Survey Research Methods

Unit Overview

We are all familiar with surveys because this method is so commonly used to collect data. From social science research, to consumer satisfaction or user experience surveys, and even course evaluations - you are probably asked to fill out a survey every time you turn around! But did you know that not all surveys are created equally? This unit will introduce you to survey research methods and basic elements of survey design. We will review the purpose of survey research, common sources of error, and evaluate different strategies for implementing surveys in the field.

Key Terms

Population: everyone who is impacted by or related to the subject of the study.

Research Methods: techniques and tools used to collect and analyze data.

Sample: a small number of individuals who are systematically selected to participate in the study.

Sampling Technique: the systematic method used to determine who is eligible to participate in a study.

Survey Research: the use of standardized questionnaires or interviews to collect data that are converted to numeric values for statistical analysis.

The Tailored Design Method: a method of survey design that increases participation by reducing costs, increasing benefits, and inspiring trust.

Why Survey?

Surveys are popular methods for gathering input from stakeholders, exploring people's viewpoints and experiences, and gauging satisfaction or support. Survey research can effectively serve all of these purposes, but it's also important to recognize their limits.

On a spectrum of community engagement, surveys represent an entry point - moving one step beyond "informing" the public of a course of action to "consulting" them by obtaining feedback. Surveys DO NOT inherently offer opportunities for dialectic relationships that foster the type of public involvement and collaboration in decision-making that ultimately put residents in positions of power.

However, surveys CAN provide an informed starting point for launching deeper collaborative community endeavors. By evaluating the public's current knowledge about issues, levels of concern, priorities for change, interests, attitudes, or actions, survey data can drive discussions and ground proposals that launch organizing efforts to greater heights.

Image Credit: Community Engagement Program, Harvard Catalyst

Survey Sampling

Survey Basics

Research methods in the social sciences are techniques used to collect data and analyze phenomena related to the social world. Survey research is a common quantitative method used to collect information from a large number of research participants that can be converted to numeric data for statistical analysis (Sheppard 2020).

When executed effectively, survey research can tell us a lot about a population of interest by only getting input from a small subset of that population. But there are several sources of error in survey design and execution that can compromise the integrity of survey data. Learn more in the slide presentation at left.

Survey Implementation

In a perfect world, everyone would be thrilled that you bothered to ask them what they think, need, or experience day-to-day. In the real world, getting people to complete a survey can be extremely challenging.

In the slide presentation at right, we review Professor Don Dillman's advice for increasing people's willingness to participate in surveys, as well as pros- and cons- of various methods of getting your survey to your participants.

Survey Implementation

Food for Thought

The article below provides a detailed account of the trials and tribulations of contemporary survey research from the master himself: Don Dillman.

Dillman.pdf

Summary

Survey research is a quantitative methodology that can be used to make inferences about broad populations. In survey research, the research questions guide who is asked to complete the study, what they are asked, and how the data are analyzed. Effective recruitment strategies ensure that the results of survey research can be generalized to broader populations and reduce estimation errors and bias. Reducing the costs of participation, making frequent contacts, and offering multiple completion modes can help improve response rates.

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