EPE 773: Survey Research

Dr. Kelly Bradley

Introductions
 Name
 Major and Advisor
 Why are you here?
 Fun fact 
 Introduction to Survey Research
 Survey research is
 the most popular and common research method

used in social sciences as well as in our society

 is one of the most important areas of
measurement in applied social research.
 The broad area of survey research encompasses
any measurement procedures that involve asking
questions of respondents.
 What is a survey?
 A "survey" can be anything from a
short paper-and-pencil feedback
form to an intensive one-on-one in-
depth interview.
Survey
 The survey is a non-experimental,
descriptive research method. Surveys can be
useful when a researcher wants to collect
data on phenomena that cannot be directly
observed.
 

 The major issues related to survey research

are sampling issues and questionnaire
design. These affect the accuracy, reliability,
and representativeness of the research
findings.
Why conduct survey research?
 Gather information not available from
other sources

 Unbiased representation of population

interest (depending on sampling)

 Consistency of measurement
Purpose
 The aim of survey research is to
measure certain attitudes and/or
behaviors of a population or a sample.

 The purpose of survey is to collect

information from many individuals,
hoping to understand them as a whole.
Focus
 Survey research focuses on naturally
occurring phenomena. Rather than
manipulating phenomena, survey
research attempts to influence the
attitudes and behaviors it measures as
little as possible. Most often,
respondents are asked for information.
Types of Data
 Survey research is primarily
quantitative, but qualitative methods
can be used too.
Sampling
 A researcher may be able to gather data
from all members of a population. Most of
the time, the population is so large that
researchers must sample only a part of the
population and make conclusions about the
population based on the sample.
 Because of this, gaining a representative
sample is crucial in survey research.
Possible sources of bias
 Demand characteristics

 Reactivity

 Response Bias
Survey Research Classifications
 Classified according to PURPOSES
 Exploratory survey: to form general ideas
about the research questions
 Descriptive survey: to collect more specific
descriptions of the variables of interest
 Explanatory survey: to develop
understanding of relationships among
variables of interest
 Classification
 Classified according to TIME
 Cross-sectional survey: Data are collected at one point
in time from a sample selected to represent a larger
population.
 Longitudinal surveys: to collect data over time.
 Trend Studies: Surveys of sample population at different points
in time
 Cohort Studies: Study of same population each time data are
collected, although samples studied may be different
 Panel Studies: Collection of data at various time points with the
same sample of respondents.
 Types of Cross-sectional
Longitudinal Survey
Time of Data Collection
Designs
Study Over Time Study at One Point in Time
Longitudinal Cross-sectional

Changes
in a Changes
Trends in
in the Attitudes
the samesub-population CommunityProgram
group identified same and
population Needs Evaluation
by a common people Practices
over time
characteristic over time
over time Group National
Trend Cohort Panel
Comparisons Assessment
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Classification
 Classified according to DATA COLLECTION
APPROACHES
 Face-to-Face Survey
 Mail Survey
 Telephone Survey
 Web Survey
Forms of Data Collection in
Survey Research
Who Completes or Records the Data?

Participant Researcher

Mailed Electronic One on To a Over

Questionnaire Questionnaire One Group Telephone

Individual Focus Group Telephone

Interview Interview Interview

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Conducting an Interview
Survey
 The interviewer should maintain a neutral
stance during the interview
 Train the interviewers prior to the interview
 Take good notes of responses or use a tape
recorder
 For telephone interviews, develop a
telephone interview guide prior to the
interview

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Steps in Conducting Survey
Research
 Decide if a survey is the best deign to use
 Identify the research questions or
hypotheses
 Identify the population, the sampling
frame and the sample
 Determine the survey design and data
collection procedures

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Designing Instruments For
Data Collection: Types of
Questions
 personal
 attitudinal
 behavioral
 sensitive
 scale
 open-ended

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Survey Research Process
 Survey research (like all research)
begins with identifying a problem and
posing it as a research question.
 In higher education,
 Problem: "Freshman enrollments are down."
 Question: "What do college-bound high
school students think of us?"
Survey Research Process
 The survey research process includes the
design of a survey, the acquisition of a
sample, the fielding of the survey, and
analysis and presentation of results.
Conducting a Survey
 The steps and tasks in conducting survey
 planning

 sampling

 construction of questionnaire

 data collection

 translation of data

 analysis

 conclusions

 reporting
 Issues to consider in survey research
 What is your RESEARCH QUESTION?
 Population: accessibility, literacy, and language issues?
 Sampling: available data and participation of respondents?
 Questions: type, length, and complexity?
existing questionnaire?
 Content: knowledge of?
 Bias: honest responses and social desirability?
 Administrative: cost, time, and equipment?
Question Construction
Problems
 Question is unclear
 Multiple questions
 Question is wordy
 Question is negatively worded
 Overlapping responses

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Question Construction
Problems
 Unbalanced response options
 Mismatch between questions and
answers
 Question includes overly technical
language
 Not all questions are applicable to all
the participants

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Obtaining a High Response
Rate
 Mail out original questionnaire with cover
letter
 Follow it in two weeks with a second
mailing of questionnaire to those who
have not responded
 Follow again in two weeks with a
postcard to non-respondents reminding
them to complete the questionnaire
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Criteria For Evaluating Survey
Research
 Was the target population or sampling
frame clearly specified?
 Was the sampling procedure specified?
If a random sample was not used, were
modifications from it explained?
 Was the sample clearly identified and the
basis on which it was chosen specified?

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Criteria For Evaluating Survey
Research
 Did the type of survey match the
questions or hypotheses advanced by
the author?
 Was it clear whether a questionnaire or
an interview survey comprised the form
of data collection? Did the researcher
identify the basis for selecting or
developing the instrument?
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Criteria For Evaluating Survey
Research
 Was information reported on reliability
and validity of scores from past use of
the questionnaire or interview?
 Did the author mention the dates on
which the questionnaire or interview was
administered?
 Were the administration procedures
clearly identified?
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Criteria For Evaluating Survey
Research
 If a questionnaire was used, were the
procedures for obtaining responses
identified? Were follow-up procedures
used to ensure a high response rate?

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Criteria For Evaluating Survey
Research
 If an interview was used, were the field
procedures for collecting this information
specified? Were demographic characteristics,
previous experience, training, and monitoring
discussed for the interviewer(s)?
 Did the data analysis match the research
questions or hypothesis to be answered in
the study?

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Criteria For Evaluating Survey
Research
 Did the researcher check on the
reliability and validity of scores from the
data collection in the study?
 Was the study written scientifically and
ethically?

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 Applying What you Have
Learned: A Survey Study
Review the article and look for the following:
 The research problem and use of quantitative
research
 Use of the literature
 The purpose statement and research hypothesis
 Types and procedures of data collection
 Types and procedures of data analysis and
interpretation
 The overall report structure

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 Some ‘sites’ to explore
 Internet Sites Related to Survey Research
 http://www.srl.uic.edu/srllink/srllink.htm

 American Statistical Association; Survey

Research Methods Section Information.
 http://www.stat.ncsu.edu/info/srms/srms.html