Learning Objectives

Learning Objectives

After completing your study of this chapter, you should be able to do the following:

  • Describe the similarities and differences between a survey and a psychological test.
  • Recognize some of the most popular survey software providers.
  • Explain how the scientific method differs from other methods for acquiring informa­tion, and describe the five steps associated with the scientific method.
  • Apply the five-phase scientific approach to constructing and administering surveys and analyzing their data.
  • Describe survey reliability and validity and associated concepts.

Chapter Summary

Individuals and organizations use surveys to collect important information from individuals. Surveys allow us to collect information so that we can describe and compare how people feel about things (attitudes), what they know (knowledge), and what they do (behaviors). Full-service survey research companies design surveys, collect survey data, tabulate survey answers, interpret survey data, and report survey results for organizational sponsors. Companies also offer free and fee-based survey software so that individuals and companies can design, collect, analyze, and report their own survey data.

The scientific approach to survey development involves five phases: identifying the survey objec­tives, constructing the survey, administering the survey, entering and analyzing the data, and present­ing the findings. During the first phase, the researcher identifies the objectives of the survey, defines the objectives operationally, and constructs a plan for completing the survey. During the second phase, the researcher selects the type of survey to conduct, writes survey questions, prepares the sur­vey, and pretests the survey. During the third phase, the researcher administers the survey. During the fourth phase, the researcher develops coding schemes for entering the data into a computer program, verifies the data, and analyzes the data. During the fifth phase, the researcher presents the results orally or in written format to the survey user. As with psychological tests, it is very important that surveys be reliable and valid.