Educational Research

Submitted By: Warda Ahmed

Submitted To: Sir Qayyum Nawaz

Roll No: CF503549

Program: PGD (ELM)

Semester: Spring 2021

Course Code: 1649

Assignment 1
Department of Educational Planning, Policy Studies and Leadership

ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD

 Assignment No.1

Q. 1 What Do You Mean By Research? Elaborate The Significance And Use Of Different
Researches In Improving Higher Education In Pakistan?

Answer:

Research is defined as careful consideration of study regarding a particular concern or

problem using scientific methods. According to the American sociologist Earl Robert Babbie,
“research is a systematic inquiry to describe, explain, predict, and control the observed
phenomenon. It involves inductive and deductive methods.”

Inductive research methods analyze an observed event, while deductive methods verify the
observed event. Inductive approaches are associated with qualitative research, and
deductive methods are more commonly associated with quantitative analysis.

Research is conducted with a purpose to:

• Identify potential and new customers

• Understand existing customers

• Set pragmatic goals

• Develop productive market strategies

• Address business challenges

• Put together a business expansion plan

• Identify new business opportunities

What are the characteristics of research?

1. Good research follows a systematic approach to capture accurate data. Researchers

need to practice ethics and a code of conduct while making observations or drawing
conclusions.

2. The analysis is based on logical reasoning and involves both inductive and deductive
methods.

3. Real-time data and knowledge is derived from actual observations in natural

settings.
 4. There is an in-depth analysis of all data collected so that there are no anomalies
associated with it.

5. It creates a path for generating new questions. Existing data helps create more
research opportunities.

6. It is analytical and uses all the available data so that there is no ambiguity in
inference.

7. Accuracy is one of the most critical aspects of research. The information must be
accurate and correct. For example, laboratories provide a controlled environment to
collect data. Accuracy is measured in the instruments used, the calibrations of
instruments or tools, and the experiment’s final result.

What is the purpose of research?

There are three main purposes:

1. Exploratory: As the name suggests, researchers conduct exploratory studies to

explore a group of questions. The answers and analytics may not offer a conclusion
to the perceived problem. It is undertaken to handle new problem areas that haven’t
been explored before. This exploratory process lays the foundation for more
conclusive data collection and analysis.

2. Descriptive: It focuses on expanding knowledge on current issues through a process

of data collection. Descriptive research describe the behavior of a sample
population. Only one variable is required to conduct the study. The three primary
purposes of descriptive studies are describing, explaining, and validating the findings.
For example, a study conducted to know if top-level management leaders in the 21st
century possess the moral right to receive a considerable sum of money from the
company profit.

3. Explanatory: Causal or explanatory research is conducted to understand the impact

of specific changes in existing standard procedures. Running experiments is the most
popular form. For example, a study that is conducted to understand the effect of
rebranding on customer loyalty.

Here is a comparative analysis for better understanding:

Research begins by asking the right questions and choosing an appropriate method to
investigate the problem. After collecting answers to your questions, you can analyze the
findings or observations to draw reasonable conclusions.

When it comes to customers and market studies, the more thorough your questions, the
better the analysis. You get essential insights into brand perception and product needs by
thoroughly collecting customer data through surveys and questionnaires. You can use this
data to make smart decisions about your marketing strategies to position your business
effectively.

To be able to make sense of your research and get insights faster, it helps to use a research
repository as a single source of truth in your organization and to manage your research data
in one centralized repository.

Use of different researches in improving higher education in Pakistan:

Academic research is an invaluable tool in the educational institutions of Pakistan, which

expands the knowledge base and enlightens the mindset of the students and the faculty. It
improves the quality of work and speeds up the development of educational institutions of
Pakistan. Connecting the research culture with academic base reaps benefits for the faculty
staff to adopt and embrace new teaching tools, and to polish and harness interpersonal
skills and abilities. The students are able to gain an edge in their academic knowledge
through the use of novel and innovative research online libraries.

It is disillusioning to note that there is a dearth of research culture in Pakistan, and

policymakers and academicians have paid the least attention to the research sector of
Pakistan. The research sector constitutes for only 0.29% of the GDP of Pakistan, which is
indeed a bleak and nominal figure. It is quite sad to note that our educational institutions
lack awareness of that the creation of an academic culture, which emphasizes a liaison with
research experts and think tanks promote a research-intensive environment. Considering
this, there is a need for policymakers and research experts to address this deficiency in an
organized and in systematic manner.

The creation of a research-intensive environment is crucial in educational institutions of

Pakistan to a degree that there stands a need for the research scientists to cater to a culture
of research. The researchers must collaborate with each other so that their knowledge, skills
and abilities are accessible to everyone and are of mutual benefit to the stakeholders
involved. The culture of collaboration needs to be openly created with different higher
educational institutions in order to advance a research-intensive environment. The culture
of research collaboration promotes prosperity, success and problem-solving capabilities.
The collaborative approach should not merely be restricted to knowledge sharing but also in
the provision of equipment, and facilities for members belonging to other educational
institutions. This hence explains the importance of research culture in establishing a strong
base for research and development in the educational institutions of Pakistan.

Technological innovation provides an opportunity to collaborate with various online

research journals on the internet. Different communication tools like video
teleconferencing, online libraries and electronic mail are easily accessible for researchers in
different educational institutions of Pakistan. Research participants can access and procure
volumes of information via internet-based technology regardless of the geographic location.
This advancement in technology is useful for the faculty members and students in various
educational institutions of Pakistan.

Using such advanced measures, a research culture offering a broader base of knowledge
deemed necessary for the development of students and faculty members in educational
institutions is likely to be formulated. In order to strengthen and polish the research culture,
it is inevitable to synergize the environment by encouraging and promoting group studies.
The courses introduced should be research-oriented and research-based case studies should
be introduced for polishing research-based analytical skills and abilities of students in
educational institutions.

Besides, the government should focus on improving the research budget in order to refine,
expand and strengthen research capabilities in educational institutions.
Q. 2 Compare And Contrast Various Types Of Educational Research. What Are
Limitations Of Basic And Applied Researches?

Answer:

Education serves as a primary foundation of gaining knowledge. It is important in that

without it a person may act like a cave man with no idea on things and stuff surrounding
him.

The twenty-first century has seen the level of education going up through educational
research, and it has been racing side by side with technology advancement. Every day new
things are discovered, and we have the right to know.

You may be wondering how a certain innovation came about, well, know that is all about
education and with it researchers have been doing their best to make it more high level.
That being said here are the different types of educational research.

Five Types of Educational Research

1. Correlational Research

A correlational study is a research method where a person may have two or more
quantitative variables from similar groups of subjects while trying to ascertain whether
there is a relationship between the two variables. Theoretically, he can correlate the two
quantitative variables as long as he has scores from similar participants.

However, it probably would be a waste of time in collecting and analyzing data when there
is less reason to think the two variables are related. The data can be gathered here through
testing, i.e., a collection of scores in a knowledge test, e.g., an exam or math test.

Additionally, you can also undertake a psychological test or a survey and questionnaire
among other data collection methods where you’ll get numerical responses. The collected
data can be used as long as is in numerical form.

2. Experimental Educational Research

The major feature that differentiates this research from other types is that the researcher
would be able to manipulate independent variables. In this research, there are numbers of
design groups for experiments of which some of them qualify as research analysis while
others don’t.

In real experimental research, the researcher would not only manipulate the independent
variables but would also randomly assigned individuals to different treatment categories. In
quasi-experimental research the researcher would not randomly allocate subjects to control
groups and treatments, i.e., the treatment would not be distributed among the participants
randomly.

In some cases, the researcher will randomly assign a whole group to treatment and another
one to control. Thus this experimental research would involve the use of therapy groups in
the experiment rather than random assigning of individuals to investigate conditions.

The causal-comparative study research is research with groups which have already been
formed. This research does not meet the preliminary standards because there is no
manipulation of independent variable therein.

3. Quantitative Research

Quantitative educational research is a research method that emphasizes statistical,

measurement, and numerical analysis of collected data through surveys, polls, and
questionnaires by manipulating pre-existing statistical information based on computational
techniques.

The primary objective of conducting this research is for determining the relationship
between one thing and another within a population. The study research design is either in
narrative or experimental form.

A descriptive research study would establish an association between variables while the
experimental one would establish causality. A qualitative research would deal in actual
stance numbers and logic.

The research focuses on the numeric detailed unchanging data and convergent reasoning.
Its main characteristic includes the gathering of data by use of structured research
instrument.
The basing of this research study is with larger sample sizes that are representative of the
population. This research study can easily be replicated due to its high reliability.

4. Qualitative Research

A qualitative educational research is an exploratory research study that is used in gaining an

understanding of underlying reasons, motivations, and opinions. The study research offers
insights into the problem or assists in developing ideas or hypothesis for future quantitative
research.

This research study can also be used in uncovering trends in opinions and thoughts and digs
deeper into the problem. Furthermore, the research method varies by use of unstructured
and semi-structured techniques. Also, it is used in quantifying the problem by generating
data which can be transformed into real statics.

The research uses measurable data in formulating facts and uncovering patterns in research.
The data collection method of quantitative research is more structured than qualitative
ones.

This research method includes different forms of surveys, e.g., online, mobile, paper and
kiosk surveys. Others include face to face, telephone interviews, online polls, website
interceptors, and longitudinal studies.

5. Mixed Educational Research

The mixed research method involves the mixing of qualitative and quantitative data,
paradigms, process, and methodology in study analysis or set of studies related.

This research is a particular case of multimethod study. The research can be improved
through the use of multiple methodologies, standpoints methods, data, and perspectives.

There are three classes of this research study they include the quantitative design approach,
qualitative design approach, and interactive status layout.

The quantitative research study is a study at its core with both qualitative and quantitative
method added to improve it by providing wider and fuller answers to questions asked, while
qualitative study helps in improving the research study by providing larger and fuller
answers to research questions.
The interactive study emphasizes both the qualitative and quantitative data method. One
similarity between the three research studies taken separately is a researcher would need
to maintain his focus on the initial purpose behind his methodological choice.

However, the significant distinction between the two is the way some writers would
differentiate between them whereby they would propose that there is internal logic in one
that is different from the other.

Conclusion

Research is an investable aspect of life to people. It is directly linked to growth, knowledge,

and development and is conducted by intellectuals, i.e., scientists who are society’s creative
group where they receive ideas from various life events now and then undertake their
research.

The possibility for comprehensive research may raise some vital questions on the research
output or process, i.e., what was the research all about? What was its absolute basis? Why
was it initiated? How was it conducted? How was it evaluated? And how perfect was it?

Q. 3 Read A Historical Research And Critique Its Authenticity Of Resources Provides Full
Reference Of The Article/Research Report You Read?

Answer:

"Research in history involves developing an understanding of the past through the

examination and interpretation of evidence. Evidence may exist in the form of texts,
physical remains of historic sites, recorded data, pictures, maps, artifacts, and so on. The
historian’s job is to find evidence, analyze its content and biases, corroborate it with further
evidence, and use that evidence to develop an interpretation of past events that holds some
significance for the present.

Historians use libraries to

 • locate primary sources (first-hand information such as diaries, letters, and original
documents) for evidence

• find secondary sources (historians’ interpretations and analyses of historical

evidence)

• verify factual material as inconsistencies arise"

Historical research or historiography, "attempts to systematically recapture the complex

nuances, the people, meanings, events, and even ideas of the past that have influenced and
shaped the present". (Berg & Lure, 2012, p. 305)

Historical research relies on a wide variety of sources, both primary &

secondary including unpublished material.

Primary Sources

• Eyewitness accounts of events

• Can be oral or written testimony

• Found in public records & legal documents, minutes of meetings, corporate records,
recordings, letters, diaries, journals, drawings.

• Located in university archives, libraries or privately run collections such as local

historical society.

Secondary Sources

• Can be oral or written

• Secondhand accounts of events

• Found in textbooks, encyclopedias, journal articles, newspapers, biographies and

other media such as films or tape recordings.

Similarly, it is asked, what do you understand by internal and external criticism of historical
sources?

Historical evidence is derived from historical data by the process of criticism, which is of
two types-external and internal. External criticism is concerned with establishing the
authenticity or genuineness of data. It is also called lower criticism.
Likewise, what is the role of internal and external criticism in the writing of history? This
is Internal Criticism, and is often called Higher Criticism, since it deals with
more important matter than external form." 2 1. External Criticism is that part of
the historical method which deter- mines the authenticity of the source. The document is
somewhat like a prisoner at the bar. what is internal criticism in historical research?

Internal criticism, aka positive criticism, is the attempt of the researcher to restore the
meaning of the text. This is the phase of hermeneutics in which the researcher engages with
the meaning of the text rather than the external elements of the document.

What is the external criticism?

External criticism is a process by which historians determine whether a source is authentic

by checking the validity of the source. Internal criticism looks at the reliability of an
authenticated source after it has been subjected to external criticism.

Q. 4 Explain The Concept Of Experimental Research In Behavioral Sciences. Discuss The

Limitation Of Experimental Design?

Answer:

Experimental research is research conducted with a scientific approach using two sets of
variables. The first set acts as a constant, which you use to measure the differences of the
second set. Quantitative research methods, for example, are experimental.

If you don’t have enough data to support your decisions, you must first determine the facts.
Experimental research gathers the data necessary to help you make better decisions.

Any research conducted under scientifically acceptable conditions uses experimental

methods. The success of experimental studies hinges on researchers confirming the change
of a variable is based solely on the manipulation of the constant variable. The research
should establish a notable cause and effect.

You can conduct experimental research in the following situations:

• Time is a vital factor in establishing a relationship between cause and effect.

 • Invariable behavior between cause and effect.

• You wish to understand the importance of the cause and effect.

Types of experimental research design

The classic experimental design definition is, “The methods used to collect data in
experimental studies.”

There are three primary types of experimental design:

• Pre-experimental research design

• True experimental research design

• Quasi-experimental research design

The way you classify research subjects, based on conditions or groups, determines the type
of design.

Start doing online research now

1. Pre-experimental research design: A group, or various groups, are kept under

observation after implementing factors of cause and effect. You’ll conduct this research to
understand whether further investigation is necessary for these particular groups.

You can break down pre-experimental research further in three types:

• One-shot Case Study Research Design

• One-group Pretest-posttest Research Design

• Static-group Comparison

2. True experimental research design: True experimental research relies on statistical

analysis to prove or disprove a hypothesis, making it the most accurate form of research. Of
the types of experimental design, only true design can establish a cause-effect relationship
within a group. In a true experiment, three factors need to be satisfied:

• There is a Control Group, which won’t be subject to changes, and an Experimental

Group, which will experience the changed variables.

• A variable which can be manipulated by the researcher

 • Random distribution

This experimental research method commonly occurs in the physical sciences.

3. Quasi-experimental research design: The word “Quasi” indicates similarity. A quasi-

experimental design is similar to experimental, but it is not the same. The difference
between the two is the assignment of a control group. In this research, an independent
variable is manipulated, but the participants of a group are not randomly assigned. Quasi-
research is used in field settings where random assignment is either irrelevant or not
required.

Advantages of experimental research

It’s vital to test new ideas or theories. Why put time, effort, and funding into something that
may not work?

Experimental research allows you to test your idea in a controlled environment before
taking it to market. It also provides the best method to test your theory, thanks to the
following advantages:

• Researchers have a stronger hold over variables to obtain desired results.

• The subject or industry does not impact the effectiveness of experimental research.
Any industry can implement it for research purposes.

• The results are specific.

• After analyzing the results, you can apply your findings to similar ideas or situations.

• You can identify the cause and effect of a hypothesis. Researchers can further
analyze this relationship to determine more in-depth ideas.

• Experimental research makes an ideal starting point. The data you collect is a
foundation on which to build more ideas and conduct more research.

Whether you want to know how the public will react to a new product or if a certain food
increases the chance of disease, experimental research is the best place to start. Begin your
research by finding subjects using Questioner Audience and other tools today.

Disadvantages of Experimental Research?

1. Results are highly subjective due to the possibility of human error.
Because experimental research requires specific levels of variable control, it is at a high risk
of experiencing human error at some point during the research. Any error, whether it is
systemic or random, can reveal information about the other variables and that would
eliminate the validity of the experiment and research being conducted.

2. Experimental research can create situations that are not realistic.

The variables of a product, theory, or idea are under such tight controls that the data being
produced can be corrupted or inaccurate, but still seem like it is authentic. This can work in
two negative ways for the researcher. First, the variables can be controlled in such a way
that it skews the data toward a favorable or desired result. Secondly, the data can be
corrupted to seem like it is positive, but because the real-life environment is so different
from the controlled environment, the positive results could never be achieved outside of
the experimental research.

3. It is a time-consuming process

For it to be done properly, experimental research must isolate each variable and conduct
testing on it. Then combinations of variables must also be considered. This process can be
lengthy and require a large amount of financial and personnel resources. Those costs may
never be offset by consumer sales if the product or idea never makes it to market. If what is
being tested is a theory, it can lead to a false sense of validity that may change how others
approach their own research.

4. There may be ethical or practical problems with variable control.

It might seem like a good idea to test new pharmaceuticals on animals before humans to
see if they will work, but what happens if the animal dies because of the experimental
research? Or what about human trials that fail and cause injury or death? Experimental
research might be effective, but sometimes the approach has ethical or practical
complications that cannot be ignored. Sometimes there are variables that cannot be
manipulated as it should be so that results can be obtained.

5. Experimental research does not provide an actual explanation.

Experimental research is an opportunity to answer a Yes or No question. It will either show
you that it will work or it will not work as intended. One could argue that partial results
could be achieved, but that would still fit into the “No” category because the desired results
were not fully achieved. The answer is nice to have, but there is no explanation as to how
you got to that answer. Experimental research is unable to answer the question of “Why”
when looking at outcomes.

6. Extraneous variables cannot always be controlled.

Although laboratory settings can control extraneous variables, natural environments
provide certain challenges. Some studies need to be completed in a natural setting to be
accurate. It may not always be possible to control the extraneous variables because of the
unpredictability of Mother Nature. Even if the variables are controlled, the outcome may
ensure internal validity, but do so at the expense of external validity. Either way, applying
the results to the general population can be quite challenging in either scenario.

7. Participants can be influenced by their current situation.

Human error isn’t just confined to the researchers. Participants in an experimental research
study can also be influenced by extraneous variables. There could be something in the
environment, such an allergy, that creates a distraction. In a conversation with a researcher,
there may be a physical attraction that changes the responses of the participant. Even
internal triggers, such as a fear of enclosed spaces, could influence the results that are
obtained. It is also very common for participants to “go along” with what they think a
researcher wants to see instead of providing an honest response.

8. Manipulating variables isn’t necessarily an objective standpoint.

For research to be effective, it must be objective. Being able to manipulate variables
reduces that objectivity. Although there are benefits to observing the consequences of such
manipulation, those benefits may not provide realistic results that can be used in the future.
Taking a sample is reflective of that sample and the results may not translate over to the
general population.

9. Human responses in experimental research can be difficult to measure.

There are many pressures that can be placed on people, from political to personal, and
everything in-between. Different life experiences can cause people to react to the same
situation in different ways. Not only does this mean that groups may not be comparable in
experimental research, but it also makes it difficult to measure the human responses that
are obtained or observed.
The advantages and disadvantages of experimental research show that it is a useful system
to use, but it must be tightly controlled in order to be beneficial. It produces results that can
be replicated, but it can also be easily influenced by internal or external influences that may
alter the outcomes being achieved. By taking these key points into account, it will become
possible to see if this research process is appropriate for your next product, theory, or idea.

Q. 5 Define The Concept Of Survey. What Are Major Types Of Survey Studies? Explain?

Answer:

A survey is a research method used for collecting data from a predefined group of
respondents to gain information and insights into various topics of interest. They can have
multiple purposes, and researchers can conduct it in many ways depending on the
methodology chosen and the study’s goal. In the year 2020, research is of extreme
importance, and hence it’s essential for us to understand the benefits of social research for
a target population using the right survey tool.

The data is usually obtained through the use of standardized procedures to ensure that each
respondent can answer the questions at a level playing field to avoid biased opinions that
could influence the outcome of the research or study. The process involves asking people
for information through a questionnaire, which can be either online or offline. However,
with the arrival of new technologies, it is common to distribute them using digital media
such as social networks, email, QR codes, or URLs.

Survey Research is defined as the process of conducting research using surveys that
researchers send to survey respondents. The data collected from surveys is then statistically
analyzed to draw meaningful research conclusions.

In the 21st century, every organization’s eager to understand what their customers think
about their products or services and make better business decisions. Researchers can
conduct research in multiple ways, but surveys are proven to be one of the most effective
and trustworthy research methods. An online survey is a method for extracting information
about a significant business matter from an individual or a group of individuals. It consists of
structured survey questions that motivate the participants to respond,
Creditable survey research can give these businesses access to a vast information bank.
Organizations in media, other companies, and even governments rely on survey research to
obtain accurate data. The traditional definition of survey research is a quantitative method
for collecting information from a pool of respondents by asking multiple survey questions.
This research type includes the recruitment of individuals, collection, and analysis of data.
It’s useful for researchers who aim at communicating new features or trends to their
respondents.

Generally, it’s the primary step towards obtaining quick information about mainstream
topics and conducting more rigorous and detailed quantitative research methods like
surveys/polls or qualitative research methods like focus groups/on-call interviews can
follow. There are many situations where researchers can conduct research using a blend of
both qualitative and quantitative strategies.

Survey research methods

Survey research methods can be derived based on two critical factors: Survey research tool
and time involved to conduct research.

There are three main survey research methods, divided based on the medium of conducting
survey research:

• Online/ Email: Online survey research is one of the most popular survey research
methods today. The cost involved in online survey research is extremely minimal,
and the responses gathered are highly accurate.

• Phone: Survey research conducted over the telephone (CATI) can be useful in
collecting data from a more extensive section of the target population. There are
chances that the money invested in phone surveys will be higher than other
mediums, and the time required will be higher.

• Face-to-face: Researchers conduct face-to-face in-depth interviews in situations

where there is a complicated problem to solve. The response rate for this method is
the highest, but it can be costly.

Further, based on the time taken, survey research can be classified into two methods:
 • Longitudinal survey research: Longitudinal survey research involves conducting
survey research over a continuum of time and spread across years and decades. The
data collected using this survey research method from one time period to another is
qualitative or quantitative. Respondent behavior, preferences, attitudes are
continuously observed over time to analyze reasons for a change in behavior or
preferences. For example, suppose a researcher intends to learn about the eating
habits of teenagers. In that case, he/she will follow a sample of teenagers over a
considerable period to ensure that the collected information is reliable. Often, cross-
sectional survey research follows a longitudinal study.

• Cross-sectional survey research: Researchers conduct a cross-sectional survey to

collect insights from a target audience at a particular time interval. This survey
research method is implemented in various sectors such as retail, education,
healthcare, SME businesses, etc. Cross-sectional survey research can either be
descriptive or analytical. It is quick and helps researchers collected information in a
brief period. Researchers rely on cross-sectional survey research method in
situations where descriptive analysis of a subject is required.

Survey research also is bifurcated according to the sampling methods used to form samples
for research: Probability and Non-probability sampling. Every individual of a population
should be considered equally to be a part of the survey research sample. Probability
sampling is a sampling method in which the researcher chooses the elements based on
probability theory. The are various probability research methods such as simple random
sampling, systematic sampling, cluster sampling, stratified random sampling, etc. Non-
probability sampling is a sampling method where the researcher uses his/her knowledge
and experience to form samples. The various non-probability sampling techniques are
convenience sampling, snowball sampling, consecutive sampling, judgemental sampling,
and quota sampling.

Process of implementing survey research methods:

• Decide survey questions: Brainstorm and put together valid survey questions that
are grammatically and logically appropriate. Understanding the objective and
expected outcomes of the survey helps a lot. There are many surveys where details
of responses are not as important as gaining insights about what customers prefer
 from the provided options. In such situations, a researcher can include multiple-
choice questions or closed-ended questions. Whereas, if researchers need to obtain
details about specific issues, they can consist of open-ended questions to the
questionnaire. Ideally, the surveys should include a smart balance of open-ended
and closed-ended questions. Use survey questions like Likert Scale, Semantic Scale,
Net Promoter Score question, etc. to avoid fence-sitting.

• Finalize a target audience: Send out relevant surveys as per the target audience and
filter out irrelevant questions as per the requirement. The survey research will be
instrumental in case the target population decides a sample. This way, results can be
according to the desired market and be generalized to the entire population

• Send out surveys via decided mediums: Distribute the surveys to the target
audience and patiently wait for the feedback and comments- this is the most crucial
step of the survey research. The survey needs to be scheduled, keeping in mind the
nature of the target audience and its regions. Surveys can be conducted via email,
embedded in a website, shared via social media, etc. to gain maximum responses.

• Analyze survey results: Analyze the feedback in real-time and identify patterns in
the responses which might lead to a much-needed breakthrough for your
organization. GAP, TURF, Conjoint analysis, Cross tabulation, and many such survey
feedback analysis methods can be used to spot and shed light on respondent
behavior. Researchers can use the results to implement corrective measures to
improve customer/employee satisfaction.

Reasons to conduct survey research

The most crucial and integral reason for conducting market research using surveys is that
you can collect answers regarding specific, essential questions. You can ask these questions
in multiple formats as per the target audience and the intent of the survey. Before designing
a study, every organization must figure out the objective of carrying this out so that the
study can be structured, planned, and executed to perfection.

Questions that need to be on your mind while designing a survey are:

• What is the primary aim of conducting the survey?

 • How do you plan to utilize the collected survey data?

• What type of decisions you plan to take based on the points mentioned above.

There are three critical reasons why an organization must conduct survey research.

• Understand respondent behavior to get solutions to your queries: If you’ve

carefully curated a survey, the respondents will provide insights about what they like
about your organization as well as suggestions for improvement. To motivate them
to respond, you must be very vocal about how secure their responses will be and
how you will utilize the answers. This will push them to be 100% honest about their
feedback, opinions, and comments. Online surveys or mobile surveys have proved
their privacy, and due to this, more and more respondents feel free to put forth their
feedback through these mediums.

• Present a medium for discussion: A survey can be the perfect platform for
respondents to provide criticism or applause for an organization. Important topics
like product quality or quality of customer service etc. can be put on the table for
discussion. A way you can do it is by including open-ended questions where the
respondents can write their thoughts. This will make it easy for you to correlate your
survey to what you intend to do with your product or service.

• Strategy for never-ending improvements: An organization can establish the target

audience's attributes from the pilot phase of survey research. Researchers can use
the criticism and feedback received from this survey to improve the
product/services. Once the company successfully makes the improvements, it can
send out another survey to measure the change in feedback keeping the pilot phase
the benchmark. By doing this activity, the organization can track what was effectively
improved and what still needs improvement.

Survey research scales

There are four main scales for measurement of variables:

• Nominal Scale: A nominal scale associates numbers with variables for mere naming
or labeling, and the numbers usually have no other relevance. It is the most basic of
the four levels of measurement.
 • Ordinal Scale: The ordinal scale has an innate order within the variables along with
labels. It establishes the rank between the variables of a scale but not the difference
value between the variables.

• Interval Scale: The interval scale is a step ahead in comparison to the other two
scales. Along with establishing a rank and name of variables, the scale also makes
known the difference between the two variables. The only drawback is that there is
no fixed start point of the scale, i.e., the actual zero value is absent.

• Ratio Scale: The ratio scale is the most advanced measurement scale, which has
variables that are labeled in order and have a calculated difference between
variables. In addition to what interval scale orders, this scale has a fixed starting
point, i.e., the actual zero value is present.

Benefits of survey research

In case survey research is used for all the right purposes and is implemented properly,
marketers can benefit by gaining useful, trustworthy data that they can use to better the
ROI of the organization.

Other benefits of survey research are:

• Minimum investment: Mobile surveys and online surveys have minimal finance
invested per respondent. Even with the gifts and other incentives provided to the
people who participate in the study, online surveys are extremely economical
compared to the paper-based surveys.

• Versatile sources for response collection: You can conduct surveys via various
mediums like online and mobile surveys. You can further classify them into
qualitative mediums like focus groups, interviews, and quantitative mediums like
customer-centric surveys. Due to the offline survey response collection option,
researchers can conduct surveys in remote areas with limited internet connectivity.
This can make data collection and analysis more convenient and extensive.

• Reliable for respondents: Surveys are extremely secure as the respondent details
and responses are kept safeguarded. This anonymity makes respondents answer the
survey questions candidly and with absolute honesty. An organization seeking to
 receive explicit responses for its survey research must mention that it will be
confidential.

Survey research design

Researchers implement a survey research design in cases where there is a limited cost
involved, and there is a need to access details easily. This method is often used by small and
large organizations to understand and analyze new trends, market demands, and opinions.
Collecting information through a tactfully designed survey research can be much more
effective and productive than a casually conducted survey.

There are five stages of survey research design:

• Decide an aim of the research: There can be multiple reasons for a researcher to
conduct a survey, but they need to decide a purpose for research. This is the primary
stage of survey research as it can mold the entire path of a survey, impacting its
results.

• Filter the sample from target population: Who to target? is an essential question
that a researcher should answer and keep in mind while conducting research. The
precision of the results is driven by who the members of a sample are and how
useful their opinions are. The quality of respondents in a sample is essential for the
results received for research and not the quantity. If a researcher seeks to
understand whether a product feature will work well with their target market,
he/she can conduct survey research with a group of market experts for that product
or technology.

• Zero-in on a survey method: Many qualitative and quantitative research methods

can be discussed and decided. Focus groups, online interviews, surveys, polls,
questionnaires, etc. can be carried out with the pre-decided sample of individuals.

• Design the questionnaire: What will the content of the survey be? A researcher is
required to answer this question to be able to design it effectively. What will the
content of the cover letter be? Or what are the survey questions of this
questionnaire? Understand the target market thoroughly to create a questionnaire
that targets a sample to gain insights about a survey research topic.
• Send out surveys and analyze results: Once the researcher decides on which
questions to include in a study, they can send it across to the selected sample.
Answers obtained for this survey can be analyzed to make product-related or
marketing-related decisions.