Adopting and adapting a standardised modular survey

Survey design involves a range of different decisions, many of which affect the accuracy of the results. This report discusses some of the key challenges of comparative survey research, and the different approaches to quality in comparative survey projects through the concept of equivalence. This field of research has developed considerably in the past three decades or so, and we now have a greater understanding of how equivalence can be achieved. Global Kids Online (GKO) has developed a modular survey for those who want to study children’s use of digital media. The survey is responsive to local contexts while also allowing cross-national comparisons, and key to its flexibility is the concept of careful adaptation.