Survey Research

By/ Fahad Aldosari

The survey is a research technique in which data are gathered by asking questions of group of individuals called respondents.

There are two type of survey research1. Tangible: For example: How many children ride the school bus?2. Intangible: For example: measuring attitude, opinions, values.

Survey Classified According to The Time Dimension

1. Longitudinal Surveys: gather information at different points in time in order to study changes over extended periods of time.

There are three types of Longitudinal Survey• Panel Study: The same subjects are surveyed at different times over an extended

period.• Trend Study:different people from the same population at different time

• Cohort Study: a Specific population is followed over a length of time

2. Cross-Sectional Surveys: study a cross sample of a population at a single point in time. A major disadvantage of the cross-sectional method is that chance differences

between samples may seriously bias the results.

The data gathering technique

advantage Disadvantage

Personal interview 90% of response rate

It is suitable for illiterate

Bias to please the interviewer

Feeling attitude to gender, race etc.

It is expensive.

Telephone interviewLower cost and faster completion

High rate of response

Less bias

It might not include people who are unlisted numbers

Mailed questionnairesGuaranteeing confidentiality

Eliminates the interviewer bias

Misinterpretation of questionnaire

A low response rate limits the generalizability of the results.

Directly-Administered

Questionnaires

High response rate.

A low cost.

The sample is quite specific

A limited generalization

Basic guidelines to write a survey question

1. Questions should be short, simple, direct and clear.2. Phrase Questions so that they can be understood by every respondent.3. Phrase questions so as to elicit unambiguous answers.4. Phrase question so as to avoid bias that might predetermine a respondent’s answer. The wording of a

question should not influence the respondent in a certain direction.5. Avoid leading questions.6. A void questions that might mislead because of unstated assumptions.7. Avoid questions that might elicit reactions of embarrassment, suspicion or hostility in the respondent.

Questions should not but the respondent on the defensive.8. Avoid “double-barreled” questions that attempt to ask two questions in one.9. Make sure the alternatives to each questionnaire item are exhaustive-that they express all the possible

alternatives on the issue. For example what is your marital status?10. Keep the questionnaire as brief as possible so that it requires a minimum of the respondents' time.11. Make sure the respondents have the information necessary to answer the questions.

The issue of validity and reliability of survey should be considered. To be valid the survey should be givenTo some expert person in the field to revise the questions( content validity) . Another type of validity is the face Validity which means survey should be given to a sample of the population (participants) to see whether it is understandable or not.

To be reliable the survey should be distributed for a sample of the population of interest. Different techniques can be used to measureOr test the reliability such as Alpha Cornpakh, Split half method.

Validity and Reliability

Open-ended is a qualitative that can give the responses to write what they can (essay or last option like other. Close- ended When the responses are restricted to a specific answer like yes or no questions, another example agree, disagree type of questions.

Close and Opens Ended

question

It is Important that interviewers should receive training before being sent out into the filed. Poorly trained can reduce the effective sample size by 20% or 30%.

Using “social exchange”

• Minimize the cost for responding1. Make the survey clear and concise

2. Use an attractive layout

3. Avoid embarrassing questions

4. Provide a self-addressed stamped envelope.

• Establish trust

1. Identify your survey with a known established organization.

2. Provide a token of appreciation in advance

• Maximize the Rewards.

1. Express the need for the information

2. Offer rewards such as: pens, pencils, notebooks.

Communication with Respondents

• Pre-letter or card.

• Cover letter with questionnaire.

• Reminder letter or card.

• Follow-up letter for non-response.

Various studies Claim that there are ways which increase response

rate.• Coffee, color, &Pre-letter 63%• Using phone calls as a follow-up 37%• Gift of a pen with survey 35%• Follow-up letter 22% • Promise of a golf ball 20%• Cover letter explains the importance of the

respondent in the survey 13%

Reference

• Introduction to Research in Education

By/

Lucy Cheser Jacobs

Asghar Razavieh