Surveys

A survey is a data collection tool used to gather information about individuals. Surveys are commonly used in psychological research to collect self-reported data from study participants. A survey may focus on factual information about individuals, or it might aim to collect the opinions of the survey takers. The types of questions used in a survey play a role in producing unbiased and relevant survey responses. A good survey design should should flow in an orderly fashion and motivate the respondent to reply. It’s important to avoid questions that are leading, loaded, use jargon and have built in assumptions (i.e double barrelled questions).

Contributor: Joshua Roberts, 2013
WORLD VALUES SURVEY

An example of a survey being used incorrectly includes the statistical analysis of Max Fisher, from WaPo and World Values Survey, when analysing a world survey on which countries were most and least tolerant towards different ethnicities. The results painted India, Jordan, Bangladesh and Hong Kong in a very bad light. This was due in part to badly written questions which were difficult to understand when translated between cultures. The results were also affected when yes and no answers were mixed up in Bangladesh causing 76% of its population to be recorded as intolerant towards other cultures. This error could have been picked up had it been first compared to the survey done only a few years prior when only 18% of the Bangladeshi population had views which were intolerant.

Contributor: Joshua Roberts, 2013
McDONALD'S SURVEY

McDonald’s has been using surveys for many years, in order to get a better understanding of their place in the market, by gauging customer attitudes towards their brand. This encompasses quantitative information like recording whether a customer experienced cold food or or their rating of restaurant cleanliness. Qualitative data can also be captured including including customer thought's on how healthy the food is, how effective the advertising is and what changes they would like to see in the future. Overall McDonald's attitude towards their customer's and their use of the survey technique has has helped them maintain their strong hold on the market.

Contributor: Joshua Roberts, 2013