Survey: Definition, Key Facts & Benefits

In order for researchers to draw comprehensible and as objective as possible conclusions about the topic being studied, various methods for systematically collecting and evaluating data are used within empirical research. In most cases, data collection is carried out by means of a survey, content analysis, an experiment or through observation of the persons being studied.

General definition of a survey

A scientific survey is understood as a planned, purposeful and systematic communication process between at least two people. The survey is considered the most common empirical research method, used especially in the social sciences, humanities and business sciences to determine various opinions, beliefs and behaviours in the population.

 

 

Survey types and their benefits

Surveys can be conducted orally (as an interview) or in writing (with a questionnaire). There are fundamentally two types of surveys:

1. Quantitative survey
2. Qualitative survey

 

1. Quantitative (standardized) survey:

Online survey, written survey by e-mail or mail, oral interview or telephone survey of as many participants as possible using a standardized questionnaire. Only questions that can be answered on a standardized scale can be asked.

Purpose of a quantitative survey: Collect large amounts of data from as many participants as possible in order to arrive at statistically relevant findings about a comparably large population group.

 

Benefits of a quantitative survey:

• Precise measurement
• Cost and time-efficient data collection
• High objectivity possible

 

2. Qualitative survey (guide-based and expert interviews):

Personal (="face-to-face") or telephone survey of a few selected test subjects, in which open questions on the specific topic are asked. Participants are allowed to independently highlight or deepen specific aspects of the topic.

Purpose of a qualitative survey: Interview a smaller number of people in detail, in order either to arrive at previously little-researched theoretical findings or to capture subjective opinions of a specific population group.
 

Benefits of a qualitative survey:

• High flexibility in data collection
• Independent data interpretation
• Ability to adapt or deepen interview questions during the survey