ABSTRACT
This chapter discusses one of the most broadly used research methods: surveys. It provides an overview of some mistakes that are often made in survey design, and how to fix them. Probability sampling works great in theory, but it isn’t how most people conduct surveys. Probability sampling is a method for randomly selecting participants, usually using computer programs that number and randomize an entire population. Purposive sampling happens when the researcher strategically decides which people will give meaningful responses. “Data analytics” is one of the most sought-after skills in the job market, and a research methods course teaches researchers how to do it strategically and effectively. Many advantages of online surveys include cost savings, data collection efficiency, and geographical dispersion, as well as maintaining complete anonymity to help reduce social desirability bias. Surveys are just a tool for collecting consistent data from a large sample.
