Consistency of measurement
Purpose
The aim of survey research is to
measure certain attitudes and/or
behaviors of a population or a sample.
Reactivity
Response Bias
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.
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
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.
Face-to-Face Survey
Mail Survey
Telephone Survey
Web Survey
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?"
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.
Conducting a Survey
The steps and tasks in conducting survey
planning
sampling
construction of questionnaire
data collection
translation of data
analysis
conclusions
reporting
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?
Some ‘sites’ to explore
Internet Sites Related to Survey Research
http://www.srl.uic.edu/srllink/srllink.htm