Research Methods for Graduate Business and Social Science Students is a fundamental and easy guide to studying research methods. In addition to the general concepts relating to research methods, broad research issues and theoretical concepts critical to research are discussed. The book is written in a reader-friendly manner and contains plenty of examples and helpful practical exercises at the end of each chapter to reinforce and enjoy learning.
Chapter 8: Surveys
In business and management, data is frequently collected through surveys. The survey method involves asking individuals questions face to face, by telephone or via questionnaires of individuals, and departments or companies to find out personal, company or sector information. Surveys are conducted on a continuum ranging from a small scale to a large scale of population; sometimes the whole population is involved, which is called a census. The principle is to collate answers to a number of questions and this lends itself to a more quantitative approach in terms of data analysis. The critical issue with surveys is the representativeness of those who you survey. In many surveys, researchers feel content if 20 per cent of people respond to their survey. So, what can ...