Survey Method In research

By Syed Fakhar Imam

Submitted To : Sir Farrukh
Roll No 6419
Mass Communication ( 2011-15)
Govt . MAO College, Lahore.

What is Survey Method In Research

The Survey method is the technique of gathering data by asking questions to
people who are thought to have desired information. A formal list of
questionnaire is prepared.
Survey research is often used to assess thoughts, opinions, and
feelings. Survey research can be specific and limited, or it can have more
global, wide spread goals.
Survey technique of descriptive research that seeks to determine
present practices or opinions of a specified population
Types of survey research include the questionnaire, interview, and
normative survey

What is Survey Method In Research

We can observe conditions, behaviour, events,

people, or processes. Or we can communicate
with people about various topics, including
participants attitudes, motivations, intentions,
and expectations.

Use of Survey Method

Survey research is used by a variety of different
groups.
Psychologists and sociologists often use survey
research to analyze behaviour.
it is also used to meet the more pragmatic needs
of the media, such as, in evaluatingpolitical
candidates,Publichealthofficials,professional
organizations,andadvertisingandmarketing
directors

Topics Appropriate for Survey Research

Descriptive, exploratory, and explanatory
Units of analysis = respondents
Respondents A person who provides data for analysis by
responding to a survey questionnaire.

Large samples, original data, measuring attitudes and

orientations
Determine the characteristics of massive populations
To measure attitudes and opinions,

Guidelines for Asking Questions

Questionnaire A document containing questions and
other types of items designed to solicit information
appropriate for analysis.
Choose Appropriate Question Forms
Open-Ended and Closed-Ended Questions

Make Items Clear

Respondents Must Be Competent to Answer

Guidelines for Asking Questions

Questions Should Be Relevant

Short Items are Best
Avoid Negative Items
Avoid Biased Items and Terms
Respondents Must Be Willing to Answer

Questionnaire Construction
General Questionnaire Format
Uncluttered
One question per line
Consistent format

Contingency Question A survey question

intended for only some respondents,
determined by their responses to some other
question.

Questionnaire Construction

Ordering Items in a Questionnaire

Appearance
Open-Ended or Closed-Ended First?
Randomized Ordering
Sensitivity to the Problem
Demographic questions

Questionnaire Construction

Questionnaire Instructions
Introductory comments and clear instructions

Pre-testing the Questionnaire

DOs and DONTs for Survey

DO use consistent wording.
DO use simple language.
DONT force excessive scrolling.
DO offer to share select result with respondents.
DO plan time and day of initial mailing.
DO be aware of technical limitations.
DO test incentives, rewards, and prizes.
DO limit studies to less than 15 minutes.

Different Survey Methods

Self-Administered Questionnaires

Cheaper and faster than face-to-face interviews

National is the same cost as local mailings
Requires small staff
More willingness to answer controversial items

Interview Surveys
Fewer incomplete questionnaires
More effective for complicated questionnaires
Face-to-face is more intimate

Telephone Surveys
Cheaper and more time efficient

Online Surveys
Available software and websites

Modes of data collection

There are several ways of administering a survey. The choice between
administration modes is influenced by several factors, including 1) costs, 2)
coverage of the target population, 3) flexibility of asking questions, 5) response
accuracy. 4) respondents' willingness to participate and Different methods create
that change how respondents answer, and different methods have different
advantages. The most common modes of administration can be summarized as

Telephone
Mail (post)
Online surveys
Personal in-home surveys
Personal mall or street intercept survey
Hybrids of the above.

Mostly Used scale for Surveys

Likert-type scale consists of 3 to 9 items

Equal intervals between responses, i.e., difference
between strongly agree, and agree is considered
equivalent

Strengths of Survey Research

Useful in describing large populations
Make large samples possible
Surveys are flexible
Standardized questions
Standardized - relatively free from several types of
errors
Relatively easy to administer
Economy in data collection
Flexible to collect wide range of information
- attitudes, values, beliefs, and past behaviours.

Weaknesses of Survey Research

Seldom deal with context of social life
Inflexible
Artificial
Weak on validity (but strong on reliability)
Not appropriate for studying complex social
phenomena
Respondents usually self-selected
Participants may not answer honestly