Methods of Psychology: Survey

Definition

          Survey is a research tool used to collect specific data from population of interest based on pre-decided objectives in order to establish correlation and causal relationships.

Note: In India census is the biggest survey conducted every ten years.

Introduction

           It’s a primary data extracting technique. Earlier it was employed to know the attitude and opinion of general populace regarding some issue or policy decision. In modern time the use of digital technology in data analysis, made survey one of the most frequently used methods of data collection and subsequently making crucial decisions based on the results.  It has evolved into a credible and decisive data collecting device. Social sciences more often employ this method to collect large amount of data to understand various psycho-social problems. Survey method uses various techniques for collection of required information.

Types-cum-Data Collection Techniques of Survey

1.       Personal Interview

          (a)      Structured interview

          (b)      Unstructured interview

          Personal interview is a technique of face to face or using information & communication technology to collect information. An interview is a purposeful activity conducted to derive factual information, opinions and attitudes, and reasons for particular behaviour, etc. from the respondents (NCERT).

(a)      Structured Interview – The schedule of questions to be asked and their standard responses are prepared beforehand. These questions are known as close ended questions. The interviewee is systematically asked questions from the schedule only. In structured interview the interviewer is not suppose to ask questions beyond the list. Also known as formal or standard interview. E.g. interview for employment.   Advantages – Easy to conduct and results can be replicated and have good reliability.

Disadvantages – Fixed and rigid in their approach.

(b)      Unstructured Interview – In structured interview the interviewer is at liberty to ask questions pertaining to the objective of the interview. Neither sequence nor the strict wordings are prescribed in this type of interview. These questions are known as open ended questions. Similarly the responses are also not fixed.

Advantages – Flexible & provide freedom to both interviewer and interviewee in asking questions and responses. Deep details can be obtained.

Disadvantages – Uneconomical in terms of time and money. The skilled interviewer is required to conduct such interviews.

2.       Questionnaire

          (a)      Direct Questionnaire

          (b)      Questionnaire through Post

          It is the most often, convenient and economical survey method. It is a set of skilfully prepared set of questions designed to extract information regarding a trait, attitude, belief or an opinion. The respondents are required to mark their answers at response sheet provided for the purpose. Questionnaire can have open as well as close ended questions. They are used for collection of qualitative and quantitative data. The demographical information is also collected through questionnaires.

(a)      Direct Questionnaire – When the set of questions is directly handed over to the individual or a group of individuals for their response.

(b)      Questionnaire through Post – When the set of questions is sent by post to the

individual or a group of individuals along with a reply envelop.

Advantages – Easy to conduct and results can be replicated and have good reliability.

Disadvantages – Fixed & limited scope for both interviewer and interviewee.

3.       Telephonic Survey – The methodology of asking a set of questions and recording the responses of a individual over the telephone is known as telephonic survey.

 Advantages – Easy to collect data from long distances and economical in terms of money, time and labour. Easy to extract information from a specific people.

Disadvantages – Difficult to ask long questions, the individual may hang up the line if gets frustrated, it may be considered privacy intrusion.

4.       E-mail Survey – It is similar to survey by post, the only difference is that the set of questions or web link is sent by electronic mail.

Advantages – Fast and easy to collect data from long distances and economical in terms of money, time and labour. Easy to extract information from specific people. The individuals who are surveyed are answering the questions as per their convenient.

Disadvantages – It is restricted to those who are well conversed with Information and communication technology and have active internet connection. Not possible to collect data from countryside, tribal living in the forests or hilly areas etc. where there is no internet infrastructure.

5.       Online (Web based) survey – The use of ICT tools to collect data from individuals. Web-based surveys, or e-surveys, are surveys designed and delivered using the internet (Maymone et al. 2018). Various software, web based platforms, applications are available for online surveys which are known as survey builder tools. There are specific websites that regularly conduct online surveys for their clients. Considering the application of digital revolution online survey is the need of the hour.

Advantages – Data collection from long distances and large number of people is economical in terms of money, time and labour. Easy to extract information from a specific people. Easy to fill forms with just few clicks, results are instant, correction in responses are easy to make, saves paper and people can answer with their convenience.

Disadvantages – Limited to digitally literate population, not possible to collect data from countryside, tribal living in the forests or hilly areas etc. where there is no internet infrastructure.

Scope of Use of Survey Research

1.       Government agencies such as census, National Sample Survey Organization, Economic Survey etc.

2.       Academic Survey such as enrolment in schools & colleges etc.

3.       Survey for research by psychology and other social sciences.

4.       Vegetation surveys to know the spread of biodiversity.

5.       Marketing agencies conduct survey to assess the needs and demands of a product.

6.       Survey to study the topography of a landscape.

7.       Survey for management of natural resources.

8.       Survey by political parties such as to assess the mood of electors.

9.       Survey by International organizations such as survey by Intergovernmental Panel on Climate Change.

10.     Feedback surveys to measure the response pattern, satisfaction level etc. of customers or users.

Reference:

1.       NCERT, XI Psychology Text book.

2.       Maymone, M. B. C., Venkatesh, S., Secemsky, E., Reddy, K., & Vashi, N. A. (2018). Research Techniques Made Simple: Web-Based Survey Research in Dermatology: Conduct and Applications. Journal of Investigative Dermatology, 138(7), 1456–1462. doi:10.1016/j.jid.2018.02.032.

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