Researchers employing survey methods to collect data enjoy a number of benefits. First, surveys are an excellent way to gather lots of information from many people. In my own study of older people’s experiences in the workplace, I was able to mail a written questionnaire to around 500 people who lived throughout the state of Maine at a cost of just over $1,000. This cost included printing copies of my seven-page survey, printing a cover letter, addressing and stuffing envelopes, mailing the survey, and buying return postage for the survey. I realize that $1,000 is nothing to sneeze at. But just imagine what it might have cost to visit each of those people individually to interview them in person. Consider the cost of gas to drive around the state, other travel costs, such as meals and lodging while on the road, and the cost of time to drive to and talk with each person individually. We could double, triple, or even quadruple our costs pretty quickly by opting for an in-person method of data collection over a mailed survey. Thus surveys are relatively cost effective.
Related to the benefit of cost effectiveness is a survey’s potential for generalizability. Because surveys allow researchers to collect data from very large samples for a relatively low cost, survey methods lend themselves to probability sampling techniques, which we discussed in "Sampling". Of all the data-collection methods described in this text, survey research is probably the best method to use when one hopes to gain a representative picture of the attitudes and characteristics of a large group.
Survey research also tends to be a reliable method of inquiry. This is because surveys are standardized in that the same questions, phrased in exactly the same way, are posed to participants. Other methods, such as qualitative interviewing, which we’ll learn about in "Interviews: Qualitative and Quantitative Approaches", do not offer the same consistency that a quantitative survey offers. This is not to say that all surveys are always reliable. A poorly phrased question can cause respondents to interpret its meaning differently, which can reduce that question’s reliability. Assuming well-constructed question and questionnaire design, one strength of survey methodology is its potential to produce reliable results.
The versatility of survey research is also an asset. Surveys are used by all kinds of people in all kinds of professions. I repeat, surveys are used by all kinds of people in all kinds of professions. Is there a light bulb switching on in your head? I hope so. The versatility offered by survey research means that understanding how to construct and administer surveys is a useful skill to have for all kinds of jobs. Lawyers might use surveys in their efforts to select juries, social service and other organizations (e.g., churches, clubs, fundraising groups, activist groups) use them to evaluate the effectiveness of their efforts, businesses use them to learn how to market their products, governments use them to understand community opinions and needs, and politicians and media outlets use surveys to understand their constituencies.
In sum, the following are benefits of survey research:
- Cost-effective
- Generalizable
- Reliable
- Versatile
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