Surveys

Definition

Defined as “the collection of information from a sample of individuals trough their responses to questions” (Check & Schutt, 2012)

The word “survey” is used most often to describe a method of gathering information from a sample of individuals- This sample is usually a fraction of the population being studied. Survey research is a quantitative approach that features the use of self-report measures on carefully selected samples. It is a flexible approach that can be used to study a wide variety of basic and applied research questions.

Characteristics of Surveys

• Surveys can be administered in a questionnaire that is mailed or emailed or in an interview over the phone or in person.
• Survey researchers often seek information that is not already available.
• Survey research requires the collection of standardized, quantifiable information from all members of a population or of a sample.
• Validity is the extent to which the measurements of the survey provide the information needed to meet the study’s purpose.
• Survey research is used to quantitatively describe specific aspects of a given population.
• The data required for survey research are collected from people and are, therefore, subjective.
• Survey research uses a selected portion of the population from which the findings can later be generalized back to the population.

Main uses of the method

• To measure the concept in which you are interested as precisely as possible.
• To determine the characteristics of a population or a community.
• To define existing conditions in a community or region.
• To document community opinion.
• To compare groups of communities.
• Survey Research uses interviews, questionnaires, and sampling polls to get a sense of behavior with concentrated precision.
• Researchers can judge behavior and then present the findings in an accurate way.

Advantages of Surveys

• Can be developed in less time (compared to other data-collection methods)
• Can be administered remotely via online, mobile devices, mail, email, kiosk, or telephone.
• Conducted remotely can reduce or prevent geographical dependence
• Numerous questions can be asked about a subject, giving extensive flexibility in data analysis
• A broad range of data can be collected (e.g., attitudes, opinions, beliefs, values, behavior, facts).

Disadvantages of Surveys

• Data errors due to question non-responses may exist. The number of respondents who choose to respond to a survey question may be different from those who chose not to respond, thus creating bias.
• Survey question answer options could lead to unclear data because certain answer options may be interpreted differently by respondents. For example, the answer option “somewhat agree” may represent different things to different subjects and have its own meaning to each individual respondent.  ‘Yes,’ or ‘no’ answer options can also be problematic. Respondents may answer “no” if the option “only once” is not available.
• Customized surveys can run the risk of containing certain types of errors
• Respondents may not feel comfortable providing answers that present themselves in an unfavorable manner.
• Respondents may not be fully aware of their reasons for any given answer because of a lack of memory on the subject, or even boredom.