Qualtrics Research Resource Hub
The Qualtrics Research Resource is designed to support faculty members in effectively using Qualtrics for survey research. Whether you are new to Qualtrics or looking to enhance your expertise, this site provides valuable resources, best practices, and support to streamline your research process.
Empowering Faculty Research with Qualtrics - Ideas and Implementations
Qualtrics is a powerful tool that allows faculty to design sophisticated surveys, collect high-quality data, and analyze responses efficiently. With its intuitive interface and robust analytics, Qualtrics enables researchers to uncover insights that drive impactful studies. From small-scale classroom assessments to large-scale national research projects, Qualtrics is revolutionizing the way faculty engage in data-driven inquiry. The following examples are some effective use of Qualtrics for research in higher education.
- A faculty member designs a longitudinal study using Qualtrics to track student engagement
and learning outcomes. By leveraging automated email distributions and real-time dashboards,
they collect and analyze data seamlessly, informing curriculum improvements and pedagogical
strategies.
- A social sciences professor uses Qualtrics to conduct behavioral research, designing
surveys that incorporate branching logic and embedded data to create a personalized
respondent experience. By integrating Qualtrics with SPSS, they perform advanced statistical
analyses, leading to a publication in a top-tier academic journal.
- In the field of education, a faculty member designs a longitudinal study using Qualtrics
to track student engagement and learning outcomes. By leveraging automated email distributions
and real-time dashboards, they collect and analyze data seamlessly, informing curriculum
improvements and pedagogical strategies.
- A chemistry professor conducts lab-based research on public exposure to environmental
pollutants. Using Qualtrics, they develop community surveys to measure awareness and
self-reported exposure, integrating GPS-based data to analyze regional trends in air
and water quality.
- A faculty member in the health sciences conducts patient satisfaction surveys through Qualtrics, analyzing trends in healthcare accessibility. The real-time reporting tools in Qualtrics allow quick adjustments to survey questions, leading to more actionable insights for improving patient care.
Survey Design Best Practices - Creating Effective Surveys
Ensure your survey aligns with your research goals.
Identify what specific data you need to collect.
Steps to Align Your Survey with Research Goals:
- Define Clear Research Objectives - Research objectives are clear and concise statements
that outline what you aim to achieve through your study. They are the foundation for
determining your research scope, guiding your data collection methods, and shaping
your analysis.
- Write a brief goal statement: What are you trying to learn, measure, or test?
- Example: “I want to understand the impact of online course structure on student engagement.”
- Formulate Research Questions or Hypotheses
- Turn your goal into specific questions your survey will help answer.
- Example: “Does weekly feedback from instructors increase students’ motivation in online
classes?”
- Identify Key Variables or Data Points
- Think about the exact information you need (e.g., satisfaction levels, frequency of behavior, knowledge level).
- Make a list of data types: demographics, perceptions, behaviors, outcomes, etc.
- Create a Concept Map or Blueprint
- Sketch out a flow of the sections or topics your survey should cover.
- Ensure each section ties back to your core research questions or objectives.
- Prioritize Essential Questions
- Include only questions that contribute directly to your research.
- Eliminate “nice to know” questions that do not serve your goals — they increase length
and may reduce completion rates.
- Use a Logic Check
- After drafting your survey, review each question and ask:
- “How does this question help me answer my research objective?” If it doesn’t contribute, consider revising or removing it.
Use clear, straightforward language.
Avoid jargon or complex phrasing that may confuse respondents.
Seven Ways to Make Survey Questions Clearer (by Jeff Sauro and Jim Lewis):
- Keep questions short.
- Use simple language.
- Prefer high- over low-frequency words.
- Use the respondents’ vocabulary.
- Minimize the use of acronyms.
- Avoid complicated syntax.
- Avoid passive voice.
- One of the most effective ways to improve data quality is to write survey questions
that are clear, direct, and easy to understand. When respondents struggle to interpret
a question, their answers may be unreliable or inconsistent.
- Use Clear, Straightforward Language. Choose words that are commonly understood by
your audience.
- Be specific and avoid ambiguity.
- Good Example: “How often do you use the library’s online resources?”
- Poor Example: “To what extent do you engage with the university's virtual academic
content platforms?” (This could confuse respondents due to complex phrasing.)
- Avoid Jargon, Technical Terms, or Acronyms Unless you are surveying a highly specialized
group, assume that respondents may not know your field-specific language. Spell out
acronyms and use everyday words when possible.
- Good Example: “Do you use the learning management system (e.g., Blackboard, Canvas) to access your course materials?”
- Poor Example: “Do you regularly interact with the LMS in a pedagogical context?”
- Avoid Double-Barreled Questions: These ask about two things at once, making it unclear
which part the respondent is answering.
- Poor Example: “How satisfied are you with the course content and the instructor’s teaching style?”
- Better Split Into Two: “How satisfied are you with the course content?” “How satisfied
are you with the instructor’s teaching style?”
- Avoid Vague Terms or Subjective Language: Words like “regularly,” “often,” or “good”
are open to interpretation. Use specific time frames or definitions.
- Vague Example: “Do you regularly participate in team meetings?”
- Improved Example: “How many team meetings did you attend in the past month?”
- Keep Questions Focused. Stick to one clear idea per question. If the question is too
broad, break it down into smaller parts.
- Broad Example: “What do you think about the department’s communication, leadership, and professional development opportunities?”
- Improved Series:
“How would you rate the department’s communication?”
“How would you rate the leadership of the department?”
“How satisfied are you with professional development opportunities provided?”
Definition: Leading questions contain phrasing that can sway someone’s opinion in one direction or the other. Survey authors write these questions under the influence of personal biases and opinions.
Problems: Leading questions are problematic in online surveys because they can introduce respondent bias, influencing how respondents interpret and answer a question. If responses are biased, the survey will fail to capture authentic feedback, leading to skewed results and inaccurate insights.
Solutions: Great survey questions avoid using persuasive language that can influence a respondent’s opinion. Here are a few guidelines to bear in mind when authoring survey questions:
- Keep your survey questions clear and straightforward.
- Use neutral language; don’t lead the respondent to a specific answer, conclusion, or opinion.
- Provide all possible answers to a question if using a multiple-choice format.
- If applicable, implement an , other option and allow the respondent to enter their own response.
- Ask a third party to review your survey before sending it out; someone from outside the organization or department can provide you with a neutral perspective. Read the details here.
Examples:
- Ensure Neutrality in Question Wording. A leading question subtly suggests a “correct”
or preferred answer. It can either favor a specific viewpoint or encourage agreement.
The best practice is to use balanced and non-suggestive language.
- Poor (Leading) Example: “Do you agree with the excellent new policy that improves
student success?”
This question presumes the policy is “excellent” and that it “improves student success,” biasing the respondent toward agreement. - Best Practice Example: “How do you feel about the new student success policy?” (This
version invites a broader range of opinions without imposing judgment.)
- Poor (Leading) Example: “Do you agree with the excellent new policy that improves
student success?”
- Avoid Emotionally Charged or Value-Laden Language. Words like “unfair,” “amazing,”
“problematic,” “successful,” or “efficient” already carry a judgment. These terms
color the response before the participant can form their own opinion.
- Biased Example: “How concerned are you about the poor communication from administration?”
- Neutral Version: “How would you rate the communication from administration?” (Then
offer a scale from Very Poor to Excellent)
- Test Questions to Identify Hidden Bias.
- Even well-intentioned questions can carry implicit bias. The best way to uncover these issues is to: Pilot test your survey with a small group and ask for feedback.
- Ask testers: “Did any questions feel pushy, leading, or hard to answer honestly?”
Revise any wording that implies a preferred or “correct” answer.
- Use Balanced Scales and Options
- Sometimes bias is introduced not through the question, but through the answer choices.
- Include an equal number of positive and negative response choices (e.g., Strongly Agree to Strongly Disagree).
- Avoid forcing a choice; consider adding “Neutral” or “Prefer not to answer” when appropriate.
- Biased Scale Example: How satisfied are you with the course? (Very Satisfied, Satisfied, Somewhat Satisfied, Neutral.) This skews the scale positively, omitting dissatisfaction.
- Balanced Scale Example: How satisfied are you with the course? (Very Dissatisfied,
Dissatisfied, Neutral, Satisfied, Very Satisfied)
- Avoid Assumptions in Questions. Never assume that something applies to every respondent.
- Biased Assumption: “How often do you use the gym on campus?”
Assumes the respondent uses the gym at all. - Inclusive Version: “Do you use the campus gym?” If yes: “How often?” If no: Skip follow-up.
- Biased Assumption: “How often do you use the gym on campus?”
When surveys present questions or answer choices in the same order for every respondent, the results may be influenced by order bias or response patterns. To collect more reliable and valid data, it's best to randomize when appropriate.
- Reduce Order Bias by Randomizing Answer Choices Order bias occurs when the position
of an answer option influences how often it is selected. For example, respondents
may be more likely to choose:
- The first option (primacy effect) in written surveys
- The last option (recency effect) in oral or screen-based surveys
- Randomizing answer options minimizes this bias by ensuring that no single option consistently
appears first or last.
- Best Practice Example: Question: “What is your preferred method of communication with
students?”
- Randomized Options: Email, In-person meetings, Learning Management System (LMS) messages, Text messaging, Phone calls.
- Each respondent sees the choices in a different order, preventing a skew in responses due to position.
- Use this when:
- All answer options are equally important or plausible
- You are not using a logical or ranked scale (e.g., Likert scales should not be randomized)
- Best Practice Example: Question: “What is your preferred method of communication with
students?”
- Change Question Order to Prevent Pattern Bias: When similar questions are grouped
together in the same sequence, respondents may fall into a patterned response habit—such
as always choosing the same scale point—rather than thoughtfully considering each
item.
- Randomizing the order of questions can:
- Increase engagement
- Prevent mindless clicking
- Provide more thoughtful responses
- Best Practice Example: If you’re asking a series of satisfaction questions about multiple
services (e.g., library, advising, financial aid, tutoring), randomize the order of
these service topics to avoid patterned answers.
- Original order: Library Services, Academic Advising, Financial Aid, Tutoring ServicesRandomized
order for Respondent A: Financial Aid, Library Services, Tutoring Services, Academic
Advising
- Use this when: Questions are on a similar theme or scale Responses could be influenced by repetition or boredom
- Avoid this when: Questions must follow a logical sequence (e.g., demographic questions
leading into tailored content) One question’s answer logically determines the next
(use skip logic instead)
- When Not to Randomize While randomization is powerful, it is not always appropriate.
Do not randomize when:
- You're using Likert scales or ranking questions with meaningful order
- Questions need to build context or follow a storyline You’re testing recall or memory where consistent ordering is essential
- Randomizing the order of questions can:
One of the most overlooked—but critically important—aspects of effective survey design is the order in which questions are presented. A logical, structured flow improves the respondent experience, reduces drop-off rates, and enhances data quality.
- Start with General, Non-Threatening Questions Begin with easy, broad, and familiar
questions to ease respondents into the survey. This builds comfort and sets a positive
tone.
- Best Practice Example: Start with: “How often do you use university online services?”
- Before asking: “How would you rate the usability of the university’s online advising system?”
- This progression allows respondents to ease into more evaluative or specific topics.
- Move From General to Specific Once general context is established, transition into
detailed or evaluative questions. This mirrors the natural way people think and makes
it easier to answer thoughtfully.
- Best Practice Flow Example: General Usage: “How often do you attend academic workshops?”
- Specific Evaluation: “How useful do you find the career planning workshops?”
- Feedback/Improvement: “What suggestions do you have to improve workshop offerings?”
- Group Related Questions Into Thematic Sections Organize questions into logical sections
or categories, such as: Demographics, Program Participation, Satisfaction, Outcomes,
Suggestions for Improvement. Clearly label sections or provide brief section headers
so respondents know what to expect.
- Best Practice Example: Section Title: Student Support Services
- “How satisfied are you with tutoring services?”
- “How helpful is the advising center?”
- “How often do you access mental health services?”
- Grouping similar items improves focus and avoids confusion from topic-hopping.
- Best Practice Example: Section Title: Student Support Services
- Use Transitions to Improve Flow Add brief transition statements between sections to
maintain coherence.
- Example: “Next, we’d like to ask about your experience with faculty communication.”
This simple sentence prepares the respondent for a shift in topic, which reduces cognitive
fatigue.
- Example: “Next, we’d like to ask about your experience with faculty communication.”
This simple sentence prepares the respondent for a shift in topic, which reduces cognitive
fatigue.
- Avoid Abrupt Topic Shifts or Repetition Jumping from unrelated topics—like course
satisfaction to personal finances—can confuse or disengage respondents. It also increases
the chance of response errors.
- Poor Flow Example:
- “How often do you use the campus gym?”
- “What is your GPA?”
- “Rate your satisfaction with academic advising.”
- These questions lack a cohesive thread and may lead to disengagement.
- Poor Flow Example:
- End With Open-Ended and Optional Questions. Finish the survey with optional, reflective
questions or suggestions. These questions require more thought and effort, so placing
them at the end ensures respondents aren’t overwhelmed too early.
- Best Practice Example: “What additional feedback would you like to share about your experience at the university?”
Skip logic and branching are powerful features in Qualtrics that allow you to tailor the flow of questions based on how a respondent answers earlier questions. This creates a more personalized, relevant, and efficient experience, while improving data quality and reducing dropout rates.
- Show or Hide Questions Based on Prior Responses
- Use skip logic to only display follow-up questions when they apply to the respondent.
This reduces confusion and keeps the survey short and relevant.
- Best Practice Example: Question 1: “Have you used the campus tutoring center this
semester?”
- Yes
- No
- If respondent answers “Yes”, show: “How would you rate the quality of tutoring services?”
- If respondent answers “No”, skip to: “What academic support services do you use instead?”
- Why it works: This avoids asking respondents irrelevant questions and keeps them engaged.
- Best Practice Example: Question 1: “Have you used the campus tutoring center this
semester?”
- Use skip logic to only display follow-up questions when they apply to the respondent.
This reduces confusion and keeps the survey short and relevant.
- Route Respondents through Customized Paths
- Branching logic allows you to create different paths through the survey based on responses.
This is especially helpful in complex surveys that involve multiple subgroups (e.g.,
faculty vs. staff, online vs. in-person students).
- Best Practice Example: Question: “What is your role at the university?”
- Faculty
- Staff
- Student
- Branching Pathways:
- Faculty → Questions about teaching, course evaluations
- Staff → Questions about administrative tools and internal communication
- Students → Questions about learning resources and student services
- Pro Tip: Use embedded data or contact lists to pre-load role data when possible, so respondents
don’t have to select it manually.
- Pro Tip: Use embedded data or contact lists to pre-load role data when possible, so respondents
don’t have to select it manually.
- Best Practice Example: Question: “What is your role at the university?”
- Branching logic allows you to create different paths through the survey based on responses.
This is especially helpful in complex surveys that involve multiple subgroups (e.g.,
faculty vs. staff, online vs. in-person students).
- Avoid Unnecessary Questions to Reduce Survey Fatigue
- Asking every respondent the same full list of questions—even when some don’t apply—leads to longer surveys, lower completion rates, and frustrated participants.
- By using logic smartly, you can streamline the experience.
- Poor Example: Asking all users, “How often do you attend graduate student orientations?”
- Even undergraduate students or non-student respondents might see this, causing confusion.
- Improved with Skip Logic: Ask: “Are you currently a graduate student?”
- If yes → show orientation-related questions
- If no → skip to next applicable section
- Combine with Display Logic for Precise Control
- In addition to skip/branch logic, display logic can be used to control when individual
questions (or even answer choices) appear.
- Example: Show a specific open-ended question only if someone rates a service as “Poor” or “Very Poor”: “You rated your advising experience as poor. Could you tell us why?”
- Why it matters: This allows targeted follow-up and richer feedback without overwhelming
all respondents.
- In addition to skip/branch logic, display logic can be used to control when individual
questions (or even answer choices) appear.
- Test All Paths with Preview Mode
- Because skip and branching logic can create multiple survey flows, always test each logic path using Qualtrics’ preview and testing tools.
- Checklist:
- Ensure all respondents reach the appropriate end of the survey
- Confirm no respondent is asked irrelevant or duplicate questions
- Verify branching paths don’t skip required sections by mistake
A well-designed survey should be efficient and enjoyable to complete. Long, repetitive, or dull surveys are more likely to result in dropouts, incomplete responses, or rushed answers. By keeping your surveys concise and using engaging formats, you can significantly boost completion rates and data quality.
- Aim for 5–10 Minutes Maximum
- Most respondents are willing to spend 5 to 10 minutes on a survey—especially if it’s optional.
- After 10 minutes, attention drops, and the likelihood of fatigue increases.
- Best Practice Example: Estimated completion time displayed at the start:
- “This survey will take approximately 7 minutes to complete.”
- Survey designed with ~15–20 concise, well-structured questions (including a mix of closed-ended and optional open-ended items)
- Pro Tip: Track completion time in Qualtrics during your pilot test. Remove or revise questions
that take too long without adding substantial value.
- Use Engaging Question Formats
- Rather than a long list of static radio buttons or text boxes, use interactive formats
that keep respondents mentally involved and reduce survey fatigue.
- Engaging Formats to Try:
- Sliders: “On a scale from 0 to 100, how confident are you in using online teaching tools?”
- Star Ratings or Smiley Faces: “How would you rate your experience with the campus help desk?” ⭐⭐⭐⭐⭐
- Matrix Grids (use sparingly and keep short): Rate the following services on a scale of 1–5: Library support, Academic advising, Mental health services,
- Image-based selections: For visual questions (e.g., website layout preferences), let respondents click images instead of reading long text descriptions.
- Ranking Questions: “Please rank the following student services in order of importance
to you.” 💡 Tip: Always include clear instructions with interactive elements to avoid
confusion.
- Engaging Formats to Try:
- Rather than a long list of static radio buttons or text boxes, use interactive formats
that keep respondents mentally involved and reduce survey fatigue.
- Eliminate Redundancy and “Nice-to-Know” Questions
- Every question should serve a clear purpose. If it doesn’t help answer your research
question or inform decision-making, cut it.
- Example of Redundancy: “How often do you use the library?”
- “Do you visit the library weekly?” These ask the same thing and can be combined.
- Instead: “On average, how many times per month do you use the library?”
- Example of Redundancy: “How often do you use the library?”
- Every question should serve a clear purpose. If it doesn’t help answer your research
question or inform decision-making, cut it.
- Break the Survey into Short Sections
- Divide your survey into 2–4 brief, labeled sections (e.g., “About You,” “Course Experience,” “Support Services”). This helps respondents feel like they’re making progress and reduces the sense of overwhelm.
- Section Title Example:
- Section 1: Your Teaching Environment (3 Questions)
- Section 2: Use of Campus Resources (4 Questions)
- Optimize for Mobile Devices
- Many respondents will complete your survey on a phone or tablet. Use question formats
and layouts that are touch-friendly and look good on small screens.
- Mobile-Friendly Tips: Avoid large grids with lots of columns
- Keep text blocks short
- Use buttons and sliders designed for touch interfaces
- Mobile-Friendly Tips: Avoid large grids with lots of columns
- Many respondents will complete your survey on a phone or tablet. Use question formats
and layouts that are touch-friendly and look good on small screens.
- Keep Open-Ended Questions Optional and Minimal
- Open-ended questions require more time and thought. Include one or two at the end
for rich feedback, and clearly mark them as optional.
- Best Practice: “Do you have any suggestions for improving this course?” (Optional)
- Open-ended questions require more time and thought. Include one or two at the end
for rich feedback, and clearly mark them as optional.
Pilot testing is a critical step in survey development that ensures your questions are clear, relevant, and effective before distributing the survey to your full audience. A well-conducted pilot helps uncover unclear wording, technical glitches, and logic errors, saving you from collecting poor-quality or incomplete data.
- Conduct a Small Test Run with a Sample Audience Select a small group (5–15 participants)
who represent your target audience. This sample should mirror the demographics, background,
and familiarity level of your intended respondents.
- Best Practice Example:
- If your survey targets faculty members, recruit a few instructors from various departments
to complete the survey and observe:
- How long it takes to complete
- How they interpret the questions
- Any confusion or navigation issues
- If you are surveying students, include a mix of first-year, upper-level, online, and in-person students.
- Pro Tip: Don’t just ask them to take the survey—ask them to think aloud while doing it or
follow up with a quick interview to capture their reactions.
- Test for Clarity, Flow, and Technical Functionality
- Ask your pilot group to look out for:
- Questions that are unclear or too complex
- Redundant or irrelevant items
- Confusing wording or terminology
- Problems with logic, skip patterns, or branching
- Any technical issues (e.g., layout problems, question not loading)
- Common Problems Found in Pilots:
- "I wasn’t sure what 'blended modality' meant in Q3.”
- “The survey said it would take 10 minutes, but it took me 20.”
- “It kept asking me about graduate orientation, but I’m an undergrad.”
- These are all fixable—if caught early.
- Common Problems Found in Pilots:
- Ask your pilot group to look out for:
- Gather Structured Feedback
- After the pilot, provide a short feedback form or conduct a debrief session with questions
like:
- Were any questions confusing or hard to answer?
- Did the response options make sense?
- Did any questions feel repetitive or unnecessary?
- Were there any technical glitches or errors?
- How did the length and flow feel?
- Tip: You can build a short feedback survey right in Qualtrics for this step!
- Tip: You can build a short feedback survey right in Qualtrics for this step!
- After the pilot, provide a short feedback form or conduct a debrief session with questions
like:
- Revise Based on Pilot Results
- Use the feedback to:
- Rewrite or simplify confusing questions
- Add or adjust instructions for clarity
- Remove redundant questions
- Fix any logic or technical errors
- Adjust survey length based on timing data
- Best Practice Example:
- Original question: “How frequently do you engage in asynchronous instructional support and collaborative peer development opportunities?”
- Revised after pilot feedback: “How often do you participate in online peer teaching support or training?”
- Simple language = better data.
- Use the feedback to:
- Analyze Pilot Data for Patterns and Logic Testing
-
- If your pilot includes 10+ participants, you can even do a mini data analysis:
- Look for missing data or skipped questions
- See if respondents misunderstood rating scales (e.g., selecting “Strongly Disagree” for all items unintentionally)
- Check for unexpected paths in your skip logic
- If your pilot includes 10+ participants, you can even do a mini data analysis:
-
When conducting research or collecting feedback through surveys, it’s essential to prioritize ethical standards and ensure data privacy. This not only protects your respondents, but also strengthens the credibility and compliance of your research project.
- Obtain Informed Consent Before Collecting Sensitive Data Informed consent means that
participants clearly understand what the survey is about, what data is being collected,
how it will be used, and that their participation is voluntary.
- Best Practice Example: Include a consent statement at the beginning of the survey,
such as:
- “Your participation in this survey is voluntary. The survey will take approximately
8 minutes. Your responses will be kept confidential and used for research purposes
only. You may skip any question or stop the survey at any time without penalty.”
[ ] I agree to participate in this survey
- “Your participation in this survey is voluntary. The survey will take approximately
8 minutes. Your responses will be kept confidential and used for research purposes
only. You may skip any question or stop the survey at any time without penalty.”
- Pro Tip: For more sensitive topics (e.g., mental health, finances, personal experiences),
be even more explicit about data handling and confidentiality.
- Best Practice Example: Include a consent statement at the beginning of the survey,
such as:
- Follow Institutional Review Board (IRB) Guidelines If Applicable
- If your survey is part of academic research, it may require IRB approval—especially
if it involves:
- Collecting identifiable information
- Surveying vulnerable populations (e.g., minors, students, patients)
- Exploring sensitive or high-risk topics
- ✔ Best Practice Example: Before distributing your survey:
- Submit a research proposal to UH’s IRB. Visit UH IRB's website for detailed requirements and procedures.
- Include your survey questions, consent language, and data storage plan as well as other required documents from IRB office.
- Only begin data collection once IRB approval is received.
- Note: Even if your survey is exempt from IRB review, document your rationale and follow
ethical protocols from UH IRB Office.
- If your survey is part of academic research, it may require IRB approval—especially
if it involves:
- Anonymize or De-Identify Responses Where Possible
- Anonymization is the process of removing personally identifiable information (PII)
so individual respondents cannot be traced.
- Best Practice Techniques:
- Avoid asking for names, student/employment IDs, or specific location data unless absolutely necessary.
- If collecting email addresses (e.g., for follow-up), separate this data from responses.
- Use anonymous links in Qualtrics to prevent IP tracking unless consent is given.
- Sensitive Data + Identifiers = Risk
- Sensitive Data + Anonymous Responses = Safe
- Best Practice Techniques:
- Anonymization is the process of removing personally identifiable information (PII)
so individual respondents cannot be traced.
- Securely Store and Share Data
- Whether you’re collecting data for research, assessment, or institutional improvement,
you must ensure the data is:
- Stored securely (e.g., university-approved cloud storage, password-protected folders)
- Shared only with authorized individuals (e.g., research team members)
- Not publicly disclosed without aggregation or de-identification
- Best Practice Example:
- Use Qualtrics' built-in security features (SSL encryption, data access controls).
- Back up data in a restricted university drive.
- When publishing results, report only group-level data (e.g., “85% of respondents agreed”) and never include identifiable quotes without permission.
- Best Practice Example:
- Whether you’re collecting data for research, assessment, or institutional improvement,
you must ensure the data is:
- Communicate Transparency and Trust
- Tell your participants why you're collecting the data and what will be done with it. This builds trust and increases participation.
- Example Statement:
- “This survey is being conducted to evaluate campus support services. Responses will be analyzed in aggregate and used to inform future programming decisions. No identifying information will be linked to your responses.”
Survey Reliability & Validity
Ensuring your survey questions are both reliable and valid is essential to collecting high-quality data that supports sound conclusions and actionable insights.
1. Understanding Survey Question Reliability
- What Is Reliability? Reliability refers to the consistency of survey responses. A reliable survey yields similar results under consistent conditions, helping you draw dependable conclusions.
- Why it matters: Reliable survey questions ensure your data is consistent and trustworthy. Reliability strengthens the credibility of your findings and supports meaningful analysis and reporting.
- Common Types of Reliability
| Type | What It Tests | How It Applies in Survey Design |
| Internal Consistency | Do related questions measure the same concept? | Use Cronbach’s Alpha to assess similar questions. |
| Test-Retest | Do responses stay consistent over time? | Distribute the same survey at two points in time. |
| Inter-Rater | Do different evaluators produce similar results? | Useful for coding open-ended or qualitative responses. |
| Split-Half | Do two halves of the survey yield similar results? | Check balance and consistency of item grouping. |
- Tips for Writing Reliable Questions
- Use Clear Language - Avoid jargon, double-barreled, or vague questions.
- Keep Response Scales Consistent - Stick with a consistent format for Likert scales and options.
- Pilot Test Your Survey - Test with a small group before wider distribution.
- Use Validated Question Sets - Adopt or adapt existing instruments when available.
- Quick Tool: Cronbach’s Alpha (Internal Consistency)
- This is a statistical method to evaluate how well a group of questions measures the
same idea (e.g., “student engagement”).
How to interpret Cronbach’s Alpha:
- This is a statistical method to evaluate how well a group of questions measures the
same idea (e.g., “student engagement”).
| Value | Interpretation |
| ≥ 0.90 | Excellent reliability |
| 0.80 – 0.89 | Good reliability |
| 0.70 – 0.79 | Acceptable |
| < 0.70 | Needs improvement |
Run in SPSS, R, or Qualtrics Stats iQ.
- In Practice: A Faculty Example
Let’s say you have five questions measuring “faculty satisfaction with instructional technology.”- Ensure all use the same response scale.
- After data collection, run Cronbach’s Alpha to check if these items consistently reflect the same idea.
- If one item lowers the overall score, consider revising or removing it.
2. Ensuring Survey Question Validity
- What Is Validity? Validity refers to the accuracy and relevance of your survey questions. A valid question truly reflects the concept or behavior it's designed to assess.
- Why it matters: While reliability is about consistency, validity is about accuracy. Valid questions ensure you’re measuring what you intend to measure—leading to meaningful, actionable data.
- Types of Validity
| Type | What It Ensures | Faculty Use Case Example |
| Face Validity | Does the question look like it measures the right thing? | “How often do you use Blackboard?” for LMS usage. |
| Content Validity | Does the set of questions cover the full scope of the concept? | A survey on “online teaching experience” should include technology, pedagogy, and student interaction. |
| Construct Validity | Do the questions truly measure the underlying idea? | Are your “engagement” questions aligned with how engagement is defined in research? |
| Criterion Validity | Do results correlate with other established benchmarks? | Comparing survey responses to student retention or performance data. |
- Tips for Designing Valid Survey Questions
- Define Your Constructs Clearly - Know what you want to measure before you write questions.
- Use Research-Based Frameworks - Align with existing models or validated surveys when possible.
- Avoid Leading or Biased Wording - Stay neutral to avoid influencing respondents.
- Include Diverse Perspectives - Pilot your survey with different stakeholders to check for gaps or misinterpretations.
- Check for Alignment - Each question should serve a clear purpose tied to your research
or assessment goals.
- In Practice: A Faculty Example
If your goal is to measure “students’ sense of belonging,” you should:- Define what "belonging" means in your context (e.g., feeling supported, valued, included).
- Use multiple questions to reflect different dimensions (e.g., peer support, faculty recognition).
- Make sure no questions are confusing or overlapping.
- Consider comparing responses with course completion rates or classroom observations
to test criterion validity.
- Validity vs. Reliability – Quick Comparison
| Feature | Reliability | Validity |
| Focus | Consistency | Accuracy |
| Question | "Are results stable and repeatable?" | "Are we measuring what we think we are?" |
| Method | Statistical (e.g., Cronbach’s Alpha) | Conceptual + empirical review |
| Importance | Foundation for trust in results | Foundation for making meaningful claims |
Integration with Research Tools: Exporting Qualtrics Data for Further Analysis
Qualtrics makes it easy to move from data collection to analysis by providing multiple export formats compatible with common research tools. Knowing how to export and format your data correctly is essential for smooth integration into statistical software, data visualization platforms, or coding environments like SPSS, R, Python, and Excel.
Qualtrics supports exporting data in multiple formats to meet your analysis needs.
Export Formats and When to Use Them:
- CSV (.csv, Comma Separated Values): - This is a .csv file that can be imported into
other programs. Each value in the response is separated by a comma and each response
is separated by a newline character. If your responses contain special characters
and you will open this export in Microsoft Excel we recommend using the TSV export.
Qualtrics CSV exports use UTF-8 encoding, which Excel will not open correctly by default.
- TSV (.tsv, Tab Separated Values): - This is a .tsv file that can be imported into
other programs. Each value in the response is separated by a tab and each response
is separated by a newline character. If your responses contain special characters
and you will open this export in Microsoft Excel we recommend using this TSV export
because Qualtrics TSV exports use UTF-16 encoding.
- Excel (.xlsx): - Export your data as an XLSX file - an Excel-compatible format. If
you have a very large number of responses, use TSV instead. Great for viewing raw
data and running quick calculations or pivot tables. Useful for descriptive stats
and formatting data for reports.
- XML (.xml, Extensible Markup Language): - This is the Extensible Markup Language (XML)
format of the raw data, which is a general purpose markup language for easy interpretation.
- SPSS (.sav, Statistical Analysis Package): - Statistical Package for the Social Sciences
(SPSS) is one of the most widely used software packages for survey analysis. This
is an SPSS sav data file with raw data, variable and value labels. Includes variable
labels and value coding, perfect for advanced statistical analysis. Compatible with
complex models like regression, ANOVA, and factor analysis.
- Google Drive: Save your data to a spreadsheet in your Google Drive account.
- Tableau Web Data Connector: This integration will let you pull your survey responses into Tableau 9.1+. The
following URL can be copied into the Web Data Connector within Tableau. You will then
be prompted to login and select fields to import.
- User-submitted files: This is a Zip export of the respondent-uploaded files in your survey. To better understand your data, read more.
Pro Tip: Choose your export format based on the tool you plan to use and the level of analysis you need.
For ongoing or large-scale projects, automation saves time and improves consistency.
- Best Practice: Schedule Recurring Data Exports
Use Qualtrics' built-in features to automatically send data to:- A secure FTP server
- A cloud storage folder (e.g., Box, Dropbox, Google Drive)
- A third-party analysis platform via webhook or API
- This is especially useful for:
- Longitudinal surveys or rolling enrollment studies
- Multi-phase research projects requiring continuous updates
- Institutional dashboards that update in real time
- Faculty Research Example – SPSS Workflow:
- Export data as .sav file with value labels preserved.
- Import into SPSS.
- Run descriptive statistics, cross-tabulations, and regression models.
- Export results for publication or institutional reporting.
- Assessment Example – Excel Dashboard:
- Export Qualtrics data as .xlsx.
- Use pivot tables to summarize responses by department or term.
- Create charts to visualize trends in student satisfaction.
- Share with stakeholders in real time via Microsoft Teams or SharePoint.
- Data Science Example – R Analysis:
- Export data as .csv.
- Use read_csv() to load into RStudio.
- Clean and filter using dplyr, visualize with ggplot2, and model with lm() or caret.
- Create reproducible reports with RMarkdown.
- Store exported files in university-approved cloud storage or encrypted drives.
- Avoid downloading sensitive data to personal devices.
- Follow your institution’s data governance policy—especially if working with identifiable or sensitive responses.