Survey Method

Survey method is a technique of data collection which

involves the use of questionnaires or interview
schedules to study a large population that is too large
for direct observation.
Surveys are used to collect data for the purpose of
descriptive, exploratory and explanatory studies.
Surveys are used primarily to study individuals and
groups.
Surveys are used to measure variables with the set
questions and to test hypothesis simultaneously.
Survey method basically belongs to the positivist
tradition/paradigm.
 Steps in Survey Method
• After the identification of research problem, the
researcher decides on which type of survey method for
the study.
• Conceptualisation and operationalisation of variables as
survey questions.
• Pilot test of the questionnaire with a small population.
• Location of sample respondents to complete the
questionnaire.
• Organisation of the respondent’s answer in line with the
set of questions.
• Review of responses of the respondents.
 Principles of a good questionnaire
• Clarity and unambiguity.
• Avoidance of double-barreled questions.
• Competence of the respondent to answer the
question.
• Relevant questions.
• Non-biased items and terms.
• Avoidance of leading questions.
 Types of surveys
• Self-administered questionnaires.
Advantages:
• Cheaper and covers a wide geographical area.
• It guarantees anonymity.
• It discourages interviewer bias.
• It can be well responded to by educated individuals.
Disadvantages:
• low response rate.
• Lack control over the condition under which
questionnaire is completed.
 Cont’d
• Interviewer is not present to provide clarification on
questions.
• Not appropriate for illiterates.
 Telephone Interviews
Advantages:
• It can reach a large population of people.
• It guarantees a high response.
• It can be accessible to illiterates.
• Clarification on questions can be provided.
Disadvantages:
• It is expensive.
• Not able to reach people without telephone lines.
• Poor telephone network can frustrate the interview.
 Face-to-Face Interview
Advantages:
• It guarantees the highest response rates.
• It permits the longest and most complex
questionnaire.
• It allows interviewer to easily observe the
surrounding.
• Interviewer can provide some clarification for
questions.
 Cont’d
Disadvantages:
• Expensive and energy consuming.
• Interviewer bias.
 Merits of survey method
• Ability to reach a large population..
• Questionnaires are good for measurement.
• Convenient for data collection.
• It allows for the collection of a wide range of
questions.
 Demerits
• Possibility of inappropriate questions.
• Surveys are inflexible as it does not provide
chance for modification in the event of new
observation.
• The problem of artificial response.
 Field research/Participant Observation
Field research is a method of data collection where the
researcher directly observes and participates in a small-
scale social setting to collect data. It involves a direct face-
to-face interaction with the “real people” in a natural social
setting.
Because of its nature, field research produces qualitative
data – words, images and narration of personal
experiences.
Field researchers do the following:
• Observe ordinary events and everyday activities as they
happen in natural settings.
 Cont’d.
• Direct involvement with people being studied.
• The researcher uses many techniques as the
situation demands.
• Researcher observes, and take into consideration,
the emotion of the people being interviewed and
their surroundings.
• Researchers spend a period of time studying their
subjects and the environment.