Survey Research

Question 1

What is research?

Answer 1

Survey Research – e.g., census
 Structured surveys or questionnaires are
used in studies that vary from descriptive to
experimental
◦ Written responses
 Self-administered
 Interview (face-to-face or telephone)
◦ Self-report (not directly observed)
◦ Standardized procedures
◦ Information on facts, knowledge, behaviours,
opinions, personal characteristics

Question 2

What are the advantages of survey research? (3)

Answer 2

◦ Efficient
◦ Large samples
◦ Valid for self-observations (e.g., attitudes)
 Can provide anonymity and therefore encourages
honesty

Question 3

What are the disadvantages of survey research?

Answer 3

◦ Response rate often low
◦ Self-selection – responders may not be
representative
◦ Misinterpretation of questions
◦ Low motivation or accuracy of respondent
◦ Potential recall/memory bias in self-reports
 Especially when recalling past or sensitive
information or when there’s a socially acceptable
response
 With established questionnaires, this has often been tested

Question 4

How do you design a good survey instrument?

Answer 4

• Use an existing instrument?
  ◦ Review instruments
   Good psychometric properties?
   Applicable?
   Adaptable?
   Will adaptations affect validity?
• Develop your own instrument
  ◦ Easy to do, not easy to do well
   Wording, ordering of questions affect responses
  ◦ Researcher should provide information on how
  developed and evidence of reliability & validity
  ◦ Draft, expert review, revise, pilot test, revise
  ◦ Text (p. 218) gives references for how to do
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