SURVEY RESEARCH

ASSIGNMENT OF RESEARCH METHODOLOGY

SUBMITTED TO: DR. AMREEN SEKHON

SUBMITTED BY: JAYATI MALHOTRA
MA 1
DEPARTMENT OF PSYCHOLOGY
PANJAB UNIVERSITY, CHANDIGARH
 TABLE OF CONTENTS

1.) Introduction to Survey Research

2.) Development and Evolution of Survey Research

3.) Objective of Survey Research

4.) Definition of Survey Research

5.) Key factors for effective Survey Research

6.) Types of Survey Research

7.) Advantages and Disadvantages of Survey

Research

8.) Steps in Conducting Survey Research

9.) Conclusion

10.) References
Introduction to Survey Research
Survey research is a systematic method of collecting information from a sample population
through structured questionnaires or interviews. It aims to generalize findings to a larger
population, thus providing insights into behaviors, attitudes, and characteristics on various
topics, including social sciences, health, business, and education. This method involves
choosing a representative sample, designing effective questionnaires, and analyzing data to
answer specific research questions. Surveys can be cross-sectional, assessing a population at a
single point in time, or longitudinal, tracking changes over time. With the increasing role of
technology, online surveys have also gained prominence, allowing researchers to reach diverse
and geographically dispersed participants.

The Development and Evolution of Survey Research

Survey research began with ancient censuses for administrative needs, evolving in the late 19th
century into structured social studies on issues like poverty. The 1930s brought scientific rigor
with probability sampling, while the post-WWII era saw growth in academic and commercial
surveys via telephone. The internet transformed survey research in the late 20th century,
enabling rapid, large-scale data collection through online platforms. Today, survey research is
essential across fields, providing key insights into public opinion, behavior, and
decisionmaking.

The Objective of Survey Research

Survey research is based on the simple principle that if one wants to find out what people think
about some topic, just ask them. In other words, survey is a structured set of questions or
statements given to people in order to measure their attitude, beliefs, values or tendencies to it.

Survey research, mostly used by psychologists, sociologists and anthropologists, should be

distinguished from sample survey, which is its close ally. The survey researcher is primarily
interested in assessing the characteristics of the whole population. Thus, survey research may
be defined as a technique whereby the researcher studies the whole population with respect to
certain sociological and psychological variables. For example, if a researcher wants to study
how many people of both sexes in India adopt contraceptive devices as a measure of birth
control, this will constitute an example of survey research. But a survey researcher rarely takes
pains to make an approach to each member of the population or universe probably because it
requires a lot of time, money and patience. Thus he takes a convenient random sample, which
is considered to be representative of the whole universe and subsequently, an inference
regarding the entire population is drawn. When a researcher takes a sample from the population
for studying the relative incidence, distribution and relationship of psychological and
sociological variables, the survey is termed as a sample survey.

Definition of Survey Research

Survey research is a method of collecting data by asking questions to a sample of individuals
in order to gather insights into their opinions, behaviors, or characteristics. It uses structured
questionnaires or interviews to obtain quantifiable information, enabling researchers to make
inferences about a larger population. This approach is widely used in fields like social sciences,
marketing, and public policy for understanding trends, testing hypotheses, and informing
decisions.

Key Factors for Effective Survey Research

1. Since survey research focuses on the attributes, perspectives, and behaviors of a specific
group of individuals known as a sample, it is essential for the survey researcher to establish direct
contact with these individuals.

2. The effectiveness of survey research hinges on the willingness and cooperation of the chosen
sample for the study. The individuals selected for the survey must be open to providing the required
information. If they are unwilling or uncooperative, the researcher should consider abandoning the
plan in favor of an alternative method.

3. Conducting survey research necessitates that the researcher is a trained professional. They
must possess manipulative skills and research acumen. Additionally, they should have social
intelligence to interact effectively with individuals and successfully gather the needed information
from them.
Various Survey Research Approaches
Survey research can be implemented using different data collection methods,
including:

1. In-Person Interviews: A face-to-face method where interviewers engage with

respondents to collect detailed responses.

2. Mail Questionnaires: This method involves sending surveys to respondents,

requesting them to fill out and return the questionnaire.

3. Panel Studies: Researchers interview the same sample multiple times to track
changes over time.

4. Telephone Surveys: Conducted over the phone, these surveys rely on

computer-assisted techniques to efficiently collect data.

Description of the Classification of Survey Research:

Survey research can be categorized into various types based on data collection methods,
including in-person interviews, mail questionnaires, panel techniques, and telephone surveys.

1.) Personal Interview:

A personal interview, also known as a survey interview, involves a direct conversation between
the interviewer and the respondent to gather specific information. In this setting, the
interviewer’s role is to elicit responses without aiding or instructing the respondent, simply
focusing on collecting similar information from multiple participants.

According to Cannell and Kahn (as cited in Lindzey & Aronson, 1968), a successful personal
interview requires three essential conditions:

1. Accessibility: The respondent must be able to convey the required information

comfortably, without feeling embarrassed. This means the content should be easy for the
respondent to communicate openly.

2. Cognition: The respondent should clearly understand what information is needed and
how to express it appropriately. If a respondent strays off-topic, it is the interviewer’s task to
gently guide them back on track and clarify expectations.
3. Motivation: The respondent needs to be motivated to provide accurate and honest
answers, as inaccurate responses are as unhelpful as no responses. If motivation is lacking, the
interviewer should encourage cooperation by fostering factors that enhance the respondent's
willingness to participate meaningfully.

The success of a personal interview relies heavily on meeting these three conditions, but also
on the personality and professionalism of the interviewer. An interviewer should not simply be
seen as a tool for data collection; their biases and attitudes can impact responses. For best
results, interviewers should be well-trained to ask probing questions impartially and maintain
a permissive, unbiased approach throughout the interview.

2.) Mail Questionnaire

A mail questionnaire, commonly used in educational and sociological research, involves
preparing a set of questions aimed at gathering specific information, which is then mailed to
respondents with a request for them to complete and return it. This method provides a direct
way to gather information from each respondent individually.

Mail questionnaires offer several advantages:

1. Cost-Effectiveness: Mail questionnaires are generally less expensive than interviews,

as mailing expenses replace the costs associated with interviewers.

2. Broad Reach: They allow researchers to quickly survey a widely dispersed population
with minimal expense.

3. Reduced Interviewer Bias: Mail questionnaires avoid issues associated with

interviewer bias, as there is no direct interaction with respondents.

4. No Contact Issues: This method circumvents the challenges of arranging direct

contact with respondents.
However, mail questionnaires also have notable disadvantages:

1. Low Response Rates: Nonresponse is a primary issue, with response rates often low,
though some government surveys have achieved up to 90% response. Low response rates are
problematic because the nonrespondents may differ significantly in characteristics from
respondents, potentially biasing the results. To improve responses, researchers should avoid
awkward questions, include a stamped, self-addressed envelope, and, if possible, exclude
lesseducated or less-interested individuals who typically respond less.

2. Nonresponse from Specific Groups: Certain groups, such as married women with
large families, have higher nonresponse rates.

3. Limited Applicability: Mail questionnaires are less effective when the survey purpose
requires detailed explanations, as respondents may lack sufficient understanding.

4. Simplified Questions Needed: They are best suited to straightforward questions that
can be clearly understood through printed instructions; complex or technical questions can
reduce response quality.

5. Limited Ability to Probe: Mail questionnaires are ineffective when in-depth probing
or interaction is required.

6. Inflexibility: There is no opportunity to clarify responses, verify accuracy, or

understand why some questions may be left unanswered.

7. Dependence on Preceding Questions: Respondents typically review the entire

questionnaire before starting, making responses potentially influenced by other questions.

8. Uncertainty of Respondent Identity: There is no guarantee that the intended

recipient completes the questionnaire; others may complete it if they perceive the questions as
irrelevant or if the questionnaire seems unimportant.
9. Inadequacy for Spontaneous Responses: When spontaneous answers are needed,
mail questionnaires are not ideal.

10. Lack of Observational Data: Researchers miss out on non-verbal cues and reactions
to specific questions, as well as other observational data.
Some disadvantages of mail questionnaires can be mitigated by combining them with
interviewing techniques. For instance, questionnaires could be mailed and later collected by
interviewers, or interviewers could personally deliver questionnaires for respondents to mail
back. This approach helps address issues with question ambiguity, incomplete addresses, or
locating respondents, as interviewers can offer clarification and locate respondents more
reliably than standard postal services.

3.) Panel Technique

Some survey methods involve conducting multiple interviews with the same sample over time.
The panel technique is one such method that uses a re-interview design, where the same
individuals are interviewed more than once. When the survey goal is broad and comprehensive,
several interviews are conducted with the same sample; however, if the survey objective is
narrower, two interviews may be sufficient.

The panel technique offers two main benefits.

Firstly, it allows researchers to observe how various factors influence changes in the sample’s
attitudes over time.
Secondly, by interviewing the same sample multiple times, the panel technique provides a more
sensitive and accurate measure of change than if two different samples from the same
population were tested.
However, the panel technique has two key limitations. One issue is the potential loss of
participants in the sample, which can occur due to reasons such as death, refusal to participate
in follow-up interviews, or relocation. Losing a portion of the sample can increase the risk of
bias in the study results. Additionally, repeated interviewing may make participants more aware
of the survey focus, potentially causing them to alter their responses or act unrepresentatively
of the population they originally represented.
4.) Telephone Survey

A telephone survey is another method of survey research where respondents are interviewed by
the investigator over the phone. The investigator initiates calls to respondents, asks them
questions, and records their answers. Respondents are typically sampled from lists or telephone
directories. Recent advancements in computer-assisted technologies have streamlined
telephone surveys, with two notable techniques being Computer-Assisted Telephone
Interviewing (CATI) and Interactive Voice Response (IVR).

In CATI, the interviewer uses a computer to manage calls. Wearing a headset and microphone,
the interviewer reads questions from a computer screen while recording responses via keyboard
input. As soon as an answer is entered, the next question appears on the screen. This method
speeds up the interview process and reduces the likelihood of errors, as it removes the need for
a separate data entry step.

IVR allows respondents to hear questions and answer options over the phone, using touchtone
inputs or voice recognition software to record their responses. IVR is beneficial for its rapid
and automated data collection, resulting in fewer errors and enhanced respondent anonymity.
Research indicates that IVR is effective for short and straightforward surveys, although longer
surveys may experience higher drop-off rates (Saccardo et al., 2002).

While telephone surveys are quick and efficient for gathering information, they also have
several drawbacks. Respondents may be uncooperative if they are aware of the caller’s identity,
often only answering simple and straightforward questions. In countries like India, an additional
challenge is that only a limited segment of the population has access to telephone facilities,
which can hinder the ability to reach all potential respondents and ultimately compromise the
effectiveness of the survey.

Advantages and Disadvantages of Survey Research

Survey research is a prevalent methodology in the behavioral sciences, presenting both pros
and cons. Below are its primary advantages:

1. Broad Scope: The methodology of survey research possesses the remarkable capability to
gather an extensive array of data from a wide-ranging and diverse population, encompassing
individuals from various demographics and backgrounds. Despite the fact that this type of research is
typically more costly in comparison to traditional field studies or controlled laboratory experiments,
the depth and abundance of the data that is acquired often justify the expenditure, making it a highly
efficient and valuable approach to conducting research in various fields.

2. High Accuracy: As noted by the esteemed researcher Kerlinger (1986, 387), the level of
precision achieved through well-constructed samples can be truly astonishing, even to those
individuals who have extensive experience and expertise in the field of research. When the sample
size is carefully calculated to range between 600 to 700 individuals or families, it can yield an
exceptionally precise and reliable representation of the community’s core values, prevailing attitudes,
and deeply held beliefs, thereby enhancing the overall validity of the research findings.

3. Interdisciplinary Application: The implementation of survey research is remarkably

prevalent across a multitude of social science disciplines, which bestows upon it a considerable degree
of interdisciplinary significance and relevance in the academic and research community. These types
of studies provide essential and indispensable data that contribute to an ever-expanding range of what
is referred to as "gross disciplinary research," as articulated by scholars Campbell and Katona in their
seminal work from 1953.

4. Essential Tool for Understanding Social Phenomena: The practice of survey research
serves as an invaluable instrument in the thorough examination and understanding of various social
attitudes, beliefs, and values with a level of accuracy that is both optimal and achieved at a relatively
reasonable cost, making it a critical resource for researchers aiming to uncover and analyze the
complexities of social phenomena in today’s world.

Despite these benefits, survey research also presents several limitations:

1. Surface-Level Insights: Survey research often lacks depth and does not sufficiently
delve into the complexities of the issues being studied. Alternative research methodologies may
be preferred when a more profound examination of relationships is necessary.

2. Practical Challenges: Implementing surveys can be labor-intensive and expensive,

especially for large-scale studies that demand skilled interviewers and comprehensive planning.
3. Sampling Errors: While survey research can be precise, it remains vulnerable to
sampling errors. There is always a possibility, typically one in twenty or one in a hundred, that
significant errors may arise, potentially undermining the validity of the findings.

4. Sensitivity of Respondents: Certain survey methodologies, like survey interviews,

might cause respondents to become overly sensitive, detaching them from their social contexts,
which can compromise the integrity of the survey results.

5. Need for Expertise: Effective survey research necessitates a high degree of expertise
and knowledge from the researcher. Proficient researchers must be well-versed in sampling
techniques, questionnaire construction, interviewing strategies, data analysis, and other
technical elements. Unfortunately, numerous survey researchers may lack these crucial skills,
diminishing the quality of the research.

6. Response Bias: Survey research frequently encounters response bias, particularly

social desirability bias. Respondents may provide answers that align with perceived
expectations rather than their genuine feelings or beliefs, which can distort the findings.

7. Question Clarity: Another limitation pertains to the survey items themselves;

questions may be ambiguous or poorly formulated, resulting in misleading conclusions.

8. Ethical Concerns: A significant ethical dilemma arises from the potential

consequences of survey findings on individuals' lives. Inaccurate surveys can lead to decisions
that negatively impact people, underscoring the ethical obligation of researchers.

Steps in Conducting Survey Research

Conducting survey research involves a systematic approach that can be divided into six key
steps. Each of these steps is crucial for ensuring the reliability and validity of the research
findings.

Step 1: Planning Phase

The first step in survey research is the planning phase, where the researcher focuses on
developing the survey instrument, which can be a questionnaire or an interview schedule.
During this phase, the researcher must determine the type of survey to be conducted, such as
whether it will be a mail survey, a face-to-face interview, or a telephone survey. The researcher
also needs to decide on the response categories for the questions and design the overall layout
of the questionnaire. Questions should be crafted with clarity and completeness in mind,
ensuring that they are understandable and relevant to the respondents. Furthermore, the
organization of the questionnaire should align with the type of survey, the characteristics of the
respondents, and the nature of the research questions. As part of this preparation, the researcher
may conduct pilot testing with a small group of respondents who are similar to those intended
for the final survey. This testing helps refine the questionnaire and identify any potential issues
before the main study begins.

Step 2: Data Recording Planning and Pilot Testing

In the second step, the researcher focuses on how to record the data effectively. This includes
deciding on the method of data collection and conducting pilot tests of the questionnaire with
a small sample of respondents. If interviewers will be employed for the survey, they must be
trained on how to use the questionnaire effectively. During the pilot study, the interviewer
engages with respondents to assess whether the questions are clear and if the intended meaning
is effectively communicated. This feedback is valuable for making necessary adjustments to
ensure clarity and accuracy in the final survey.

Step 3: Defining the Target Population and Sampling

The third step involves defining the target population from which the sample will be drawn.
The researcher must identify the characteristics of the population they wish to study and then
select a representative sample. Determining the sample size is also essential at this stage, as it
directly impacts the reliability of the survey results. A well-defined target population and an
appropriately selected sample are critical for the generalizability of the findings.

Step 4: Data Collection

In the fourth step, the researcher locates the selected respondents and utilizes the chosen survey
method—be it a mail questionnaire, interviews, or telephone surveys—to collect data. Careful
attention is given to ensure that the data collection process is free from biases that could
compromise the validity of the research. The researcher must remain vigilant and employ best
practices during data collection to ensure the integrity of the information gathered.
Step 5: Data Analysis
The fifth step entails the analysis of the collected data. Before diving into the analysis, the
researcher checks all data for accuracy and completeness. Nowadays, data analysis is often
facilitated by computer software, which allows for more efficient and accurate processing of
information. Utilizing advanced analytical tools can enhance the ability to identify patterns,
trends, and significant insights within the data.

Step 6: Reporting Findings

The final step involves discussing and formally reporting the findings of the survey research.
This stage is critical, as it presents the results to others for scrutiny and evaluation. The findings
are structured in a clear and coherent manner, making them accessible for critical assessment
by peers, stakeholders, or the broader academic community. The report may also include
discussions on the implications of the findings and recommendations for future research or
practical applications.

By following these six comprehensive steps, researchers can conduct effective survey research
that yields valuable insights and contributes meaningfully to the field of study.

Conclusion
In summary, survey research is a vital methodological tool that provides valuable insights across
various disciplines, including social sciences, health, business, and education. By
systematically collecting data through structured questionnaires and interviews, researchers can
effectively gauge the opinions, behaviors, and characteristics of a target population. The
meticulous approach to conducting survey research—comprising planning, pilot testing,
sampling, data collection, analysis, and reporting—ensures that findings are both reliable and
valid.
Moreover, the evolution of survey techniques, particularly with the integration of technology,
has expanded the reach and efficiency of data collection. As researchers continue to explore the
complexities of human behavior and societal trends, the importance of well-designed surveys
cannot be overstated. However, it is equally crucial to remain aware of the inherent challenges
and limitations associated with survey methodologies, including response bias, sampling errors,
and the need for clarity in question formulation.
Ultimately, when executed thoughtfully, survey research not only enriches our understanding
of social phenomena but also informs critical decision-making and policy development. As the
field continues to evolve, embracing innovative techniques and addressing ethical
considerations will be essential for enhancing the quality and impact of survey research in the
years to come.

REFERENCES:

• Research Methods and Statistics in Psychology by Hugh Coolican

• Groves, R. M., Fowler, F. J., Couper, M. P., Lepkowski, J. M.,
Singer, E., & Tourangeau, R. (2009). Survey methodology (2nd ed.).
Wiley.
• Dillman, D. A., Smyth, J. D., & Christian, L. M. (2014). Internet,
phone, mail, and mixed-mode surveys: The tailored design method
(4th ed.). John Wiley & Sons.
• U.S. Census Bureau. (2020). Understanding survey methodology and
response rates.