Design Methods
Extension educators want surveys that will produce high-quality responses from a large quantity of respondents. Dillman et al. (2014) developed a survey methodology that promotes the features necessary for generating both quality and quantity in responses. This methodology is referred to as the Tailored Design Survey Methodology (TDSM) . The tailored design method is based around three fundamental concepts: error reduction, survey procedure construction, and positive social exchange (Dillman et al., 2014).
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 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 the 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.
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