Page 114 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes 6.3.2 Characteristics of Survey

1. Survey is conducted in a natural setting.
2. Survey seeks responses directly form the respondents.
3. Survey is widely used in non-experimental social science research.
4. Often use questionnaire or interview method for data collection.
5. Survey involves real world samples.
6. Often it is quantitative method, but can also be qualitative.
7. It is systematic, follows specific set of rules, a formal and orderly logic of sequence.

8. It is impartial, select sample units without any prejudice and preference.
6.3.3 Purpose of Survey

There are two purposes of survey, they are as follows:
1. Information gathering: It collects information for a specific purpose. For example, pools,
census, customer satisfaction, attitude, etc.

2. Theory testing and building: Surveys are also used for the purpose of testing and building
theory. For example, personality and social psychology theories.

6.3.4 Advantages of Survey

 Access to wide range of participants.
 Collection of large amount of data.

 May be more ethical than experimental designs.
6.3.5 Disadvantages of Survey

 Lack of control.
 Data may be superficial.
 Costly to obtain representative data.
Self Assessment

Fill in the blanks:
6. Survey is widely used in ……………………social science research
7. Survey seeks responses ………………form the respondents.
8. A manufacturer does a survey of the …………….market before introducing a new product.

6.4 Survey Methods

6.4.1 Personal Interviews

An interview is called personal when the Interviewer asks the questions face-to-face with the
Interviewee. Personal interviews can take place at home, at a shopping mall, on the street, and
so on.

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