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Business Research Methods
Chapter 7 – Survey Research
7.1 Foundations of Survey Research
A survey is a measurement tool used to gather information from a population of interest
by asking questions about one or more topics. Survey research is one of the most
important areas of measurement in applied social research.
7.2 Types of Survey Research
Two key ways to administer a survey: questionnaires and interviews.
7.2a Questionnaires > Different types:
● A mail survey is a paper-and-pencil survey that is sent to respondents through the
mail.
○ Advantages: cheap, wide geographical coverage, and the respondent
can fill it out whenever he/she wants.
○ Disadvantages: low response rates, and little detail in written responses.
● The group-administered questionnaire is a survey that is administered to
respondents in a group setting. For instance, all the students in a
classroom.
○ Advantages: high response rate, respondents can ask for
clarification when needed.
● The household drop-off survey is a paper-and-pencil that is administered by
dropping it off at the respondent’s household and, either picking it up at a
later time, or having the respondent return it directly.
○ Advantages: personal, higher response rate than mail surveys.
○ Disadvantage: more expensive.
● A point-of-experience survey is a survey that is delivered at or immediately after the
experience that the respondent is being asked about (e.g.
customer-satisfaction survey). Useful when a rapid response is needed in case
details get forgotten over time.
, ● An electronic survey, or e-survey, is a survey that is administered via a
computer program, typically distributed via email and/or a web site.
○ Advantages: elimination of paper-related costs, timely responses, and
international respondents.
● An email survey is any survey that is distributed to respondents via email.
Generally, the survey is either embedded in the email message and the
respondent can reply to complete it, is transmitted as an email attachment that
the respondent can complete and return via email, or is reached by providing a
link in the email that directs the respondents to a website survey. Email
surveys are “pushed” to the respondent’s computer.
● A web survey is a survey that is administered over a website. Respondents
use their web browser to reach the website and complete the survey. With
web surveys, you have to “pull” respondents to a website.
● A dual-media survey is a survey that is distributed simultaneously in two ways.
7.2 b Interviews > Different types:
● A personal interview is a one-on-one interview between an interviewer and
respondent. The interviewer typically used an interview guide that provides a
script for asking questions and follow-up prompts.
● A group interview is an interview that is administered to respondents in a
group setting. A focus group is a structured form of group interview.
● A focus group is a qualitative measurement method where input on one or
more focus topics is collected from participants in a small-group setting where
the discussion is structured and guided by a facilitator.
● The telephone interview is a personal interview that is conducted over
the telephone. No shit, really?
7.3 Selecting the Survey Method
The table below helps with making a decision in selecting a survey method.
,7.3 a Population Issues
● Can the population units be identified?
● Is the population literate?
● Are there language issues?
● Will the population cooperate?
● What are the geographic restrictions?
7.3 b Sampling issues
● What data on your sample is available?
● Can respondents be found?
● Who is the respondent?
, ● Can all members of the population be sampled?
● Are response rates likely to be a problem?
● Will incentives for participation help?
7.3 c Question Issues
● What types of questions can you ask?
● Will filter questions be needed?
● Can question sequence be controlled?
● Will lengthy questions be asked?
● Will long response scales be used?
7.3 d Content Issues
● Can the respondents be expected to know about the issue?
● Will the respondent need to consult records?
7.3 e Bias Issues
● Can social desirability be avoided?
● Can interviewer distortion and subversion be controlled?
● Can false respondents be avoided?
7.3 f Administrative Issues – the feasibility of the survey method for your study
● Costs
● Facilities
● Time
● Personnel
7.4 Survey Design
There are three primary issues involved in writing a question:
1. Determining the question content, scope, and purpose.
Business Research Methods
Chapter 7 – Survey Research
7.1 Foundations of Survey Research
A survey is a measurement tool used to gather information from a population of interest
by asking questions about one or more topics. Survey research is one of the most
important areas of measurement in applied social research.
7.2 Types of Survey Research
Two key ways to administer a survey: questionnaires and interviews.
7.2a Questionnaires > Different types:
● A mail survey is a paper-and-pencil survey that is sent to respondents through the
mail.
○ Advantages: cheap, wide geographical coverage, and the respondent
can fill it out whenever he/she wants.
○ Disadvantages: low response rates, and little detail in written responses.
● The group-administered questionnaire is a survey that is administered to
respondents in a group setting. For instance, all the students in a
classroom.
○ Advantages: high response rate, respondents can ask for
clarification when needed.
● The household drop-off survey is a paper-and-pencil that is administered by
dropping it off at the respondent’s household and, either picking it up at a
later time, or having the respondent return it directly.
○ Advantages: personal, higher response rate than mail surveys.
○ Disadvantage: more expensive.
● A point-of-experience survey is a survey that is delivered at or immediately after the
experience that the respondent is being asked about (e.g.
customer-satisfaction survey). Useful when a rapid response is needed in case
details get forgotten over time.
, ● An electronic survey, or e-survey, is a survey that is administered via a
computer program, typically distributed via email and/or a web site.
○ Advantages: elimination of paper-related costs, timely responses, and
international respondents.
● An email survey is any survey that is distributed to respondents via email.
Generally, the survey is either embedded in the email message and the
respondent can reply to complete it, is transmitted as an email attachment that
the respondent can complete and return via email, or is reached by providing a
link in the email that directs the respondents to a website survey. Email
surveys are “pushed” to the respondent’s computer.
● A web survey is a survey that is administered over a website. Respondents
use their web browser to reach the website and complete the survey. With
web surveys, you have to “pull” respondents to a website.
● A dual-media survey is a survey that is distributed simultaneously in two ways.
7.2 b Interviews > Different types:
● A personal interview is a one-on-one interview between an interviewer and
respondent. The interviewer typically used an interview guide that provides a
script for asking questions and follow-up prompts.
● A group interview is an interview that is administered to respondents in a
group setting. A focus group is a structured form of group interview.
● A focus group is a qualitative measurement method where input on one or
more focus topics is collected from participants in a small-group setting where
the discussion is structured and guided by a facilitator.
● The telephone interview is a personal interview that is conducted over
the telephone. No shit, really?
7.3 Selecting the Survey Method
The table below helps with making a decision in selecting a survey method.
,7.3 a Population Issues
● Can the population units be identified?
● Is the population literate?
● Are there language issues?
● Will the population cooperate?
● What are the geographic restrictions?
7.3 b Sampling issues
● What data on your sample is available?
● Can respondents be found?
● Who is the respondent?
, ● Can all members of the population be sampled?
● Are response rates likely to be a problem?
● Will incentives for participation help?
7.3 c Question Issues
● What types of questions can you ask?
● Will filter questions be needed?
● Can question sequence be controlled?
● Will lengthy questions be asked?
● Will long response scales be used?
7.3 d Content Issues
● Can the respondents be expected to know about the issue?
● Will the respondent need to consult records?
7.3 e Bias Issues
● Can social desirability be avoided?
● Can interviewer distortion and subversion be controlled?
● Can false respondents be avoided?
7.3 f Administrative Issues – the feasibility of the survey method for your study
● Costs
● Facilities
● Time
● Personnel
7.4 Survey Design
There are three primary issues involved in writing a question:
1. Determining the question content, scope, and purpose.
