Introduction to Survey Research

Survey Research is About Asking

Questions About

Behaviors
Opinions/Attitudes
Facts
Beliefs
There are lots of ways to ask these questions

Telephones
Interviews
Mail
Internet

Why Do A Survey?
Interested in Individuals
Interested in Aggregation of Views
Interested in Recent & Current Events
Interested in Big Groups

 Surveys may be used for descriptive, explanatory,

and exploratory purposes. They are typically used
in studies that have the individual as the unit of
analysis.
Although the method may be used for other units
of analysis, some individual persons must serve as
respondents or informants.

 Survey research is probably the best method available to

the social researcher who is interested in collecting
original data for describing a population too large to
observe directly.

Careful probability sampling provides a group of

respondents whose characteristics may taken to reflect
those of the larger population

Carefully constructed standardized questionnaires provide

data in the same form from all respondents

Six steps in Survey Research

Research Design
Select Sample

Construct Questions
Ask Questions
Analyze Data
Report Results

Response Rate
Response Rate is the percentage of surveys that are
returned.

Overall response rate is one guide to the representativeness

of the sample respondents.

A high response rate indicates there is a less chance of

significant response bias than a low response rate.

A low response rate is a danger signal, because the non

respondents are likely to differ from the respondents in
ways other than just their willingness to participate in the
survey.

Acceptable Response Rates

According to Babbie,

a response rate of 50% is adequate for analysis

and reporting

a response rate of 60% is good

a response rate of 70% is very good

Non-attitudes
Many Assume Survey Research is Like Archeology

Assumes Pre-Existing Treasure

With the Right Tools You Can Find It

Often This Is A Perfectly Good Model

Do People Always Have Attitudes or Opinions?

Dealing with non-attitudes

Consumers: Be Wary of Opinion Polls About Very Complex
Issues
Screen Respondents: Does the Person Know Anything About
the Issue?
Create a "Mushiness Index

Offer a Middle Position

Offer a "Don't Know" Option

Strengths of Survey Research

Only Way to Probe Opinion of a Very Large Group
A Very Flexible Tool:

Medical, Educational, Political, Business, etc.

Facilitates Hypothesis Testing

Encourages
Comparison

Standardization

and

Systematic

Weaknesses of Survey Research

Standardization Comes at a Price
Surveys Often Dont Get at Why
Respondents Might Not Have An Opinion
Respondents May Not Actively Engage
Respondents May Lie