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Lesson 12: Conducting a Survey
 

Student Handout: Background on Surveys
 
The Purpose of Sampling
 
  • In most cases it is impossible to study a whole population, therefore we study a sample population (a small group of individuals normally randomly selected from a population) and apply the conclusions from the sample study to the whole population.
  • For example, you only need a sip of coffee to tell if it needs more sugar, you don't have to drink the whole cup. 
 
Types of Data Collection 
 
  • Observation: The direct study of a behavior by watching the subjects without interruption
  • Secondary Research: Use data already collected
  • Direct Measurement: Directly counting, testing, or measuring data
  • Survey: A set of questions that identify descriptive or behavioral characteristics, and/or opinions of a respondent
 
Surveying
 
  • Three types of information you can gather through surveying:
  • Descriptions about the respondent and their background
  • Behaviors 
  • Preferences or opinions
 
Three ways to conduct a survey
 
  • Mail-out
  • In person (interview)
  • Telephone
 
Steps in Conducting a Professional Survey
 
  • Identification of the focus and method of research
  • Set schedule and budget
  • Establish information Base
  • Determine population to be surveyed
  • Design survey instrument 
  • Pretest of survey instrument
  • Selection and training of interviewers
  • Implementation of survey
  • Compile and computerize data
  • Data analysis and final report
 

Student Handout: Background on Surveys, cont.

Advantages and Disadvantages of the Different Survey Methods
 
 
   Advantages  Disadvantages
 Mail-out Survey  Low cost
Anonymity
Reduce Interviewer Bias

 Low response rate
Lack of open ended questions
 In person Survey (interview)  High Response Rate
Flexibility
Contact hard to reach populations		  High cost
Interviewer Bias
Personal Safety
 Telephone Survey  Rapid data collection
Low cost
Large-Scale Accessibility		  Less credibility
Respondents can end call anytime
Lack of Visuals
 
Types of Bias
 
  • Incomplete list - if any part of a population is not included in a list that sample respondents are chosen from
  • Some examples of respondents that might be missed are people in prison, homeless people, students, and long term travelers.
  • Nonresponse bias - when a large portion of those sampled does not respond
  • Response bias - when a respondent tries to tailor his response to what he thinks the interviewer wants
  • Wording - using leading statements often affects the answers to questions
  • Choices - the choices or ranges given for questions can also change the perceived conclusions
 
Sources 
 
Alreck, Pamela L. and Robery B. Settle. The Survey Research Handbook. New York, New York: Irwin McGraw-Hill. 1995 DeVeaux, Dick, Paul Velleman, and Dave Bock. Intro Stats. Unpublished textbook. 2001.Rea, Louis M. and Richard A. Parker. Designing and Conducting Survey Research. San Francisco, California: Jossey-Bass Publishers. 1992.
 
 

Contents | Conducting a Survey | Student Handout: Background on Surveys 

 Student Handout: Survey Score Sheet

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