Conducting Survey Most frequently used Research method for obtaining information quickly and evaluating people’s interest, liking, disliking and opinions without indulging in long- term procedures and techniques. It is also easily used because it is a cheap method and information is gathered without much difficulty.
•Conducting Survey Research Method consist of presenting a series of questions or statements to the participants, and asking them to respond.
• Surveys are used when quick information is required in limited time e.g. opinion polls, product preference.
• Also useful when information is required from a large number of people e.g. population census more suitable when the goal of the study is to find out about public opinion, attitudes, preferences, likes and dislikes etc
Sources of data information in Surveys
• Questionnaires: in person, mailed, internet
• Interviews: personal, telephonic
• Newspaper Surveys
Conducting Survey Research Method Steps involve in conducting the research: There are mainly five steps, which are essential while conducting surveys i.e.,
Conceiving the problem: The purpose of the study must be carefully thought out and precisely defined. How is the information to be used? From whom it is obtained? What kind of information to be gathered etc.
Designing the instrument: There are numerous ways by which information can be gathered form the general public such as mailed questionnaires, telephonic interviews, through internet etc. It must be carefully thought that which procedure is most effective in obtaining the needed information.
Sampling the population: The problem of obtaining a representative sample of the population is one of the most difficult as well as significant in the field of measuring popular reactions. The sample to be studied must be drawn in such a manner the each individual has an equal chance of being selected, and that the drawing of one does not influence the chances of any other being drawn. With this procedure, each age, sex, income, religious and ethnic group in the population will be proportionately represented in the sample. Off course there are a number of ways of properly drawing a sample.
Conducting interviews: Even when the questions are carefully worded and carefully designed, a poor interviewer can bias the results. Experiments have shown that females are the best interviewers: at least 21 years of age, who like people, who are unbiased, who are good listeners, who have some college education, and who are fairly familiar with the section they are working in.
Interpreting the results: Even when all the findings are carried out properly, there is always a chance of misinterpreting the results. Errors in questionnaires, statistical methods, and investigator’s own subjectivity can easily bias the results