1. Introduction to Survey Research
Survey research is
the most popular and common research
method used in social sciences as well as in
our society
is one of the most important areas of
measurement in applied social research.
The broad area of survey research encompasses
any measurement procedures that involve asking
questions of respondents.
2. What is a survey?
A "survey" can be anything from a
short paper-and-pencil feedback
form to an intensive one-on-one in-
depth interview.
3. Why conduct survey research?
Gather information not available from
other sources
Unbiased representation of population
interest (depending on sampling)
Consistency of measurement
4. Purpose
The aim of survey research is to
measure certain attitudes and/or
behaviors of a population or a sample.
The purpose of survey is to collect
information from many individuals,
hoping to understand them as a whole.
5. Focus
Survey research focuses on naturally
occurring phenomena. Rather than
manipulating phenomena, survey
research attempts to influence the
attitudes and behaviors it measures as
little as possible. Most often,
respondents are asked for information.
6. Types of Data
Survey research is primarily
quantitative, but qualitative methods
can be used too.
7. Sampling
A researcher may be able to gather data
from all members of a population. Most of
the time, the population is so large that
researchers must sample only a part of the
population and make conclusions about the
population based on the sample.
Because of this, gaining a representative
sample is crucial in survey research.
8. Possible sources of bias
Demand characteristics
Reactivity
Response Bias
9. Survey
The survey is a non-experimental,
descriptive research method. Surveys can
be useful when a researcher wants to
collect data on phenomena that cannot be
directly observed.
The major issues related to survey research
are sampling issues and questionnaire
design. These affect the accuracy,
reliability, and representativeness of the
research findings.
10. Survey Research Classifications
Classified according to PURPOSES
Exploratory survey: to form general ideas
about the research questions
Descriptive survey: to collect more specific
descriptions of the variables of interest
Explanatory survey: to develop
understanding of relationships among
variables of interest
11. Classification
Classified according to TIME
Cross-sectional survey: Data are collected at one point
in time from a sample selected to represent a larger
population.
Longitudinal surveys: to collect data over time.
Trend Studies: Surveys of sample population at different points
in time
Cohort Studies: Study of same population each time data are
collected, although samples studied may be different
Panel Studies: Collection of data at various time points with the
same sample of respondents.
13. Survey Research Process
Survey research (like all research)
begins with identifying a problem and
posing it as a research question.
In higher education,
Problem: "Freshman enrollments are down."
Question: "What do college-bound high
school students think of us?"
14. Survey Research Process
The survey research process includes the
design of a survey, the acquisition of a
sample, the fielding of the survey, and
analysis and presentation of results.
15. Conducting a Survey
The steps and tasks in conducting survey
planning
sampling
construction of questionnaire
data collection
translation of data
analysis
conclusions
reporting
16. Issues to consider in survey research
What is your RESEARCH QUESTION?
Population: accessibility, literacy, and language issues?
Sampling: available data and participation of respondents?
Questions: type, length, and complexity?
existing questionnaire?
Content: knowledge of?
Bias: honest responses and social desirability?
Administrative: cost, time, and equipment?
17. A ‘site’ to explore
Internet Sites Related to Survey Research
http://www.srl.uic.edu/srllink/srllink.htm
