Social survey research

Abstract

What is social survey research? Social researchers have available to them a wide variety of research methods. They may send questionnaires through the post to elicit information, they may interview individuals on the doorstep or they may conduct interviews over the telephone. All of these methods of information gathering can be used to gain a structured and systematic set of data, and, this, in essence, is the major feature of the social survey. Quite simply, social surveys are characterised by information on the same variables (such as attitudes and beliefs) being collected from at least two (and usually far more) individuals. This document outlines the purpose of surveys, how they are undertaken, and potential problems in the gaining of survey data. Why undertake social surveys? The major purpose of social surveys is to describe the characteristics of a sample of people, or to attempt to gain some insight into the possible causes of certain phenomena. However, the social survey is, unlike randomised controlled trials, a non-experimental design. Social survey research does not attempt to influence medical interventions. Instead social survey researchers attempt to find patterns in data that are consistent and systematic. Such data can be used to inform policy decision making. Thus, for example, surveys have been conducted in which respondents were asked about their health and their behaviour. From such data it has been found that, for example, those who smoke and drink heavily are more likely to report certain illnesses. Such information can be used to inform campaigns aimed at improving people's behaviour.