Survey Research Method

By

Prof. Nazrul Islam, MBA, PhD

Canadian University of Bangladesh
 Learning Objectives:
1. What is Survey Research?
2. Describe the terms Survey, Sample Survey and
Respondent
3. Advantages and Disadvantages of Using Surveys
4. Errors in Survey Research
5. Random Sampling Error and Systematic Error
6. Survey Research Methods
7. Types of Survey Designs
8. Types of Survey Questions
9. Concluding remarks
 What is Survey Research?
A survey is defined as a research method used for
collecting data from a pre-defined group of
respondents to gain information and insights on
various topics of interest.

Surveys have a variety of purposes and can be

carried out in many ways depending on the
methodology chosen and the objectives to be
achieved.
 Survey, Sample Survey and Respondent

Surveys ask respondents for information using verbal or

written questioning.

A sample survey is a survey which is carried out using a

sampling method, i.e. in which a portion only, and not the
whole population is surveyed.

It is a method for collecting data from or about the members

of a population so that inferences about the entire population
can be obtained from a subset, or sample, of the population
members;

Respondents are a representative sample of people.

 Errors in Survey Research
There are two types of survey errors:

1. Random Sampling Error, and

2. Systematic Error
 Random Sampling Error and
Systematic Error
Random Sampling Error - A statistical fluctuation
that occurs because of change variation in the
elements selected for the sample. Unless sample size
is increased, these statistical problems are
unavoidable.

Systematic Error - Systematic error results from

some imperfect aspect of the research design or from
a mistake in the execution of the research. These
errors and biases are also called non-sampling
errors.
 Types of Systematic Errors
The many sources of error that in some way systematically influence
answers can be classified under two general categories, such as,

Respondent Errors – Surveys are based on asking people for

answers. If respondents cooperate and give true answers, the survey will
likely accomplish its goal.

A classification of sample bias resulting from some respondent action or

inaction
i. Non-response bias (refused to cooperate)
ii. Response bias (Two types like deliberate falsification and
unconscious misrepresentation)

Administrative Errors – An error caused by the improper

administration or executing of a research task. They are carelessly caused
by confusion, neglect and omission or some other blunders.
 Types of Response Biases
A bias that occurs when respondents tend to answer questions with a certain slant
that consciously or unconsciously misrepresents the truth. Five types of biases are:

1. Acquiescence bias - A category of response bias that results because some

individuals tend to agree with all questions or to concur with a particular
position.
2. Extremity Bias - A category of response bias that results because response
styles vary from person to person; some individuals tend to use extremes
when responding to questions.
3. Interviewer Bias - A response bias that occurs because the presence of the
interviewer influences answers.
4. Auspices Bias - Bias in the responses of subjects caused by the respondents
being influenced by the organization conducting the study.
5. Social Desirability Bias - Bias in responses caused by respondents’ desire,
either conscious or unconscious, to gain prestige or appear in a different
social role.
 Types of Administrative Errors
Now, we shall see 4 types of administrative errors.

1. Data processing error - incorrect data entry, computer

programming, or other procedural errors during the analysis
stage.
2. Sample selection error -improper sample design or
sampling procedure execution.
3. Interviewer error - field mistakes or not supportive of their
own attitudes and opinions.
4. Interviewer cheating - filling in fake answers or falsifying
interviewers
 Types of Survey Designs
Surveys designs are two types, such as,

1. Cross-Sectional Study - A study in which various segments of a

population are sampled and data are collected at a single moment in
time.

2. Longitudinal Study - A survey of respondents at different times,

thus allowing analysis of changes over time. It compares trends and
identifies changes. E.g., consumer satisfaction.

A longitudinal survey of the same sample of individuals or

households to record (in a diary) their attitudes, behavior, or
purchasing habits over time.
Questions & Answers