SURVEY METHODOLOGY

1. SURVEY METHODOLOGY What is a Survey? What about Methodology? Where is this methodology applicable?  When is it applicable? What are the problems of this methodology?

2. What Is a Survey? Survey is a means to get a prompt and accurate flow of information on preferences, needs, and behavior. It is in response to this critical need for information on the part of the government, business, and social institutions that so much reliance is placed on surveys. "Survey" is used most often to describe a method of gathering information from a sample of individuals. This "sample" is usually just a fraction of the population being studied.

3. For example, A sample of voters is questioned in advance of an election to determine how the public perceives the candidates A manufacturer does a survey of the potential market before introducing a new product A government entity commissions a survey to gather the factual information it needs to evaluate existing legislation or to draft proposed new legislation.

4. Census v/s Survey The sample is not selected haphazardly or only from persons who volunteer to participate. It is scientifically chosen so that each person in the population will have a measurable chance of selection.

5. In order to decide which research methodology to use The nature of the problem involved The theoretical stance The preferred methods of the researcher are important (for example, symbolic inter-actionists are likely to prefer direct observation, and are less likely to operate with standardized variables). It is needless to say that the theoretical stance and the preference often influence the kind of research problem that is chosen.

6. In other words, they are often closely interrelated. In order to determine the research problem or research question, a lot of preparation has to be done.  The most common way is review of the existing literature. It is important here to say that this review is not an end on itself, but rather a means to an end. It is through the review that questions will be asked, and not answered.

7. How Large Must The Sample Size Be? The sample size required for a survey partly depends on the statistical quality needed for survey findings Much depends on the professional and financial resources available.  For example, the well-known national polls frequently use samples of about 1,000 persons to get reasonable information about national attitudes and opinions

8. Surveys provide a speedy and economical means of determining facts about our economy and about people's knowledge, attitudes, beliefs, expectations, and behaviors. n = sample size E = Margin of Error DE = Design Factor p = 0.5 q = 0.5

9. Who Conducts Surveys? Major TV networks rely on surveys to tell them how many and what type of people are watching their programsAuto manufacturers use surveys to find out how satisfied people are with their cars

10. The RBI/Department of Economic Affairs conducts a survey each month to obtain information on employment and unemployment in the nation Local transportation authorities conduct surveys to acquire information on commuting and travel habits Magazine and trade journals use surveys to find out what their subscribers are reading Surveys are conducted to ascertain who uses our national parks and other recreation facilities.

11. What Are Some Common Survey Methods? Personal Interviews in a respondent's home or office are much more expensive than mail or telephone surveys. They may be necessary, however, especially when complex information is to be collected. Mail surveys can be relatively low in cost. As with any other survey, problems exist in their use when insufficient attention is given to getting high levels of cooperation. Mail surveys can be most effective when directed at particular groups, such as subscribers to a specialized magazine or members of a professional association.

12. Telephone interviews Is an efficient method of collecting some types of data and are being increasingly used. They lend themselves particularly well to situations where timeliness is a factor and the length of the survey is limited. Some surveys combine various methods. For instance, a survey worker may use the telephone to "screen" or locate eligible respondents (e.g., to locate older individuals eligible for Medicare) and then make appointments for an in-person interview.

13. The recommended policy for survey organizations to safeguard such confidentiality includes Using only number codes to link the respondent to a questionnaire and storing the name-to-code linkage information separately from the questionnaires Refusing to give the names and addresses of survey respondents to anyone outside the survey organization, including clients

14. Destroying questionnaires and identifying information about respondents after the responses have been entered into the computer Omitting the names and addresses of survey respondents from computer files used for analysis Presenting statistical tabulations by broad enough categories so that individual respondents cannot be singled out

15. Conditions for good Survey Sample size is significant Sample is representative of the population Principles of good estimation is followed (unbiased, efficient, consistent, sufficient) All respondents are sincere in their responses Biases in the responses get normalized due to proper sampling

16. Suitability of Survey Method Perceptions measurement of target audience   Large target audience with similar concerns Quantify short-term phenomena Estimation of demand for low-value products  Estimation of service related parameters

17. An ExperienceImpact assessmentDrought Proofing, Poverty alleviation & Quality of Life8 schemes, 130 variables, 4500 respondents in 58 of the 80 blocksWorkshop – ‘Do not get into kaduo’

18. Highly efficient method of researchLow CostFast Possibility of Generalization Proper Sampling Representative and Adequate (H & V)Highly Clinical in ApproachGarbage in – Garbage outStatistical AssumptionsInterpretation with caution

19. Basic Assumption in Survey MethodologyIdeational Perspective V/sMaterialistic PerspectiveRespondents say what they thinkApplicationAnswers to questions like what?