Chapter 11: Survey Research

KEY CONCEPTS

• Survey research is one of the most common forms of research.

• Survey research generally involves asking people about a topic, although some surveys may be based on existing data sources.

• A clear research question and specific objectives help guide the design of a survey and questionnaire.

• Survey topics may need to be investigated with focus groups in order to know the specific issues that are important to study.

• Survey methods are determined by the research question. They include interviews and self-administered questionnaires using the mail or telephone. They may be web-based, or given in person.

• The most appropriate types of questions and response scales should be selected, and questions should be free from bias.

• Questions that have a predetermined list of possible responses are easier to analyze than open-ended questions.

• The choice of scale (nominal, ordinal, numerical) has ramifications for ways in which the results can be analyzed.

• Answers need to be balanced with equal numbers of positive and negative response options.

• In general, responses should be specific and avoid vague adjectives.

• Response categories need to be homogeneous and mutually exclusive.

• Potentially objectionable questions can sometimes be softened so they are more acceptable to the subject.

• Questions permitting subjects to select as many options as they choose can present challenges at the time of analysis.

• People often find ranking scales difficult if more than three choices are to be ranked.

• Likert scales are popular and easy for respondents to understand.

• Reliability indicates whether the results from a test or questionnaire are reproducible.

• Validity indicates whether a test or questionnaire is measuring what it is intended to measure.

• Pilot testing is essential and need not use a large sample.

• A high response rate provides more confidence in the findings.

• Effective follow-up is the most important way to increase response rates.

• A well-crafted cover letter should accompany all questionnaires.

• Incentives, both monetary and nonmonetary, appear to have a large effect on response rates.

• Ethical considerations and institutional review boards require that respondents be assured that their responses will be kept confidential.

• Appropriate sampling methods lead to more valid studies so long as the type of respondent is pertinent to the research question.

• Determining the required number of subjects is part of the survey design process.

• Survey results are analyzed using the methods previously discussed in this book.