Definition of Survey Research

Research Methods for the Behavioral Sciences, Dr. Rosalyn M. King, Professor
Definition of Survey Research
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Survey research involves acquiring information about one
or more groups of people—perhaps about their
characteristics, opinions, attitudes, or previous
experiences—by asking them questions and tabulating their
answers. The ultimate goal is to learn about a large
population by surveying a sample of that population; thus,
we might call this approach a descriptive survey or normative
survey.
The researcher poses a series of questions to willing
participants; summarizes their responses with percentages,
frequency counts, or more sophisticated statistical indexes;
and then draws inferences about a particular population
from the responses of the sample.
Definition of Survey Research
People are telling us what they believe to be true.
This may or may not be the case. People can
construct their own ideas about something that
may not represent the truth. This may be a
downfall of survey research.
 Survey research employs face-to-face interviews,
telephone interviews or a written questionnaire.
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Face to Face and Telephone Interviews
In a structured interview the researcher asks a
standard set of questions and nothing more.
 In a semi-structured interview, the research may
follow the standard questions, with one of more
individually tailored questions to get clarification
or probe a person’s reasoning.
 Face-to-face interviews enables the researcher to
establish rapport with potential participants and
gain their cooperation. Therefore, they yield the
highest response rates.
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Use of Questionnaires
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Questionnaires are paper and pencil, telephone or digital
instruments that ask questions to participants about
particular issues.
Questionnaires can also make use of checklists and rating
scales.
A checklist is a list of behaviors, characteristics, or other
entities that a researcher is investigating. The researcher
(or participants, depending on the study) simply checks
whether each item on the list is observed, present, or true,
or is not observed, present or true.
A rating scale is more useful when a behavior, attitude, or
other phenomenon of interest needs to be evaluated on a
continuum of “inadequate” to “excellent,” “never” to
“always,” or “strongly disapprove” to “strongly approve.”
Guidelines for Constructing a Questionnaire
See Guidelines on page 194 (Leedy & Ormrod).
See Guidelines in Handout: Preparing a
Questionnaire for Administration (Questionnaire
Research).
 See Table 9.1, page 197, Guide for Construction of a
Questionnaire (Leedy & Ormrod).
 See Figure 9.4,p. 199, An annotated letter of
inquiry (Leedy & Ormrod).
 See Figure 9.6, p. 201,Questionnaire Response Card
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(Leedy & Ormrod).
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See Figure 9.7, p.201 Follow-up letter
(Leedy & Ormrod).
Guidelines for Constructing the Survey
Instrument
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Give the Questionnaire a Title
Prepare an introduction
Group the items by topic
Conclude with a thank you and contact
information.
Preparing the Questionnaire for Administration
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Steps:
 Write a descriptive title for the questionnaire.
 Write an introduction to the questionnaire.
 Group the items by content, and provide a subtitle for each
group.
 Within each group of items, place items with the same format
together.
 At the end of the questionnaire, indicate what respondents
should do next.
 Prepare an informed consent form, if needed.
 If the questionnaire will be administered in person, consider
preparing written instructions for the administrator.
Field Test the Survey Instrument
You must field test the instrument before
administering the survey.
 See handout and guidelines on how to field test
survey instruments.
 See questions to be asked of the survey instrument.
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Prepare Sampling Methodology
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Learn Sampling Designs
Select an appropriate sampling design.
Develop sampling frame.
Sampling Designs
Probability Sampling and Non Probability
Sampling.
 In probability sampling, the researcher can specify
in advance that each segment of the population
will be represented in the sample.
 In non probability sampling one can not claim that a
sample is representative. Much less complicated,
less expensive and can be done at the spur of the
moment. Can take advantage of whoever is
available.
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Sampling Designs-Probability
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Random selection=choosing a sample in such a
way that each member of the population has an
equal chance of being selected.
Simple random sampling=sampling without
replacement.
Systematic Sampling
Stratified Random Sampling
Proportional Stratified Sampling
Cluster Sampling
Sampling Design-Non Probability
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Convenience Sampling
Quota Sampling
Dimensional Sampling
Purposive Sampling
Snowball Sampling
See Handout on Types of Sampling
Sampling Bias
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The selection may not represent the entire
spectrum of the general population. Individuals in
the lower economic strata of the population may
not be adequately represented.
Always acknowledge the possibility of sampling
bias.
See page 216, Acknowledging the Presence of Bias.
See page 217: Practical Application-Population
Analysis for a Descriptive Survey.
See page 218, for important questions to ask.
All cited in Leedy and Ormrod (2010).
Analysis of Survey Data
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See Chapters 11-13 in Conducting a Survey:
Techniques for a Term Project, [Orcher,
Lawrence T. (2007) Pyrczak Publishing, pp. 91112.]
Writing the Report
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See Chapter 14-Writing a Survey Research Report
in Conducting a Survey (citation above).