Learning Objectives

  • Identify the reasons for the popularity of survey research.
  • Define the term “omnibus survey” and contrast their strengths and weaknesses to those of single-purpose surveys.
  • List the sources of errors of observation and errors of nonobservation in survey research and give one example of each source.
  • Explain how social exchange theory can be used to improve survey response rates.
  • Discuss the advantages and disadvantages of including don’t know and neutral responses among response choices and of using open-ended questions.
  • Discuss the rationale for using multi-question indexes.
  • List the different methods for improving survey questions.
  • Outline a cover letter for a survey that contains each of the required elements.
  • List the strengths and weaknesses of each type of survey design, giving particular attention to response rates.
  • Explain the rationale for a mixed mode survey.
  • Discuss the key ethical issues in survey research.