Lesson 2 - Data Collection

Question 1

SURVEY

Answer 1

A survey is a research method that allows one to collect data on a topic that cannot be directly observed, such as opinions on downtown retailing opportunities. Surveys are used extensively in planning to assess attitudes and characteristics of the public on a wide range of topics.

Surveys typically take a sample of a population. For example, 500 out of 5,000 households in a community might be mailed a survey.

Question 2

CROSS SECTION SURVEY

Answer 2

Planners typically use a cross-sectional survey. A cross-sectional survey gathers information about a population at a single point in time. For example, planners might conduct a survey on how parents feel about the quality of recreation facilities as of today.

Question 3

LONGITUDINAL SURVEYS

Answer 3

As an alternative, planners may conduct longitudinal surveys over a period of time. Some cities conduct a citizen survey of service satisfaction every couple of years. This data can be combined to compare the differences in satisfaction between 1995 and 2005.

Question 4

WRITTEN SURVEYS

Answer 4

Can be mailed, printed in a newspaper, or administered in a group setting. Good for obtaining information from a broad audience, such as general opinions about the community.

Pros: Low-cost, convenient
Cons: Low response rate, 20 percent. Requires literacy. May be inappropriate when targeting seniors, those that do not speak English, and the illiterate.

Question 5

GROUP ADMINISTERED SURVEYS

Answer 5

Appropriate when there is a specific population that a planner is trying to target.

Pros: High and quick response rate.
Cons: Getting everyone together to complete survey.

Example: Survey participants in recreation programming by asking each person to complete a survey at the end of class. This survey method requires a small sample size.

Question 6

DROP OFF SURVEY

Answer 6

Allows the survey to be dropped off at someone’s residence or business.

Pros: Allows respondents to complete survey at their convenience. Higher response rates are higher than with a mail survey because the person dropping off the survey may have personal contact with the respondent.
Cons: Expensive because of the time required to distribute the surveys. Smaller sample than with a mail survey.

Question 7

ORAL SURVEY

Answer 7

Administered on the phone or in person.

Question 8

PHONE SURVEY

Answer 8

Phone surveys are useful when you need yes/no answers. Surveys on the phone or in person allow the interviewer to follow up and gain further explanation on answers. The response rate varies greatly, depending on the ability to reach potential respondents.

Cons: Expensive due the amount of time. Biased due to interaction with the interviewer. Long questions and those with multiple answers are difficult to administer using this method.

Question 9

ONLINE SURVEY

Answer 9

Online surveys are popular. These can be administered on a website, e-mail, or text message.

Pros: Inexpensive and can generate quick responses. Have a higher response rate than written or interview surveys.
Cons: You will not reach people without Internet access.

Question 10

DESIGNING A SURVEY

Answer 10

Make all questions clear (don’t use technical jargon).
Make sure each question only asks about one issue.
Make questions as short as possible.
Avoid negative items as they can confuse respondents.
Avoid biased items and terms.
Use a consistent response method, such as a scale of 1 to 7 or yes/no.
Sequence questions from general to specific.
Make the questions as easy to answer as possible.
Define any unique or unusual terms. For example, when you are conducting a survey about open space zoning be sure to define what the term means.

Question 11

SAMPLING TYPES

Answer 11

CONVENIENCE - uses individuals that are readily available
VOLUNTEER - recruited.
RANDOM - everyone in the city has a chance of being selected to participate in the survey.
STRATIFIED - divides the population into groups, known as classes, from which a sample is drawn.