Survey methodology

Survey methodology is the field that studies surveys, that is, the sample of individuals from a population with a view towards making statistical inferences about the population using the sample. Polls about public opinion, such as political beliefs, are reported in the news media in democracies. Other surveys are used for scientific purposes. Surveys provide important information for all kinds of research fields, e.g., marketing research, psychology, health professionals and sociology.[1] A survey may focus on different topics such as preferences (e.g., for a presidential candidate), behavior (smoking and drinking behavior), or factual information (e.g., income), depending on its purpose. Since survey research is always based on a sample of the population, the success of the research is dependent on the representativeness of the population of concern (see also sampling (statistics) and survey sampling).

Contents

Selecting samples

Survey samples can be broadly divided into two types: probability samples and non-probability samples. Stratified sampling is a method of probability sampling such that sub-populations within an overall population are identified and included in the sample selected in a balanced way.

Modes of data collection

There are several ways of administering a survey. The choice between administration modes is influenced by several factors, including 1) costs, 2) coverage of the target population, 3) flexibility of asking questions, 4) respondents' willingness to participate and 5) response accuracy. Different methods create mode effects that change how respondents answer, and different methods have different advantages. The most common modes of administration can be summarized as:[2]

How to write good survey questions

Rules for writing good questions are given in classical survey books.[3] A summary of these rules was made by Ten Brink (1992).[4]

Response formats

Usually, a survey consists of a number of questions that the respondent has to answer in a set format. A distinction is made between open-ended and closed-ended questions. An open-ended question asks the respondent to formulate his own answer, whereas a closed-ended question has the respondent pick an answer from a given number of options. The response options for a closed-ended question should be exhaustive and mutually exclusive. Four types of response scales for closed-ended questions are distinguished:

A respondent's answer to an open-ended question can be coded into a response scale afterwards,[2] or analysed using more qualitative methods.

Advantages and disadvantages of surveys

Advantages

Disadvantages

Nonresponse reduction

The following ways have been recommended for reducing nonresponse in telephone and face-to-face surveys:[3]

Other methods to increase response rates

See also

Notes

  1. ^ http://whatisasurvey.info/
  2. ^ a b Mellenbergh, G.J. (2008). Chapter 9: Surveys. In H.J. Adèr & G.J. Mellenbergh (Eds.) (with contributions by D.J. Hand), Advising on Research Methods: A consultant's companion (pp. 183–209). Huizen, The Netherlands: Johannes van Kessel Publishing.
  3. ^ a b Dillman, D.A. (1978) Mail and telephone surveys: The total design method. Wiley. ISBN 0471215554
  4. ^ Ten Brink (1992). Het schrijven van vragen[item writing]. Unpublished master's thesis, Vakgroep Psychologische Methodenleer, Department of Psychology,University of Amsterdam, the Netherlands.
  5. ^ De Leeuw, E.D. (2001). "I am not selling anything: Experiments in telephone introductions". Kwantitatieve Methoden, 22, 41–48.

References

Further reading

External links