Survey Research Methods

Survey research methods are most commonly used for public opinions, measurement of political perceptions and to understand personal perceptions, interest (Fowler, 2013). According to Groves et al (2009) ‘Survey’ is a systematic method of gathering information from a sample for the purpose of ‘constructing quantitative descriptors’ of the attributes of the larger population.

Survey research methods is popular research method, yet not free from limitations. Malhotra & Grover (1998) report that, survey methodology is used very often in productions and operations management (POM) but are not very effective when poorly designed and executed. Their study also reports that ‘multi item constructs and strict checks for content validity’ are observed to be the best ways to improve survey methodology effectiveness.

One major controversy in survey research is related to the modern day and is based on the concept of collecting data via email, electronic media. Interesting angle to this controversy is that this method of data collection in survey research has some major advantages also. Three major errors that can error when using email for survey purposes are inerviewer’s bias, low response rate and lack of sensitivity ( Frankfort-Nachmias & Nachmias, 2008). This can be a major limitation when studying groups that may not have access to the internet or have an email computer. This would include groups for example from lower Socio Economic Status (SES), homeless or people living in shelters. Coomber (1997) highlights that when target groups like ‘illicit drug dealers’ are to be studied, use of internet could be useful but more a hindrance. Sampling issues are also part of controversy about using emails and internet for survey research (Wright, 2005). This can include factors like same person with more than one email addresses, higher costs for surveys (some internet sites require memberships etc.). High instances of hacking, identity theft are also some of the limitations for use of internet or email to collect data.

Though I discussed the limitations of using internet for survey research, my position on this controversy is that the advantages of these methods are stronger. We are living in an era where children young people are technology natives and overruling use of technology for survey research purposes would be illogical. I highlighted issues above, but I would also like to mention that in recent past many antidotes have also been developed for issues like hacking and identity theft.

References

Coomber, R. (1997). Using the Internet for survey research.

Fowler, F. J. (2013). Survey research methods (Vol. 1). Sage.

Frankfort-Nachmias, C., & Nachmias, D. (2008). Research methods in the social sciences (7th ed.). New York: Worth.

Groves, R. M., Fowler, F. J. Jr., Couper, M. P., Lepkowski, J. M., Singer, E. & Tourangeau, R. (2009). Survey methodology (2^nd ed.). Hoboken, NJ: John Wiley & Sons.

Malhotra, M. K., & Grover, V. (1998). An assessment of survey research in POM: from constructs to theory. Journal of operations management, 16(4), 407-425.

Wright, K. B. (2005). Researching Internet‐based populations: Advantages and disadvantages of online survey research, online questionnaire authoring software packages, and web survey services. Journal of Computer‐Mediated Communication, 10(3), 00-00.