data collection Flashcards Set

9.4.7 SURVEY METHOD Survey research is often used to assess thoughts, opinions, and feelings. Survey research can be specific and limited, or it can have more global, widespread goals. Today, survey research is used by a variety of different groups. Psychologists and sociologists often use survey research to analyze behavior, while it is also used to meet the more pragmatic needs of the media, such as, in evaluating political candidates, public health officials, professional organizations, and advertising and marketing directors. A survey consists of a predetermined set of questions that is given to a sample. With a representative sample, that is, one that is representative of the larger population of interest, one can describe the attitudes of the population from which the sample was drawn. Further, one can compare the attitudes of different populations as well as look for changes in attitudes over time. A good sample selection is key as it allows one to generalize the findings from the sample to the population, which is the whole purpose of survey research. Surveys provide a means of measuring a population’s characteristics, self-reported and observed behavior, awareness of programs, attitudes or opinions, and needs. Repeating surveys at regular intervals can assist in the measurement of changes over time. These types of information are invaluable in planning and evaluating government policies and programs. Unlike a census, where all members of a population are studied, sample surveys gather information from only a portion of a population of interest. The size of the sample depends on the purpose of the study. In a statistically valid survey, the sample is objectively chosen so that each member of the population will have a known non-zero chance of selection. Only then can the results be reliably projected from the sample Chapter - 9 Methods of Data Collection Page 245 Basic Guidelines for Research SMS Kabir to the population. The sample should not be selected haphazardly or only from those who volunteer to participate. Surveys are a good way of gathering a large amount of data, providing a broad perspective. Surveys can be administered electronically, by telephone, by mail or face to face. Mail and electronically administered surveys have a wide reach, are relatively cheap to administer, information is standardized and privacy can be maintained. They do, however, have a low response rate, are unable to investigate issues to any great depth, require that the target group is literate and do not allow for any observation. As surveys are self-reported by participants, there is a possibility that responses may be biased particularly if the issues involved are sensitive or require some measure of disclosure on trust by the participant. It is therefore vital that surveys used are designed and tested for validity and reliability with the target groups who will be completing the surveys. Careful attention must be given to the design of the survey. If possible the use of an already designed and validated survey instrument will ensure that the data being collected is accurate. If you design your own survey it is necessary to pilot test the survey on a sample of your target group to ensure that the survey instrument is measuring what it intends to measure and is appropriate for the target group. Questions within the survey can be asked in several ways and include: closed questions, open-ended and scaled questions, and multiple choice questions. Closed questions are usually in the format of yes/no or true/false options. Open-ended questions on the other hand leave the answer entirely up to the respondent and therefore provide a greater range of responses. Additionally, the use of scales is useful when assessing participants’ attitudes. A multiple choice question may ask respondents to indicate their favorite topic covered in the program, or most preferred activity. Other considerations when developing a survey instrument include - question sequence, layout and appearance, length, language, and an introduction and cover letter. Sensitive questions should be placed near the end of a survey rather than at the beginning. Use of Survey When determining the need for a survey, departments/agencies should first check that the required information is not already available. The option of collecting the required information using existing administrative records should also be explored. Using existing data or records provides considerable advantages in terms of cost, time and the absence of respondent burden. The major disadvantage is the lack of control over the data collected. If existing data are not available or suitable, a number of factors must then be considered when determining which type of survey, if any, is appropriate. For example - Practicality  Can the information be collected cost effectively and accurately via a survey?  How complex and how sensitive is the topic?  Do respondents have access to the required information?  Will they be willing to supply the information?  Will their responses to the questions be valid? Resources  Are the necessary financial, staff, computer or other resources available? Chapter - 9 Methods of Data Collection Page 246 Basic Guidelines for Research SMS Kabir Timing  When is the information required?  Is enough time available to ensure that data of sufficient quality can be collected and analysed?  When is the best time to conduct the survey? (For example, need to allow for seasonality, impact of school holiday periods etc). Survey requirements  Do you want to use this information to target program improvements? If so, you may need to identify the key sub-groups you wish to report on (for example, geographic areas, age groups, sex, industry and size of business) and obtain sufficient responses for each group to ensure results are accurate enough for your needs. Accuracy  What level of error can be tolerated? This depends on how and for what purposes you intend to use the survey results. Frequency  Is the survey to be repeated? How often? Legislative powers  Does the department/agency have authority to collect the information through either a compulsory or voluntary survey? Ethical consideration Ethical considerations must be observed during the survey exercise. This includes that data, where appropriate, are treated confidentially, and that where information is sought on the understanding that the respondent cannot be identified, that such anonymity is preserved. Other ethical considerations include -  Do you need identifiable information (for example, names, addresses, telephone numbers) relating to respondents for follow-up research or matching with other data? If so, you need to clearly explain why you need such details and obtain the respondents’ consent.  Will respondents be adversely affected or harmed as a direct result of participating in the survey?  Are procedures in place for respondents to check the identity and bonafides of the researchers?  Is the survey being conducted on a voluntary basis? If so, respondents must not be misled to believe it is compulsory when being asked for their co-operation.  Is it necessary to interview children under 14 years? If so, the consent of their parents / guardians / responsible adults must be obtained. These factors must all be taken into consideration when developing an appropriate sample design (that is, sample size, selection method, etc.) and survey method. Survey Process The following is an outline of the general process to be followed once the need for a survey has been determined. Some steps will not be necessary in all cases and some processes can be carried out at the same time (for example, data collection and preparation for data entry and processing). A sample survey is cheaper and timelier than a census but still requires significant resources, effort and time. The survey process is complex and the stages are not necessarily sequential. Pilot testing of, at least, key elements such as the questionnaire and survey operations is an essential part of the development stage. It may be necessary to go through more than one cycle of development, testing, Chapter - 9 Methods of Data Collection Page 247 Basic Guidelines for Research SMS Kabir evaluation and modification before a satisfactory solution is reached. The entire process should be planned ahead, including all critical dates. The time required from initial planning to the completion of a report or publication may vary from several weeks to several months according to the size and type of survey. Key steps in the survey process include – Planning and Designing 1. Define the purpose, objectives and the output required. Experience has shown that well-defined output requirements at the outset minimize the risk of the survey producing invalid results. 2. Design collection methodology and sample selection method. 3. Develop survey procedures. Design and print test questionnaires and any other documentation (for example, instructions for interviewers and introductory letters). Testing and Modifying 4. Pilot test all aspects of the survey if possible. As a minimum, a small-scale pre-test of questionnaires can reveal problems with question wording, layout, understanding or respondent reaction. 5. Analyze test results (completed questionnaires, response/consent rate etc). Obtain feedback from respondents and/or interviewers. 6. Modify procedures, questionnaires and documentation according to test evaluation. 7. Repeat steps 1–6 if necessary. Conducting the Survey 8. Finalize procedures, questionnaires and documentation. 9. Select sample. 10. Train interviewers (if interviewer-based). 11. Conduct the survey (that is, mail out questionnaires or commence interviewing) including followup of refusals and non-contacts, supervision and checks of interviewers’ work. Processing and Analyzing 12. Prepare data entry, estimation and tabulation systems. 13. Code, enter and edit data