Survey Methods By Shivakumaraswamy, K N bgsitlibrarian@gmail.com

Introduction Survey research has been widely used in LIS. It deals mainly with collection, analysis and presentation of data relating to the present time reflecting the present state of affairs in social, economic and political activities. Survey method is approached through the methods of personal interview, mailed questionnaires (both surface and Email), telephone, personal discussion, electronic survey, and so on.

What is a survey? According to National Business Research Institute (NBRI), Inc. U.S. A survey may be many things, but a survey should be a deliberate, well-planned research study of a number of individuals with regard to one or more variables, carried out in such a way as to significantly reduce the error inherent in all social science research by adhering to scientific research principles and methodologies.

Features of a survey Characteristics of survey method Information is gathered by asking people questions. Information is collected either by having interviewers ask questions and record answers or by having people read or hear questions and record their answers. Characteristics of survey method The survey method has certain specific characteristics It is always carried in a natural setting or field study. It obtains responses directly from the respondents. It can seek and cover a very large population.

Quality of a survey depends upon the following The thoroughness in planning. The soundness in sampling. The adequacy and reliability of data. The quality of analysis. The interpretation of the findings.

Purpose of surveys To provide information to government and business enterprises. To test hypotheses and thereby to explain the causal relationship between variables and to find out the influences of various parameters. To make comparisons of demographic groups. To compare cause and effects and relationship to make use for certain predictions.

Types of survey Personal interviews Telephone surveys Mail surveys Web surveys

Personal interviewing An interview is called personal when the Interviewer asks the questions face-to-face with the Interviewee. Personal interviews can take place in the home, at a shopping mall, on the street, outside a movie theater or polling place, and so on. Advantages: Generally yields highest cooperation and lowest refusal rates Allows for longer, more complex interviews High response quality Takes advantage of interviewer presence Multi-method data collection Disadvantages: Most costly mode of administration Longer data collection period Interviewer concerns

Interview schedule sample template While every interview requires a somewhat different structure, certain principles and techniques are applicable to all. Each interview schedule should have the following three major parts: The opening The body The closing

Telephone interviewing Surveying by telephone is the most popular interviewing method in the world. This is made possible by nearly universal. Advantages: Less expensive Shorter data collection period Interviewer administration Better control and supervision of interviewers Better response rate Disadvantages: Biased against households without telephones, unlisted numbers Non response Questionnaire constraints Difficult to administer questionnaires on sensitive or complex topics

Mail surveys Email surveys are both very economical and very fast. More people have email than have full Internet access. This makes email a better choice than a Web page survey for some populations. On the other hand, email surveys are limited to simple questionnaires, whereas Web page surveys can include complex logic. Advantages: Cost is very low Extremely fast Can be administered by smaller team of people Access to otherwise difficult to locate, busy populations Respondents can look up information or consult with others Disadvantages: Most difficult to obtain cooperation No interviewer involved in collection of data Need good sample More likely to need an incentive for respondents Slower data collection period

Web surveys Web surveys are rapidly gaining popularity. They have major speed, cost, and flexibility advantages, but also significant sampling limitations. These limitations make software selection especially important and restrict the groups you can study using this technique. Advantages: Lower cost (no paper, postage, mailing, data entry costs) Can reach international populations Time required for implementation reduced Complex skip patterns can be programmed Sample size can be greater Disadvantages: Differences in capabilities of people's computers and software for accessing Web surveys Do not reflect population as a whole.

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