Addressing Survey Research

Abstract

Survey research is a mainstay of social research. Both cost effective and time efficient, this method of research is commonly used for the purposes of gaining insight into the attitudes, thoughts, and opinions of populations. There are several types of survey research designs and data collection instruments giving the researchers the flexibility to determine which methods will work best for their own particular study. Regardless of the method, the researcher must carefully select an excising instrument or construct the data collection instrument, as this is the key to a successful survey research study. Despite some criticisms, survey research remains a highly used research method but with the advent of the digital age, the face of survey research is beginning to change. This chapter defines survey research, outlines the basic structure for conducting such research, identifies some of the major challenges surrounding survey research, and provides some recommendations. In discussing the future of survey research, the authors place emphasis on big data and social media as two strong digital forces influencing survey research.