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Chapter 9 Survey Research - Coggle Diagram
Chapter 9 Survey Research
Survey Research is a research method involving the use of standardized questionnaires or interviews to collect data about people and their preferences, thoughts, and behaviors, in a systematic manner.
Survey Research can be used for descriptive, explanatory, and exploratory research. But it is best suited for studies dealing with individuals as the unit of analysis.
Noted that this method has several strengths compared with other methods of research like
Due to their unobtrusive nature and the ability to respond at ines convenience questionnaire surveys are preferred by some respondents
Interviews may be the only way of reaching certain populations
2.Survey research is ideally suited for remotely collecting data about a population that is too large to observe directly
Large sample surveys may allow detection of small effects even while anaylizing multiple variables
(1) They are great for measureing traits, preferences, attitudes, beliefs, behaviours.
6.This research is economical in terms of researcher time, effort and cost than most other methods such experimental research and case research.
Questionnaire surveys
A research instrument consisting of a set of questions intended to capture responses from the respondents in a standardized manner. They may be unstructured or structured. There are three ways to distribute to clientele: Self-administered mail surveys, group- administered questionnaire, online or web survey.
Group- administered questionnaire- a sample of respondents is brought together at a common place and time, and each respondent is asked to complete the survey while in the room. there is no interaction between respondents.
Constructing the survey itself is an art that has to be mastered. it consists of Response format, Question content and Wording, Question sequencing.
Online/ Web survey- administered over the internet using interactive forms, respondents might receive an email asking them to complete a survey like when you buy something from Amazon and they ask you to review your order for other people.
Self administered mail surveys- this is where the questionnaire is mailed out in large quantities to people at random and willing respondents will fill this out in the comfort of their own home then mail it back with a self addressed envelope.
Interview surveys- Interviews are more personalized form of data collection method than questionaire surveys 3 forms of this: Face-to-face Interview, Focus Group, Telephone Interview.
Focus Groups- small groups of respondents are interviewed together in a common location usually 6-10 people. every person is given a chance to respond to questions asked by their facilitator
Telephone Interviews- Interviewers contact potential respondents over the phone, typically based on random selection of people from a telephone directory
Face-to- face interview is where the interviewer works directly with the respondent to ask questions and record their responses.
Biases in Survey Research
Survey Research is often tainted with systematic biases that may invalidate some of the interrace derived from such surveys. There is a total of five biases and they are: Non-response bias, sampling bias, social desirability bias, recall bias, common method bias
Social desirability- Many respondents tend to avoid negative opinions or embarrassing comments about themselves, their employers, family, friends so they may falsified their responses.
Recall Bias- surveys depend on subjects motivation, memory, and ability to respond to questions that might have happened in the past.
Sampling bias- You are reaching out to a certain group while conducting research but you might be missing a whole group due to negligence.
Non- response bias- not getting enough of a response from your research group you intended to get 100 replies from your questionnaire but only 20 people sent them back.
Common method Bias- Refers to the amount of spurious covariance shared between independent and dependent variables that are measured at the same point in time.