1. Chapter 11 Survey Research
Introduction to Educational Research (7th ed.) Craig A. Mertler & C.M. Charles
Chapter 11
Survey Research
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Mertler & Charles Intro. to Ed'l. Research -- Chapter 1

2. 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.

3. 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

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

5. 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

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

7. 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

8. Behavioral questions—seek information about actual behaviors practiced by individuals

9. 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

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

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

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

13. 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.

14. 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.

15. 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

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

17. Applying Technology… Web sites related to survey research
Insiteful Surveys (
SurveyGuru on MyOnlineForms (
SurveyMonkey (
Qualtrics (
ZapSurvey (
Zoomerang (info.zoomerang.com)