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Survey Research – Types, Methods, Examples

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Survey Research

Definition:

Survey Research is a quantitative research method that involves collecting standardized data from a sample of individuals or groups through the use of structured questionnaires or interviews. The data collected is then analyzed statistically to identify patterns and relationships between variables, and to draw conclusions about the population being studied.

Survey research can be used to answer a variety of questions, including:

• What are people’s opinions about a certain topic?
• What are people’s experiences with a certain product or service?
• What are people’s beliefs about a certain issue?

Survey Research Methods

Survey Research Methods are as follows:

• Telephone surveys: A survey research method where questions are administered to respondents over the phone, often used in market research or political polling.
• Face-to-face surveys: A survey research method where questions are administered to respondents in person, often used in social or health research.
• Mail surveys: A survey research method where questionnaires are sent to respondents through mail, often used in customer satisfaction or opinion surveys.
• Online surveys: A survey research method where questions are administered to respondents through online platforms, often used in market research or customer feedback.
• Email surveys: A survey research method where questionnaires are sent to respondents through email, often used in customer satisfaction or opinion surveys.
• Mixed-mode surveys: A survey research method that combines two or more survey modes, often used to increase response rates or reach diverse populations.
• Computer-assisted surveys: A survey research method that uses computer technology to administer or collect survey data, often used in large-scale surveys or data collection.
• Interactive voice response surveys: A survey research method where respondents answer questions through a touch-tone telephone system, often used in automated customer satisfaction or opinion surveys.
• Mobile surveys: A survey research method where questions are administered to respondents through mobile devices, often used in market research or customer feedback.
• Group-administered surveys: A survey research method where questions are administered to a group of respondents simultaneously, often used in education or training evaluation.
• Web-intercept surveys: A survey research method where questions are administered to website visitors, often used in website or user experience research.
• In-app surveys: A survey research method where questions are administered to users of a mobile application, often used in mobile app or user experience research.
• Social media surveys: A survey research method where questions are administered to respondents through social media platforms, often used in social media or brand awareness research.
• SMS surveys: A survey research method where questions are administered to respondents through text messaging, often used in customer feedback or opinion surveys.
• IVR surveys: A survey research method where questions are administered to respondents through an interactive voice response system, often used in automated customer feedback or opinion surveys.
• Mixed-method surveys: A survey research method that combines both qualitative and quantitative data collection methods, often used in exploratory or mixed-method research.
• Drop-off surveys: A survey research method where respondents are provided with a survey questionnaire and asked to return it at a later time or through a designated drop-off location.
• Intercept surveys: A survey research method where respondents are approached in public places and asked to participate in a survey, often used in market research or customer feedback.
• Hybrid surveys: A survey research method that combines two or more survey modes, data sources, or research methods, often used in complex or multi-dimensional research questions.

Types of Survey Research

There are several types of survey research that can be used to collect data from a sample of individuals or groups. following are Types of Survey Research:

• Cross-sectional survey: A type of survey research that gathers data from a sample of individuals at a specific point in time, providing a snapshot of the population being studied.
• Longitudinal survey: A type of survey research that gathers data from the same sample of individuals over an extended period of time, allowing researchers to track changes or trends in the population being studied.
• Panel survey: A type of longitudinal survey research that tracks the same sample of individuals over time, typically collecting data at multiple points in time.
• Epidemiological survey: A type of survey research that studies the distribution and determinants of health and disease in a population, often used to identify risk factors and inform public health interventions.
• Observational survey: A type of survey research that collects data through direct observation of individuals or groups, often used in behavioral or social research.
• Correlational survey: A type of survey research that measures the degree of association or relationship between two or more variables, often used to identify patterns or trends in data.
• Experimental survey: A type of survey research that involves manipulating one or more variables to observe the effect on an outcome, often used to test causal hypotheses.
• Descriptive survey: A type of survey research that describes the characteristics or attributes of a population or phenomenon, often used in exploratory research or to summarize existing data.
• Diagnostic survey: A type of survey research that assesses the current state or condition of an individual or system, often used in health or organizational research.
• Explanatory survey: A type of survey research that seeks to explain or understand the causes or mechanisms behind a phenomenon, often used in social or psychological research.
• Process evaluation survey: A type of survey research that measures the implementation and outcomes of a program or intervention, often used in program evaluation or quality improvement.
• Impact evaluation survey: A type of survey research that assesses the effectiveness or impact of a program or intervention, often used to inform policy or decision-making.
• Customer satisfaction survey: A type of survey research that measures the satisfaction or dissatisfaction of customers with a product, service, or experience, often used in marketing or customer service research.
• Market research survey: A type of survey research that collects data on consumer preferences, behaviors, or attitudes, often used in market research or product development.
• Public opinion survey: A type of survey research that measures the attitudes, beliefs, or opinions of a population on a specific issue or topic, often used in political or social research.
• Behavioral survey: A type of survey research that measures actual behavior or actions of individuals, often used in health or social research.
• Attitude survey: A type of survey research that measures the attitudes, beliefs, or opinions of individuals, often used in social or psychological research.
• Opinion poll: A type of survey research that measures the opinions or preferences of a population on a specific issue or topic, often used in political or media research.
• Ad hoc survey: A type of survey research that is conducted for a specific purpose or research question, often used in exploratory research or to answer a specific research question.

Types Based on Methodology

Based on Methodology Survey are divided into two Types:

Quantitative Survey Research

Qualitative survey research.

Quantitative survey research is a method of collecting numerical data from a sample of participants through the use of standardized surveys or questionnaires. The purpose of quantitative survey research is to gather empirical evidence that can be analyzed statistically to draw conclusions about a particular population or phenomenon.

In quantitative survey research, the questions are structured and pre-determined, often utilizing closed-ended questions, where participants are given a limited set of response options to choose from. This approach allows for efficient data collection and analysis, as well as the ability to generalize the findings to a larger population.

Quantitative survey research is often used in market research, social sciences, public health, and other fields where numerical data is needed to make informed decisions and recommendations.

Qualitative survey research is a method of collecting non-numerical data from a sample of participants through the use of open-ended questions or semi-structured interviews. The purpose of qualitative survey research is to gain a deeper understanding of the experiences, perceptions, and attitudes of participants towards a particular phenomenon or topic.

In qualitative survey research, the questions are open-ended, allowing participants to share their thoughts and experiences in their own words. This approach allows for a rich and nuanced understanding of the topic being studied, and can provide insights that are difficult to capture through quantitative methods alone.

Qualitative survey research is often used in social sciences, education, psychology, and other fields where a deeper understanding of human experiences and perceptions is needed to inform policy, practice, or theory.

Data Analysis Methods

There are several Survey Research Data Analysis Methods that researchers may use, including:

• Descriptive statistics: This method is used to summarize and describe the basic features of the survey data, such as the mean, median, mode, and standard deviation. These statistics can help researchers understand the distribution of responses and identify any trends or patterns.
• Inferential statistics: This method is used to make inferences about the larger population based on the data collected in the survey. Common inferential statistical methods include hypothesis testing, regression analysis, and correlation analysis.
• Factor analysis: This method is used to identify underlying factors or dimensions in the survey data. This can help researchers simplify the data and identify patterns and relationships that may not be immediately apparent.
• Cluster analysis: This method is used to group similar respondents together based on their survey responses. This can help researchers identify subgroups within the larger population and understand how different groups may differ in their attitudes, behaviors, or preferences.
• Structural equation modeling: This method is used to test complex relationships between variables in the survey data. It can help researchers understand how different variables may be related to one another and how they may influence one another.
• Content analysis: This method is used to analyze open-ended responses in the survey data. Researchers may use software to identify themes or categories in the responses, or they may manually review and code the responses.
• Text mining: This method is used to analyze text-based survey data, such as responses to open-ended questions. Researchers may use software to identify patterns and themes in the text, or they may manually review and code the text.

Applications of Survey Research

Here are some common applications of survey research:

• Market Research: Companies use survey research to gather insights about customer needs, preferences, and behavior. These insights are used to create marketing strategies and develop new products.
• Public Opinion Research: Governments and political parties use survey research to understand public opinion on various issues. This information is used to develop policies and make decisions.
• Social Research: Survey research is used in social research to study social trends, attitudes, and behavior. Researchers use survey data to explore topics such as education, health, and social inequality.
• Academic Research: Survey research is used in academic research to study various phenomena. Researchers use survey data to test theories, explore relationships between variables, and draw conclusions.
• Customer Satisfaction Research: Companies use survey research to gather information about customer satisfaction with their products and services. This information is used to improve customer experience and retention.
• Employee Surveys: Employers use survey research to gather feedback from employees about their job satisfaction, working conditions, and organizational culture. This information is used to improve employee retention and productivity.
• Health Research: Survey research is used in health research to study topics such as disease prevalence, health behaviors, and healthcare access. Researchers use survey data to develop interventions and improve healthcare outcomes.

Examples of Survey Research

Here are some real-time examples of survey research:

• COVID-19 Pandemic Surveys: Since the outbreak of the COVID-19 pandemic, surveys have been conducted to gather information about public attitudes, behaviors, and perceptions related to the pandemic. Governments and healthcare organizations have used this data to develop public health strategies and messaging.
• Political Polls During Elections: During election seasons, surveys are used to measure public opinion on political candidates, policies, and issues in real-time. This information is used by political parties to develop campaign strategies and make decisions.
• Customer Feedback Surveys: Companies often use real-time customer feedback surveys to gather insights about customer experience and satisfaction. This information is used to improve products and services quickly.
• Event Surveys: Organizers of events such as conferences and trade shows often use surveys to gather feedback from attendees in real-time. This information can be used to improve future events and make adjustments during the current event.
• Website and App Surveys: Website and app owners use surveys to gather real-time feedback from users about the functionality, user experience, and overall satisfaction with their platforms. This feedback can be used to improve the user experience and retain customers.
• Employee Pulse Surveys: Employers use real-time pulse surveys to gather feedback from employees about their work experience and overall job satisfaction. This feedback is used to make changes in real-time to improve employee retention and productivity.

Survey Sample

Purpose of survey research.

The purpose of survey research is to gather data and insights from a representative sample of individuals. Survey research allows researchers to collect data quickly and efficiently from a large number of people, making it a valuable tool for understanding attitudes, behaviors, and preferences.

Here are some common purposes of survey research:

• Descriptive Research: Survey research is often used to describe characteristics of a population or a phenomenon. For example, a survey could be used to describe the characteristics of a particular demographic group, such as age, gender, or income.
• Exploratory Research: Survey research can be used to explore new topics or areas of research. Exploratory surveys are often used to generate hypotheses or identify potential relationships between variables.
• Explanatory Research: Survey research can be used to explain relationships between variables. For example, a survey could be used to determine whether there is a relationship between educational attainment and income.
• Evaluation Research: Survey research can be used to evaluate the effectiveness of a program or intervention. For example, a survey could be used to evaluate the impact of a health education program on behavior change.
• Monitoring Research: Survey research can be used to monitor trends or changes over time. For example, a survey could be used to monitor changes in attitudes towards climate change or political candidates over time.

When to use Survey Research

there are certain circumstances where survey research is particularly appropriate. Here are some situations where survey research may be useful:

• When the research question involves attitudes, beliefs, or opinions: Survey research is particularly useful for understanding attitudes, beliefs, and opinions on a particular topic. For example, a survey could be used to understand public opinion on a political issue.
• When the research question involves behaviors or experiences: Survey research can also be useful for understanding behaviors and experiences. For example, a survey could be used to understand the prevalence of a particular health behavior.
• When a large sample size is needed: Survey research allows researchers to collect data from a large number of people quickly and efficiently. This makes it a useful method when a large sample size is needed to ensure statistical validity.
• When the research question is time-sensitive: Survey research can be conducted quickly, which makes it a useful method when the research question is time-sensitive. For example, a survey could be used to understand public opinion on a breaking news story.
• When the research question involves a geographically dispersed population: Survey research can be conducted online, which makes it a useful method when the population of interest is geographically dispersed.

How to Conduct Survey Research

Conducting survey research involves several steps that need to be carefully planned and executed. Here is a general overview of the process:

• Define the research question: The first step in conducting survey research is to clearly define the research question. The research question should be specific, measurable, and relevant to the population of interest.
• Develop a survey instrument : The next step is to develop a survey instrument. This can be done using various methods, such as online survey tools or paper surveys. The survey instrument should be designed to elicit the information needed to answer the research question, and should be pre-tested with a small sample of individuals.
• Select a sample : The sample is the group of individuals who will be invited to participate in the survey. The sample should be representative of the population of interest, and the size of the sample should be sufficient to ensure statistical validity.
• Administer the survey: The survey can be administered in various ways, such as online, by mail, or in person. The method of administration should be chosen based on the population of interest and the research question.
• Analyze the data: Once the survey data is collected, it needs to be analyzed. This involves summarizing the data using statistical methods, such as frequency distributions or regression analysis.
• Draw conclusions: The final step is to draw conclusions based on the data analysis. This involves interpreting the results and answering the research question.

Advantages of Survey Research

There are several advantages to using survey research, including:

• Efficient data collection: Survey research allows researchers to collect data quickly and efficiently from a large number of people. This makes it a useful method for gathering information on a wide range of topics.
• Standardized data collection: Surveys are typically standardized, which means that all participants receive the same questions in the same order. This ensures that the data collected is consistent and reliable.
• Cost-effective: Surveys can be conducted online, by mail, or in person, which makes them a cost-effective method of data collection.
• Anonymity: Participants can remain anonymous when responding to a survey. This can encourage participants to be more honest and open in their responses.
• Easy comparison: Surveys allow for easy comparison of data between different groups or over time. This makes it possible to identify trends and patterns in the data.
• Versatility: Surveys can be used to collect data on a wide range of topics, including attitudes, beliefs, behaviors, and preferences.

Limitations of Survey Research

Here are some of the main limitations of survey research:

• Limited depth: Surveys are typically designed to collect quantitative data, which means that they do not provide much depth or detail about people’s experiences or opinions. This can limit the insights that can be gained from the data.
• Potential for bias: Surveys can be affected by various biases, including selection bias, response bias, and social desirability bias. These biases can distort the results and make them less accurate.
• L imited validity: Surveys are only as valid as the questions they ask. If the questions are poorly designed or ambiguous, the results may not accurately reflect the respondents’ attitudes or behaviors.
• Limited generalizability : Survey results are only generalizable to the population from which the sample was drawn. If the sample is not representative of the population, the results may not be generalizable to the larger population.
• Limited ability to capture context: Surveys typically do not capture the context in which attitudes or behaviors occur. This can make it difficult to understand the reasons behind the responses.
• Limited ability to capture complex phenomena: Surveys are not well-suited to capture complex phenomena, such as emotions or the dynamics of interpersonal relationships.

Following is an example of a Survey Sample:

Welcome to our Survey Research Page! We value your opinions and appreciate your participation in this survey. Please answer the questions below as honestly and thoroughly as possible.

1. What is your age?

• A) Under 18
• G) 65 or older

2. What is your highest level of education completed?

• A) Less than high school
• B) High school or equivalent
• C) Some college or technical school
• D) Bachelor’s degree
• E) Graduate or professional degree

3. What is your current employment status?

• A) Employed full-time
• B) Employed part-time
• C) Self-employed
• D) Unemployed

4. How often do you use the internet per day?

•  A) Less than 1 hour
• B) 1-3 hours
• C) 3-5 hours
• D) 5-7 hours
• E) More than 7 hours

5. How often do you engage in social media per day?

6. Have you ever participated in a survey research study before?

7. If you have participated in a survey research study before, how was your experience?

• A) Excellent
• E) Very poor

8. What are some of the topics that you would be interested in participating in a survey research study about?

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….

9. How often would you be willing to participate in survey research studies?

• A) Once a week
• B) Once a month
• C) Once every 6 months
• D) Once a year

10. Any additional comments or suggestions?

Thank you for taking the time to complete this survey. Your feedback is important to us and will help us improve our survey research efforts.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Home Market Research

Survey Research: Definition, Examples and Methods

Survey Research is a quantitative research method used for collecting data from a set of respondents. It has been perhaps one of the most used methodologies in the industry for several years due to the multiple benefits and advantages that it has when collecting and analyzing data.

LEARN ABOUT: Behavioral Research

In this article, you will learn everything about survey research, such as types, methods, and examples.

Survey Research Definition

Survey Research is defined as the process of conducting research using surveys that researchers send to survey respondents. The data collected from surveys is then statistically analyzed to draw meaningful research conclusions. In the 21st century, every organization’s eager to understand what their customers think about their products or services and make better business decisions. Researchers can conduct research in multiple ways, but surveys are proven to be one of the most effective and trustworthy research methods. An online survey is a method for extracting information about a significant business matter from an individual or a group of individuals. It consists of structured survey questions that motivate the participants to respond. Creditable survey research can give these businesses access to a vast information bank. Organizations in media, other companies, and even governments rely on survey research to obtain accurate data.

The traditional definition of survey research is a quantitative method for collecting information from a pool of respondents by asking multiple survey questions. This research type includes the recruitment of individuals collection, and analysis of data. It’s useful for researchers who aim to communicate new features or trends to their respondents.

LEARN ABOUT: Level of Analysis Generally, it’s the primary step towards obtaining quick information about mainstream topics and conducting more rigorous and detailed quantitative research methods like surveys/polls or qualitative research methods like focus groups/on-call interviews can follow. There are many situations where researchers can conduct research using a blend of both qualitative and quantitative strategies.

LEARN ABOUT: Survey Sampling

Survey Research Methods

Survey research methods can be derived based on two critical factors: Survey research tool and time involved in conducting research. There are three main survey research methods, divided based on the medium of conducting survey research:

• Online/ Email:   Online survey research is one of the most popular survey research methods today. The survey cost involved in online survey research is extremely minimal, and the responses gathered are highly accurate.
• Phone:  Survey research conducted over the telephone ( CATI survey ) can be useful in collecting data from a more extensive section of the target population. There are chances that the money invested in phone surveys will be higher than other mediums, and the time required will be higher.
• Face-to-face:  Researchers conduct face-to-face in-depth interviews in situations where there is a complicated problem to solve. The response rate for this method is the highest, but it can be costly.

Further, based on the time taken, survey research can be classified into two methods:

• Longitudinal survey research:  Longitudinal survey research involves conducting survey research over a continuum of time and spread across years and decades. The data collected using this survey research method from one time period to another is qualitative or quantitative. Respondent behavior, preferences, and attitudes are continuously observed over time to analyze reasons for a change in behavior or preferences. For example, suppose a researcher intends to learn about the eating habits of teenagers. In that case, he/she will follow a sample of teenagers over a considerable period to ensure that the collected information is reliable. Often, cross-sectional survey research follows a longitudinal study .
• Cross-sectional survey research:  Researchers conduct a cross-sectional survey to collect insights from a target audience at a particular time interval. This survey research method is implemented in various sectors such as retail, education, healthcare, SME businesses, etc. Cross-sectional studies can either be descriptive or analytical. It is quick and helps researchers collect information in a brief period. Researchers rely on the cross-sectional survey research method in situations where descriptive analysis of a subject is required.

Survey research also is bifurcated according to the sampling methods used to form samples for research: Probability and Non-probability sampling. Every individual in a population should be considered equally to be a part of the survey research sample. Probability sampling is a sampling method in which the researcher chooses the elements based on probability theory. The are various probability research methods, such as simple random sampling , systematic sampling, cluster sampling, stratified random sampling, etc. Non-probability sampling is a sampling method where the researcher uses his/her knowledge and experience to form samples.

LEARN ABOUT: Survey Sample Sizes

The various non-probability sampling techniques are :

• Convenience sampling
• Snowball sampling
• Consecutive sampling
• Judgemental sampling
• Quota sampling

Process of implementing survey research methods:

• Decide survey questions:  Brainstorm and put together valid survey questions that are grammatically and logically appropriate. Understanding the objective and expected outcomes of the survey helps a lot. There are many surveys where details of responses are not as important as gaining insights about what customers prefer from the provided options. In such situations, a researcher can include multiple-choice questions or closed-ended questions . Whereas, if researchers need to obtain details about specific issues, they can consist of open-ended questions in the questionnaire. Ideally, the surveys should include a smart balance of open-ended and closed-ended questions. Use survey questions like Likert Scale , Semantic Scale, Net Promoter Score question, etc., to avoid fence-sitting.

LEARN ABOUT: System Usability Scale

• Finalize a target audience:  Send out relevant surveys as per the target audience and filter out irrelevant questions as per the requirement. The survey research will be instrumental in case the target population decides on a sample. This way, results can be according to the desired market and be generalized to the entire population.

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• Send out surveys via decided mediums:  Distribute the surveys to the target audience and patiently wait for the feedback and comments- this is the most crucial step of the survey research. The survey needs to be scheduled, keeping in mind the nature of the target audience and its regions. Surveys can be conducted via email, embedded in a website, shared via social media, etc., to gain maximum responses.
• Analyze survey results:  Analyze the feedback in real-time and identify patterns in the responses which might lead to a much-needed breakthrough for your organization. GAP, TURF Analysis , Conjoint analysis, Cross tabulation, and many such survey feedback analysis methods can be used to spot and shed light on respondent behavior. Use a good survey analysis software . Researchers can use the results to implement corrective measures to improve customer/employee satisfaction.

Reasons to conduct survey research

The most crucial and integral reason for conducting market research using surveys is that you can collect answers regarding specific, essential questions. You can ask these questions in multiple survey formats as per the target audience and the intent of the survey. Before designing a study, every organization must figure out the objective of carrying this out so that the study can be structured, planned, and executed to perfection.

LEARN ABOUT: Research Process Steps

Questions that need to be on your mind while designing a survey are:

• What is the primary aim of conducting the survey?
• How do you plan to utilize the collected survey data?
• What type of decisions do you plan to take based on the points mentioned above?

There are three critical reasons why an organization must conduct survey research.

• Understand respondent behavior to get solutions to your queries:  If you’ve carefully curated a survey, the respondents will provide insights about what they like about your organization as well as suggestions for improvement. To motivate them to respond, you must be very vocal about how secure their responses will be and how you will utilize the answers. This will push them to be 100% honest about their feedback, opinions, and comments. Online surveys or mobile surveys have proved their privacy, and due to this, more and more respondents feel free to put forth their feedback through these mediums.
• Present a medium for discussion:  A survey can be the perfect platform for respondents to provide criticism or applause for an organization. Important topics like product quality or quality of customer service etc., can be put on the table for discussion. A way you can do it is by including open-ended questions where the respondents can write their thoughts. This will make it easy for you to correlate your survey to what you intend to do with your product or service.
• Strategy for never-ending improvements:  An organization can establish the target audience’s attributes from the pilot phase of survey research . Researchers can use the criticism and feedback received from this survey to improve the product/services. Once the company successfully makes the improvements, it can send out another survey to measure the change in feedback keeping the pilot phase the benchmark. By doing this activity, the organization can track what was effectively improved and what still needs improvement.

Survey Research Scales

There are four main scales for the measurement of variables:

• Nominal Scale:  A nominal scale associates numbers with variables for mere naming or labeling, and the numbers usually have no other relevance. It is the most basic of the four levels of measurement.
• Ordinal Scale:  The ordinal scale has an innate order within the variables along with labels. It establishes the rank between the variables of a scale but not the difference value between the variables.
• Interval Scale:  The interval scale is a step ahead in comparison to the other two scales. Along with establishing a rank and name of variables, the scale also makes known the difference between the two variables. The only drawback is that there is no fixed start point of the scale, i.e., the actual zero value is absent.
• Ratio Scale:  The ratio scale is the most advanced measurement scale, which has variables that are labeled in order and have a calculated difference between variables. In addition to what interval scale orders, this scale has a fixed starting point, i.e., the actual zero value is present.

Benefits of survey research

In case survey research is used for all the right purposes and is implemented properly, marketers can benefit by gaining useful, trustworthy data that they can use to better the ROI of the organization.

Other benefits of survey research are:

• Minimum investment:  Mobile surveys and online surveys have minimal finance invested per respondent. Even with the gifts and other incentives provided to the people who participate in the study, online surveys are extremely economical compared to paper-based surveys.
• Versatile sources for response collection:  You can conduct surveys via various mediums like online and mobile surveys. You can further classify them into qualitative mediums like focus groups , and interviews and quantitative mediums like customer-centric surveys. Due to the offline survey response collection option, researchers can conduct surveys in remote areas with limited internet connectivity. This can make data collection and analysis more convenient and extensive.
• Reliable for respondents:  Surveys are extremely secure as the respondent details and responses are kept safeguarded. This anonymity makes respondents answer the survey questions candidly and with absolute honesty. An organization seeking to receive explicit responses for its survey research must mention that it will be confidential.

Survey research design

Researchers implement a survey research design in cases where there is a limited cost involved and there is a need to access details easily. This method is often used by small and large organizations to understand and analyze new trends, market demands, and opinions. Collecting information through tactfully designed survey research can be much more effective and productive than a casually conducted survey.

There are five stages of survey research design:

• Decide an aim of the research:  There can be multiple reasons for a researcher to conduct a survey, but they need to decide a purpose for the research. This is the primary stage of survey research as it can mold the entire path of a survey, impacting its results.
• Filter the sample from target population:  Who to target? is an essential question that a researcher should answer and keep in mind while conducting research. The precision of the results is driven by who the members of a sample are and how useful their opinions are. The quality of respondents in a sample is essential for the results received for research and not the quantity. If a researcher seeks to understand whether a product feature will work well with their target market, he/she can conduct survey research with a group of market experts for that product or technology.
• Zero-in on a survey method:  Many qualitative and quantitative research methods can be discussed and decided. Focus groups, online interviews, surveys, polls, questionnaires, etc. can be carried out with a pre-decided sample of individuals.
• Design the questionnaire:  What will the content of the survey be? A researcher is required to answer this question to be able to design it effectively. What will the content of the cover letter be? Or what are the survey questions of this questionnaire? Understand the target market thoroughly to create a questionnaire that targets a sample to gain insights about a survey research topic.
• Send out surveys and analyze results:  Once the researcher decides on which questions to include in a study, they can send it across to the selected sample . Answers obtained from this survey can be analyzed to make product-related or marketing-related decisions.

Survey examples: 10 tips to design the perfect research survey

Picking the right survey design can be the key to gaining the information you need to make crucial decisions for all your research. It is essential to choose the right topic, choose the right question types, and pick a corresponding design. If this is your first time creating a survey, it can seem like an intimidating task. But with QuestionPro, each step of the process is made simple and easy.

Below are 10 Tips To Design The Perfect Research Survey:

• Set your SMART goals:  Before conducting any market research or creating a particular plan, set your SMART Goals . What is that you want to achieve with the survey? How will you measure it promptly, and what are the results you are expecting?
• Choose the right questions:  Designing a survey can be a tricky task. Asking the right questions may help you get the answers you are looking for and ease the task of analyzing. So, always choose those specific questions – relevant to your research.
• Begin your survey with a generalized question:  Preferably, start your survey with a general question to understand whether the respondent uses the product or not. That also provides an excellent base and intro for your survey.
• Enhance your survey:  Choose the best, most relevant, 15-20 questions. Frame each question as a different question type based on the kind of answer you would like to gather from each. Create a survey using different types of questions such as multiple-choice, rating scale, open-ended, etc. Look at more survey examples and four measurement scales every researcher should remember.
• Prepare yes/no questions:  You may also want to use yes/no questions to separate people or branch them into groups of those who “have purchased” and those who “have not yet purchased” your products or services. Once you separate them, you can ask them different questions.
• Test all electronic devices:  It becomes effortless to distribute your surveys if respondents can answer them on different electronic devices like mobiles, tablets, etc. Once you have created your survey, it’s time to TEST. You can also make any corrections if needed at this stage.
• Distribute your survey:  Once your survey is ready, it is time to share and distribute it to the right audience. You can share handouts and share them via email, social media, and other industry-related offline/online communities.
• Collect and analyze responses:  After distributing your survey, it is time to gather all responses. Make sure you store your results in a particular document or an Excel sheet with all the necessary categories mentioned so that you don’t lose your data. Remember, this is the most crucial stage. Segregate your responses based on demographics, psychographics, and behavior. This is because, as a researcher, you must know where your responses are coming from. It will help you to analyze, predict decisions, and help write the summary report.
• Prepare your summary report:  Now is the time to share your analysis. At this stage, you should mention all the responses gathered from a survey in a fixed format. Also, the reader/customer must get clarity about your goal, which you were trying to gain from the study. Questions such as – whether the product or service has been used/preferred or not. Do respondents prefer some other product to another? Any recommendations?

Having a tool that helps you carry out all the necessary steps to carry out this type of study is a vital part of any project. At QuestionPro, we have helped more than 10,000 clients around the world to carry out data collection in a simple and effective way, in addition to offering a wide range of solutions to take advantage of this data in the best possible way.

From dashboards, advanced analysis tools, automation, and dedicated functions, in QuestionPro, you will find everything you need to execute your research projects effectively. Uncover insights that matter the most!

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What is survey research.

15 min read Find out everything you need to know about survey research, from what it is and how it works to the different methods and tools you can use to ensure you’re successful.

Survey research is the process of collecting data from a predefined group (e.g. customers or potential customers) with the ultimate goal of uncovering insights about your products, services, or brand overall .

As a quantitative data collection method, survey research can provide you with a goldmine of information that can inform crucial business and product decisions. But survey research needs careful planning and execution to get the results you want.

So if you’re thinking about using surveys to carry out research, read on.

Get started with our free survey maker tool

Types of survey research

Calling these methods ‘survey research’ slightly underplays the complexity of this type of information gathering. From the expertise required to carry out each activity to the analysis of the data and its eventual application, a considerable amount of effort is required.

As for how you can carry out your research, there are several options to choose from — face-to-face interviews, telephone surveys, focus groups (though more interviews than surveys), online surveys , and panel surveys.

Typically, the survey method you choose will largely be guided by who you want to survey, the size of your sample , your budget, and the type of information you’re hoping to gather.

Here are a few of the most-used survey types:

Face-to-face interviews

Before technology made it possible to conduct research using online surveys, telephone, and mail were the most popular methods for survey research. However face-to-face interviews were considered the gold standard — the only reason they weren’t as popular was due to their highly prohibitive costs.

When it came to face-to-face interviews, organizations would use highly trained researchers who knew when to probe or follow up on vague or problematic answers. They also knew when to offer assistance to respondents when they seemed to be struggling. The result was that these interviewers could get sample members to participate and engage in surveys in the most effective way possible, leading to higher response rates and better quality data.

Telephone surveys

While phone surveys have been popular in the past, particularly for measuring general consumer behavior or beliefs, response rates have been declining since the 1990s .

Phone surveys are usually conducted using a random dialing system and software that a researcher can use to record responses.

This method is beneficial when you want to survey a large population but don’t have the resources to conduct face-to-face research surveys or run focus groups, or want to ask multiple-choice and open-ended questions .

The downsides are they can: take a long time to complete depending on the response rate, and you may have to do a lot of cold-calling to get the information you need.

You also run the risk of respondents not being completely honest . Instead, they’ll answer your survey questions quickly just to get off the phone.

Focus groups (interviews — not surveys)

Focus groups are a separate qualitative methodology rather than surveys — even though they’re often bunched together. They’re normally used for survey pretesting and designing , but they’re also a great way to generate opinions and data from a diverse range of people.

Focus groups involve putting a cohort of demographically or socially diverse people in a room with a moderator and engaging them in a discussion on a particular topic, such as your product, brand, or service.

They remain a highly popular method for market research , but they’re expensive and require a lot of administration to conduct and analyze the data properly.

You also run the risk of more dominant members of the group taking over the discussion and swaying the opinions of other people — potentially providing you with unreliable data.

Online surveys

Online surveys have become one of the most popular survey methods due to being cost-effective, enabling researchers to accurately survey a large population quickly.

Online surveys can essentially be used by anyone for any research purpose – we’ve all seen the increasing popularity of polls on social media (although these are not scientific).

Using an online survey allows you to ask a series of different question types and collect data instantly that’s easy to analyze with the right software.

There are also several methods for running and distributing online surveys that allow you to get your questionnaire in front of a large population at a fraction of the cost of face-to-face interviews or focus groups.

This is particularly true when it comes to mobile surveys as most people with a smartphone can access them online.

However, you have to be aware of the potential dangers of using online surveys, particularly when it comes to the survey respondents. The biggest risk is because online surveys require access to a computer or mobile device to complete, they could exclude elderly members of the population who don’t have access to the technology — or don’t know how to use it.

It could also exclude those from poorer socio-economic backgrounds who can’t afford a computer or consistent internet access. This could mean the data collected is more biased towards a certain group and can lead to less accurate data when you’re looking for a representative population sample.

When it comes to surveys, every voice matters.

Find out how to create more inclusive and representative surveys for your research.

Panel surveys

A panel survey involves recruiting respondents who have specifically signed up to answer questionnaires and who are put on a list by a research company. This could be a workforce of a small company or a major subset of a national population. Usually, these groups are carefully selected so that they represent a sample of your target population — giving you balance across criteria such as age, gender, background, and so on.

Panel surveys give you access to the respondents you need and are usually provided by the research company in question. As a result, it’s much easier to get access to the right audiences as you just need to tell the research company your criteria. They’ll then determine the right panels to use to answer your questionnaire.

However, there are downsides. The main one being that if the research company offers its panels incentives, e.g. discounts, coupons, money — respondents may answer a lot of questionnaires just for the benefits.

This might mean they rush through your survey without providing considered and truthful answers. As a consequence, this can damage the credibility of your data and potentially ruin your analyses.

What are the benefits of using survey research?

Depending on the research method you use, there are lots of benefits to conducting survey research for data collection. Here, we cover a few:

1.   They’re relatively easy to do

Most research surveys are easy to set up, administer and analyze. As long as the planning and survey design is thorough and you target the right audience , the data collection is usually straightforward regardless of which survey type you use.

2.   They can be cost effective

Survey research can be relatively cheap depending on the type of survey you use.

Generally, qualitative research methods that require access to people in person or over the phone are more expensive and require more administration.

Online surveys or mobile surveys are often more cost-effective for market research and can give you access to the global population for a fraction of the cost.

3.   You can collect data from a large sample

Again, depending on the type of survey, you can obtain survey results from an entire population at a relatively low price. You can also administer a large variety of survey types to fit the project you’re running.

4.   You can use survey software to analyze results immediately

Using survey software, you can use advanced statistical analysis techniques to gain insights into your responses immediately.

Analysis can be conducted using a variety of parameters to determine the validity and reliability of your survey data at scale.

5.   Surveys can collect any type of data

While most people view surveys as a quantitative research method, they can just as easily be adapted to gain qualitative information by simply including open-ended questions or conducting interviews face to face.

How to measure concepts with survey questions

While surveys are a great way to obtain data, that data on its own is useless unless it can be analyzed and developed into actionable insights.

The easiest, and most effective way to measure survey results, is to use a dedicated research tool that puts all of your survey results into one place.

When it comes to survey measurement, there are four measurement types to be aware of that will determine how you treat your different survey results:

Nominal scale

With a nominal scale , you can only keep track of how many respondents chose each option from a question, and which response generated the most selections.

An example of this would be simply asking a responder to choose a product or brand from a list.

You could find out which brand was chosen the most but have no insight as to why.

Ordinal scale

Ordinal scales are used to judge an order of preference. They do provide some level of quantitative value because you’re asking responders to choose a preference of one option over another.

Ratio scale

Ratio scales can be used to judge the order and difference between responses. For example, asking respondents how much they spend on their weekly shopping on average.

Interval scale

In an interval scale, values are lined up in order with a meaningful difference between the two values — for example, measuring temperature or measuring a credit score between one value and another.

Step by step: How to conduct surveys and collect data

Conducting a survey and collecting data is relatively straightforward, but it does require some careful planning and design to ensure it results in reliable data.

Step 1 – Define your objectives

What do you want to learn from the survey? How is the data going to help you? Having a hypothesis or series of assumptions about survey responses will allow you to create the right questions to test them.

Step 2 – Create your survey questions

Once you’ve got your hypotheses or assumptions, write out the questions you need answering to test your theories or beliefs. Be wary about framing questions that could lead respondents or inadvertently create biased responses .

Step 3 – Choose your question types

Your survey should include a variety of question types and should aim to obtain quantitative data with some qualitative responses from open-ended questions. Using a mix of questions (simple Yes/ No, multiple-choice, rank in order, etc) not only increases the reliability of your data but also reduces survey fatigue and respondents simply answering questions quickly without thinking.

Find out how to create a survey that’s easy to engage with

Step 4 – Test your questions

Before sending your questionnaire out, you should test it (e.g. have a random internal group do the survey) and carry out A/B tests to ensure you’ll gain accurate responses.

Step 5 – Choose your target and send out the survey

Depending on your objectives, you might want to target the general population with your survey or a specific segment of the population. Once you’ve narrowed down who you want to target, it’s time to send out the survey.

After you’ve deployed the survey, keep an eye on the response rate to ensure you’re getting the number you expected. If your response rate is low, you might need to send the survey out to a second group to obtain a large enough sample — or do some troubleshooting to work out why your response rates are so low. This could be down to your questions, delivery method, selected sample, or otherwise.

Step 6 – Analyze results and draw conclusions

Once you’ve got your results back, it’s time for the fun part.

Break down your survey responses using the parameters you’ve set in your objectives and analyze the data to compare to your original assumptions. At this stage, a research tool or software can make the analysis a lot easier — and that’s somewhere Qualtrics can help.

Get reliable insights with survey software from Qualtrics

Gaining feedback from customers and leads is critical for any business, data gathered from surveys can prove invaluable for understanding your products and your market position, and with survey software from Qualtrics, it couldn’t be easier.

Used by more than 13,000 brands and supporting more than 1 billion surveys a year, Qualtrics empowers everyone in your organization to gather insights and take action. No coding required — and your data is housed in one system.

Get feedback from more than 125 sources on a single platform and view and measure your data in one place to create actionable insights and gain a deeper understanding of your target customers .

Automatically run complex text and statistical analysis to uncover exactly what your survey data is telling you, so you can react in real-time and make smarter decisions.

We can help you with survey management, too. From designing your survey and finding your target respondents to getting your survey in the field and reporting back on the results, we can help you every step of the way.

And for expert market researchers and survey designers, Qualtrics features custom programming to give you total flexibility over question types, survey design, embedded data, and other variables.

No matter what type of survey you want to run, what target audience you want to reach, or what assumptions you want to test or answers you want to uncover, we’ll help you design, deploy and analyze your survey with our team of experts.

Ready to find out more about Qualtrics CoreXM?

Get started with our free survey maker tool today

Related resources

Survey bias types 24 min read, post event survey questions 10 min read, best survey software 16 min read, close-ended questions 7 min read, survey vs questionnaire 12 min read, response bias 13 min read, double barreled question 11 min read, request demo.

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Chapter 9: Survey Research

Overview of Survey Research

Learning Objectives

• Define what survey research is, including its two important characteristics.
• Describe several different ways that survey research can be used and give some examples.

What Is Survey Research?

Survey research  is a quantitative and qualitative method with two important characteristics. First, the variables of interest are measured using self-reports. In essence, survey researchers ask their participants (who are often called respondents  in survey research) to report directly on their own thoughts, feelings, and behaviours. Second, considerable attention is paid to the issue of sampling. In particular, survey researchers have a strong preference for large random samples because they provide the most accurate estimates of what is true in the population. In fact, survey research may be the only approach in psychology in which random sampling is routinely used. Beyond these two characteristics, almost anything goes in survey research. Surveys can be long or short. They can be conducted in person, by telephone, through the mail, or over the Internet. They can be about voting intentions, consumer preferences, social attitudes, health, or anything else that it is possible to ask people about and receive meaningful answers.  Although survey data are often analyzed using statistics, there are many questions that lend themselves to more qualitative analysis.

Most survey research is nonexperimental. It is used to describe single variables (e.g., the percentage of voters who prefer one presidential candidate or another, the prevalence of schizophrenia in the general population) and also to assess statistical relationships between variables (e.g., the relationship between income and health). But surveys can also be experimental. The study by Lerner and her colleagues is a good example. Their use of self-report measures and a large national sample identifies their work as survey research. But their manipulation of an independent variable (anger vs. fear) to assess its effect on a dependent variable (risk judgments) also identifies their work as experimental.

History and Uses of Survey Research

Survey research may have its roots in English and American “social surveys” conducted around the turn of the 20th century by researchers and reformers who wanted to document the extent of social problems such as poverty (Converse, 1987) [1] . By the 1930s, the US government was conducting surveys to document economic and social conditions in the country. The need to draw conclusions about the entire population helped spur advances in sampling procedures. At about the same time, several researchers who had already made a name for themselves in market research, studying consumer preferences for American businesses, turned their attention to election polling. A watershed event was the presidential election of 1936 between Alf Landon and Franklin Roosevelt. A magazine called  Literary Digest  conducted a survey by sending ballots (which were also subscription requests) to millions of Americans. Based on this “straw poll,” the editors predicted that Landon would win in a landslide. At the same time, the new pollsters were using scientific methods with much smaller samples to predict just the opposite—that Roosevelt would win in a landslide. In fact, one of them, George Gallup, publicly criticized the methods of Literary Digest  before the election and all but guaranteed that his prediction would be correct. And of course it was. (We will consider the reasons that Gallup was right later in this chapter.) Interest in surveying around election times has led to several long-term projects, notably the Canadian Election Studies which has measured opinions of Canadian voters around federal elections since 1965.  Anyone can access the data and read about the results of the experiments in these studies.

From market research and election polling, survey research made its way into several academic fields, including political science, sociology, and public health—where it continues to be one of the primary approaches to collecting new data. Beginning in the 1930s, psychologists made important advances in questionnaire design, including techniques that are still used today, such as the Likert scale. (See “What Is a Likert Scale?” in  Section 9.2 “Constructing Survey Questionnaires” .) Survey research has a strong historical association with the social psychological study of attitudes, stereotypes, and prejudice. Early attitude researchers were also among the first psychologists to seek larger and more diverse samples than the convenience samples of university students that were routinely used in psychology (and still are).

Survey research continues to be important in psychology today. For example, survey data have been instrumental in estimating the prevalence of various mental disorders and identifying statistical relationships among those disorders and with various other factors. The National Comorbidity Survey is a large-scale mental health survey conducted in the United States . In just one part of this survey, nearly 10,000 adults were given a structured mental health interview in their homes in 2002 and 2003.  Table 9.1  presents results on the lifetime prevalence of some anxiety, mood, and substance use disorders. (Lifetime prevalence is the percentage of the population that develops the problem sometime in their lifetime.) Obviously, this kind of information can be of great use both to basic researchers seeking to understand the causes and correlates of mental disorders as well as to clinicians and policymakers who need to understand exactly how common these disorders are.

And as the opening example makes clear, survey research can even be used to conduct experiments to test specific hypotheses about causal relationships between variables. Such studies, when conducted on large and diverse samples, can be a useful supplement to laboratory studies conducted on university students. Although this approach is not a typical use of survey research, it certainly illustrates the flexibility of this method.

Key Takeaways

• Survey research is a quantitative approach that features the use of self-report measures on carefully selected samples. It is a flexible approach that can be used to study a wide variety of basic and applied research questions.
• Survey research has its roots in applied social research, market research, and election polling. It has since become an important approach in many academic disciplines, including political science, sociology, public health, and, of course, psychology.

Discussion: Think of a question that each of the following professionals might try to answer using survey research.

• a social psychologist
• an educational researcher
• a market researcher who works for a supermarket chain
• the mayor of a large city
• the head of a university police force
• Converse, J. M. (1987). Survey research in the United States: Roots and emergence, 1890–1960 . Berkeley, CA: University of California Press. ↵
• The lifetime prevalence of a disorder is the percentage of people in the population that develop that disorder at any time in their lives. ↵

A quantitative approach in which variables are measured using self-reports from a sample of the population.

Participants of a survey.

Research Methods in Psychology - 2nd Canadian Edition Copyright © 2015 by Paul C. Price, Rajiv Jhangiani, & I-Chant A. Chiang is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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• Doing Survey Research | A Step-by-Step Guide & Examples

Doing Survey Research | A Step-by-Step Guide & Examples

Published on 6 May 2022 by Shona McCombes . Revised on 10 October 2022.

Survey research means collecting information about a group of people by asking them questions and analysing the results. To conduct an effective survey, follow these six steps:

• Determine who will participate in the survey
• Decide the type of survey (mail, online, or in-person)
• Design the survey questions and layout
• Distribute the survey
• Analyse the responses
• Write up the results

Surveys are a flexible method of data collection that can be used in many different types of research .

Table of contents

What are surveys used for, step 1: define the population and sample, step 2: decide on the type of survey, step 3: design the survey questions, step 4: distribute the survey and collect responses, step 5: analyse the survey results, step 6: write up the survey results, frequently asked questions about surveys.

Surveys are used as a method of gathering data in many different fields. They are a good choice when you want to find out about the characteristics, preferences, opinions, or beliefs of a group of people.

Common uses of survey research include:

• Social research: Investigating the experiences and characteristics of different social groups
• Market research: Finding out what customers think about products, services, and companies
• Health research: Collecting data from patients about symptoms and treatments
• Politics: Measuring public opinion about parties and policies
• Psychology: Researching personality traits, preferences, and behaviours

Surveys can be used in both cross-sectional studies , where you collect data just once, and longitudinal studies , where you survey the same sample several times over an extended period.

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Before you start conducting survey research, you should already have a clear research question that defines what you want to find out. Based on this question, you need to determine exactly who you will target to participate in the survey.

Populations

The target population is the specific group of people that you want to find out about. This group can be very broad or relatively narrow. For example:

• The population of Brazil
• University students in the UK
• Second-generation immigrants in the Netherlands
• Customers of a specific company aged 18 to 24
• British transgender women over the age of 50

Your survey should aim to produce results that can be generalised to the whole population. That means you need to carefully define exactly who you want to draw conclusions about.

It’s rarely possible to survey the entire population of your research – it would be very difficult to get a response from every person in Brazil or every university student in the UK. Instead, you will usually survey a sample from the population.

The sample size depends on how big the population is. You can use an online sample calculator to work out how many responses you need.

There are many sampling methods that allow you to generalise to broad populations. In general, though, the sample should aim to be representative of the population as a whole. The larger and more representative your sample, the more valid your conclusions.

There are two main types of survey:

• A questionnaire , where a list of questions is distributed by post, online, or in person, and respondents fill it out themselves
• An interview , where the researcher asks a set of questions by phone or in person and records the responses

Which type you choose depends on the sample size and location, as well as the focus of the research.

Questionnaires

Sending out a paper survey by post is a common method of gathering demographic information (for example, in a government census of the population).

• You can easily access a large sample.
• You have some control over who is included in the sample (e.g., residents of a specific region).
• The response rate is often low.

Online surveys are a popular choice for students doing dissertation research , due to the low cost and flexibility of this method. There are many online tools available for constructing surveys, such as SurveyMonkey and Google Forms .

• You can quickly access a large sample without constraints on time or location.
• The data is easy to process and analyse.
• The anonymity and accessibility of online surveys mean you have less control over who responds.

If your research focuses on a specific location, you can distribute a written questionnaire to be completed by respondents on the spot. For example, you could approach the customers of a shopping centre or ask all students to complete a questionnaire at the end of a class.

• You can screen respondents to make sure only people in the target population are included in the sample.
• You can collect time- and location-specific data (e.g., the opinions of a shop’s weekday customers).
• The sample size will be smaller, so this method is less suitable for collecting data on broad populations.

Oral interviews are a useful method for smaller sample sizes. They allow you to gather more in-depth information on people’s opinions and preferences. You can conduct interviews by phone or in person.

• You have personal contact with respondents, so you know exactly who will be included in the sample in advance.
• You can clarify questions and ask for follow-up information when necessary.
• The lack of anonymity may cause respondents to answer less honestly, and there is more risk of researcher bias.

Like questionnaires, interviews can be used to collect quantitative data : the researcher records each response as a category or rating and statistically analyses the results. But they are more commonly used to collect qualitative data : the interviewees’ full responses are transcribed and analysed individually to gain a richer understanding of their opinions and feelings.

Next, you need to decide which questions you will ask and how you will ask them. It’s important to consider:

• The type of questions
• The content of the questions
• The phrasing of the questions
• The ordering and layout of the survey

Open-ended vs closed-ended questions

There are two main forms of survey questions: open-ended and closed-ended. Many surveys use a combination of both.

Closed-ended questions give the respondent a predetermined set of answers to choose from. A closed-ended question can include:

• A binary answer (e.g., yes/no or agree/disagree )
• A scale (e.g., a Likert scale with five points ranging from strongly agree to strongly disagree )
• A list of options with a single answer possible (e.g., age categories)
• A list of options with multiple answers possible (e.g., leisure interests)

Closed-ended questions are best for quantitative research . They provide you with numerical data that can be statistically analysed to find patterns, trends, and correlations .

Open-ended questions are best for qualitative research. This type of question has no predetermined answers to choose from. Instead, the respondent answers in their own words.

Open questions are most common in interviews, but you can also use them in questionnaires. They are often useful as follow-up questions to ask for more detailed explanations of responses to the closed questions.

The content of the survey questions

To ensure the validity and reliability of your results, you need to carefully consider each question in the survey. All questions should be narrowly focused with enough context for the respondent to answer accurately. Avoid questions that are not directly relevant to the survey’s purpose.

When constructing closed-ended questions, ensure that the options cover all possibilities. If you include a list of options that isn’t exhaustive, you can add an ‘other’ field.

Phrasing the survey questions

In terms of language, the survey questions should be as clear and precise as possible. Tailor the questions to your target population, keeping in mind their level of knowledge of the topic.

Use language that respondents will easily understand, and avoid words with vague or ambiguous meanings. Make sure your questions are phrased neutrally, with no bias towards one answer or another.

Ordering the survey questions

The questions should be arranged in a logical order. Start with easy, non-sensitive, closed-ended questions that will encourage the respondent to continue.

If the survey covers several different topics or themes, group together related questions. You can divide a questionnaire into sections to help respondents understand what is being asked in each part.

If a question refers back to or depends on the answer to a previous question, they should be placed directly next to one another.

Before you start, create a clear plan for where, when, how, and with whom you will conduct the survey. Determine in advance how many responses you require and how you will gain access to the sample.

When you are satisfied that you have created a strong research design suitable for answering your research questions, you can conduct the survey through your method of choice – by post, online, or in person.

There are many methods of analysing the results of your survey. First you have to process the data, usually with the help of a computer program to sort all the responses. You should also cleanse the data by removing incomplete or incorrectly completed responses.

If you asked open-ended questions, you will have to code the responses by assigning labels to each response and organising them into categories or themes. You can also use more qualitative methods, such as thematic analysis , which is especially suitable for analysing interviews.

Statistical analysis is usually conducted using programs like SPSS or Stata. The same set of survey data can be subject to many analyses.

Finally, when you have collected and analysed all the necessary data, you will write it up as part of your thesis, dissertation , or research paper .

In the methodology section, you describe exactly how you conducted the survey. You should explain the types of questions you used, the sampling method, when and where the survey took place, and the response rate. You can include the full questionnaire as an appendix and refer to it in the text if relevant.

Then introduce the analysis by describing how you prepared the data and the statistical methods you used to analyse it. In the results section, you summarise the key results from your analysis.

A Likert scale is a rating scale that quantitatively assesses opinions, attitudes, or behaviours. It is made up of four or more questions that measure a single attitude or trait when response scores are combined.

To use a Likert scale in a survey , you present participants with Likert-type questions or statements, and a continuum of items, usually with five or seven possible responses, to capture their degree of agreement.

Individual Likert-type questions are generally considered ordinal data , because the items have clear rank order, but don’t have an even distribution.

Overall Likert scale scores are sometimes treated as interval data. These scores are considered to have directionality and even spacing between them.

The type of data determines what statistical tests you should use to analyse your data.

A questionnaire is a data collection tool or instrument, while a survey is an overarching research method that involves collecting and analysing data from people using questionnaires.

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A quick guide to survey research

1 University of Cambridge,, UK

2 Cambridge University Hospitals NHS Foundation Trust,, UK

Questionnaires are a very useful survey tool that allow large populations to be assessed with relative ease. Despite a widespread perception that surveys are easy to conduct, in order to yield meaningful results, a survey needs extensive planning, time and effort. In this article, we aim to cover the main aspects of designing, implementing and analysing a survey as well as focusing on techniques that would improve response rates.

Medical research questionnaires or surveys are vital tools used to gather information on individual perspectives in a large cohort. Within the medical realm, there are three main types of survey: epidemiological surveys, surveys on attitudes to a health service or intervention and questionnaires assessing knowledge on a particular issue or topic. 1

Despite a widespread perception that surveys are easy to conduct, in order to yield meaningful results, a survey needs extensive planning, time and effort. In this article, we aim to cover the main aspects of designing, implementing and analysing a survey as well as focusing on techniques that would improve response rates.

Clear research goal

The first and most important step in designing a survey is to have a clear idea of what you are looking for. It will always be tempting to take a blanket approach and ask as many questions as possible in the hope of getting as much information as possible. This type of approach does not work as asking too many irrelevant or incoherent questions reduces the response rate 2 and therefore reduces the power of the study. This is especially important when surveying physicians as they often have a lower response rate than the rest of the population. 3 Instead, you must carefully consider the important data you will be using and work on a ‘need to know’ rather than a ‘would be nice to know’ model. 4

After considering the question you are trying to answer, deciding whom you are going to ask is the next step. With small populations, attempting to survey them all is manageable but as your population gets bigger, a sample must be taken. The size of this sample is more important than you might expect. After lost questionnaires, non-responders and improper answers are taken into account, this sample must still be big enough to be representative of the entire population. If it is not big enough, the power of your statistics will drop and you may not get any meaningful answers at all. It is for this reason that getting a statistician involved in your study early on is absolutely crucial. Data should not be collected until you know what you are going to do with them.

Directed questions

After settling on your research goal and beginning to design a questionnaire, the main considerations are the method of data collection, the survey instrument and the type of question you are going to ask. Methods of data collection include personal interviews, telephone, postal or electronic ( Table 1 ).

Advantages and disadvantages of survey methods

Collected data are only useful if they convey information accurately and consistently about the topic in which you are interested. This is where a validated survey instrument comes in to the questionnaire design. Validated instruments are those that have been extensively tested and are correctly calibrated to their target. They can therefore be assumed to be accurate. 1 It may be possible to modify a previously validated instrument but you should seek specialist advice as this is likely to reduce its power. Examples of validated models are the Beck Hopelessness Scale 5 or the Addenbrooke’s Cognitive Examination. 6

The next step is choosing the type of question you are going to ask. The questionnaire should be designed to answer the question you want answered. Each question should be clear, concise and without bias. Normalising statements should be included and the language level targeted towards those at the lowest educational level in your cohort. 1 You should avoid open, double barrelled questions and those questions that include negative items and assign causality. 1 The questions you use may elicit either an open (free text answer) or closed response. Open responses are more flexible but require more time and effort to analyse, whereas closed responses require more initial input in order to exhaust all possible options but are easier to analyse and present.

Questionnaire

Two more aspects come into questionnaire design: aesthetics and question order. While this is not relevant to telephone or personal questionnaires, in self-administered surveys the aesthetics of the questionnaire are crucial. Having spent a large amount of time fine-tuning your questions, presenting them in such a way as to maximise response rates is pivotal to obtaining good results. Visual elements to think of include smooth, simple and symmetrical shapes, soft colours and repetition of visual elements. 7

Once you have attracted your subject’s attention and willingness with a well designed and attractive survey, the order in which you put your questions is critical. To do this you should focus on what you need to know; start by placing easier, important questions at the beginning, group common themes in the middle and keep questions on demographics to near the end. The questions should be arrayed in a logical order, questions on the same topic close together and with sensible sections if long enough to warrant them. Introductory and summary questions to mark the start and end of the survey are also helpful.

Pilot study

Once a completed survey has been compiled, it needs to be tested. The ideal next step should highlight spelling errors, ambiguous questions and anything else that impairs completion of the questionnaire. 8 A pilot study, in which you apply your work to a small sample of your target population in a controlled setting, may highlight areas in which work still needs to be done. Where possible, being present while the pilot is going on will allow a focus group-type atmosphere in which you can discuss aspects of the survey with those who are going to be filling it in. This step may seem non-essential but detecting previously unconsidered difficulties needs to happen as early as possible and it is important to use your participants’ time wisely as they are unlikely to give it again.

Distribution and collection

While it should be considered quite early on, we will now discuss routes of survey administration and ways to maximise results. Questionnaires can be self-administered electronically or by post, or administered by a researcher by telephone or in person. The advantages and disadvantages of each method are summarised in Table 1 . Telephone and personal surveys are very time and resource consuming whereas postal and electronic surveys suffer from low response rates and response bias. Your route should be chosen with care.

Methods for maximising response rates for self-administered surveys are listed in Table 2 , taken from a Cochrane review.2 The differences between methods of maximising responses to postal or e-surveys are considerable but common elements include keeping the questionnaire short and logical as well as including incentives.

Methods for improving response rates in postal and electronic questionnaires 2

• – Involve a statistician early on.
• – Run a pilot study to uncover problems.
• – Consider using a validated instrument.
• – Only ask what you ‘need to know’.
• – Consider guidelines on improving response rates.

The collected data will come in a number of forms depending on the method of collection. Data from telephone or personal interviews can be directly entered into a computer database whereas postal data can be entered at a later stage. Electronic questionnaires can allow responses to go directly into a computer database. Problems arise from errors in data entry and when questionnaires are returned with missing data fields. As mentioned earlier, it is essential to have a statistician involved from the beginning for help with data analysis. He or she will have helped to determine the sample size required to ensure your study has enough power. The statistician can also suggest tests of significance appropriate to your survey, such as Student’s t-test or the chi-square test.

Conclusions

Survey research is a unique way of gathering information from a large cohort. Advantages of surveys include having a large population and therefore a greater statistical power, the ability to gather large amounts of information and having the availability of validated models. However, surveys are costly, there is sometimes discrepancy in recall accuracy and the validity of a survey depends on the response rate. Proper design is vital to enable analysis of results and pilot studies are critical to this process.

A Comprehensive Guide to Survey Research Methodologies

For decades, researchers and businesses have used survey research to produce statistical data and explore ideas. The survey process is simple, ask questions and analyze the responses to make decisions. Data is what makes the difference between a valid and invalid statement and as the American statistician, W. Edwards Deming said:

“Without data, you’re just another person with an opinion.” - W. Edwards Deming

In this article, we will discuss what survey research is, its brief history, types, common uses, benefits, and the step-by-step process of designing a survey.

What is Survey Research

A survey is a research method that is used to collect data from a group of respondents in order to gain insights and information regarding a particular subject. It’s an excellent method to gather opinions and understand how and why people feel a certain way about different situations and contexts.

Brief History of Survey Research

Survey research may have its roots in the American and English “social surveys” conducted around the turn of the 20th century. The surveys were mainly conducted by researchers and reformers to document the extent of social issues such as poverty. ( 1 ) Despite being a relatively young field to many scientific domains, survey research has experienced three stages of development ( 2 ):

-       First Era (1930-1960)

-       Second Era (1960-1990)

-       Third Era (1990 onwards)

Over the years, survey research adapted to the changing times and technologies. By exploiting the latest technologies, researchers can gain access to the right population from anywhere in the world, analyze the data like never before, and extract useful information.

Survey Research Methods & Types

Survey research can be classified into seven categories based on objective, data sources, methodology, deployment method, and frequency of deployment.

Surveys based on Objective

Exploratory survey research.

Exploratory survey research is aimed at diving deeper into research subjects and finding out more about their context. It’s important for marketing or business strategy and the focus is to discover ideas and insights instead of gathering statistical data.

Generally, exploratory survey research is composed of open-ended questions that allow respondents to express their thoughts and perspectives. The final responses present information from various sources that can lead to fresh initiatives.

Predictive Survey Research

Predictive survey research is also called causal survey research. It’s preplanned, structured, and quantitative in nature. It’s often referred to as conclusive research as it tries to explain the cause-and-effect relationship between different variables. The objective is to understand which variables are causes and which are effects and the nature of the relationship between both variables.

Descriptive Survey Research

Descriptive survey research is largely observational and is ideal for gathering numeric data. Due to its quantitative nature, it’s often compared to exploratory survey research. The difference between the two is that descriptive research is structured and pre-planned.

 The idea behind descriptive research is to describe the mindset and opinion of a particular group of people on a given subject. The questions are every day multiple choices and users must choose from predefined categories. With predefined choices, you don’t get unique insights, rather, statistically inferable data.

Survey Research Types based on Concept Testing

Monadic concept testing.

Monadic testing is a survey research methodology in which the respondents are split into multiple groups and ask each group questions about a separate concept in isolation. Generally, monadic surveys are hyper-focused on a particular concept and shorter in duration. The important thing in monadic surveys is to avoid getting off-topic or exhausting the respondents with too many questions.

Sequential Monadic Concept Testing

Another approach to monadic testing is sequential monadic testing. In sequential monadic surveys, groups of respondents are surveyed in isolation. However, instead of surveying three groups on three different concepts, the researchers survey the same groups of people on three distinct concepts one after another. In a sequential monadic survey, at least two topics are included (in random order), and the same questions are asked for each concept to eliminate bias.

Based on Data Source

Primary data.

Data obtained directly from the source or target population is referred to as primary survey data. When it comes to primary data collection, researchers usually devise a set of questions and invite people with knowledge of the subject to respond. The main sources of primary data are interviews, questionnaires, surveys, and observation methods.

 Compared to secondary data, primary data is gathered from first-hand sources and is more reliable. However, the process of primary data collection is both costly and time-consuming.

Secondary Data

Survey research is generally used to collect first-hand information from a respondent. However, surveys can also be designed to collect and process secondary data. It’s collected from third-party sources or primary sources in the past.

 This type of data is usually generic, readily available, and cheaper than primary data collection. Some common sources of secondary data are books, data collected from older surveys, online data, and data from government archives. Beware that you might compromise the validity of your findings if you end up with irrelevant or inflated data.

Based on Research Method

Quantitative research.

Quantitative research is a popular research methodology that is used to collect numeric data in a systematic investigation. It’s frequently used in research contexts where statistical data is required, such as sciences or social sciences. Quantitative research methods include polls, systematic observations, and face-to-face interviews.

Qualitative Research

Qualitative research is a research methodology where you collect non-numeric data from research participants. In this context, the participants are not restricted to a specific system and provide open-ended information. Some common qualitative research methods include focus groups, one-on-one interviews, observations, and case studies.

Based on Deployment Method

Online surveys.

With technology advancing rapidly, the most popular method of survey research is an online survey. With the internet, you can not only reach a broader audience but also design and customize a survey and deploy it from anywhere. Online surveys have outperformed offline survey methods as they are less expensive and allow researchers to easily collect and analyze data from a large sample.

Paper or Print Surveys

As the name suggests, paper or print surveys use the traditional paper and pencil approach to collect data. Before the invention of computers, paper surveys were the survey method of choice.

Though many would assume that surveys are no longer conducted on paper, it's still a reliable method of collecting information during field research and data collection. However, unlike online surveys, paper surveys are expensive and require extra human resources.

Telephonic Surveys

Telephonic surveys are conducted over telephones where a researcher asks a series of questions to the respondent on the other end. Contacting respondents over a telephone requires less effort, human resources, and is less expensive.

What makes telephonic surveys debatable is that people are often reluctant in giving information over a phone call. Additionally, the success of such surveys depends largely on whether people are willing to invest their time on a phone call answering questions.

One-on-one Surveys

One-on-one surveys also known as face-to-face surveys are interviews where the researcher and respondent. Interacting directly with the respondent introduces the human factor into the survey.

Face-to-face interviews are useful when the researcher wants to discuss something personal with the respondent. The response rates in such surveys are always higher as the interview is being conducted in person. However, these surveys are quite expensive and the success of these depends on the knowledge and experience of the researcher.

Based on Distribution

The easiest and most common way of conducting online surveys is sending out an email. Sending out surveys via emails has a higher response rate as your target audience already knows about your brand and is likely to engage.

Buy Survey Responses

Purchasing survey responses also yields higher responses as the responders signed up for the survey. Businesses often purchase survey samples to conduct extensive research. Here, the target audience is often pre-screened to check if they're qualified to take part in the research.

Embedding Survey on a Website

Embedding surveys on a website is another excellent way to collect information. It allows your website visitors to take part in a survey without ever leaving the website and can be done while a person is entering or exiting the website.

Post the Survey on Social Media

Social media is an excellent medium to reach abroad range of audiences. You can publish your survey as a link on social media and people who are following the brand can take part and answer questions.

Based on Frequency of Deployment

Cross-sectional studies.

Cross-sectional studies are administered to a small sample from a large population within a short period of time. This provides researchers a peek into what the respondents are thinking at a given time. The surveys are usually short, precise, and specific to a particular situation.

Longitudinal Surveys

Longitudinal surveys are an extension of cross-sectional studies where researchers make an observation and collect data over extended periods of time. This type of survey can be further divided into three types:

-       Trend surveys are employed to allow researchers to understand the change in the thought process of the respondents over some time.

-       Panel surveys are administered to the same group of people over multiple years. These are usually expensive and researchers must stick to their panel to gather unbiased opinions.

-       In cohort surveys, researchers identify a specific category of people and regularly survey them. Unlike panel surveys, the same people do not need to take part over the years, but each individual must fall into the researcher’s primary interest category.

Retrospective Survey

Retrospective surveys allow researchers to ask questions to gather data about past events and beliefs of the respondents. Since retrospective surveys also require years of data, they are similar to the longitudinal survey, except retrospective surveys are shorter and less expensive.

Why Should You Conduct Research Surveys?

“In God we trust. All others must bring data” - W. Edwards Deming

 In the information age, survey research is of utmost importance and essential for understanding the opinion of your target population. Whether you’re launching a new product or conducting a social survey, the tool can be used to collect specific information from a defined set of respondents. The data collected via surveys can be further used by organizations to make informed decisions.

Furthermore, compared to other research methods, surveys are relatively inexpensive even if you’re giving out incentives. Compared to the older methods such as telephonic or paper surveys, online surveys have a smaller cost and the number of responses is higher.

 What makes surveys useful is that they describe the characteristics of a large population. With a larger sample size , you can rely on getting more accurate results. However, you also need honest and open answers for accurate results. Since surveys are also anonymous and the responses remain confidential, respondents provide candid and accurate answers.

Common Uses of a Survey

Surveys are widely used in many sectors, but the most common uses of the survey research include:

-       Market research : surveying a potential market to understand customer needs, preferences, and market demand.

-       Customer Satisfaction: finding out your customer’s opinions about your services, products, or companies .

-       Social research: investigating the characteristics and experiences of various social groups.

-       Health research: collecting data about patients’ symptoms and treatments.

-       Politics: evaluating public opinion regarding policies and political parties.

-       Psychology: exploring personality traits, behaviors, and preferences.

6 Steps to Conduct Survey Research

An organization, person, or company conducts a survey when they need the information to make a decision but have insufficient data on hand. Following are six simple steps that can help you design a great survey.

Step 1: Objective of the Survey

The first step in survey research is defining an objective. The objective helps you define your target population and samples. The target population is the specific group of people you want to collect data from and since it’s rarely possible to survey the entire population, we target a specific sample from it. Defining a survey objective also benefits your respondents by helping them understand the reason behind the survey.

Step 2: Number of Questions

The number of questions or the size of the survey depends on the survey objective. However, it’s important to ensure that there are no redundant queries and the questions are in a logical order. Rephrased and repeated questions in a survey are almost as frustrating as in real life. For a higher completion rate, keep the questionnaire small so that the respondents stay engaged to the very end. The ideal length of an interview is less than 15 minutes. ( 2 )

Step 3: Language and Voice of Questions

While designing a survey, you may feel compelled to use fancy language. However, remember that difficult language is associated with higher survey dropout rates. You need to speak to the respondent in a clear, concise, and neutral manner, and ask simple questions. If your survey respondents are bilingual, then adding an option to translate your questions into another language can also prove beneficial.

Step 4: Type of Questions

In a survey, you can include any type of questions and even both closed-ended or open-ended questions. However, opt for the question types that are the easiest to understand for the respondents, and offer the most value. For example, compared to open-ended questions, people prefer to answer close-ended questions such as MCQs (multiple choice questions)and NPS (net promoter score) questions.

Step 5: User Experience

Designing a great survey is about more than just questions. A lot of researchers underestimate the importance of user experience and how it affects their response and completion rates. An inconsistent, difficult-to-navigate survey with technical errors and poor color choice is unappealing for the respondents. Make sure that your survey is easy to navigate for everyone and if you’re using rating scales, they remain consistent throughout the research study.

Additionally, don’t forget to design a good survey experience for both mobile and desktop users. According to Pew Research Center, nearly half of the smartphone users access the internet mainly from their mobile phones and 14 percent of American adults are smartphone-only internet users. ( 3 )

Step 6: Survey Logic

Last but not least, logic is another critical aspect of the survey design. If the survey logic is flawed, respondents may not continue in the right direction. Make sure to test the logic to ensure that selecting one answer leads to the next logical question instead of a series of unrelated queries.

How to Effectively Use Survey Research with Starlight Analytics

Designing and conducting a survey is almost as much science as it is an art. To craft great survey research, you need technical skills, consider the psychological elements, and have a broad understanding of marketing.

The ultimate goal of the survey is to ask the right questions in the right manner to acquire the right results.

Bringing a new product to the market is a long process and requires a lot of research and analysis. In your journey to gather information or ideas for your business, Starlight Analytics can be an excellent guide. Starlight Analytics' product concept testing helps you measure your product's market demand and refine product features and benefits so you can launch with confidence. The process starts with custom research to design the survey according to your needs, execute the survey, and deliver the key insights on time.

• Survey research in the United States: roots and emergence, 1890-1960 https://searchworks.stanford.edu/view/10733873    
• How to create a survey questionnaire that gets great responses https://luc.id/knowledgehub/how-to-create-a-survey-questionnaire-that-gets-great-responses/    
• Internet/broadband fact sheet https://www.pewresearch.org/internet/fact-sheet/internet-broadband/    

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• Survey Research: Types, Examples & Methods

Surveys have been proven to be one of the most effective methods of conducting research. They help you to gather relevant data from a large audience, which helps you to arrive at a valid and objective conclusion. 

Just like other research methods, survey research had to be conducted the right way to be effective. In this article, we’ll dive into the nitty-gritty of survey research and show you how to get the most out of it. 

What is Survey Research? 

Survey research is simply a systematic investigation conducted via a survey. In other words, it is a type of research carried out by administering surveys to respondents. 

Surveys already serve as a great method of opinion sampling and finding out what people think about different contexts and situations. Applying this to research means you can gather first-hand information from persons affected by specific contexts. 

Survey research proves useful in numerous primary research scenarios. Consider the case whereby a restaurant wants to gather feedback from its customers on its new signatory dish. A good way to do this is to conduct survey research on a defined customer demographic. 

By doing this, the restaurant is better able to gather primary data from the customers (respondents) with regards to what they think and feel about the new dish across multiple facets. This means they’d have more valid and objective information to work with. 

Why Conduct Survey Research?  

One of the strongest arguments for survey research is that it helps you gather the most authentic data sets in the systematic investigation. Survey research is a gateway to collecting specific information from defined respondents, first-hand.  

Surveys combine different question types that make it easy for you to collect numerous information from respondents. When you come across a questionnaire for survey research, you’re likely to see a neat blend of close-ended and open-ended questions, together with other survey response scale questions. 

Apart from what we’ve discussed so far, here are some other reasons why survey research is important: 

• It gives you insights into respondents’ behaviors and preferences which is valid in any systematic investigation.
• Many times, survey research is structured in an interactive manner which makes it easier for respondents to communicate their thoughts and experiences. 
• It allows you to gather important data that proves useful for product improvement; especially in market research. 

Characteristics of Survey Research

• Usage : Survey research is mostly deployed in the field of social science; especially to gather information about human behavior in different social contexts. 
• Systematic : Like other research methods, survey research is systematic. This means that it is usually conducted in line with empirical methods and follows specific processes.
• Replicable : In survey research, applying the same methods often translates to achieving similar results. 
• Types : Survey research can be conducted using forms (offline and online) or via structured, semi-structured, and unstructured interviews . 
• Data : The data gathered from survey research is mostly quantitative; although it can be qualitative. 
• Impartial Sampling : The data sample in survey research is random and not subject to unavoidable biases.
• Ecological Validity : Survey research often makes use of data samples obtained from real-world occurrences. 

Types of Survey Research

Survey research can be subdivided into different types based on its objectives, data source, and methodology. 

Types of Survey Research Based on Objective

• Exploratory Survey Research

Exploratory survey research is aimed at finding out more about the research context. Here, the survey research pays attention to discovering new ideas and insights about the research subject(s) or contexts. 

Exploratory survey research is usually made up of open-ended questions that allow respondents to fully communicate their thoughts and varying perspectives on the subject matter. In many cases, systematic investigation kicks off with an exploratory research survey. 

• Predictive Survey Research

This type of research is also referred to as causal survey research because it pays attention to the causative relationship between the variables in the survey research. In other words, predictive survey research pays attention to existing patterns to explain the relationship between two variables. 

It can also be referred to as conclusive research because it allows you to identify causal variables and resultant variables; that is cause and effect. Predictive variables allow you to determine the nature of the relationship between the causal variables and the effect to be predicted. 

• Descriptive Survey Research

Unlike predictive research, descriptive survey research is largely observational. It is ideal for quantitative research because it helps you to gather numeric data. 

The questions listed in descriptive survey research help you to uncover new insights into the actions, thoughts, and feelings of survey respondents. With this data, you can know the extent to which different conditions can be obtained among these subjects. 

Types of Survey Research Based on Data Source

• Secondary Data

Survey research can be designed to collect and process secondary data. Secondary data is a type of data that has been collected from primary sources in the past and is readily available for use. It is the type of data that is already existing.

Since secondary data is gathered from third-party sources, it is mostly generic, unlike primary data that is specific to the research context. Common sources of secondary data in survey research include books, data collected through other surveys, online data, data from government archives, and libraries. 

• Primary Data

This is the type of research data that is collected directly; that is, data collected from first-hand sources. Primary data is usually tailored to a specific research context so that reflects the aims and objectives of the systematic investigation.

One of the strongest points of primary data over its secondary counterpart is validity. Because it is collected directly from first-hand sources, primary data typically results in objective research findings. 

You can collect primary data via interviews, surveys, and questionnaires, and observation methods. 

Types of Survey Research Based on Methodology

• Quantitative Research

Quantitative research is a common research method that is used to gather numerical data in a systematic investigation. It is often deployed in research contexts that require statistical information to arrive at valid results such as in social science or science. 

For instance, as an organization looking to find out how many persons are using your product in a particular location, you can administer survey research to collect useful quantitative data. Other quantitative research methods include polls, face-to-face interviews, and systematic observation. 

• Qualitative Research

This is a method of systematic investigation that is used to collect non-numerical data from research participants. In other words, it is a research method that allows you to gather open-ended information from your target audience. 

Typically, organizations deploy qualitative research methods when they need to gather descriptive data from their customers; for example, when they need to collect customer feedback in product evaluation. Qualitative research methods include one-on-one interviews, observation, case studies, and focus groups. 

Survey Research Scales

• Nominal Scale

This is a type of survey research scale that uses numbers to label the different answer options in a survey. On a nominal scale , the numbers have no value in themselves; they simply serve as labels for qualitative variables in the survey. 

In cases where a nominal scale is used for identification, there is typically a specific one-on-one relationship between the numeric value and the variable it represents. On the other hand, when the variable is used for classification, then each number on the scale serves as a label or a tag. 

Examples of Nominal Scale in Survey Research 

1. How would you describe your complexion? 

2. Have you used this product?

• Ordinal Scale

This is a type of variable measurement scale that arranges answer options in a specific ranking order without necessarily indicating the degree of variation between these options. Ordinal data is qualitative and can be named, ranked, or grouped. 

In an ordinal scale , the different properties of the variables are relatively unknown, and it also identifies, describes, and shows the rank of the different variables. With an ordered scale, it is easier for researchers to measure the degree of agreement and/or disagreement with different variables. 

With ordinal scales, you can measure non-numerical attributes such as the degree of happiness, agreement, or opposition of respondents in specific contexts. Using an ordinal scale makes it easy for you to compare variables and process survey responses accordingly. 

Examples of Ordinal Scale in Survey Research

1. How often do you use this product?

• Prefer not to say

2. How much do you agree with our new policies? 

• Totally agree
• Somewhat agree
• Totally disagree
• Interval Scale

This is a type of survey scale that is used to measure variables existing at equal intervals along a common scale. In some way, it combines the attributes of nominal and ordinal scales since it is used where there is order and there is a meaningful difference between 2 variables. 

With an interval scale, you can quantify the difference in value between two variables in survey research. In addition to this, you can carry out other mathematical processes like calculating the mean and median of research variables. 

Examples of Interval Scale in Survey Research

1. Our customer support team was very effective. 

• Completely agree
• Neither agree nor disagree
• Somewhat disagree
• Completely disagree 

2. I enjoyed using this product.

Another example of an interval scale can be seen in the Net Promoter Score.

• Ratio Scale

Just like the interval scale, the ratio scale is quantitative and it is used when you need to compare intervals or differences in survey research. It is the highest level of measurement and it is made up of bits and pieces of the other survey scales. 

One of the unique features of the ratio scale is it has a true zero and equal intervals between the variables on the scale. This zero indicates an absence of the variable being measured by the scale. Common occurrences of ratio scales can be seen with distance (length), area, and population measurement. 

Examples of Ratio Scale in Survey Research

1. How old are you?

• Below 18 years
• 41 and above

2. How many times do you shop in a week?

• Less than twice
• Three times
• More than four times

Uses of Survey Research

• Health Surveys

Survey research is used by health practitioners to gather useful data from patients in different medical and safety contexts. It helps you to gather primary and secondary data about medical conditions and risk factors of multiple diseases and infections. 

In addition to this, administering health surveys regularly helps you to monitor the overall health status of your population; whether in the workplace, school, or community. This kind of data can be used to help prevent outbreaks and minimize medical emergencies in these contexts. 

Survey research is also useful when conducting polls; whether online or offline. A poll is a data collection tool that helps you to gather public opinion about a particular subject from a well-defined research sample.

By administering survey research, you can gather valid data from a well-defined research sample, and utilize research findings for decision making. For example, during elections, individuals can be asked to choose their preferred leader via questionnaires administered as part of survey research.

• Customer Satisfaction

Customer satisfaction is one of the cores of every organization as it is directly concerned with how well your product or service meets the needs of your clients. Survey research is an effective way to measure customer satisfaction at different intervals. 

As a restaurant, for example, you can send out online surveys to customers immediately when they patronize your business. In these surveys, encourage them to provide feedback on their experience and to provide information on how your service delivery can be improved. 

Survey research makes data collection and analysis easy during a census. With an online survey tool like Formplus , you can seamlessly gather data during a census without moving from a spot. Formplus has multiple sharing options that help you collect information without stress. 

Survey Research Methods

Survey research can be done using different online and offline methods. Let’s examine a few of them here.

• Telephone Surveys

This is a means of conducting survey research via phone calls. In a telephone survey, the researcher places a call to the survey respondents and gathers information from them by asking questions about the research context under consideration. 

A telephone survey is a kind of simulation of the face-to-face survey experience since it involves discussing with respondents to gather and process valid data. However, major challenges with this method include the fact that it is expensive and time-consuming. 

• Online Surveys

An online survey is a data collection tool used to create and administer surveys and questionnaires using data tools like Formplus. Online surveys work better than paper forms and other offline survey methods because you can easily gather and process data from a large sample size with them. 

• Face-to-Face Interviews

Face-to-face interviews for survey research can be structured, semi-structured, or unstructured depending on the research context and the type of data you want to collect. If you want to gather qualitative data , then unstructured and semi-structured interviews are the way to go. 

On the other hand, if you want to collect quantifiable information from your research sample, conducting a structured interview is the best way to go. Face-to-face interviews can also be time-consuming and cost-intensive. Let’s mention here that face-to-face surveys are one of the most widely used methods of survey data collection. 

How to Conduct Research Surveys on Formplus 

With Formplus, you can create forms for survey research without any hassles. Follow this step-by-step guide to create and administer online surveys for research via Formplus. 

1. Sign up at www.formpl.us to create your Formplus account. If you already have a Formplus account, click here to log in.

5. Use the form customization options to change the appearance of your survey. You can add your organization’s logo to the survey, change the form font and layout, and insert preferred background images.

Advantages of Survey Research

• It is inexpensive – with survey research, you can avoid the cost of in-person interviews. It’s also easy to receive data as you can share your surveys online and get responses from a large demographic
• It is the fastest way to get a large amount of first-hand data
• Surveys allow you to compare the results you get through charts and graphs
• It is versatile as it can be used for any research topic
• Surveys are perfect for anonymous respondents in the research 

Disadvantages of Survey Research

• Some questions may not get answers
• People may understand survey questions differently
• It may not be the best option for respondents with visual or hearing impairments as well as a demographic with no literacy levels
• People can provide dishonest answers in a survey research

Conclusion 

In this article, we’ve discussed survey research extensively; touching on different important aspects of this concept. As a researcher, organization, individual, or student, it is important to understand how survey research works to utilize it effectively and get the most from this method of systematic investigation. 

As we’ve already stated, conducting survey research online is one of the most effective methods of data collection as it allows you to gather valid data from a large group of respondents. If you’re looking to kick off your survey research, you can start by signing up for a Formplus account here. 

Connect to Formplus, Get Started Now - It's Free!

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7 steps when conducting survey research: A beginner-friendly guide

• May 17, 2022

Steps of survey method: Things to know before conducting survey research

Pay attention to questions, step 2: define the population and sample (who will participate in the survey), are interviews or in-person surveys better than written ones, online surveys are the easiest way to reach a broad audience, mail surveys: control who participates, types of questions: what are the most common questions used in survey research, content, phrasing, and the order of questions, step 5: distribute the survey and gather responses, step 6: analyze the collected data, step 7: create a report based on survey results, last but not least: frequently asked questions, follow the seven steps of survey research with surveyplanet.

Conducting survey research encompasses gaining insight from a diverse group of people by asking questions and analyzing answers. It is the best way to collect information about people’s preferences, beliefs, characteristics, and related information.

The key to a good survey is asking relevant questions that will provide needed information. Surveys can be used one-time or repeatedly.

Wondering how to conduct survey research correctly?

This article will lay out—even if you are a beginner—the seven steps of conducting survey research with guidance on how to successfully carrying it out.

How to conduct survey research in 7 steps

Conducting survey research typically involves several key things to do. Here are the most common seven steps in conducting survey research:

Step 1: Identify research goals and objectives

Step 3: decide on the type of survey method to use, step 4: design and write questions.

These survey method steps provide a general framework for conducting research. But keep in mind that specific details and requirements may vary based on research context and objectives.

To understand the process of conducting a survey, start at the beginning. Conducting a survey consists of several steps, each equally important to the outcome.

Before conducting survey research, here are some resources you might find helpful regarding different methods, such as focus group interviews , survey sampling , and qualitative research methods . Learn why a market research survey is important and how to utilize it for your business research goals.

Finally, it is always a good idea to understand what is the difference between a survey and a questionnaire .

The first of seven steps in conducting survey research is to identify the goal of the research.

This will help with subsequent steps, like finding the right audience and designing appropriate questions. In addition, it will provide insight into what data is most important.

By identifying goals, several questions will be answered: What type of information am I collecting? Is it general or specific? Is it for a particular or broad audience? Research goals will define the answers to these questions and help focus the purpose of the survey and its goal.

An objective is a specific action that helps achieve research goals. Usually, for every goal, there are several objectives.

The answers collected from a survey are only helpful if used properly. Determining goals will provide a better idea of what it is you want to learn and make it easier to design questions. However, setting goals and objectives can be confusing. Ask the following questions:

• What is the subject or topic of the research? This will clarify feedback that is needed and subjects requiring further input.
• What do I want to learn? The first step is knowing what precisely needs to be learned about a particular subject.
• What am I looking to achieve with the collected data? This will help define how the survey will be used to improve, adjudicate, and understand a specific subject.

Uncertain about how to write a good survey question ? We got you covered.

Who is the target audience from which information is being gathered? This is the demographic group that will participate in the survey. To successfully define this group, narrow down a specific population segment that will provide accurate and unbiased information.

Depending on the kind of information required, this group can be broad—for example the population of Florida—or it can be relatively narrow, like consumers of a specific product who are between the ages of 18 and 24.

It is rarely possible to survey the entire population being researched. Instead, a sample population is surveyed. This should represent the subject population as a whole. The number required depends on various factors, mainly the size of the subject population. Therefore, the larger and more representative the sample is the more valid the survey.

Precisely determine what mode of collecting data will be used. The ways to conduct a survey depend on sample size, location, types of questions, and the costs of conducting the research. Not sure how many people you need to survey to be statistically significant!? Use our survey sample size calculator and determine your needed survey size.

Based on the purpose of the research, there are various methods of conducting a survey:

In-person surveys are useful for smaller sample sizes since they allow for the gathering of more detailed information on the survey’s subject. They can be conducted either by phone or in person.

The advantage of interviews is that the interviewer can clarify questions and seek additional information. The main risk with this method is researcher bias or respondent equivocation, though a skilled interviewer is usually able to eliminate these issues.

If the correct steps are followed, conducting an online survey has many advantages, such as cost efficiency and flexibility. In addition, online surveys can reach either a vast audience or a very focused one, depending on your needs.

Online tools are the most effective method of conducting a survey. They can be used by anyone and easily customized for any target group. There are many kinds of online surveys that can be sent via email, hosted on a website, or advertised through social media.

To follow the correct steps for conducting a survey, get help from SurveyPlanet . All you need to do is sign up for an account . Creating perfect surveys will be at your fingertips.

Delivered to the respondents’ email addresses, mail surveys access a large sample group and provide control over who is included in the sample. Though increasingly the most common survey research method, response rates are now relatively low .

To get the best response rate results, read our blogs How to write eye-catching survey emails and What’s the best time to send survey emails ?

Survey questions play a significant role in successful research. Therefore, when deciding what questions to ask—and how to ask them—it is crucial to consider various factors.

Choose between closed-ended and open-ended questions. Closed-ended questions have predefined answer options, while open-ended ones enable respondents to shape an answer in their own words.

Before deciding which to use, get acquainted with the options available. Some common types of research questions include:

• Demographic questions
• Multiple-choice questions
• Rating scale questions
• Likert scale questions
• Yes or no questions
• Ranking questions
• Image choice questions

To make sure results are reliable, each question in a survey needs to be formulated carefully. Each should be directly relevant to the survey’s purpose and include enough information to be answered accurately.

If using closed-ended questions, make sure the available answers cover all possibilities. In addition, questions should be clear and precise without any vagueness and in the language idiom respondents will understand.

When organizing questions, make sure the order is logical. For example, easy and closed-ended questions encourage respondents to continue—they should be at the beginning of the survey. More difficult and complex questions should come later. Related questions should be clustered together and, if there are several topics covered, then related questions should be grouped.

Surveys can be distributed in person, over the phone, via email, or with an online form.

When creating a survey, first determine the number of responses required and how to access the survey sample. It is essential to monitor the response rate. This is calculated by dividing the number of respondents who answered the survey by the number of people in the sample.

There are various methods of conducting a survey and also different methods of analyzing the data collected. After processing and sorting responses (usually with the help of a computer), clean the data by removing incomplete or inaccurate responses.

Different data analysis methods should be used depending on the type of questions utilized. For example, open-ended questions require a bucketing approach in which labels are added to each response and grouped into categories.

Closed-ended questions need statistical analysis. For interviews, use a qualitative method (like thematic analysis) and for Likert scale questions use analysis tools (mean, median, and mode).

Other practical analyzing methods are cross-tabulation and filtering. Filtering can help in understanding the respondent pool better and be used to organize results so that data analysis is quicker and more accessible.

If using an online survey tool, data will be compiled automatically, so the only thing needed is identifying patterns and trends.

The last of the seven steps in conducting survey research is creating a report. Analyzed data should be translated into units of information that directly correspond to the aims and goals identified before creating the survey.

Depending on the formality of the report, include different kinds of information:

• Initial aims and goals
• Methods of creation and distribution
• How the target audience or sample was selected
• Methods of analysis
• The results of the survey
• Problems encountered and whether they influenced results
• Conclusion and recommendations
• What’s the best way to select my survey sample size? One must carefully consider the survey sample size to ensure accurate results. Please read our complete guide to survey sample size and find all the answers.
• How do I design an effective survey instrument? Try out SurveyPlanet PRO features including compelling survey theme templates.
• How do I analyze and interpret survey data? Glad you asked! We got you covered. Learn how to analyze survey data and what to do with survey responses by reading our blog.
• What should I consider in terms of ethical practices in survey research? Exploring ethical considerations related to obtaining informed consent, ensuring privacy, and handling sensitive data might be helpful. Start with learning how to write more inclusive surveys .
• How do I address common survey challenges and errors? Explore strategies to overcome common issues, such as response bias or question-wording problems .
• How can I maximize survey response rates? Seeking advice on strategies to encourage higher response rates and minimize non-response bias is a first step. Start by finding out what is a good survey response rate .
• How can I ensure the validity and reliability of my survey results? Learn about methods to enhance the trustworthiness of survey data .

Now that we’ve gone through the seven steps in survey research and understand how to conduct survey research, why not create your own survey and conduct research that will drive better choices and decisions?

Were these seven steps helpful? Then check out Seven tips for creating an exceptional survey design (with examples) and How to conduct online surveys in seven simple steps as well.

Sign up for a SurveyPlanet account to access pre-made questions and survey themes. And, if you upgrade to a SurveyPlanet Pro account, gain access to many unique tools that will enhance your survey creation and analysis experience.

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• Knowledge Base

Methodology

• What Is a Research Design | Types, Guide & Examples

What Is a Research Design | Types, Guide & Examples

Published on June 7, 2021 by Shona McCombes . Revised on November 20, 2023 by Pritha Bhandari.

A research design is a strategy for answering your   research question  using empirical data. Creating a research design means making decisions about:

• Your overall research objectives and approach
• Whether you’ll rely on primary research or secondary research
• Your sampling methods or criteria for selecting subjects
• Your data collection methods
• The procedures you’ll follow to collect data
• Your data analysis methods

A well-planned research design helps ensure that your methods match your research objectives and that you use the right kind of analysis for your data.

Table of contents

Step 1: consider your aims and approach, step 2: choose a type of research design, step 3: identify your population and sampling method, step 4: choose your data collection methods, step 5: plan your data collection procedures, step 6: decide on your data analysis strategies, other interesting articles, frequently asked questions about research design.

• Introduction

Before you can start designing your research, you should already have a clear idea of the research question you want to investigate.

There are many different ways you could go about answering this question. Your research design choices should be driven by your aims and priorities—start by thinking carefully about what you want to achieve.

The first choice you need to make is whether you’ll take a qualitative or quantitative approach.

Qualitative research designs tend to be more flexible and inductive , allowing you to adjust your approach based on what you find throughout the research process.

Quantitative research designs tend to be more fixed and deductive , with variables and hypotheses clearly defined in advance of data collection.

It’s also possible to use a mixed-methods design that integrates aspects of both approaches. By combining qualitative and quantitative insights, you can gain a more complete picture of the problem you’re studying and strengthen the credibility of your conclusions.

Practical and ethical considerations when designing research

As well as scientific considerations, you need to think practically when designing your research. If your research involves people or animals, you also need to consider research ethics .

• How much time do you have to collect data and write up the research?
• Will you be able to gain access to the data you need (e.g., by travelling to a specific location or contacting specific people)?
• Do you have the necessary research skills (e.g., statistical analysis or interview techniques)?
• Will you need ethical approval ?

At each stage of the research design process, make sure that your choices are practically feasible.

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Within both qualitative and quantitative approaches, there are several types of research design to choose from. Each type provides a framework for the overall shape of your research.

Types of quantitative research designs

Quantitative designs can be split into four main types.

• Experimental and   quasi-experimental designs allow you to test cause-and-effect relationships
• Descriptive and correlational designs allow you to measure variables and describe relationships between them.

With descriptive and correlational designs, you can get a clear picture of characteristics, trends and relationships as they exist in the real world. However, you can’t draw conclusions about cause and effect (because correlation doesn’t imply causation ).

Experiments are the strongest way to test cause-and-effect relationships without the risk of other variables influencing the results. However, their controlled conditions may not always reflect how things work in the real world. They’re often also more difficult and expensive to implement.

Types of qualitative research designs

Qualitative designs are less strictly defined. This approach is about gaining a rich, detailed understanding of a specific context or phenomenon, and you can often be more creative and flexible in designing your research.

The table below shows some common types of qualitative design. They often have similar approaches in terms of data collection, but focus on different aspects when analyzing the data.

Your research design should clearly define who or what your research will focus on, and how you’ll go about choosing your participants or subjects.

In research, a population is the entire group that you want to draw conclusions about, while a sample is the smaller group of individuals you’ll actually collect data from.

Defining the population

A population can be made up of anything you want to study—plants, animals, organizations, texts, countries, etc. In the social sciences, it most often refers to a group of people.

For example, will you focus on people from a specific demographic, region or background? Are you interested in people with a certain job or medical condition, or users of a particular product?

The more precisely you define your population, the easier it will be to gather a representative sample.

• Sampling methods

Even with a narrowly defined population, it’s rarely possible to collect data from every individual. Instead, you’ll collect data from a sample.

To select a sample, there are two main approaches: probability sampling and non-probability sampling . The sampling method you use affects how confidently you can generalize your results to the population as a whole.

Probability sampling is the most statistically valid option, but it’s often difficult to achieve unless you’re dealing with a very small and accessible population.

For practical reasons, many studies use non-probability sampling, but it’s important to be aware of the limitations and carefully consider potential biases. You should always make an effort to gather a sample that’s as representative as possible of the population.

Case selection in qualitative research

In some types of qualitative designs, sampling may not be relevant.

For example, in an ethnography or a case study , your aim is to deeply understand a specific context, not to generalize to a population. Instead of sampling, you may simply aim to collect as much data as possible about the context you are studying.

In these types of design, you still have to carefully consider your choice of case or community. You should have a clear rationale for why this particular case is suitable for answering your research question .

For example, you might choose a case study that reveals an unusual or neglected aspect of your research problem, or you might choose several very similar or very different cases in order to compare them.

Data collection methods are ways of directly measuring variables and gathering information. They allow you to gain first-hand knowledge and original insights into your research problem.

You can choose just one data collection method, or use several methods in the same study.

Survey methods

Surveys allow you to collect data about opinions, behaviors, experiences, and characteristics by asking people directly. There are two main survey methods to choose from: questionnaires and interviews .

Observation methods

Observational studies allow you to collect data unobtrusively, observing characteristics, behaviors or social interactions without relying on self-reporting.

Observations may be conducted in real time, taking notes as you observe, or you might make audiovisual recordings for later analysis. They can be qualitative or quantitative.

Other methods of data collection

There are many other ways you might collect data depending on your field and topic.

If you’re not sure which methods will work best for your research design, try reading some papers in your field to see what kinds of data collection methods they used.

Secondary data

If you don’t have the time or resources to collect data from the population you’re interested in, you can also choose to use secondary data that other researchers already collected—for example, datasets from government surveys or previous studies on your topic.

With this raw data, you can do your own analysis to answer new research questions that weren’t addressed by the original study.

Using secondary data can expand the scope of your research, as you may be able to access much larger and more varied samples than you could collect yourself.

However, it also means you don’t have any control over which variables to measure or how to measure them, so the conclusions you can draw may be limited.

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As well as deciding on your methods, you need to plan exactly how you’ll use these methods to collect data that’s consistent, accurate, and unbiased.

Planning systematic procedures is especially important in quantitative research, where you need to precisely define your variables and ensure your measurements are high in reliability and validity.

Operationalization

Some variables, like height or age, are easily measured. But often you’ll be dealing with more abstract concepts, like satisfaction, anxiety, or competence. Operationalization means turning these fuzzy ideas into measurable indicators.

If you’re using observations , which events or actions will you count?

If you’re using surveys , which questions will you ask and what range of responses will be offered?

You may also choose to use or adapt existing materials designed to measure the concept you’re interested in—for example, questionnaires or inventories whose reliability and validity has already been established.

Reliability and validity

Reliability means your results can be consistently reproduced, while validity means that you’re actually measuring the concept you’re interested in.

For valid and reliable results, your measurement materials should be thoroughly researched and carefully designed. Plan your procedures to make sure you carry out the same steps in the same way for each participant.

If you’re developing a new questionnaire or other instrument to measure a specific concept, running a pilot study allows you to check its validity and reliability in advance.

Sampling procedures

As well as choosing an appropriate sampling method , you need a concrete plan for how you’ll actually contact and recruit your selected sample.

That means making decisions about things like:

• How many participants do you need for an adequate sample size?
• What inclusion and exclusion criteria will you use to identify eligible participants?
• How will you contact your sample—by mail, online, by phone, or in person?

If you’re using a probability sampling method , it’s important that everyone who is randomly selected actually participates in the study. How will you ensure a high response rate?

If you’re using a non-probability method , how will you avoid research bias and ensure a representative sample?

Data management

It’s also important to create a data management plan for organizing and storing your data.

Will you need to transcribe interviews or perform data entry for observations? You should anonymize and safeguard any sensitive data, and make sure it’s backed up regularly.

Keeping your data well-organized will save time when it comes to analyzing it. It can also help other researchers validate and add to your findings (high replicability ).

On its own, raw data can’t answer your research question. The last step of designing your research is planning how you’ll analyze the data.

Quantitative data analysis

In quantitative research, you’ll most likely use some form of statistical analysis . With statistics, you can summarize your sample data, make estimates, and test hypotheses.

Using descriptive statistics , you can summarize your sample data in terms of:

• The distribution of the data (e.g., the frequency of each score on a test)
• The central tendency of the data (e.g., the mean to describe the average score)
• The variability of the data (e.g., the standard deviation to describe how spread out the scores are)

The specific calculations you can do depend on the level of measurement of your variables.

Using inferential statistics , you can:

• Make estimates about the population based on your sample data.
• Test hypotheses about a relationship between variables.

Regression and correlation tests look for associations between two or more variables, while comparison tests (such as t tests and ANOVAs ) look for differences in the outcomes of different groups.

Your choice of statistical test depends on various aspects of your research design, including the types of variables you’re dealing with and the distribution of your data.

Qualitative data analysis

In qualitative research, your data will usually be very dense with information and ideas. Instead of summing it up in numbers, you’ll need to comb through the data in detail, interpret its meanings, identify patterns, and extract the parts that are most relevant to your research question.

Two of the most common approaches to doing this are thematic analysis and discourse analysis .

There are many other ways of analyzing qualitative data depending on the aims of your research. To get a sense of potential approaches, try reading some qualitative research papers in your field.

If you want to know more about the research process , methodology , research bias , or statistics , make sure to check out some of our other articles with explanations and examples.

• Simple random sampling
• Stratified sampling
• Cluster sampling
• Likert scales
• Reproducibility

 Statistics

• Null hypothesis
• Statistical power
• Probability distribution
• Effect size
• Poisson distribution

Research bias

• Optimism bias
• Cognitive bias
• Implicit bias
• Hawthorne effect
• Anchoring bias
• Explicit bias

A research design is a strategy for answering your   research question . It defines your overall approach and determines how you will collect and analyze data.

A well-planned research design helps ensure that your methods match your research aims, that you collect high-quality data, and that you use the right kind of analysis to answer your questions, utilizing credible sources . This allows you to draw valid , trustworthy conclusions.

Quantitative research designs can be divided into two main categories:

• Correlational and descriptive designs are used to investigate characteristics, averages, trends, and associations between variables.
• Experimental and quasi-experimental designs are used to test causal relationships .

Qualitative research designs tend to be more flexible. Common types of qualitative design include case study , ethnography , and grounded theory designs.

The priorities of a research design can vary depending on the field, but you usually have to specify:

• Your research questions and/or hypotheses
• Your overall approach (e.g., qualitative or quantitative )
• The type of design you’re using (e.g., a survey , experiment , or case study )
• Your data collection methods (e.g., questionnaires , observations)
• Your data collection procedures (e.g., operationalization , timing and data management)
• Your data analysis methods (e.g., statistical tests  or thematic analysis )

A sample is a subset of individuals from a larger population . Sampling means selecting the group that you will actually collect data from in your research. For example, if you are researching the opinions of students in your university, you could survey a sample of 100 students.

In statistics, sampling allows you to test a hypothesis about the characteristics of a population.

Operationalization means turning abstract conceptual ideas into measurable observations.

For example, the concept of social anxiety isn’t directly observable, but it can be operationally defined in terms of self-rating scores, behavioral avoidance of crowded places, or physical anxiety symptoms in social situations.

Before collecting data , it’s important to consider how you will operationalize the variables that you want to measure.

A research project is an academic, scientific, or professional undertaking to answer a research question . Research projects can take many forms, such as qualitative or quantitative , descriptive , longitudinal , experimental , or correlational . What kind of research approach you choose will depend on your topic.

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11.1 Survey research: What is it and when should it be used?

Learning objectives.

• Define survey research
• Identify when it is appropriate to employ survey research as a data-collection strategy

Students in my research methods classes often feel that surveys are self-explanatory and that there is no need to dedicate any class time to learning about it. This feeling is understandable, as surveys are part of our everyday lives. We’ve probably all taken one, heard about their results in the news, and perhaps we’ve even administered one ourselves. Students quickly learn that there is more to constructing a good survey than meets the eye. Survey design takes a great deal of thoughtful planning and often many rounds of revision, but it is worth the effort. As we’ll learn in this chapter, there are many benefits to choosing survey research as your data collection method. We’ll discuss what a survey is, their potential benefits and drawbacks, how to construct a survey, and what to do with survey data.

Survey research is a quantitative method in which a researcher poses a set of predetermined questions to an entire group, or sample, of individuals. Survey research is an especially useful approach when a researcher aims to describe or explain features of a very large group or multiple groups. This method may also be used to quickly gain general details about the population of interest to help prepare for a more focused, in-depth study using time-intensive methods. In this case, a survey may help a researcher identify specific individuals or locations from which to collect additional data.

As is true of all methods of data collection, survey research is better suited to answering some kinds of research questions more than others. In addition, as you’ll recall from Chapter 9, operationalization works differently with different research methods. If your interest is in political activism, for example, you likely operationalize that concept differently in a survey than you would for an experimental study of the same topic.

Key Takeaways

• Survey research is often used by researchers who wish to explain trends or features of large groups. It may also be used to assist researchers who are planning to conduct a more focused, in-depth study in the future.

Survey research – a quantitative method whereby a researcher poses some set of predetermined questions to a sample

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survey by andibreit CC-0

Scientific Inquiry in Social Work Copyright © 2018 by Matthew DeCarlo is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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20 Advantages and Disadvantages of Survey Research

Survey research is a critical component of measurement and applied social research. It is a broad area that encompasses many procedures that involve asking questions to specific respondents.

A survey can be anything from a short feedback form to intensive, in-depth interviews that attempt to gather specific data about situations, events, or circumstances. Although there are several methods of application that researchers can apply using this tool, you can divide surveys into two generic categories: interviews and questionnaires.

Innovations in this area in recent years allow for advanced software solutions to provide more data to researchers because of the availability of online and mobile surveys. That means the people who are in the most challenging places to reach can still provide feedback on critical ideas, services, or solutions.

Several survey research advantages and disadvantages exist, so reviewing each critical point is necessary to determine if there is value in using this approach for your next project.

List of the Advantages of Survey Research

1. It is an inexpensive method of conducting research. Surveys are one of the most inexpensive methods of gathering quantitative data that is currently available. Some questionnaires can be self-administered, making it a possibility to avoid in-person interviews. That means you have access to a massive level of information from a large demographic in a relatively short time. You can place this option on your website, email it to individuals, or post it on social media profile.

Some of these methods have no financial cost at all, relying on personal efforts to post and collect the information. Robust targeting is necessary to ensure that the highest possible response rate becomes available to create a more accurate result.

2. Surveys are a practical solution for data gathering. Surveys or a practical way to gather information about something specific. You can target them to a demographic of your choice or manage them in several different ways. It is up to you to determine what questions get asked and in what format. You can use polls, questionnaires, quizzes, open-ended questions, and multiple-choice to collect info in real-time situations so that the feedback is immediately useful.

3. It is a fast way to get the results that you need. Surveys provide fast and comfortable results because of today’s mobile and online tools. It is not unusual for this method of data collection to generate results in as little as one day, and sometimes it can be even less than that depending on the scale and reach of your questions. You no longer need to wait for another company to deliver the solutions that you need because these questionnaires give you insights immediately. That means you can start making decisions in the shortest amount of time possible.

4. Surveys provide opportunities for scalability. A well-constructed survey allows you to gather data from an audience of any size. You can distribute your questions to anyone in the world today because of the reach of the Internet. All you need to do is send them a link to the page where you solicit information from them. This process can be done automatically, allowing companies to increase the efficiency of their customer onboarding processes.

Marketers can also use surveys as a way to create lead nurturing campaigns. Scientific research gains a benefit through this process as well because it can generate social insights at a personal level that other methods are unable to achieve.

5. It allows for data to come from multiple sources at once. When you construct a survey to meet the needs of a demographic, then you have the ability to use multiple data points collected from various geographic locations. There are fewer barriers in place today with this method than ever before because of the online access we have around the world.

Some challenges do exist because of this benefit, namely because of the cultural differences that exist between different countries. If you conduct a global survey, then you will want to review all of the questions to ensure that an offense is not unintentionally given.

6. Surveys give you the opportunity to compare results. After researchers quantify the information collected from surveys, the data can be used to compare and contrast the results from other research efforts. This benefit makes it possible to use the info to measure change. That means a questionnaire that goes out every month or each year becomes more valuable over time.

When you can gather a significant amount of data, then the picture you are trying to interpret will become much clearer. Surveys provide the capability of generating new strategies or identifying new trends to create more opportunities.

7. It offers a straightforward analysis and visualization of the data. Most surveys are quantitative by design. This process allows for the advantage of a straightforward analysis process so that the results can be quickly visualized. That means a data scientist doesn’t need to be available to start the work of interpreting the results. You can take advantage of third-party software tools that can turn this info into usable reports, charts, and tables to facilitate the presentation efforts.

8. Survey respondents can stay anonymous with this research approach. If you choose to use online or email surveys, then there is a fantastic opportunity to allow respondents to remain anonymous. Complete invisibility is also possible with postal questionnaires, allowing researchers to maximize the levels of comfort available to the individuals who offer answers. Even a phone conversation doesn’t require a face-to-face meeting, creating this unique benefit.

When people have confidence in the idea that their responses will not be directly associated with their reputation, then researchers have an opportunity to collect information with greater accuracy.

9. It is a research tool with fewer time constraints. Surveys have fewer time limits associated with them when compared to other research methods. There is no one on the other end of an email or postal questionnaire that wants an immediate answer. That means a respondent can take additional time to complete each answer in the most comfortable way possible. This benefit is another way to encourage more honesty within the results since having a researcher presence can often lead to socially desirable answers.

10. Surveys can cover every component of any topic. Another critical advantage that surveys provide is the ability to ask as many questions as you want. There is a benefit in keeping an individual questionnaire short because a respondent may find a lengthy process to be frustrating. The best results typically come when you can create an experience that involves 10 or fewer questions.

Since this is a low-cost solution for gathering data, there is no harm in creating multiple surveys that have an easy mode of delivery. This benefit gives you the option to cover as many sub-topics as possible so that you can build a complete profile of almost any subject matter.

List of the Disadvantages of Survey Research

1. There is always a risk that people will provide dishonest answers. The risk of receiving a dishonest answer is lower when you use anonymous surveys, but it does not disappear entirely. Some people want to help researchers come to whatever specific conclusion they think the process is pursuing. There is also a level of social desirability bias that creeps into the data based on the interactions that respondents have with questionnaires. You can avoid some of this disadvantage by assuring individuals that their privacy is a top priority and that the process you use prevents personal information leaks, but you can’t stop this problem 100% of the time.

2. You might discover that some questions don’t get answers. If you decide to use a survey to gather information, then there is a risk that some questions will be left unanswered or ignored. If some questions are not required, then respondents might choose not to answer them. An easy way to get around this disadvantage is to use an online solution that makes answering questions a required component of each step. Then make sure that your survey stays short and to the point to avoid having people abandon the process altogether.

3. There can be differences in how people understand the survey questions. There can be a lot of information that gets lost in translation when researchers opt to use a survey instead of other research methods. When there is not someone available to explain a questionnaire entirely, then the results can be somewhat subjective. You must give everyone an opportunity to have some understanding of the process so that you can encourage accurate answers.

It is not unusual to have respondents struggle to grasp the meaning of some questions, even though the text might seem clear to the people who created it. Whenever miscommunication is part of the survey process, the results will skew in unintended directions. The only way to avoid this problem is to make the questions as simple as possible.

4. Surveys struggle to convey emotions with the achievable results. A survey does not do a good job of capturing a person’s emotional response to the questions then counter. The only way to gather this information is to have an in-person interview with every respondent. Facial expressions and other forms of body language can add subtlety to a conversation that isn’t possible when someone is filling out an online questionnaire.

Some researchers get stuck trying to interpret feelings in the data they receive. A sliding-scale response that includes various levels of agreement or disagreement can try to replicate the concept of emotion, but it isn’t quite the same as being in the same room as someone. Assertion and strength will always be better information-gathering tools than multiple-choice questions.

5. Some answers can be challenging to classify. Surveys produce a lot of data because of their nature. You can tabulate multiple-choice questions, graph agreement or disagreement in specific areas, or create open-ended questions that can be challenging to analyze. Individualized answers can create a lot of useful information, but they can also provide you with data that cannot be quantified. If you incorporate several questions of this nature into a questionnaire, then it will take a long time to analyze what you received.

Only 10% of the questions on the survey should have an open-ended structure. If the questions are confusing or bothersome, then you might find that the information you must manually review is mostly meaningless.

6. You must remove someone with a hidden agenda as soon as possible. Respondent bias can be a problem in any research type. Participants in your survey could have an interest in your idea, service, or product. Others might find themselves being influenced to participate because of the subject material found in your questionnaire. These issues can lead to inaccurate data gathering because it generates an imbalance of respondents who either see the process as overly positive or negative.

This disadvantage of survey research can be avoided by using effective pre-screening tools that use indirect questions that identify this bias.

7. Surveys don’t provide the same level of personalization. Any marketing effort will feel impersonal unless you take the time to customize the process. Because the information you want to collect on a questionnaire is generic by nature, it can be challenging to generate any interest in this activity because there is no value promised to the respondent. Some people can be put off by the idea of filling out a generic form, leading them to abandon the process.

This issue is especially difficult when your survey is taken voluntarily online, regardless of an email subscription or recent purchase.

8. Some respondents will choose answers before reading the questions. Every researcher hopes that respondents will provide conscientious responses to the questions offered in a survey. The problem here is that there is no way to know if the person filling out the questionnaire really understood the content provided to them. You don’t even have a guarantee that the individual read the question thoroughly before offering a response.

There are times when answers are chosen before someone fully reads the question and all of the answers. Some respondents skip through questions or make instant choices without reading the content at all. Because you have no way to know when this issue occurs, there will always be a measure of error in the collected data.

9. Accessibility issues can impact some surveys. A lack of accessibility is always a threat that researchers face when using surveys. This option might be unsuitable for individuals who have a visual or hearing impairment. Literacy is often necessary to complete this process. These issues should come under consideration during the planning stages of the research project to avoid this potential disadvantage. Then make the effort to choose a platform that has the accessibility options you need already built into it.

10. Survey fatigue can be a real issue that some respondents face. There are two issues that manifest themselves because of this disadvantage. The first problem occurs before someone even encounters your questionnaire. Because they feel overwhelmed by the growing number of requests for information, a respondent is automatically less inclined to participate in a research project. That results in a lower overall response rate.

Then there is the problem of fatigue that happens while taking a survey. This issue occurs when someone feels like the questionnaire is too long or contains questions that seem irrelevant. You can tell when this problem happens because a low completion rate is the result. Try to make the process as easy as possible to avoid the issues with this disadvantage.

Surveys sometimes have a poor reputation. Researchers have seen response rates decline because this method of data gathering has become unpopular since the 1990s. Part of the reason for this perception is due to the fact that everyone tries to use it online since it is a low-cost way to collect information for decision-making purposes.

That’s why researchers are moving toward a rewards-based system to encourage higher participation and completion rates. The most obvious way to facilitate this behavior is to offer something tangible, such as a gift card or a contest entry. You can generate more responses by creating an anonymous process that encourages direct and honest answers.

These survey research advantages and disadvantages prove that this process isn’t as easy as it might see from the outside. Until you sit down to start writing the questions, you may not entirely know where you want to take this data collection effort. By incorporating the critical points above, you can begin to craft questions in a way that encourages the completion of the activity.

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Supporting climate adaptation for rural Mekong River Basin communities in Thailand

Climate change impacts on large river basins, such as the Mekong River Basin (MRB), are complex due to shared governance and interconnected socioeconomic areas, making them highly vulnerable to change. The MRB, spanning six countries including Thailand, is crucial for the food and economic security of > 60 million people. However, in 2021, Thailand was ranked as the 9th highest risk country affected by climate change. To integrate climate adaptation in Thailand's MRB, we examined the effects of climate change on rapidly developing farmer and fisher communities in northeastern Thailand and explored feasible adaptation options. Using an interdisciplinary approach that included literature review, participatory action methods, and the resist-accept-direct (RAD) framework, we found that climate change is projected to increase temperatures, precipitation, extreme events, erosion, and water clarity, while decreasing heavy sediment transport. These changes negatively impact agriculture, fisheries, human health, and tourism. We identified several adaptation strategies across environmental, ecological, and human health categories to accommodate local needs, such as preventing habitat degradation (e.g., from dams and deforestation), providing fish refuge and passage, and supporting technical capacity. Community-driven adaptation planning and implementation are essential for supporting global sustainable development in a changing climate.

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Research Strategies and Methods

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• Erik Perjons 3  

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Researchers have since centuries used research methods for supporting the creation of reliable knowledge based on empirical evidence and logical arguments. This chapter offers an overview of established research strategies and methods with a focus on empirical research in the social sciences. The chapter discusses research strategies, such as experiment, survey, case study, ethnography, grounded theory, action research, and phenomenology. Research methods for data collection are also described, including questionnaires, interviews, focus groups, observations, and documents. Qualitative and quantitative methods for data analysis are discussed. Finally, the use of research strategies and methods in design science is investigated.

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Johannesson, P., Perjons, E. (2014). Research Strategies and Methods. In: An Introduction to Design Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10632-8_3

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