Conducting Surveys

Conducting Surveys

A survey can either be administered as a census survey where every

member of the appropriate population is surveyed, or a sample can be

selected. A census survey gives you the most information and the most

accurate picture of the population as a whole. When a population to be

surveyed is small, census surveys are often recommended. When larger

populations are considered, however, a census survey is sometimes not

feasible because of cost and time constraints. When this is the case,

there are several types of sampling that can be used to make

inferences about the population you sample from.

Simple Random Sample

When the population is homogeneous, (e.g., all business executives

from large accounting firms) a simple random sample is adequate. This

means that during the selection process, each element of the

population has an equal chance of being chosen. It is analogous to

pulling names or numbers out of a hat.

Systematic Sampling

Another option is to select the sample systematically. This simply

means the population number is divided by the number of people needed

for the sample. For example, if there were 800 people in the

population and you wanted to survey 200 people, as 800 divided by 200

is four, take the total population list, begin at any point and select

every fourth member until reaching 200. This sampling method is only

appropriate when a comprehensive database of the population is

available.

Stratified Sample

An alternative to random and systematic sampling is stratified

sampling which requires dividing the population into sub-groups before

sampling. These sub-groups are bas...

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...ructured,

face to face conversation is used to develop the goals and objectives

of a survey program and to identify specific content areas to include

in a survey.

Benefits

· Typically held in a respondents home or office.

· Ideal for reaction to a form or product.

· Extensive probing can be used to collect detailed information.

· Very convenient for the respondent.

· Forms or products can be tested in the environment in which they

will be used.

· Respondents body language can guide the interviewer and recorded to

help interpret comments.

Other common qualitative techniques include open-end questions on a

written survey and mall intercept interviews. Qualitative data can be

a rich source of information and should be considered for both survey

development and for exploring survey findings.