7.1.1. Survey Method

A survey usually involves asking a relatively large number of people (such as 30, 100, 2000, and so on; what is considered ‘large’ depends on the context and the kind of topic) the same fixed set of questions. The questions may be asked by an investigator in person where they are read out to the respondent, and his/her answers are noted down by the investigator. Or the questionnaire may be handed over to the respondents who then fill it up themselves and give it back.

A survey is a research method utilized to gather information from a sizeable group of people. There are two typical approaches to conducting a survey: the first involves an investigator asking the questions directly to respondents and recording their answers; the second method allows respondents to complete a questionnaire independently. This flexibility in data collection allows researchers to reach a wider audience efficiently, ensuring that the information is gathered systematically.

Think of a survey like a school election where students vote for their favorite subject. The teacher may pass out ballots for students to fill out in private, or they may ask each student directly which subject they prefer. In both cases, the goal is to collect opinions to understand what subjects are most popular among students.

The main advantage of the survey is that it can cover a lot of people, so that the results are truly representative of the relevant group or population.

Surveys allow researchers to gather data from a large segment of the population, making the results more statistically significant. By including a varied sample, the findings can reflect broader trends and attitudes, leading to conclusions that are more applicable across different groups. This is essential in making informed decisions based on the data collected.

Imagine a teacher wants to understand how students feel about school lunches. Instead of asking just a few students, they send out a survey to every student in the school. By collecting opinions from everyone, the teacher gets a better overall picture of the students' preferences, rather than just those of a small group.

The disadvantage is that the questions to be asked are already fixed. No on-the-spot adjustments are possible. So, if a question is misunderstood by the respondents, then wrong or misleading results can be produced.

While surveys can reach many people, they also have limitations due to their fixed nature. Once a survey is developed, the questions cannot be changed based on individual responses. If participants misinterpret a question, the data collected may be skewed or inaccurate, which can lead to faulty conclusions. Therefore, careful wording of questions is crucial to avoid ambiguity.

Consider a fast-food chain that conducts a survey asking customers how they feel about their service. If one question is poorly worded, like asking 'Do you like our fast service?' without clarifying what 'fast' means, customers might have different interpretations. Some might feel 'fast' means food served quickly, while others might think it relates to the speed of getting to the counter. This ambiguity can result in unreliable feedback.

Moreover, questionnaires are like a snapshot taken at one particular moment. The situation may change later or may have been different before, but the survey wouldn’t capture this.

Surveys often provide a snapshot of opinions or behaviors at a specific time. However, this static nature means that they cannot account for changes in circumstances over time. Issues that are relevant when responding may evolve, and the data may become obsolete or less relevant if repeated later.

Imagine taking a photo of a tree in spring when it is full of flowers. Later in summer, the tree may look very different, but that one photo does not show the changes it has undergone. Similarly, a survey might capture public opinion at one time but not reflect how feelings could shift over months as new events occur.

Here are some examples of some practical difficulties that you might face when doing research of this kind. Suppose you decide to do a survey. You must first make enough copies of the questionnaire. This involves time, effort and money.

Conducting a survey is not just about designing the questionnaire; it involves logistical considerations like producing enough copies, ensuring the distribution reaches the intended audience, and allocating sufficient time and funds for the undertaking. These operational challenges can impact the overall success and efficiency of the survey.

If a student organizes a bake sale to fund a school trip, they need to consider how many flyers to print, how much money it will cost, and how they will distribute them. If they run out of flyers or don’t reach enough people to inform them about the sale, they might not raise enough money, just as logistical issues in a survey can limit the data collected.

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