Why Are Surveys Good For Research?

Surveys are the unsung heroes of research. While other methods like focus groups and interviews get more attention, surveys quietly do the heavy lifting. They advance our understanding in fields such as healthcare, sociology, and marketing.

In this blog post, we'll explore everything there is to know about research surveys. We'll examine what makes them unique and how they help researchers gather important information.

9 reasons to consider surveys for research

Surveys have cemented themselves as a cornerstone of research for good reason. Now that we know what surveys are, let's discuss why you might consider one for your next research project.

There are many reasons why the survey is considered the rock of the research world:

1. Surveys provide access to diverse populations

One significant advantage of surveys is their unparalleled reach, especially online surveys. Digital tools mean gathering feedback from specialised or hard-to-access groups across countries, cultures, and demographic groups is feasible. Surveys deliver just that for researchers seeking diversity of experience.

Maybe you're curious about what big-city teens think compared to older people in small towns. With surveys, you can easily reach both groups.

2. Surveys offer cost-effective data collection

We just touched on why telephone interviews are impractical for large samples. Beyond the Herculean logistical efforts, hiring an army of interviewers is expensive. Surveys flip that script. They minimise costs by automating data gathering from thousands of people with little additional overhead.

Host your survey online using a survey software platform like SmartSurvey and you can survey on a budget without sacrificing reach. This efficiency also saves researchers time, allowing them to focus on data analysis instead of coordination. That's a big win, resulting in faster insights.

It's not just collecting responses that surveys optimise. The standardised format also streamlines data organisation and survey analysis compared to handling disorganised interview notes or recordings. Overall, surveys provide tremendous time and money savings.

3. Surveys support quantitative and qualitative data collection

As a researcher, you probably know there are two main types of data: quantitative vs qualitative, with quantitative (numbers and stats) and qualitative (detailed descriptions and opinions) providing different types of insights.

Surveys are engaging because they let you gather both data types at once. You can ask people to rate things on a scale of 1 to 10 (quantitative) and then explain why they chose that rating (qualitative).

This balances the breadth of quantitative data with more resounding qualitative feedback.

4. Surveys enable large sample sizes for reliable results

We talked earlier about reaching a wider range of people with surveys. That is only possible because surveys make it easier to obtain a larger sample size. Large sample populations better represent the diversity of experiences in the real world. They also improve statistical significance, leading to more generalised, reliable results. Here, surveys shine again.

The level of manual outreach creates bottlenecks limiting sample size for other methods. The ease of online distribution solves this. Share a survey link via email or social media and let the responses roll in. No postage is required either.

Think of it like this: if you ask 5 friends about their favourite movie, you might get five different answers. But if you ask 500 people, you start to see patterns. Using techniques like random sampling helps ensure the people taking your survey represent the larger population you're interested in.

5. Surveys provide rapid and real-time data collection

Another significant benefit of surveys is unmatched speed. In other words, how fast you can get results. You don't have to schedule one interview at a time. With surveys, you gather responses in parallel from all participants simultaneously. This fast data collection even applies to large samples.

It is beneficial when you need information quickly, like finding out what customers think about a new product. With tools like SmartSurvey, you can complete a survey in minutes and start collecting responses immediately. There is no need to wait for anything to be printed or mailed.

Even better, many survey tools give you real-time results. As soon as someone finishes the survey, their answers are added to your results. You can watch the data roll in and start spotting trends right away.

6. Surveys maintain respondent anonymity and encourage honesty

Have you ever felt shy about sharing your honest opinion with someone face-to-face? Most people have! That's why surveys are great – they let people share their thoughts without worrying about what others might think.

When people know their answers are anonymous (meaning no one will know who said what), they're likelier to be honest. That's what we want in the world of research. We want to know what people really think, not just what they think they should say.

SmartSurvey and other tools offer options to make surveys completely anonymous. This helps people feel safe sharing their true thoughts and feelings, which leads to more accurate research results.

7. Surveys support longitudinal studies and trend analysis

Surveys are powerful tools for tracking changes over time when deployed repeatedly. Fields like public health and sociology often utilise multiple surveys over months or years. Comparing results over regular intervals enables granular trend analysis, which is unavailable with one-off research. The consistency of survey methods improves the reliability of this trendspotting. For research looking to connect dots over time, consider incorporating surveys into the mix.

8. Surveys allow for easy customisation and personalisation

Every research project has unique objectives that benefit from tailored inquiry. Survey design offers immense flexibility. You can design your questions to fit precisely what you're trying to find out.

Want to ask different questions to different people? Many survey tools let you use something called "skip logic." meaning the survey can change based on how someone answers. For example, if someone says they don't own a car, the survey can skip all the car-related questions for that person.

You can also use "branching" to create personalised paths through the survey. And don't worry about whether people are taking the survey on their phone, tablet, or computer. Good survey tools make sure your survey looks good and works well on all devices.

9. Surveys facilitate data-driven decision-making

At the end of the day, research aims to guide better decisions through evidence-based insights. Surveys deliver the goods, generating reliable, standardised data that is ready for analysis.

For businesses, surveys can help determine what customers want, what's working well, and what needs improvement. A restaurant might use a survey to decide which new dish to add to its menu, and a phone company might survey customers to see what features they want in a new model.

Governments and organisations use surveys to help shape policies and programs. They might survey citizens about traffic issues before deciding where to build a new road, for example.

By using survey data, decision-makers can feel more confident they're doing what's best for their customers, citizens, or users.

Common challenges and how to overcome them

While surveys are indeed exceptional, they're not always easy to pull off. Sometimes, people get tired of taking surveys (we call this "survey fatigue") and stop answering them. Or you might not get as many responses as you hoped.

To tackle these challenges, researchers might offer small rewards for completing surveys, like entering participants in a prize draw. Keeping surveys short and sweet also helps – nobody likes a study that goes on forever.

Finally, even with enough responses, biased questions or sampling can distort findings. Balanced questioning and representative respondent selection counter this challenge. Overall, well-designed surveys anticipate and address these challenges through thoughtful construction.

Wrapping up

Surveys are indispensable pillars of research. As competition and complexity increases across sectors, evidence-based decisions become mandatory. Surveys provide efficient, reliable insights to meet this demand. Their flexibility, reach, and analytical power positions them at research's leading edge as we step into the future.

As we keep advancing in technology, surveys are only going to get better and more useful. Whether you're a student, a business owner, or just a curious person, surveys are a fantastic way to learn about the world around us.

Key takeaways

Surveys offer broad reach and diversity: Surveys, particularly online ones, allow researchers to access a wide range of participants from diverse populations, making it possible to gather insights from specific or hard-to-reach groups across different demographics and geographies.

Cost-effective and efficient data collection: Surveys minimise the costs associated with data collection by automating the process, enabling researchers to gather data from large sample sizes quickly and at a lower cost compared to other methods like interviews or focus groups.

Support for quantitative and qualitative data: Surveys can collect both quantitative data (numerical) and qualitative data (descriptive), providing a balanced approach that captures both broad trends and detailed insights within a single tool.

Anonymity encourages honest responses: The anonymity of surveys often leads to more honest and accurate responses, as participants feel more comfortable sharing their true opinions without fear of judgement.

Flexibility in design and customisation: Surveys offer high flexibility in their design, allowing researchers to tailor questions to specific objectives and use features like skip logic and branching to personalise the participant's experience, ensuring relevant and targeted data collection.

Data-driven decision making: The structured and standardised data collected from surveys enable organisations, businesses, and governments to make informed, evidence-based decisions that are aligned with the needs and preferences of their target audience.