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Research Methods in Psychology

Survey Research

IGNOU|MAPC 1st Year|MPC 005|Block 1, Unit 5
IGNOU • MAPC • MPC 005 • Unit 5Page 1
INTRODUCTION

Nature & Scope of Survey Research

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What is a Survey?

A research method used for collecting data from a pre-defined group of respondents to gain information and insights into various topics of interest. Often utilizes self-report techniques.

Key Characteristics

  • Primarily descriptive and quantitative in nature.
  • Collects data regarding attitudes, opinions, beliefs, and behaviors.
  • Relies on representative sampling to make population inferences.

Scope & Applications

  • Market research and consumer behavior.
  • Public opinion polling and political science.
  • Epidemiological studies in public health.
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RESEARCH DESIGN

Cross-Sectional vs Longitudinal Survey Designs

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Cross-Sectional Survey

Data collected from a sample at one specific point in time. Provides a "snapshot" of the population.

Longitudinal Surveys (Data collected over time)

1. Trend Study: Samples different groups of people at different points in time from the same general population.
2. Cohort Study: Samples different individuals from a specific subgroup (cohort) over time (e.g., people born in 1990).
3. Panel Study: Surveys the exact same individuals at multiple points in time. Highest internal validity for tracking change.
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DATA COLLECTION

Questionnaire & Rating Scale Design

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Questionnaire Design

  • Open-ended questions: Allow respondents to answer in their own words (rich data, hard to analyze).
  • Closed-ended questions: Pre-defined options (easy to analyze, limits expression).
  • Avoid leading, double-barreled, or biased questions.

Common Rating Scales

Likert Scale: Measures agreement (e.g., Strongly Agree to Strongly Disagree) typically on a 5- or 7-point scale.
Semantic Differential: Measures connotative meaning using bipolar adjectives (e.g., Good ----- Bad, Weak ----- Strong).
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METHODOLOGICAL RIGOR

Sources of Survey Bias & Mitigation Strategies

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Social Desirability Bias

Tendency of respondents to answer questions in a manner that will be viewed favorably by others.
Mitigation: Ensure anonymity, use indirect questioning, or social desirability scales.

Non-Response Bias

Occurs when individuals who do not respond to the survey differ systematically from those who do.
Mitigation: Keep surveys concise, offer incentives, send reminders.

Acquiescence Bias (Yea-saying)

Tendency to agree with all the questions or indicate a positive connotation.
Mitigation: Include reverse-coded items in the questionnaire.

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