3: Survey Methods

How did they ask their questions?

There are different ways that a researcher can collect data. Different survey methods each have advantages and disadvantages. When looking at the survey method, think about whether an appropriate method was chosen.

Important

A common mistake is to mix up sampling method and survey method.

Sampling method describes who to ask the survey questions.
Survey method describes how to ask the survey questions.

Types of survey

Interviews

Complicated questions that may need explaining to the subjects are suitable for an interview survey methods.

Interviews can take a long time, which can reduce response rate.

Conducting interviews is expensive, which can often mean a trade-off with a smaller sample size.

Face-to-face interview

The interviewer might knock on doors to ask questions, or asks the subject to come to another site.

If measurement data also needs to be collected (for instance weight, height and blood pressure) then face-to-face interaction is necessary.

Telephone interview

The interviewer phones the subject and reads them the questions. A convenient time for the interview can be arranged.

Questionnaires

Many similar questions, such as "rank from 1 to 10" scales are suitable for questionnaire survey methods.

Questionnaires with lots of questions can make participants lose interest.

Conducting a questionnaire is relatively inexpensive, which can often mean a larger sample size is achievable.

Pen and paper questionnaire

A printed copy of the questionnaire is given to each subject, possibly in the post.

When completed, the questionnaire is collected from the subject, or posted back to the researcher.

Online questionnaire

The subject is given a link to an online survey which they complete in their own time.

The online form can require a response to some or all of the questions before it can be submitted.

Issues to consider

The survey method can affect how participants choose to respond to it. Participants may choose whether to respond, and how truthfully they respond, based on features of the survey method. The survey method includes the way the questions are written.

Understandable

Are the questions easy to answer?

Are the questions written in plain English, or is there technical terminology involved?

Anonymous

Have the respondents been assured that their responses are anonymous?

Do they know who will have access to their data?

Sensitive

Are the questions sensitive or embarrassing?

Are the questions asked in a non-judgemental way?

Useful

Are the questions asked in a way that will give data that is fit for purpose?

Could a different style of question have given more useful data?

‘A Diamond is Forever’ and Other Fairy Tales: The Relationship between Wedding Expenses and Marriage Duration (extracts)

15 September 2014, A Francis-Tan & M Mialon. (article link)

In this paper, we evaluate the association between wedding spending and marriage duration using data from a survey of over 3,000 ever-married persons in the United States. Controlling for a number of demographic and relationship characteristics, we find evidence that marriage duration is inversely associated with spending on the engagement ring and wedding ceremony.

Data and methods

Our study’s target population is adult US residents who have ever been married to someone of the opposite sex and are not widowed. Data collection involved implementation of a survey questionnaire [online]. The questionnaire contained approximately 40 questions and covered topics pertaining to a person’s current marriage or first marriage (if divorced or married more than once). The questionnaire could be completed in 5 minutes.

Conclusion

We find that marriage duration is either not associated or inversely associated with spending on the engagement ring and wedding ceremony. Overall, our findings provide little evidence to support the validity of the wedding industry’s general message that connects expensive weddings with positive marital outcomes.

197 words

Focus Questions

How was the survey conducted?
How were the variables of interest measured?
Is the survey method appropriate for the data collected?

Possible Answers

The survey was conducted online, which is a good way of collecting a lot of data from a person. It would be a lot to expect a person to answer 40 questions in an interview.

We do not have information here on how variables were measured. We can presume that they have collected three pieces of information for their conclusion; amount spent on wedding, amount spent on engagement ring, and whether or not they since divorced.

The survey method is appropriate, especially since data was collected from a sample of over 3000. Any kind of interview would be prohibitively expensive with this sample size.

Warning

There can be a lot to talk about in the survey method, as there may be lots of questions to discuss, as well as the overall survey type.

Since the standard requires you to 'Evaluate a statistically based report', it is important that you do more than just describe the survey. You need to evaluate parts of the survey with a critical eye. Either acknowledge that it is well designed (and why), or explain why and how it could be improved.

Task 4

Answer the Survey methods focus questions about the Salt report:

How was the survey conducted?
How were the variables of interest measured?
Is the survey method appropriate for the data collected?

Report-Salt.pdf

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