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SpinDistribute.com Article Directory

The following article was published in our article directory on March 23, 2010.
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Survey shows

Article Category: Business Management

Author Name: Amanda Tschoepe

Survey shows... half of breakups are through text. Survey shows... parents would rather talk about drugs than science or math. Survey shows...that surveys are the most common and widely used method of collecting data and information. When one turns on the television, one receives a barrage of information. Most of them are gotten in surveys. It has been an indispensable means of having knowledge on a certain field or topic or issue.

Surveys are descriptive and non-experimental. Data that are impossible to observe such as perceptions and satisfaction can be acquired through surveys. interviews and questionnaires are ways of conducting surveys. It uses open-ended and forced-choice questions. The two types of surveys are: cross-sectional wherein data gathering is done at a single time; and longitudinal which is done over a period of time. Respondents are chosen with a preferred sampling method, from a population .

In social science research, surveys are a good tool when dealing with a large population. it makes respondents confident and assured that they are held anonymous, so they tend to be more open and truthful in their answers. When someone does structured interview, which is one of the most common data gathering instrument, time becomes an important factor for the success of collecting data . It is very time-consuming because you have to deal with one person at a time plus interview schedules are very lengthy especially if you want to gather as much information as you need and want. Meanwhile, giving out questionnaires are faster compared to interviews. However, it is open to misinterpretation of questions leading to vague, unhelpful answers. Others may not answer some of the questions that they don't understand.

Results of surveys provide very rich and wide variety of information- from opinions, perceptions, beliefs, values, choices, past behaviors- which can only be identified through a series of questioning. Open-ended questions can facilitate this with follow-up questions that can still reveal other information which is also necessary and which otherwise, would not have been included in the questionnaire. Some of its advantages lie in the fact that very large samples can be studied . Statistical techniques such as regression analysis can be utilized to make sure the data are valid, reliable and significant. Furthermore, it is relatively free from errors because it is standardized and less biased.

There are also drawbacks in using surveys for a qualitative marketing research. It is highly subjective and dependent on one's memory, honesty and ability to respond. It may also present indistinct answers especially when using forced-choice questions such as rating or using "moderately agree" choices . It is important that questions must be structured well and allow for easy understanding and interpretation. If participants come from other regions with different language, it is recommended that there must be a translation. Questions can sometimes affect respondent's answer or response so extra care must be given in its wording.

A good survey conducted is a very informative tool for an organization that seeks to improve its market because it reflects the true perceptions of people.

Keywords: Qualitative, Market Research, Focus Groups, Surveys

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