This module discusses the purpose and use of surveys in research, as well as introduces the survey process.

Learning Objectives

• Describe the purpose and use of surveys in research
• Describe basic survey designs
• Explain the survey process and methods for survey administration and delivery
• Discuss other issues to consider

The following YouTube video, Research Methods – Surveys, provides an overview of the use of surveys as a means of data collection in research. The topics in this video will be discussed briefly in this introductory module and will be described more thoroughly in subsequent modules.

A survey is a method of gathering information from a subset (sample) of a particular population of interest. Surveys are commonly used to ask questions about things such as behaviors, opinions, attitudes, beliefs, symptoms, and demographic characteristics. Surveys are useful in that a researcher can gather information that is not likely be to be available from another source and the information gathered usually provides an unbiased representation of the target population. Surveys also provide a means of standardizing the data collection because the same data is collected from every respondent.

There are two broad categories of surveys: questionnaires and interviews. A questionnaire is typically a paper-and-pencil or computerized instrument that ask respondents a standard list of questions that are typically short, closed-ended questions. Questionnaires may be given to individuals or may be administered to groups. Interviews are a more personal form surveying that allows the researcher to work directly with each respondent and ask follow up questions if necessary. Conducting interviews is obviously more time-consuming but may be very helpful when trying to gather information regarding opinions or impressions.

There are several basic categories of survey design as follows:

• Cross-sectional Surveys – The data is collected at one point in time from a sample that represents a larger target population
• Longitudinal Surveys– Used to study data that may change over time. The three main types of listed below:
  • Trend – Surveying a sample population at different points in time.
  • Cohort – Surveying the same target population repeatedly, but the samples within the population being studied may be different.
  • Panel – Collection of data at various time points with the same sample respondents.

Once the overall design of the survey has been determined, the research will also need to decide the best mode for administering the survey, which will depend upon whether the survey is a questionnaire or an interview. Common methods of administering surveys include in person, telephone, mail, email, or web-based surveys. Some of the factors that need to be considered in making this decision include the characteristics of the sample population, the types of questions, the anticipated response rate, cost, and time.

As researchers plan their surveys, there are a variety of other factors to consider that may impact the overall design of the project. Some of these issues may include:

• Are the questions well-written and will they provide the necessary data?
• What are the costs and sources of funding?
• Timing – when do you need the data?
• Are there ways to maximize response rates?
• How will the data be recorded and analyzed?
• Does the survey require approval from an Institutional Review Board to ensure protection of the rights of the respondents?
• Does the project follow the ethical standards for research involving human subjects?

Many of these issues will discussed in further detail in the following units of this module.

Suggested Readings

Aday, L. A., & Cornelius, L. J. (2011). Designing and conducting health surveys: a comprehensive guide. John Wiley & Sons.
Blair, J., Czaja, R. F., & Blair, E. A. (2013). Designing surveys: A guide to decisions and procedures. Sage Publications.
Dillman, D. A. (2011). Mail and Internet surveys: The tailored design method--2007 Update with new Internet, visual, and mixed-mode guide. John Wiley & Sons.
Fowler Jr, F. J. (2013). Survey research methods. Sage publications.
Thomas, S. J. (1999). Designing Surveys That Work! A Step-by-Step Guide. Corwin Press, Inc.