Learning Objectives

8.1 Summarize the reasons for the popularity of survey research
8.2 Report the four types of errors of observation that must be minimized in a successful survey
8.3 Describe the basic principles for developing clear and meaningful survey questions
8.4 Defend the rationale for using multi-question indexes
8.5 Appraise the best practices to reduce error through careful survey design
8.6 Compare the strengths and weaknesses of the five basic social science survey designs
8.7 Discuss the key ethical issues in survey research