● Error reduction: the tailored design method focuses on reducing four types of error (coverage, sampling, nonresponse, and measurement) throughout the survey process. ● Survey procedure construction: the tailored design method encourages the creation of not just a high-quality questionnaire, but a set of survey procedures that interact and work together in order to get many clients to complete the questionnaire. ● Positive social exchange: the tailored design method draws attention to the elements of a survey that can be enhanced through positive social exchange (such as survey sponsorship and the content of survey questions). Survey Uses in Extension Each of these concepts outlined above can be applied in a variety of settings and is appropriate in each of the three situations often encountered by Extension professionals: need and asset assessments, formative and summative evaluations, and customer satisfaction evaluations. Needs assessment - Surveys can be used to collect new information from members of a target audience regarding community needs and gaps in service, as well as community strengths and opportunities. Respondents may also be able to give insight into existing programs, providing a history of those efforts (Mertens & Wilson, 2012). Surveys may also be able to identify existing formal, informal, and potential leaders within the group (Mertens & Wilson, 2012). These types of efforts to understand the audience and gain local input will help to create momentum for project activities, while building credibility within the community (Mertens & Wilson, 2012). Formative and summative evaluations- One of the best ways to evaluate current efforts is through formative and summative evaluation. A formative evaluation, designed to guide program improvement, is conducted during the development or delivery of the program (Mertens & Wilson, 2012). An agent who is conducting a program over the course of a three-month period may choose to perform several small-scale formative evaluations along the way to make sure that the program is moving along according to plan. Summative evaluations, on the other hand, are performed near the end or upon completion of a program in order to provide an overall assessment of the program’s effectiveness (Mertens & Wilson, 2012; Rossi et al., 2004). Extension faculty may elect to provide program participants with a summative evaluation at the immediate conclusion of the program, or they may opt to delay collection, asking participants to respond after a designated period of time. This type of feedback provides valuable information about the overall success of the program, which is often necessary for accountability and reporting purposes throughout the year. Customer satisfaction- The world of the Extension professional is not limited to programs alone. There are many times that an agent might receive a phone call or office visit from a client seeking information. These interactions with the community can be just as valuable as those created through programs and should also be assessed. One common way to capture client perceptions regarding these types of interactions is through customer satisfaction surveys. Such surveys can be used to identify perceptions about the quality of services provided by Extension, while also uncovering attributes such as program parity (how well the program represents the demographics of the surrounding county). Typical Survey Assessment Types
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