6.1.6

Surveys

Test yourself

Surveys

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Surveys

  • A survey is a method that allows sociologists to take a snapshot of what is going on at a particular time and a particular place.
  • A survey can be in the form of:
    • Questionnaires.
    • Structured interviews.
  • They gather quantitative data as they are easier to analyse and draw patterns.
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Advantages of surveys

  • Relatively cheap in comparison to other methods that might need experienced and trained professionals e.g. interviews.
  • Quantitative data in large-scale.
  • Easily identified patterns and trends.
  • Reliable as they can easily be replicated.
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Advantages cont.

  • Representative since they are done over a large scale, and also includes many variables that can usually affect the result.
  • Being representative means that generalisations can easily be made.
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Disadvantages of surveys

  • May lack validity as they are not as in-depth as other research methods, such as unstructured interviews.
  • Participants may lie because:
    • They might feel embarrassed and want to be accepted by the researchers.
    • They might not realise how a lie can distort the real image of the world around us.
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Disadvantages cont.

  • Time consuming.
  • A low response rate might lead to a non-representative sample that doesn’t reflect reality.

Research Methods and Surveys

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Postal and online questionnaires

  • They are large-scale surveys.
  • They are cheap.
  • They have a low response rate (less than 50%). This is because:
    • People are asked to give up some of their free time to help sociologists.
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Telephone surveys

  • They are large-scale surveys.
  • They are cheap.
  • They are quick.
  • They might not be representative as people who work and people who are in school or university might not be at home during normal office hours.
  • However, this problem seems to be solved nowadays since mobile phones mean that these people can be reached at any time.
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Opinion polls

  • Opinion polls are used to gauge the intentions of voters.
  • They aren’t always reflective of the actual vote results.

Jump to other topics

1The Sociological Approach

2Families

3Education

4Crime & Deviance

5Social Stratification

6Sociological Research Methods

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