When to Use Surveys in Psychology Research

A survey is a data collection tool used to gather information about individuals. Surveys are commonly used in psychology research to collect self-report data from study participants. A survey may focus on factual information about individuals, or it might aim to obtain the opinions of the survey takers.

Psychology surveys involve asking participants a series of questions to learn more about a phenomenon, such as how they think, feel, or behave. Such tools can be helpful for learning about behaviors, conditions, traits, or other topics that interest researchers.

Reasons to Use Surveys in Psychology

So why do psychologists opt to use surveys so often in psychology research?

They offer researchers a way to collect a great deal of information in a relatively quick and easy way. A large number of responses can be obtained quite quickly, which allows scientists to work with a lot of data.

Surveys in psychology are vital because they allow researchers to:

• Understand the experiences, opinions, and behaviors of the participants
• Evaluate respondent attitudes and beliefs
• Look at the risk factors in a sample
• Assess individual differences
• Evaluate the success of interventions or preventative programs

How to Use Surveys in Psychology

A survey can be used to investigate the characteristics, behaviors, or opinions of a group of people. These research tools can be used to ask questions about demographic information about characteristics such as sex, religion, ethnicity, and income.

They can also collect information on experiences, opinions, and even hypothetical scenarios. For example, researchers might present people with a possible scenario and then ask them how they might respond in that situation.

How do researchers go about collecting information using surveys?

You have probably taken many different surveys in the past, although the questionnaire method tends to be the most common.

Surveys are generally standardized to ensure that they have reliability and validity. Standardization is also important so that the results can be generalized to the larger population.

Advantages of Psychological Surveys

One of the big benefits of using surveys in psychological research is that they allow researchers to gather a large quantity of data relatively quickly and cheaply.

• Data collection: Surveys allow researchers to collect a large amount of data in a relatively short period.
• Cost-effectiveness: Surveys are less expensive than many other data collection techniques.
• Ease of administration: Surveys can be created quickly and administered easily.
• Usefulness: Surveys can be used to collect information on a broad range of things, including personal facts, attitudes, past behaviors, and opinions.

Disadvantages of Using Surveys in Psychology

One potential problem with written surveys is the nonresponse bias.

• Problems with construction and administration: Poor survey construction and administration can undermine otherwise well-designed studies.
• Inaccuracy: The answer choices provided in a survey may not be an accurate reflection of how the participants actually feel.
• Poor response rates: While random sampling is generally used to select participants, response rates can bias the results of a survey. Strategies to improve response rates sometimes include offering financial incentives, sending personalized invitations, and reminding participants to complete the survey.
• Biased results: The social desirability bias can lead people to respond in a way that makes them look better than they really are. For example, a respondent might report that they engage in more healthy behaviors than they do in real life.

Types of Psychological Surveys

Surveys can be implemented in a number of different ways. The chances are good that you have participated in a number of different market research surveys in the past.

Some of the most common ways to administer surveys include:

• Mail: An example might include an alumni survey distributed via direct mail by your alma mater.
• Telephone: An example of a telephone survey would be a market research call about your experiences with a certain consumer product.
• Online: Online surveys might focus on your experience with a particular retailer, product, or website.
• At-home interviews: The U.S. Census is a good example of an at-home interview survey administration.
  

Important Considerations When Using Psychological Surveys

When researchers are using surveys in psychology research, there are important ethical factors they need to consider while collecting data.

• Obtaining informed consent is vital: Before administering a psychological survey, all participants should be informed about the purpose and potential risks before responding.
• Creating a representative sample: Researchers should ensure that their participant sample is representative of the larger population. This involves including participants who are part of diverse populations.
• Participation must be voluntary: Anyone who responds to a survey must do so of their own free will. They should not feel coerced or bribed into participating. 
• Take steps to reduce bias: Questions should be carefully constructed so they do not affect how the participants respond. Researchers should also be cautious to avoid insensitive or offensive questions.
• Confidentiality: All survey responses should be kept confidential. Researchers often utilize special software that ensures privacy, protects data, and avoids using identifiable information.

Summary

Psychological surveys can be powerful, convenient, and informative research tools. Researchers often utilize surveys in psychology to collect data about how participants think, feel, or behave. While useful, it is important to construct these surveys carefully to avoid asking leading questions and reduce bias.