Surveys as Tools to Measure Qualitative and Quantitative Data

Abstract

This chapter critically explores the tendency of research methods books to discuss survey research under the header of quantitative research approaches. It starts by providing a brief history on survey research, sets out core definitions, and situates survey research in the current methodological literature. The chapter then explores the nature of specific survey questions and the differences in format based on whether one is gathering qualitative versus quantitative data. Finally, the chapter explores the impact of survey methodologies and provides insight into the format of questions to be used during telephone, face-to-face, and self-completing surveys.