EPE 773: Survey Research
Dr. Kelly Bradley
Introductions

Name

Major and Advisor

Why are you here?

Fun fact 
Introduction to Survey Research

Survey research is
 the
most popular and common research
method used in social sciences as well as in
our society


is one of the most important areas of
measurement in applied social research.
The broad area of survey research encompasses
any measurement procedures that involve asking
questions of respondents.
What is a survey?

A "survey" can be anything from a
short paper-and-pencil feedback
form to an intensive one-on-one indepth interview.
Why conduct survey research?



Gather information not available from
other sources
Unbiased representation of population
interest (depending on sampling)
Consistency of measurement
Purpose


The aim of survey research is to
measure
certain
attitudes
and/or
behaviors of a population or a sample.
The purpose of survey is to collect
information from many individuals,
hoping to understand them as a whole.
Focus

Survey research focuses on naturally
occurring phenomena. Rather than
manipulating
phenomena,
survey
research attempts to influence the
attitudes and behaviors it measures as
little
as
possible.
Most
often,
respondents are asked for information.
Types of Data

Survey
research
is
primarily
quantitative, but qualitative methods
can be used too.
Sampling

A researcher may be able to gather data
from all members of a population. Most of
the time, the population is so large that
researchers must sample only a part of the
population and make conclusions about the
population based on the sample.

Because of this, gaining a representative
sample is crucial in survey research.
Possible sources of bias

Demand characteristics

Reactivity

Response Bias
Survey


The survey is a non-experimental,
descriptive research method. Surveys can
be useful when a researcher wants to
collect data on phenomena that cannot be
directly observed.
The major issues related to survey research
are sampling issues and questionnaire
design.
These affect the accuracy,
reliability, and representativeness of the
research findings.
Survey Research Classifications

Classified according to PURPOSES



Exploratory survey: to form general ideas
about the research questions
Descriptive survey: to collect more specific
descriptions of the variables of interest
Explanatory
survey:
to
develop
understanding of relationships among
variables of interest
Classification

Classified according to TIME


Cross-sectional survey: Data are collected at one point
in time from a sample selected to represent a larger
population.
Longitudinal surveys: to collect data over time.



Trend Studies: Surveys of sample population at different points
in time
Cohort Studies: Study of same population each time data are
collected, although samples studied may be different
Panel Studies: Collection of data at various time points with the
same sample of respondents.
Classification

Classified according to DATA COLLECTION
APPROACHES

Face-to-Face Survey

Mail Survey

Telephone Survey

Web Survey
Survey Research Process


Survey research (like all research)
begins with identifying a problem and
posing it as a research question.
In higher education,


Problem: "Freshman enrollments are down."
Question: "What do college-bound high
school students think of us?"
Survey Research Process

The survey research process includes the
design of a survey, the acquisition of a
sample, the fielding of the survey, and
analysis and presentation of results.
Conducting a Survey

The steps and tasks in conducting survey
 planning
 sampling
 construction of questionnaire
 data collection
 translation of data
 analysis
 conclusions
 reporting
Issues to consider in survey research

What is your RESEARCH QUESTION?

Population: accessibility, literacy, and language issues?

Sampling: available data and participation of respondents?

Questions:
type,
existing questionnaire?
length,
and

Content: knowledge of?

Bias: honest responses and social desirability?

Administrative: cost, time, and equipment?
complexity?
Some ‘sites’ to explore

Internet Sites Related to Survey Research


http://www.srl.uic.edu/srllink/srllink.htm
American Statistical Association; Survey
Research Methods Section Information.

http://www.stat.ncsu.edu/info/srms/srms.html