Survey Research:

Definition, Examples
and Methods
Dr. Elly Rasmikayati
Survey Research
Definition
Survey Research is defined as the process of
conducting research using surveys that researchers
send to survey respondents. The data collected
from surveys is then statistically analyzed to draw
meaningful research conclusions.

The traditional definition of survey research is a quantitative

method for collecting information from a pool of respondents by
asking multiple survey questions. This research type includes the
recruitment of individuals collection, and analysis of data. It’s
useful for researchers who aim to communicate new features or
trends to their respondents.
 Survey Research Methods
There are three main survey research methods, divided based on the medium of conducting survey research:

Online/ Email Phone Face-to-face

Online Survey research is one of
the most popular survey research
methods today. The cost involved in
online survey research is extremely
minimal, and the responses
gathered are highly accurate
Survey research conducted over the
telephone (CATI survey) can be
useful in collecting data from a more
extensive section of the target
population. There are chances that the
money invested in phone surveys will
be higher than other mediums, and
the time required will be higher.
Researchers conduct face-to-face
in-depth interviews in situations
where there is a complicated
problem to solve. The response
rate for this method is the highest,
but it can be costly.
 Survey Research Methods
Further, based on the time taken, survey research can be classified into two methods:

Longitudinal survey research Cross-sectional survey

Longitudinal survey research involves
conducting survey research over a
continuum of time and spread across
years and decades
research
Researchers conduct a cross-sectional
survey to collect insights from a target
audience at a particular time interval
 Survey Research Methods
Survey research also is bifurcated according to the sampling methods used to form samples for research:

Probablility Sampling Non-Probablility Sampling

a sampling method in which the a sampling method where the researcher

researcher chooses the elements based on uses his/her knowledge and experience
probability theory. The are various to form samples
probability research methods, such as The various non-probability sampling
• simple random sampling, techniques are:
• systematic sampling, • Convenience sampling
• clustersampling, • Snowball sampling,
• stratified random sampling, • Consecutive sampling
• etc • Judgemental sampling
• Qouta sampling
Process of implementing Send out relevant surveys Analyze the feedback in real-time
as per the target audience and identify patterns in the responses
survey research methods: and filter out irrelevant which might lead to a much-needed
questions as per the breakthrough for your organization.
requirement. The survey GAP, TURF Analysis, Conjoint
analysis, Cross tabulation, and many
research will be
such survey feedback analysis
instrumental in case the
methods can be used to spot and shed
target population decides light on respondent behavior.
on a sample.

Send out
Decide Finalize a Analyze
surveys via
survey target survey
decided
questions audience results
mediums:

Distribute the surveys to the

Brainstorm and put together
target audience and patiently
valid survey questions that
wait for the feedback and
are grammatically and comments- this is the most
logically appropriate. crucial step of the survey
Understanding the objective research. The survey needs to
and expected outcomes of be scheduled, keeping in
the survey helps a lot. mind the nature of the target
audience and its regions
Reasons to conduct
survey research
The most crucial and integral reason for conducting market research
using surveys is that you can collect answers regarding specific,
essential questions. You can ask these questions in multiple formats as
per the target audience and the intent of the survey. Before designing a
study, every organization must figure out the objective of carrying this
out so that the study can be structured, planned, and executed to
perfection.

Questions that need to be on your mind while designing a survey

are:

● What is the primary aim of conducting the survey?

● How do you plan to utilize the collected survey data?
● What type of decisions do you plan to take based on the points
mentioned above?
 There are three critical reasons why an
organization must conduct survey research.

Understand respondent behavior to get

solutions to your queries

why an organization
Present a medium for discussion
must conduct survey
research.?
Strategy for never-ending improvements

Nominal Scale
A nominal scale associates numbers
with variables for mere naming or
labeling, and the numbers usually have
no other relevance. It is the most basic
of the four levels of measurement.
Ordinal Scale
The ordinal scale has an innate order
within the variables along with labels.
It establishes the rank between the
variables of a scale but not the
difference value between the variables.
Survey Research Scales
Interval Scale
N I
The interval scale is a step ahead in comparison to
the other two scales. Along with establishing a rank
and name of variables, the scale also makes known
the difference between the two variables. The only
drawback is that there is no fixed start point of the
scale,
Ratio Scale
O R
The ratio scale is the most advanced measurement
scale, which has variables that are labeled in order
and have a calculated difference between variables.
In addition to what interval scale orders, this scale
has a fixed starting point, i.e., the actual zero value
is present.
Benefits of survey research

In case survey research is used for all the right purposes

and is implemented properly, marketers can benefit by
gaining useful, trustworthy data that they can use to
better the ROI of the organization.

Other benefits of survey research are

● Minimum investment

● Versatile sources for response collection

● Reliable for respondents

Survey research design

Researchers implement a survey research design

in cases where there is a limited cost involved and
there is a need to access details easily. This
method is often used by small and large
organizations to understand and analyze new
trends, market demands, and opinions. Collecting
information through tactfully designed survey
research can be much more effective and
productive than a casually conducted survey.
 Survey research design
There are five stages of survey research design:
Decide an aim of the research Zero-in on a survey method Send out surveys and analyze results:
Many qualitative and quantitative research
There can be multiple reasons for a methods can be discussed and decided. Once the researcher decides on which
researcher to conduct a survey, but they Focus groups, online interviews, surveys, questions to include in a study, they can
need to decide a purpose for the research. polls, questionnaires, etc. send it across to the selected sample

Filter the sample from target Design the questionnaire

population
Who to target? is an essential question that a What will the content of the survey be? A
researcher should answer and keep in mind researcher is required to answer this
while conducting research. The precision of the question to be able to design it effectively.
results is driven by who the members of a
sample are and how useful their opinions are.
Tips To Design The Perfect
Research Survey Set your SMART goals:
What is that you want to achieve with the survey? How will you measure it
promptly, and what are the results you are expecting?

Choose the right questions

Designing a survey can be a tricky task. Asking the right questions may help
you get the answers you are looking for and ease the task of analyzing. So,
always choose those specific questions – relevant to your research.

Begin your survey with a generalized question

Designing a survey can be a tricky task. Asking the right questions may
help you get the answers you are looking for and ease the task of
analyzing. So, always choose those specific questions – relevant to your
research.
Enhance your survey
Choose the best, most relevant, 15-20 questions. Frame each question as a
different question type based on the kind of answer you would like to
gather from each.
Tips To Design The Perfect
Research Survey Prepare yes/no questions
What is that you want to achieve with the survey? How will you measure it
promptly, and what are the results you are expecting?

Test all electronic devices

Designing a survey can be a tricky task. Asking the right questions may help
you get the answers you are looking for and ease the task of analyzing. So,
always choose those specific questions – relevant to your research.

Distribute your survey

Once your survey is ready, it is time to share and distribute it to the right
audience. You can share handouts and share them via email, social media,
and other industry-related offline/online communities

Collect and analyze responses:

After distributing your survey, it is time to gather all responses. Make sure
you store your results in a particular document or an Excel sheet with all
the necessary categories mentioned so that you don’t lose your data
THANK YOU