Learning Objectives

  1. Identify the circumstances that make survey research an appropriate methodology.
  2. List the different methods for improving survey questions, along with the mistakes you do not want to make when writing questions.
  3. Discuss the advantages and disadvantages of including don’t know and neutral responses among response choices and of using open‑ended questions.
  4. List the strengths and weaknesses of each mode of survey design, giving particular attention to response rates.
  5. Discuss the key ethical issues in survey research.