A survey can collect information from a relatively large population at comparatively low cost while generating both quantitative and qualitative data. Closed-ended items such as rating scales, multiple-choice questions, and yes/no questions produce standardized numerical information. Open-ended questions can collect comments, explanations, examples, and other qualitative information.
Electronic survey tools further reduce administration costs and enable rapid distribution across geographically dispersed populations. Responses can often be automatically compiled for analysis, making surveys efficient for needs assessments, evaluation, engagement research, or organizational diagnostics.
Interviews generate rich qualitative information but require substantial time to conduct and analyze. Focus groups efficiently gather several perspectives simultaneously but still require facilitation and primarily produce qualitative data. Extant research uses information that already exists and may be inexpensive, but the available data may not answer the specific questions the TD professional needs investigated.
Survey quality depends on careful question design, appropriate sampling, clear wording, response-rate management, and suitable analysis. Low cost does not compensate for poorly constructed items or biased sampling.
Study Guide Topics: Data & Analytics; surveys; qualitative data; quantitative data; data-gathering methods.
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