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Survey steps >
Scope and purpose
Once a new statistical activity or the redesign of an ongoing activity
is approved, the need for the information and the overall feasibility
of the proposed project or activity has generally been well established.
The planning process will also have included the definition of broad objectives,
a targeted user population and the key questions or issues to which analysis
will be directed. In order to translate this initial planning exercise
into an actual collection vehicle, objectives and uses can now be stated
more precisely to help ensure that the new or redesigned activity will
meet specific user requirements.
Objectives are the purposes for which information is required,
stated within the context of the program, research problem or hypotheses
that gave rise to the need for information. Uses narrow down and specify
more precisely the information needs, for example, by describing what
decisions may be made based on the information collected and how such
information will support these decisions. For periodic surveys, other
uses may evolve over time. Users are the organizations, agencies, groups
or individuals expected to use the information. Arriving at a consensus
on specific objectives and uses facilitates making rational decisions
with respect to survey design.
Principles
Specification of objectives and uses leads to the development of a detailed
plan for the new activity, in consultation with users of the information
and project participants. Users can help develop a description of the
purposes of the activity. Project participants can identify the conceptual,
methodological and operational issues that they must resolve and can suggest
a reasonable schedule.
It is important to have a clear understanding and to formulate a concrete
statement of the objectives in terms of hypotheses to be tested and specific
data requirements, including the quality expected, budget constraints
and expected delivery dates.
A statement of objectives will provide subsequent users who have different
objectives with the means to assess the extent to which a product from
a statistical activity may meet their own needs. It is also an important
means of communicating to (potential) users what they can expect from
the products of a statistical activity and the degree to which they will
want to be careful when their use of the data extends beyond that which
the activity set out to achieve
Guidelines
- Focus analysis of user needs on finding the most cost-effective
solutions for both the short and long term. Before embarking on the
design of a new statistical activity (or redesigning an existing one),
analyze currently available statistics in the area in terms of sources,
frequency, quality, timeliness, etc. Deal with the trade-off between
adequacy of the available statistics to meet the requirements of clients
and the cost and time required to undertake a new activity to produce
statistics that do not already exist.
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Develop survey objectives in partnership with important users
and stakeholders. Establish and maintain relationships with users of
information in the private and public sectors and with the general public
to enhance the relevance of the information produced and to improve
the marketing of products and services. Among important users are representatives
of potential markets, policy makers and agents who require the information
for legislated use. Before major designs or redesigns, conduct extensive
and user-focused consultation routinely so as to identify content options
as well as to develop public support for the program when it reaches
the data collection stage. Since even relevant and accurate statistics
are not used if they are not trusted, take a very open approach when
developing or revising programs so as to build confidence in the process
and products of a statistical activity.
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In determining the extent to which a survey will meet user
needs, seek a reasonable trade-off between these needs and the budget,
response burden and privacy considerations. Although the Agency may
have little discretion where a legal requirement is in place, in other
cases it is worthwhile to formulate alternative methodological approaches,
means and modes of data collection, frequencies, geographical detail,
etc. with a view to arriving at an optimum solution.
- Review ongoing statistical activities at regular intervals.
Statistical programs need to evolve, adapt and innovate so as to keep
pace with the changing demands of the users they serve or demands of
new users. The purpose of the activity or its statement of objectives
needs to be reviewed periodically to enhance the relevance of the statistical
product to user needs, as they involve or change. Sometimes the overhaul
of existing surveys may be desirable to maintain the reliability of
key statistical series, especially if sources of information have changed
or the way in which they are made available is reengineered or rethought.
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Where explicit data quality targets exist, include them in
the statement of survey objectives in terms of measurable aspects of
quality. Targets can be set in terms of measures such as sampling error,
coverage rates, response rates, and timeliness. With administrative
data and derived statistical activities, the data quality will be directly
related to the quality of input data sources.
- In determining the objectives and uses of a specific statistical
activity, consider also the objectives and uses of derived statistical
activities or statistical frameworks (e.g., the System of National Accounts).
References
Blanc, M., Radermacher, W. and Körner, T. (2001). Quality and users.
Session 15.1 of The International Conference on Quality in Official
Statistics, Stockholm, Sweden. See also http://method/English/research/Proceed/Q-2001/15.1.pdf (STC intranet site).
Brackstone, G.J. (1993). Data Relevance: Keeping Pace with User Needs.
Journal of Official Statistics, 9, 49-56.
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