Introduction to

Survey Research

Lecture 1
Survey Research & Design in Psychology
James Neill, 2012

Overview
1Readings 2Scientific paradigm 3Types of research 4What is a survey? 5History of survey research 6Survey research examples 7Survey research characteristics 8Purposes of survey research 9Pros and cons
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Readings

There are four recommended readings for Lectures 1 and 2:

See details

Creative Research Systems (2008) online article

Fowler (2002) book chapter

Howell's Statistical Methods (2009), Ch 1

Nardi (2006) book chapter

Scientific Paradigm
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Positivism

Any philosophical system that confines itself to the data of experience, excludes a priori or metaphysical speculations, and emphasizes the achievements of science.
Encyclopedia Brittanica
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Empirical approach to research

Assumes that:

1. The world is made up of bits of data which can be measured, recorded, & analysed
2. Interpretation of data can lead to valid insights about how people think, feel and behave.
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Types of Research
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Types of Research (3 Research Methods)

There are 3 main research methods: 1.Experimental 2.Quasi-experimental 3.Non-experimental
Surveys and questionnaires may be applied in each type of research, but are nonexperimental research is predominantly based on survey methods.
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Types of Research Experimental

Characterised by: Random assignment Control over extraneous variables Powerful method, but can be difficult to do and may not be ecologically valid
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Types of Research Quasi-experimental

Characterised by: Use of naturally occuring groups
e.g., human survivors of cancer

Non-random assignment Control over some extraneous variables

e.g., match for age and lifestyle
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Types of Research Non-experimental

Characterised by: No groups or conditions are used e.g., students at a university Minimal control over extraneous variables

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Quiz question 1
What type of research is the following? A researcher seeks to survey community attitudes to eating nontraditional meat (e.g. venison, kangaroo). Experimental Quasi-experimental Non-experimental
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Quiz question 2
What type of research is the following? A researcher conducts a study in which the study habits of university students who regularly use marijuana are compared with uni students who do not regular use marijuana. Experimental Quasi-experimental
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Quiz question 3
What type of research is the following? A researcher randomly allocates volunteers to either a morning or evening exercise routine and measures their sleep patterns. Experimental Quasi-experimental Non-experimental
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What is a Survey?

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What is a survey?
A standardised stimulus A measuring instrument A way of converting fuzzy psychological stuff into hard data for analysis

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History of Survey Research

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History of survey research

Civil servant at trailer park, collecting census data,

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History of survey research

Survey research methodology was initially developed in the 1920's 1960's. Since the 1980's, theories and principles evolved to create a unified perspective on the design, conduct, and evaluation of surveys (survey science).
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Survey Research Examples

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Some fields which use survey research

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Some psychological topics in survey research

Attitudes and opinions: o/55's
feelings about extending retirement age

Behaviours: extent to which

households recycle

Motivations: reasons for attending

university

Emotions: Levels of stress and anxiety Satisfaction: Custom experiences 26

Example survey research studies

Environmental attitudes across cultures Effect of working hours on family life, depression & stress related health problems Optimism & pessimism as predictors of change in health after major life events
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Example survey research studies

The effect of age on positive and negative affect Are males satisfied with their body? Ethnicity, social deprivation and psychological distress in adolescents Perceptions and attitudes towards people with mental health problems Attitudes toward farm animal welfare

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Survey Research Characteristics

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Survey research characteristics

Usage: Surveys are widely used in the social sciences. Systematic: Follows specific procedures based on survey science and the scientific method. Types: Often presented as interviews or questionnaires.
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Survey research characteristics

Impartial sampling: Units are selected from the population without prejudice or preference and so as to be representative. Data: Often quantitative, but can be qualitative. Replicable: Other people using the same methods are likely to get essentially the same results

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Survey research characteristics

Surveys are widely used in non-experimental research, but also in quasi-experimental and experimental research. Often use interviews or questionnaires. Involve real-world samples. Often quantitative, but can be
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Purposes of Survey Research

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Purposes of survey research

There are two broad purposes of survey-based research:
Theory Testing & Building
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Information Gathering

Purposes of survey research Information gathering

The goal is to gather information e.g., polls census customer satisfaction attitudes
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Purposes of research Theory testing & building

The goal is to test and build theory e.g., Personality and social psychology theories Often surveys do some info gathering and some theory testing.

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Survey research purposes

Further consider four possible purposes of survey research:
Information Gathering

Theory Testing & Building

Exploratory Explanatory Predictive Descriptive

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Survey research purposes Exploratory

The goal is to discover and explore phenomena e.g., What psychological issues are being experienced by survivors of the Indian Ocean Informati tsunami in 2004? on
Gatherin 38 g

Survey research purposes Descriptive

The goal is to describe phenomena e.g., Consumer profiles (age, gender) Working conditions (hours, pay)
Informati on Gatherin 39 g

Survey research purposes Explanatory

The goal is to explain phenomena by looking at the relations between, and patterns amongst, variables e.g., Are extraverts happier than introverts? Theory Testing Why? (or why not?)

& Building 40

Survey research purposes Predictive

The goal is to be able to make accurate/useful predictions i.e., what will happen?, e.g., Does a couples length of time together prior to having children predict relationship satisfaction Theory after having children? Testing
& Building 41

Quiz question 4
What is the goal of this study? A researcher lives for a time in a religious commune in order to learn about the social psychological characteristics of cults. Exploratory Descriptive Explanatory
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Quiz question 5
What is the goal of this study? A researcher surveys community attitudes to eating non-traditional meat (e.g. venison, kangaroo).

Exploratory Descriptive Explanatory

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Quiz question 6
What is the goal of this study? A researcher surveys student attitudes towards attending classes and also measures the Big 5 personality variables. Exploratory Descriptive Explanatory
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Pros and Cons of Survey Research

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Advantages of survey-based research

Ecological validity Access to wide range of participants Potentially large amounts of data May be more ethical (than experiments)

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Disadvantages of survey-based research

Lack of control less internal validity Data may be 'superficial' Can be costly to obtain representative data Self-report data only Potentially low compliance rates

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Summary

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Summary - 1
Three main types of research: experimental, quasi-experimental, or non-experimental. A survey is a standardised stimulus designed to convert fuzzy psychological phenomenon into hard data.

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Summary - 2
Survey research has developed into a popular research method since the 1920's. Survey research is often nonexperimental, using interviews or questionnaires.

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Summary - 3
Two main purposes of research are info gathering and theory testing/building (and both) Four research goals are: exploratory, descriptive, explanatory, or predictive goals.

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Summary - 4
Survey research pros: ecological validity efficiency Cons include: lack of control over extraneous variables, low compliance, and reliance on self-report data.

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References
Backstrom, C. H., & Hursh-Csar, G. (1981). Survey research (2nd ed.). New York: Wiley.

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