Survey Research –Steps to do

Survey research is a popular method of collecting data that involves asking questions to gather information about people’s opinions, behaviors, experiences, or demographics. Used in a wide range of fields, from social sciences and business to healthcare and education, surveys help researchers gather data from large populations efficiently and accurately.

This guide explores the types of survey research, common methods, and examples to illustrate how surveys are used in research.

Survey Research

Survey research is a systematic approach to collecting quantitative or qualitative data from a sample of people. It aims to understand attitudes, opinions, beliefs, or behaviors on specific topics. By analyzing survey data, researchers can draw conclusions about broader populations, making surveys ideal for generalizable research findings.

Reasons to conduct survey research

The most crucial and integral reason for conducting market research using surveys is that you can collect answers regarding specific, essential questions. You can ask these questions in multiple survey formats as per the target audience and the intent of the survey. Before designing a study, every organization must figure out the objective of carrying this out so that the study can be structured, planned, and executed to perfection.

Characteristics of Survey Research

1. Usage: Survey research is mostly deployed in the field of social science; especially to gather information about human behavior in different social contexts. 
2. Systematic: Like other research methods, survey research is systematic. This means that it is usually conducted in line with empirical methods and follows specific processes.
3. Replicable: In survey research, applying the same methods often translates to achieving similar results. 
4. Types: Survey research can be conducted using forms (offline and online) or via structured, semi-structured, and unstructured interviews. 
5. Data: The data gathered from survey research is mostly quantitative; although it can be qualitative. 
6. Impartial Sampling: The data sample in survey research is random and not subject to unavoidable biases.
7. Ecological Validity: Survey research often makes use of data samples obtained from real-world occurrences. 

Survey Research Scales

There are four main scales for the measurement of variables:

• Nominal Scale: A nominal scale associates numbers with variables for mere naming or labeling, and the numbers usually have no other relevance. It is the most basic of the four levels of measurement.
• Ordinal Scale: The ordinal scale has an innate order within the variables along with labels. It establishes the rank between the variables of a scale but not the difference value between the variables.
• Interval Scale: The interval scale is a step ahead in comparison to the other two scales. Along with establishing a rank and name of variables, the scale also makes known the difference between the two variables. The only drawback is that there is no fixed start point of the scale, i.e., the actual zero value is absent.
• Ratio Scale: The ratio scale is the most advanced measurement scale, which has variables that are labeled in order and have a calculated difference between variables. In addition to what interval scale orders, this scale has a fixed starting point, i.e., the actual zero value is present.

Types of Survey Research

Survey research can be divided into several types based on the survey’s purpose, the timing of data collection, and the nature of questions asked.

1.Descriptive Surveys

Descriptive surveys aim to gather information about specific characteristics within a population. They focus on describing phenomena or gathering factual data without exploring causation.

Example: A survey conducted by a local government to determine the percentage of citizens who recycle regularly.

2.Analytical Surveys

Analytical surveys go beyond mere description to explore relationships between variables. This type of survey is often used to understand why certain behaviors or attitudes occur.

Example: A survey exploring the link between job satisfaction and employee turnover in a large corporation.

3.Cross-Sectional Surveys

Cross-sectional surveys collect data at a single point in time. They are efficient for capturing a snapshot of attitudes, behaviors, or demographics, allowing researchers to make inferences about the population at a specific time.

Example: A survey conducted among college students to gauge their mental health status during finals week.

4.Longitudinal Surveys

Longitudinal surveys collect data from the same respondents at multiple points over time. This approach helps track changes, trends, or developments within a population.

Example: A survey tracking dietary habits of participants over five years to study long-term health outcomes.

5.Epidemiological Surveys

Often used in health and social sciences, epidemiological surveys examine the prevalence and distribution of diseases or health conditions within a population.

Example: A survey conducted by a public health department to assess smoking habits and their impact on respiratory diseases.

6.Exploratory Surveys

Exploratory surveys are conducted when there is limited existing information on a topic. They gather preliminary data to shape hypotheses or guide future research.

Example: A survey exploring how remote work affects productivity to help develop further research questions in organizational studies.

Methods of Conducting Survey Research

There are various methods for conducting surveys, each with its own advantages and drawbacks. Choosing the right method depends on factors like budget, time constraints, population characteristics, and research goals.

1.Online Surveys

Online surveys are conducted through digital platforms or survey software (e.g., Google Forms, SurveyMonkey). They are cost-effective, provide quick responses, and allow for large sample sizes.

Advantages: Low cost, quick response times, and wide reach.

Disadvantages: Potential sample bias due to internet access limitations.

Example: An online survey assessing customer satisfaction with an e-commerce site’s user experience.

2.Telephone Surveys

Telephone surveys involve calling participants to collect responses. This method allows for personal interaction and clarifications during the survey, but it can be costly and time-consuming.

Advantages: High response rate and the ability to clarify questions.

Disadvantages: Higher cost and potential for interviewer bias.

Example: A political survey conducted by phone to assess voter preferences in an upcoming election.

3.Face-to-Face Surveys

Face-to-face surveys involve interviewing participants in person, often using structured or semi-structured questionnaires. This method is ideal for detailed surveys and when observing participant behavior is essential.

Advantages: High response rate, depth of responses, and nonverbal cues.

Disadvantages: High cost, time-consuming, and potential interviewer bias.

Example: A face-to-face survey to assess quality of life among elderly residents in assisted living facilities.

4.Mail Surveys

Mail surveys are distributed to participants via postal mail. They are suitable for reaching populations without internet access, but response rates can be low without follow-up.

Advantages: Useful for targeting specific populations without internet access.

Disadvantages: Low response rate and lengthy turnaround time.

Example: A survey sent by mail to rural households to gather data on agricultural practices.

5.Mixed-Mode Surveys

Mixed-mode surveys combine two or more methods (e.g., online and telephone) to increase response rates or reach diverse populations. This method can enhance the representativeness of the sample but may require careful planning to ensure consistency.

Advantages: Increases response rates and reaches various demographics.

Disadvantages: Can be complex to manage and analyze data from different modes.

Example: A survey on public health attitudes using both online and telephone methods to reach urban and rural populations.

Steps to do Survey Research

Conducting survey research typically involves several key things to do. Here are the most common seven steps in conducting survey research:

Step 1: Define the population and sample

Before you start conducting survey research, you should already have a clear research question that defines what you want to find out. Based on this question, you need to determine exactly who you will target to participate in the survey.

a. Populations

The target population is the specific group of people that you want to find out about. This group can be very broad or relatively narrow. For example:

• The population of Brazil
• US college students
• Second-generation immigrants in the Netherlands
• Customers of a specific company aged 18-24
• British transgender women over the age of 50

Your survey should aim to produce results that can be generalized to the whole population. That means you need to carefully define exactly who you want to draw conclusions about.

Several common research biases can arise if your survey is not generalizable, particularly sampling bias and selection bias. The presence of these biases have serious repercussions for the validity of your results.

b. Samples

It’s rarely possible to survey the entire population of your research – it would be very difficult to get a response from every person in Brazil or every college student in the US. Instead, you will usually survey a sample from the population.

The sample size depends on how big the population is. You can use an online sample calculator to work out how many responses you need.

There are many sampling methods that allow you to generalize to broad populations. In general, though, the sample should aim to be representative of the population as a whole. The larger and more representative your sample, the more valid your conclusions. Again, beware of various types of sampling bias as you design your sample, particularly self-selection bias, nonresponse bias, under coverage bias, and survivorship bias.

Step 2: Decide on the type of survey

There are two main types of survey:

• A questionnaire, where a list of questions is distributed by mail, online or in person, and respondents fill it out themselves.
• An interview, where the researcher asks a set of questions by phone or in person and records the responses.

Which type you choose depends on the sample size and location, as well as the focus of the research.

a. Questionnaires

• Mail
• Online
• In-person

Sending out a paper survey by mail is a common method of gathering demographic information (for example, in a government census of the population).

• You can easily access a large sample.
• You have some control over who is included in the sample (e.g. residents of a specific region).
• The response rate is often low, and at risk for biases like self-selection bias.

b. Interviews

Oral interviews are a useful method for smaller sample sizes. They allow you to gather more in-depth information on people’s opinions and preferences. You can conduct interviews by phone or in person.

• You have personal contact with respondents, so you know exactly who will be included in the sample in advance.
• You can clarify questions and ask for follow-up information when necessary.
• The lack of anonymity may cause respondents to answer less honestly, and there is more risk of researcher bias.

Like questionnaires, interviews can be used to collect quantitative data: the researcher records each response as a category or rating and statistically analyzes the results. But they are more commonly used to collect qualitative data: the interviewees’ full responses are transcribed and analyzed individually to gain a richer understanding of their opinions and feelings.

Step 3: Design the survey questions

Next, you need to decide which questions you will ask and how you will ask them. It’s important to consider:

• The type of questions
• The content of the questions
• The phrasing of the questions
• The ordering and layout of the survey

a. Open-ended vs closed-ended questions

There are two main forms of survey questions: open-ended and closed-ended. Many surveys use a combination of both.

Closed-ended questions give the respondent a predetermined set of answers to choose from. A closed-ended question can include:

• A binary answer (e.g. yes/no or agree/disagree)
• A scale (e.g. a Likert scale with five points ranging from strongly agree to strongly disagree)
• A list of options with a single answer possible (e.g. age categories)
• A list of options with multiple answers possible (e.g. leisure interests)

Closed-ended questions are best for quantitative research. They provide you with numerical data that can be statistically analyzed to find patterns, trends, and correlations.

Open-ended questions are best for qualitative research. This type of question has no predetermined answers to choose from. Instead, the respondent answers in their own words.

Open questions are most common in interviews, but you can also use them in questionnaires. They are often useful as follow-up questions to ask for more detailed explanations of responses to the closed questions.

b. The content of the survey questions

To ensure the validity and reliability of your results, you need to carefully consider each question in the survey. All questions should be narrowly focused with enough context for the respondent to answer accurately. Avoid questions that are not directly relevant to the survey’s purpose.

When constructing closed-ended questions, ensure that the options cover all possibilities. If you include a list of options that isn’t exhaustive, you can add an “other” field.

c. Phrasing the survey questions

In terms of language, the survey questions should be as clear and precise as possible. Tailor the questions to your target population, keeping in mind their level of knowledge of the topic. Avoid jargon or industry-specific terminology.

Survey questions are at risk for biases like social desirability bias, the Hawthorne effect, or demand characteristics. It’s critical to use language that respondents will easily understand, and avoid words with vague or ambiguous meanings. Make sure your questions are phrased neutrally, with no indication that you’d prefer a particular answer or emotion.

d. Ordering the survey questions

The questions should be arranged in a logical order. Start with easy, non-sensitive, closed-ended questions that will encourage the respondent to continue.

If the survey covers several different topics or themes, group together related questions. You can divide a questionnaire into sections to help respondents understand what is being asked in each part.

If a question refers back to or depends on the answer to a previous question, they should be placed directly next to one another.

Step 4: Distribute the survey and collect responses

Before you start, create a clear plan for where, when, how, and with whom you will conduct the survey. Determine in advance how many responses you require and how you will gain access to the sample.

When you are satisfied that you have created a strong research design suitable for answering your research questions, you can conduct the survey through your method of choice – by mail, online, or in person.

Step 5: Analyze the survey results

There are many methods of analyzing the results of your survey. First you have to process the data, usually with the help of a computer program to sort all the responses. You should also clean the data by removing incomplete or incorrectly completed responses.

If you asked open-ended questions, you will have to code the responses by assigning labels to each response and organizing them into categories or themes. You can also use more qualitative methods, such as thematic analysis, which is especially suitable for analyzing interviews.

Statistical analysis is usually conducted using programs like SPSS or Stata. The same set of survey data can be subject to many analyses.

Step 6: Write up the survey results

Finally, when you have collected and analyzed all the necessary data, you will write it up as part of your thesis, dissertation, or research paper.

In the methodology section, you describe exactly how you conducted the survey. You should explain the types of questions you used, the sampling method, when and where the survey took place, and the response rate. You can include the full questionnaire as an appendix and refer to it in the text if relevant.

Then introduce the analysis by describing how you prepared the data and the statistical methods you used to analyze it. In the results section, you summarize the key results from your analysis.

Examples of Survey Research in Various Fields

1.Healthcare

1. Study: Patient Satisfaction Survey
2. Objective: To evaluate patient satisfaction with hospital services.
3. Method: An online survey sent to patients following their discharge.
4. Outcome: Data on service quality, wait times, and patient-physician interaction.

2.Education

1. Study: Student Engagement Survey
2. Objective: To measure engagement levels among high school students in virtual learning environments.
3. Method: Cross-sectional online survey.
4. Outcome: Insights into factors that contribute to or hinder engagement in online education.

3.Marketing

1. Study: Product Satisfaction Survey
2. Objective: To understand customer satisfaction with a recently launched product.
3. Method: Email survey sent to recent purchasers.
4. Outcome: Data on product features, customer satisfaction, and areas for improvement.

4.Social Sciences

1. Study: Public Opinion Survey on Climate Change
2. Objective: To gauge public awareness and concern about climate change.
3. Method: Face-to-face surveys conducted in different regions.
4. Outcome: Data showing regional differences in perceptions of climate change.

5.Political Science

1. Study: Voter Behavior Survey
2. Objective: To analyze factors influencing voter decisions in an upcoming election.
3. Method: Telephone survey targeting registered voters.
4. Outcome: Insights into the role of demographics, policy preferences, and media consumption in voting behavior.

Advantages and Limitations of Survey Research

Advantages:

• Efficient Data Collection: Surveys can quickly gather data from a large number of people.
• Cost-Effective: Online and self-administered surveys are relatively inexpensive compared to other data collection methods.
• Standardization: Questions are consistent across all respondents, enhancing comparability.
• Broad Reach: Surveys can reach participants across geographical regions, making them ideal for large-scale studies.

Limitations:

• Response Bias: Participants may provide socially desirable responses, impacting data quality.
• Sample Bias: Certain survey methods (e.g., online surveys) may exclude individuals without internet access.
• Lack of Depth: Surveys with closed-ended questions may not capture in-depth responses or complex perspectives.
• Dependence on Self-Reporting: Self-reported data can be affected by memory bias, interpretation errors, or personal perceptions.

Tips for Conducting Effective Survey Research

1. Define Clear Objectives: Start by identifying the purpose of the survey and the specific questions you want to answer.
2. Choose the Right Sample: Select a representative sample that aligns with the research objectives.
3. Design Clear and Concise Questions: Avoid ambiguity and keep questions straightforward to reduce respondent confusion.
4. Pilot Test the Survey: Conduct a pilot test to identify and resolve any issues before the full rollout.
5. Analyze Data Systematically: Organize and analyze the data to extract meaningful insights and patterns.

REFERENCES

1. Groves, R. M., et al. (2009). Survey Methodology. Wiley.
2. Fowler, F. J. (2014). Survey Research Methods. Sage Publications.
3. Dillman, D. A., Smyth, J. D., & Christian, L. M. (2014). Internet, Phone, Mail, and Mixed-Mode Surveys: The Tailored Design Method. Wiley.
4. Rea, L. M., & Parker, R. A. (2014). Designing and Conducting Survey Research: A Comprehensive Guide. Jossey-Bass.
5. Alwin, D. F. (2007). Margins of Error: A Study of Reliability in Survey Measurement. Wiley.
6. McCombes, S. (2025, January 14). Survey Research | Definition, Examples & Methods. Scribbr. Retrieved January 27, 2025, from https://www.scribbr.com/methodology/survey-research/
7. https://www.questionpro.com/blog/survey-research/
8. https://www.formpl.us/blog/survey-research

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