Chapter 10

Surveys

What is a survey
It is a type of communication approach in research It is a measurement process used to collect information during a highly structured interview sometimes with a human interviewer and at times without one The goal of a survey is to derive comparable data across the different respondents (people) of the sample selected so that similarities and differences may be found When survey method is used with probability sampling for selecting participants, survey findings and conclusions are projectable to a large and diverse population

Errors
Measurement questions and survey instruments Interviewer error Participant error

Measurement questions and survey instruments errors

Selecting inappropriate (wrong ) questions Asking questions in the wrong order Using wrong instructions to generate information

Interviewer error
Failure to secure participant cooperation Failure to record answers accurately and completely Failure to execute interview procedures Failure to establish appropriate interview environment Falsification of individual answers or whole interviews Inappropriate influencing behaviour Physical presence bias

Participant error
Lack of information regarding investigative question Not understanding ones role in the interview Having lack of motivation regarding the interview

Type of surveys
Self administered survey Telephonic survey Personal interview survey

Evaluation of self administered survey

It is a small questionnaire that is to be completed by the participant It can be of three types Mail surveys (sent by post), Computer delivered questionnaire and Intercept studies. Computer delivered is a survey which is administered by computers and are also known as computer delivered self administered questionnaire Intercept studies happens at malls, fairs and busy streets Advantages:
a. The costs are lower b. One can access participants who are unaccessible by phone or personally c. It saves time

Telephonic interview survey

Researchers call up participants through phone to take responses to the survey One method is computer assisted telephone interview (CATI) where the researcher has a phone and a computer with questions on the screen as to be asked. Another method is computer administered telephone interview where there is no human researcher and the computer makes the call to the participant and takes the responses Advantages and disadvantages: a. It is cost effective and time saving b. Households not having phones become inaccessible c. Inaccurate and nonfunctioning phone numbers make the process difficult d. There is a limitation on the interview length e. Visual and complex questions cannot be asked f. Lesser participant involvement

Personal Interview survey

It is a two way conversation between a trained interviewer and a participant Advantages and Disadvantages: a. Depth and detail of information generated is more in this method b. Presence of the interviewer will assist the entire process in terms of improving the interview conditions, helping with difficult questions and queries c. It is more expensive in terms of time and cost