tables, graphs, and infographics to
enhance understanding and retention.
– Findings should be contextualized with explanations of the survey’s objectives, methodology, and
implications of the results.
– All presentations and reports should be accessible, both in terms of language and medium, ensuring
that they are understandable to non-specialists.
• Ethical Considerations in Data Reporting:
– It is crucial to maintain the confidentiality and anonymity of survey respondents to protect their
privacy and comply with ethical standards.
– Data must be reported honestly and transparently, avoiding any manipulation that could mislead
stakeholders about the findings.
– Researchers should also acknowledge any limitations of the survey, such as potential biases, errors
in data collection, or factors affecting the reliability of the results.

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Case Study: Implementation

Download the Nigeria Forced Labour Survey 2022 from the NBS website. The report will be reviewed
together during the class.

Group Activities

Based on the 2008 Nigeria Demographic and Health Survey (2008 NDHS), here are some group activities to
explore various aspects of the survey findings and methodologies used.

Group Activity 1: Analyzing Survey Design and Methodology

Objective: Understand and evaluate the methodologies used in the 2008 NDHS.
Tasks:

• Research and Presentation: In groups, students are assigned to research specific elements of the
survey’s methodology such as sample design, questionnaires used, training of field staff, and data
processing techniques as outlined in the survey report.
• Discussion: Each group presents their findings to the class, highlighting any potential biases or
limitations they think might affect the results of the survey.

Discussion Points:

• What are the implications of the chosen sample design on the survey’s findings?
• How might the training of field staff influence the data collected?
• Evaluate the adequacy of the data processing techniques used.

Group Activity 2: Role of International Partnerships

Objective: Explore the impact of international partnerships in conducting national surveys.

Tasks:

• Case Study Analysis: Students examine the roles of various international partners such as USAID
and UNFPA in the 2008 NDHS.
• Presentation and Debate: Groups discuss how international support might have influenced the
survey’s execution and findings. They present arguments on the benefits and potential downsides of
such partnerships.

Discussion Points:

• How do international partnerships contribute to the success of demographic and health surveys?
• Discuss any potential biases or influences international sponsors might bring to the survey processes
and outcomes.

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Group Activity 3: Data Analysis and Interpretation

Objective: Analyze data from the survey to understand demographic trends and health issues.
Tasks:

• Data Analysis Exercise: Groups use specific data sets from the survey (e.g., fertility rates, contra-
ceptive use, child mortality) to perform basic statistical analyses.
• Reporting: Each group prepares a report discussing their findings and implications for public policy
in Nigeria.

Discussion Points:

• What trends can be identified from the data regarding health and demographic changes?
• How could these trends impact future health policies in Nigeria?

Group Activity 4: Ethical Considerations in Survey Data Collection

Objective: Discuss the ethical considerations that must be taken into account during data collection and
publication.
Tasks:

• Role-Playing: Students assume the roles of survey designers, respondents, and ethicists to debate
potential ethical issues that could arise during the survey.
• Critical Analysis: Groups write brief essays on how to address ethical issues in survey design and
implementation.

Discussion Points:

• What ethical concerns are associated with demographic and health surveys?
• How should sensitive information, such as data on HIV/AIDS or domestic violence, be handled?

Group Activity 5: Creating Public Awareness Campaigns

Objective: Utilize survey findings to design a public health campaign.

Tasks:

• Campaign Design: Based on the survey’s findings on public health issues like maternal health,
HIV/AIDS knowledge, or child nutrition, groups develop a public awareness campaign.
• Presentation: Groups present their campaign strategies to the class, explaining how they used the
survey data to inform their campaign messages and methods.

Discussion Points:

• How effective are public awareness campaigns based on real-world data?

• Discuss the potential impact of well-informed public health campaigns on community health standards.