Chapter 7: Survey Research
A. LEARNING OUTCOMES. After studying this chapter students should be able to:
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Explain basic concepts about populations and samples.
Describe the benefits and limitations of survey research.
Describe different types of probability and nonprobability sampling, and explain why probability
sampling generally is preferred.
Explain the concepts of sampling error and confidence level.
Discuss major factors that affect decisions about sample size.
Describe the general steps in developing a questionnaire.
Identify different types (i.e., formats) of questions.
Explain major issues that arise in the wording and placement of questions.
Describe face-to-face and telephone interviewing and the advantages and disadvantages of
each.
Describe mail and Internet surveys and the advantages and disadvantages of each.
Explain nonresponse bias and discuss its relation to response rates.
Discuss several critical thinking questions that people should ask when reading about survey
results.
Explain “sugging” and “frugging” and why they are unethical.
B. KEYWORDS
Closed-ended question
Cluster sampling
Confidence level
Convenience sampling
Inter-rater reliability
Interviewer effects
Likert scale
Margin of sampling error
Nonprobability sampling
Nonrepresentative sample
Nonresponse bias
Open-ended question
Population
Probability sampling
Purposive sampling
Quota sampling
Representative sampling
Response rate
Sample
Sampling frame
Sampling variability
Self-selection
Simple random sampling
Social desirability bias
Stratified random sampling
Survey
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CHAPTER 7: Survey Research
C. BRIEF CHAPTER OUTLINE
I. Basic Characteristics of Surveys
A. Populations and Samples
B. Why Conduct Surveys?
C. Limitations of Surveys
II. Selecting the Sample
A.
B.
C.
D.
Probability Sampling
Nonprobability Sampling
Margin of Sampling Error and Confidence Level
Why Not Aim for More Precise Estimates?
III. Constructing the Questionnaire
A.
B.
C.
D.
Steps in Developing a Questionnaire
Types of Questions
Wording the Questions: It’s Harder than You Think
Placing the Questions in Order
IV. Administering the Survey
A.
B.
C.
D.
E.
Face-to-Face Interviews
Telephone Interviews
Mail Surveys
Online Surveys
Response Rate and Nonresponse Bias
V. Being a Smart Survey Consumer
A. Thinking Critically About Survey Results
B. Being Aware of Bogus Surveys