1. Chapter 13 Survey Designs
Power Point Slides by Ronald J. Shope in collaboration with John W. Creswell

2. Educational Research 2e: Creswell
Key Ideas
Intent and use of survey research
Types of survey designs
Key characteristics of a survey
Constructing survey questionnaires
Designing and conducting survey interviews
What are the steps in the process of conducting survey research?
How do you evaluate survey research?
Educational Research 2e: Creswell

3. What is survey research?
Survey research designs are procedures in quantitative research in which investigators administer a survey to a sample or to the entire population of people in order to describe the attitudes, opinions, behaviors, or characteristics of the population.
Educational Research 2e: Creswell

4. Educational Research 2e: Creswell
When do you use a survey?
Assess trends
Opinions, beliefs, and attitudes
Follow-up analyses
Evaluations
Educational Research 2e: Creswell

5. How did survey research develop?
1817 International Survey of Education Systems
1890 Stanley Hall survey of children
1907 the Pittsburgh Survey examined social problems
WWI and WWII sampling techniques improved
Applications began to vary from social science to media
Universities established social science research centers
Private organizations such as Gallup, Rand Corporation, and Roper formed
Educational Research 2e: Creswell

6. What are the types of survey designs?
Changes
in a
sub-population
group identified
by a common
characteristic
over time
Time of Data Collection
Study Over Time
Study at One Point in Time
Longitudinal
Cross-sectional
in the
same
people
Trends in
the same
population
Attitudes
and
Practices
Community
Needs
Program
Evaluation
Trend
Cohort
Panel
Group
Comparisons
National
Assessment
Educational Research 2e: Creswell

7. What are key characteristics of survey research?
Sampling from a population
Collecting data through questionnaires or interviews
Designing instruments for data collection
Obtaining a high response rate
Educational Research 2e: Creswell

8. Population, Target Population, Sampling Frame, Sample
The Population
The group of individuals having one characteristic that distinguishes them from other groups.
The Target Population or Sampling Frame
The actual list of sampling units from which the sample is selected.
The Sample
The group of participants in a study selected
from the target population from which the
researcher generalizes to the target population.
Educational Research 2e: Creswell

9. Reducing error in survey research
Reducing Coverage Error: have a good sampling frame list on which to select individuals
Reducing Sampling Error: select as large a sample from the population as possible
Reducing Measurement Error: use a good instrument with clear, unambiguous questions and response options
Reducing non-response error: use rigorous administration procedures to achieve as large a return rate as possible
Educational Research 2e: Creswell

10. Forms of data collection based on who completes or records the data
Participant
Researcher
Mailed
Questionnaire
Electronic
Questionnaire
One on
One
To a
Group
Over
Telephone
Individual
Interview
Focus Group
Interview
Telephone
Interview
Educational Research 2e: Creswell

11. Aspects of survey instrument design
Personal
Attitudinal
Behavioral
Sensitive
Scale
Open-ended
Educational Research 2e: Creswell

12. Question construction problems
Question is unclear
Multiple questions
Question is wordy
Question is negatively worded
Overlapping responses
Unbalanced response options
Mismatch between questions and answers
Question includes overly technical language
Not all questions are applicable to all the participants
Educational Research 2e: Creswell

13. Educational Research 2e: Creswell
Pilot testing
Test on a small number of individuals in the sample
Ask for written feedback on the questions
Revise the survey based on the written comments
Exclude the pilot participants from the final sample for the study
Educational Research 2e: Creswell

14. Educational Research 2e: Creswell
Response rate
Mail out original questionnaire with cover letter
Follow it in two weeks with a second mailing of questionnaire to those who have not responded
Follow again in two weeks with a postcard to non-respondents reminding them to complete the questionnaire
Educational Research 2e: Creswell

15. Three phase survey administration procedure
Step 1:
First Mailing
of Survey
Step 2:
Second Mailing
of Survey
Step 3:
Postcard
Mailing
2 Weeks
2 Weeks
2 Weeks
Start
6 Weeks
Time
Educational Research 2e: Creswell

16. Planning and conducting a mailed questionnaire survey
Write a cover letter to invite the participants to complete the questionnaire
Form and construct the questionnaire
Identify what statistical procedures will be used to analyze data from the mailed questionnaire
Educational Research 2e: Creswell

17. Planning and designing an interview survey
The interviewer should maintain a neutral stance during the interview
Train the interviewers prior to the interview
Take good notes of responses or use a tape recorder
For telephone interviews, develop a telephone interview guide prior to the interview
Educational Research 2e: Creswell

18. Steps in conducting survey research
Decide if a survey is the best deign to use
Identify the research questions or hypotheses
Identify the population, the sampling frame and the sample
Determine the survey design and data collection procedures
Develop or locate an instrument
Administer the instrument
Analyze the data to address the research questions or hypotheses
Write the report
Educational Research 2e: Creswell

19. Evaluating survey research
Was the target population or sampling frame clearly specified?
Was the sampling procedure specified? If a random sample was not used, were modifications from it explained?
Was the sample clearly identified and the basis on which it was chosen specified?
Did the type of survey match the questions or hypotheses advanced by the author?
Was it clear whether a questionnaire or an interview survey comprised the form of data collection? Did the researcher identify the basis for selecting or developing the instrument?
Educational Research 2e: Creswell

20. Evaluating survey research
Was information reported on reliability and validity of scores from past use of the questionnaire or interview?
Did the author mention the dates on which the questionnaire or interview was administered?
Were the administration procedures clearly identified?
If a questionnaire was used, were the procedures for obtaining responses identified? Were follow-up procedures used to ensure a high response rate?
Did the data analysis match the research questions or hypothesis to be answered in the study?
Educational Research 2e: Creswell

21. Evaluating survey research
If an interview was used, were the field procedures for collecting this information specified? Were demographic characteristics, previous experience, training, and monitoring discussed for the interviewer(s)?
Did the researcher check on the reliability and validity of scores from the data collection in the study?
Was the study written scientifically and ethically?
Educational Research 2e: Creswell