Chapter 7: Survey Research

Survey Research

A quantitative and qualitative method with two important characteristics; variables are measured using self-reports and considerable attention is paid to the issue of sampling.

3 main characteristics of surveys

• reliance on self-reports

• emphasis on sampling

• usual non-experimental

Types of questions

• open-ended

• closed-ended

  • Response options must be mutually exclusive and exhaustive

  • 5 options or 7 options are usually sufficient

Open ended

Simply ask a question and allow participants to answer in whatever way they choose.

Closed-ended items

Questionnaire items that ask a question and provide a limited set of response options for participants to choose from.

Rating scale

An ordered set of responses that participants must choose from.

BRUSO

Brief: increase completion rate

Relevant: remain unobtrusive & brief

Unambiguous: Must be pilot tested for ambiguity

Specific: avoid double-barreled items

Objective: do not reveal opinions or hypotheses of the researcher

Non-probability sampling types

• convenience sampling

• snowball sampling

• quota sampling

• self-selection sampling

Probability sampling types

• simple random sampling

• stratified random sampling

• cluster sampling

Probability Sampling

Occurs when the researcher can specify the probability that each member of the population will be selected for the sample.

Non-Probability Sampling

Occurs when the researcher cannot specify the probability that each member of the population will be selected for the sample.

Convenience sampling

A common method of non-probability sampling in which the sample consists of individuals who happen to be easily available and willing to participate

Snowball Sampling

A form of non-probability sampling in which existing research participants help recruit additional participants for the study.

Quota sampling

A form of non-probability sampling in which subgroups in the sample are recruited to be proportional to those subgroups in the population.

self-selection sampling

A form of non-probability sampling in which individuals choose to take part in the research on their own accord, without being approached by the researcher directly.

Simple random sampling

A probability sampling method in which each individual in the population has an equal probability of being selected for the sample.

Cluster Sampling

A type of probability sampling in which larger clusters of individuals are randomly sampled and then individuals within each cluster are randomly sampled.

Sampling bias

Occurs when a sample is selected in such a way that it is not representative of the entire population and therefore produces inaccurate results.

Non-response bias

Occurs when there is a systemic difference between survey non-responders from survey responders.