Learning Objectives 1 Identify the purposes of survey research 2 Define the characteristics of a survey 3 Outline the steps in the survey process 4 Evaluate survey administration methods 5 Determine when an online survey is useful
5Research purpose Research goal Research objective
Research Purpose1 Exploratory2 Descriptive3 Explanatory
Identify the research purpose A survey to gauge employee satisfaction. A public opinion poll of registered voters before an election campaign. A survey of online shoppers focused on shopping cart abandonment.
Research GoalGeneral statement outlining theaim of the research. Establish an assessment plan for the department.
Research ObjectivesSpecific statements about whatwill be measured. To determine the number of projects completed in the department. To uncover inefficiencies in departmental processes.
Research objectives should be Specific Measurable Reviewed by Informed by experts the literature
Postal Mail Advantages Disadvantages Low cost Low response rate Wide geographic reach Lengthy response period Contingency questions No interviewer bias ineffective Sensitive questions Don’t know who is easier to ask responding
Telephone Interviews Advantages Disadvantages Limited coverage bias Fewer land phone lines Fast response Confusion w/sales calls Complex questions Intrusive possible Wide geographic reach Call screening
Face-to-Face Interviews Advantages Disadvantages Limited geographic Good response rates reach Complex questions Time-consuming & possible expensive Longer interviews Susceptible to possible interviewer bias Observational data Sensitive topics difficult collection to explore
Online Surveys Advantages Disadvantages Can be low cost Coverage bias Fast & efficient Too many digital surveys, resulting in overload Contingency questions effective Direct data entry Wide geographic reach
Use an Online Survey if1 Sample is large & widely distributed 5 Sampling frame is available2 Timeline is short 6 Convenience sample is adequate Multi-media3 Topic is sensitive 7 features would enhance project Audience has Staff has4 access to necessary technology 8 technological capability