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YOU'VE given specifications to your supplier for a survey you haven't designed yet: "15 minutes, two open ends." Sound familiar? Then, with or without the aid of your supplier, the survey is written. So, is it in line with your budget? Do you have too little here? (not likely) Do you have too much? (most likely) How do you determine before you go to field just how long your survey is?
Well, you could have two people sit down and administer the survey to each other. This is effective but time-consuming, especially if one of these people happens to be you. Another approach we use at Q & A that has proven to be surprisingly effective is the following formula.
Estimate the introduction at about a half minute. So too, expect a half-minute for each open-end question. Fifteen seconds should be allocated for each standard closed-end question, but just ten seconds per attribute for attribute rating types of questions. Unless you have a lengthy concept to read, you're done.
Please keep in mind that this approach is not intended to do more than to give you a ball-park estimate of the survey's maximum length (skip patterns have not been accounted for).
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