Chapter 11 Survey Research Introduction to Educational Research (7th ed.) Craig A. Mertler & C.M. Charles Chapter 11 Survey Research Use this as a tool to understand the reading. This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. Mertler & Charles Intro. to Ed'l. Research -- Chapter 1

What is “Survey Research”? Purpose is to describe characteristics of a population (sometimes also referred to as “descriptive research”) Primarily quantitative Typically involves the administration of a questionnaire to individuals who are asked to describe their attitudes, opinions, behaviors, experiences, etc.

More Characteristics of Survey Research Usually not feasible to survey an entire population A sample of respondents must be utilized Should use probability sampling techniques to better ensure (although no sampling technique guarantees) accurate representation Key factor in the appropriateness of the inferences drawn about the population Can be used in a descriptive manner, or to investigate relationships between variables, or in comparative designs

Modes of Survey Data Collection Several modes of survey data collection exist: Direct administration of surveys Mail surveys Telephone surveys Interviews E-mail surveys Web-based surveys Characteristics & advantages/limitations of each (see Table 11.1)

Types of Surveys Several types of surveys also exist: Descriptive Cross-sectional (also known as a census) Longitudinal Trend studies Cohort studies Panel studies Characteristics & advantages/limitations of each Mertler & Charles Intro. to Ed'l. Research - Chapter 11

Types of Survey Questions Several types of survey questions are possible, based on purpose and format: Demographic questions—ask for personal characteristics

Types of Survey Questions (cont’d.) Knowledge questions—ask how much individuals know about a particular subject; more typical on tests Attitudinal questions—ask respondents to indicate their attitudes or opinions about some topic

Behavioral questions—seek information about actual behaviors practiced by individuals

Again, several options for the researcher to consider Close-ended questions—essentially a multiple-choice format (also referred to forced-choice questions) Checklists—provides only a dichotomous set of options

Close-ended questions—continued Likert questions—respond to statement on an “agree-disagree” continuum Number of points on Likert scale? Neutral point??

More Formats for Survey Questions Close-ended questions—continued Likert-type questions—respond to statement on some continuum other than an “agree-disagree” continuum

More Formats for Survey Questions Open-ended questions—allow for more individualized responses

Survey Design Considerations Care must be taken to avoid the collection of inaccurate data Provide directions that make respondent’s task clear. Include only items that relate to purpose and RQs. For comparisons, you must remember to ask pertinent demographic questions. Survey questions should be clear and unambiguous. Avoid asking leading questions.

Survey Design Considerations (cont’d.) Keep your questions short and straightforward. Avoid double negatives and negative wording in general. Emphasize critical words in the questions with appropriate formatting. Avoid the use of double-barreled questions. Use correct spelling and grammar.

Survey Research Process Identification of topic to be studied Review of related literature Identification and selection of participants Determination of the mode of data collection Drafting of the cover letter and instrument Pilot testing of the instrument Collection of data Analysis of data Answering research questions and drawing conclusions

Published Example of Survey Research “Identifying Substance Abuse Issues in High Schools: A National Survey of High School Counselors”

Applying Technology… Web sites related to survey research Insiteful Surveys (www.insitefulsurveys.com) SurveyGuru on MyOnlineForms (www.myonlineforms.com/surveyguru) SurveyMonkey (www.surveymonkey.com) Qualtrics (www.qualtrics.com) ZapSurvey (www.zapsurvey.com) Zoomerang (info.zoomerang.com)