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Foundation Steps
8c. Quantitative Research: Survey methods
Contents
1. Introduction
2. Topics Appropriate to Survey Research
3. Types of Surveys
4. Coordination and Control
5. Suggested Readings
Surveys are one of the most frequently used modes of research in the social sciences. In a typical survey the researcher selects a sample of respondents and administers a standardised questionnaire to them. In some cases it is appropriate to have the respondents complete the questionnaires themselves. At other times it is more appropriate to have interviewers ask the questions and record the answers given. This latter technique can be used in face to face interviews or over the telephone.
2. Topics Appropriate to Survey Research
Surveys may be used for descriptive, explanatory and exploratory purposes. They are used in studies that have individual people as units of analysis. Although this method can be used for other units of analysis such as groups, it is necessary that individual persons are recruited as respondents or informants.
Survey research is probably the best method available to social scientists interested in collecting original data for describing a population too large to observe directly. Probability sampling methods provide a group of respondents whose characteristics may be taken to reflect those of the larger population and standardised questionnaires provide data in the same form to all participants.
Surveys are also good for measuring attitudes and orientations in a large population e.g. Public opinion polls on politicians.
Interview surveys and telephone surveys require more than one interviewer so the control of their activities is important. Interviewers should be trained in a group rather than individually. The training should include descriptions of what the study is all about. Interviewers should understand the purpose of the research and what will be done with the data after its collection. Precise instructions should specify the handling of difficult or confusing situations that may occur with regard to specific questions in the questionnaire.
Czaja, R. & Blair, J.(1995) Selecting the Method of Data Collection. in: Designing Surveys. London: Sage. pgs, 31-49.
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