SURVEY RESEARCH DESIGN

Nicole Songco
February 4, 2011

The Survey
The primary means by which empirical data on social life and social relations are gathered
Used as a means of systematically describing an individual’s views, opinions, attitudes and,
sometimes, behaviour
Use statistical groups that are independent of things (it doesn’t really matter where the form is
filled out
Especially strong on representativeness (the ability to evaluate large populations using relatively
small samples)
Are usually descriptive or causal
Can be used to collect data that explore, describe, or explain some social phenomena

Survey as Design
Should not be considered any less scientific than the experiment
Used to obtain a considerable amount of information which can be generalized to an entire
population

Time Frames:
1. Cross-sectional Survey/ Studies
The earliest and still the most commonly used design in survey research involves the
collection of standardized information from or about a sample chosen to represent the
component unit of a pre-defined universe
Data are collected from a chosen sample at a single point in time
A single, unrepeated survey that produces prompt results and can be completed in a
relatively shorter time
a. Marginal tabulations
b. Time-bound association
c. Time-ordered association

2. Longitudinal Studies
Used to measure events over a span of time
Data are collected at several points in time during the survey period
Provide the researcher with data that can be analyzed in terms of change
a. Trend studies
Primarily useful in describing changes over shorter or longer periods of
time
Permits the researcher to view changes or developing trends that can
occur within a given population

b. Panel studies
A specific type of trend study that calls for interviewing the same
subjects at two or more points in a time
 The primary advantage of this type of study is that it allows for the
investigation of turnover (amount, direction, and timing of the shifts in
opinion or behavior)
c. Cohort analysis
Cohort – a groups of people who share some common characteristics
A method of analyzing the experiences of cohorts throughout their lives
for some specific period of time
A very good method for exposing long-term trends
Frequently used in demographic research

Survey as Instrument
1. Self-administered questionnaires
Given to the respondents with the assumption that each respondent can read the
questions and has the knowledge and interest to answer them
2. Mailed questionnaires
Extensively used in social science research because they are capable of reaching sample
respondents living in widely dispersed geographic areas at relatively low costs
3. Face-to-face interviews
A researcher (or research assistant) contacts respondents personally to answer the
research questions
4. Telephone interviews
An alternative to the face-to-face interview should include only brief, simple questions,
fewer than the direct interview schedule, and far fewer than the self-administered
questionnaire

**** Examples and notations will be reported orally

References:
Allen, D.A. (1981). Social Research Methods: Puzzles and Methods. Boston: Allyn and Bacon, Inc.
Freeman, H.E., Sherwood, C.C. (1970). Social Research and Social Policy. New Jersey: Prentice Hall Inc.
Glock, C. (1967). Survey Research in the Social Sciences. New York: Russel Sage Foundation.
Judd, C.M., Kidde, L.H., Smith, E.R. (1986). Research Methods in Social Science. New York: Holt Reinhart and
Winston
Parvar, M. (ed.) (2004). Data Collecting Methods and Experiences; A Guide for Social Researchers. India:
New Dawn Press Inc.