Ch 8: Primary_Research_and_Writing_People,_Places,_and_S..._----_(PART_II_METHODS_FOR_INQUIRY_AND_CONDUCTING_ARCHIVAL_RESEARCH)-2

Introduction to Survey Research

• Survey research is crucial for researchers to collect firsthand information from respondents.

• Participation examples:

  • Expressing opinions to market researchers.

  • Completing questionnaires in shopping malls or online.

• Surveys conducted through various mediums including online, print, and telephone.

• Purpose: To illustrate the process of survey research across disciplines and provide practical examples.

• Aim: To help generate valuable information for research topics or community issues.

The Importance of Surveys

• Surveys are unique as they gather data from large, representative populations.

  • This allows comprehensive conclusions in research.

• Example applications:

  • Distance education students surveyed about technology usability.

  • City governments seeking local insights from residents regarding neighborhood satisfaction and improvement desires.

  • Public health surveys assessing demographic data from patients.

• Surveys fill gaps where archival research is inadequate or when a broader sample is needed.

Reporting Data through Surveys

• Survey results can be quantified and expressed in percentages, allowing researchers to present findings effectively.

• Example: Real-time communication technologies predicted to outpace email by CIOs based on survey results.

Types of Surveys

• Surveys are tailored based on the research questions. Common types include:

Evaluation/Assessment Surveys

• Focus on gathering user opinions on products, services, or events.

• Found in various fields: education, business, community service.

Attitude/Belief/Behavior Surveys

• Collect perceptions and attitudes towards various topics.

• Often found in social science disciplines like political science and psychology.

• Sample questions can assess frequency of behaviors using a rating scale (e.g., physical activities, personal habits).

Quality of Life Surveys

• Used in health-related fields to assess physical, mental, and emotional health impacts on daily activities.

Marketing Research Surveys

• Gather information relevant to product sales and customer feedback.

Usability/User-testing Surveys

• Targeted towards assessing the effectiveness of websites and software.

Writing and Designing Surveys

• Essential to formulate concise and clear questions, with an emphasis on closed-ended questions for quantitative analysis.

• Question design involves balancing between closed and open-ended queries based on sample size and depth of analysis required.

• Outline considerations:

  • Directness and clarity in wording.

  • Avoid bias to ensure valid responses.

Survey Delivery and Sampling

• Distribution methods include:

  • Written questionnaires (print or mail).

  • Phone surveys (direct responses).

  • Online surveys through platforms like Google Docs.

• Important to choose the distribution method based on the target audience to maximize response rates.

Managing Survey Results

• Response rates are critical metrics that inform the reliability of survey results.

• Strategies to increase response rates:

  • Send reminders, follow-ups, or distribute a larger initial sample.

• Data analysis can occur through manual tabulation or through software for online surveys.

Conclusion and Chapter Summary

• Surveys are foundational research tools requiring careful consideration in design and execution.

• Key points covered include defining survey types, designing effective questions, and reviewing sampling methods to enhance data collection.

• The next chapter will focus on rhetorical strategies for presenting survey findings.