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Chapter 9: Survey Research - Coggle Diagram
Chapter 9: Survey Research
Types of Survey Methods
Questionnaire Surveys
Group-Administered Surveys
Conducted in a group setting.
Higher response rates but may have group dynamics issues.
Online Surveys
Administered via the internet.
Cost-effective, quick, but may suffer from sampling bias.
Mail Surveys
Sent to respondents via postal mail.
Low cost but often low response rates.
E-mail Surveys
Embedded in or attached to an email.
Inexpensive and quick but potentially compromised if not secure.
Interview Surveys
Telephone Interviews
Conducted over the phone.
Less costly than face-to-face but may have lower response rates.
Focus Group Interviews
Small group discussion.
Allows in-depth exploration but may have dominant participant issues.
Personal Interviews
Face-to-face interaction.
High response rates but time-consuming and costly.
Internet Interviews
Conducted via video conferencing tools.
Convenient but may have technological barriers.
Constructing a Survey Questionnaire
Response Formats
Ordinal Response: Ordered options (e.g., education level).
Interval-Level Response: Likert scales (e.g., 5-point or 7-point scales).
Nominal Response: Unordered options (e.g., industry of employment).
Continuous Response: Fill-in-the-blank (e.g., age).
Dichotomous Response: Yes/No, True/False.
Question Content and Wording
Avoiding Negative Wording: No double negatives.
Avoiding Ambiguity: Clear definitions of terms.
Clarity and Understandability: Simple language, active voice.
Avoiding Biased or Value-Laden Words: Neutral phrasing.
Strengths/Weaknesses
Strengths of Survey Research
Economical in terms of time, effort, and cost.
Efficient for large populations.
Allows for comparative analysis of subgroups.
Measures unobservable data (e.g., attitudes, beliefs).
Weaknesses of Survey Research
Susceptible to various biases:
Sampling Bias: Unrepresentative sample.
Social Desirability Bias: Respondents answering in a socially acceptable manner.
Recall Bias: Inaccurate responses due to faulty memory.
Non-Response Bias: Low response rates affecting representativeness.
Practical Tips
Assure confidentiality.
Pretest questionnaires.
Keep surveys short (10-15 minutes).
Thank respondents.
Definition:
A research method using standardized questionnaires or interviews to collect data about people systematically.