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Let’s Talk Survey Research

Let’s Talk Survey Research. Primary Research. Collection of original, often proprietary, information to meet the specific interests of the research sponsor Can be used As a substitute for, OR as a complement to, secondary research. Primary Research Categories. Qualitative Non-numerical

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Let’s Talk Survey Research

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  1. Let’s Talk Survey Research

  2. Primary Research • Collection of original, often proprietary, information to meet the specific interests of the research sponsor • Can be used • As a substitute for, OR as a complement to, secondary research

  3. Primary Research Categories • Qualitative • Non-numerical • Directional • Improves understanding about ‘why’ • Quantitative Research • Numerical • Statistically reliable • Projectable to a broader population

  4. Why Surveys? • Information gained can be used to… • influence, persuade audiences/publics • Create or modify products and services • Predict human behavior

  5. Advantages of Quantitative Research • Provides the best means for understanding large populations in numerical terms • Data collected can be inferential (predictive of actions) or descriptive in nature

  6. The Utility of Survey Research • Can be accomplished quickly, efficiently* • Gauges broad patterns, trends • Can be a useful precursor to qualitative research, discussion guide development

  7. Utility of Survey Research • Flexible techniques • Personal interviews • Telephone interviews • Mail Surveys • Electronic/Interactive Surveys • Versatile • Simple vs. complex measures • Volume of content

  8. Utility of Survey Research • Customizable to researcher’s resources (budget, information needs, time needed to collect data) • Efficient • Small sample projectable to a large population • Instrument design can generate a wealth of information

  9. Limitations of Survey Research • Quality of feedback can be compromised by sensitive or threatening topics • Intensive pre-planning, forethought necessary to reduce error and reduce cost • Findings do not dictate decisions • Always will be some degree of error • Response does not indicate action

  10. Criteria for Identifying Which Method Is Best • Cost • Timing Requirements • Sample Characteristics/Requirements • Accuracy of data required

  11. Survey Research Question Categories • Attitudes • Knowledge, Feelings, Intent • Images, perceptions • Needs • Desires, preferences, motives, goals

  12. Survey Research Question Categories • Decision processes • Information sources, evaluation criteria • Behaviors • Actual vs. intended • What happened, when, where, how often • Lifestyles • Activities, interests, opinions (AIOs), possessions

  13. Survey Research Question Categories • Affiliations • Reference groups • Demographics (classification variables) • Age, gender, income, education, etc.

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