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Survey research
Survey research is often used to assess thoughts, opinions, and feelings. Survey research can be specific and limited, or it can have more global, widespread goals. Today, survey research is used by a variety of different groups. Psychologists and sociologists often use survey research to analyze behavior, while it is also used to meet the more pragmatic needs of the media, such as, in evaluating political candidates, public health officials, professional organizations, and advertising and marketing directors. A survey consists of a predetermined set of questions that is given to a sample.〔 With a representative sample, that is, one that is representative of the larger population of interest, one can describe the attitudes of the population from which the sample was drawn. Further, one can compare the attitudes of different populations as well as look for changes in attitudes over time. A good sample selection is key as it allows one to generalize the findings from the sample to the population, which is the whole purpose of survey research.
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==Sampling==
The sample is chosen from the sampling frame, which consists of a list of all members of the population of interest.〔 The goal of survey research is not to describe the sample, but the larger population. This generalizing ability is dependent on the representativeness of the sample, as stated above. Each member of the population is termed an element. There are frequent difficulties one encounters while choosing a representative sample. One common error that results is selection bias. Selection bias results when the procedures used to select a sample result in over representation or under representation of some significant aspect of the population. For instance, if the population of interest consists of 75% females, and 25% males, and the sample consists of 40% females and 60% males, females are under represented while males are overrepresented. In order to minimize selection biases, stratified random sampling is often used. This is when the population is divided into sub-populations called strata, and random samples are drawn from each of the strata, or elements are drawn for the sample on a proportional basis. So survey is pretty important in sociology which sociologists often use this technique.
The quality of the sample can often tilt the quality of results. A representative and generalizable sample mitigate both the sampling and non-sampling error. Several sources provide a useful understanding of concepts in this area. They include research by Hansen et al. (1953)〔Hansen, Morris H., William N. Hurwitz, and William G. Madow. "Sample Survey Methods and Theory." (1953).〕 and Salant et al. (1994).〔Salant, Priscilla, I. Dillman, and A. Don. How to conduct your own survey. No. 300.723 S3.. 1994.〕
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