Surveys
Research that uses a survey as its method is a structured approach that involves a systematic and unbiased way to gather qualitative data on a chosen topic. It consists of creating a set of standardised questions with fixed short response options presented to the target population to analyse the gathered data (Lee & Kotler, 2020). Modern technology allows for multiple survey methods, such as online, telephone, or direct interviews (Jain, 2021). Each kind of survey has specific benefits and drawbacks, thus allowing researchers the freedom to choose the most appropriate option.
For instance, the survey method was used to research drug use in South Africa. It involved interviewing respondents regarding the fact of use and associated specifications. Anticipating the possible negative perception and tendency not to disclose all information, the researchers conducted a series of tests and analysed hospital information (Peltzer, 2018). In this context, the survey served as a complementary method, providing relevant information from a significant number of people.
Advantages
The survey’s coverage belongs among this method’s primary advantages. The construction of a single questionnaire allows researchers to access a significant number of people relatively quickly (Nayak & Narayan, 2019). It is accompanied by low resource requirements for the survey’s conduct and analysis (Nardi, 2018). Finally, the survey method can obtain people’s opinions from various social and cultural groups (Evans & Mathur, 2018). Consequently, it contributes to the inclusivity and representativeness of the research.
Disadvantages
Nevertheless, many factors can negatively contribute to the survey’s validity. For example, it often proves difficult to achieve equal distribution of population groups (Nayak & Narayan, 2019). In addition, competent people’s opinions are mixed with average knowledge in the process (Nardi, 2018). Finally, there is no way to explicitly force people to participate (Evans & Mathur, 2018). Consequently, the opinion distribution in the survey might also be unequally represented.
Observational Studies
Observational studies present a method of data collection through analysis and evaluation of events or types of behaviour. Depending on the research purpose, these studies can be either interactive or unobtrusive (Curtis & Allen, 2018). The method’s credibility is achieved by extensive preemptive planning, data documentation and regular monitoring of the study’s subject (Mazhar et al., 2021). In this case, the study is structured – its subject has to be clearly defined, along with the overall process framework (Mazhar et al., 2021). Conversely, unstructured observation requires no formal planning and preparation beforehand. Observational studies in social marketing are primarily used to increase awareness of specific social concerns. For example, Madhi (2019) researched the issue of stillbirths causes in South Africa, observing the statistical records of deceased children’s mothers. Then, he determined the most common medical conditions and suggested their impact on the stillbirth risk.
Advantages
The main advantage of observational studies lies in their straightforwardness. Researchers can start examining the subject without the need to make substantial preparations in the case of an unstructured approach (Cataldo, 2019). Moreover, this method tends to be the least artificial due to capturing events and phenomena in their natural environments (Aggarwal & Ranganathan, 2019). In addition, observation proves invaluable when the test subjects cannot express themselves meaningfully (iEduNote, 2022). For example, physically or psychologically handicapped children and artisans fall into this category.
Disadvantages
Observational studies also have several disadvantages; some derive from their benefits. For instance, observations have little to no control over unrelated factors in the natural environment (Aggarwal & Ranganathan, 2019). In addition, their focus on the qualitative aspect of measured characteristics might require additional practical efforts and experiments to provide quantitive data (Cataldo, 2019). Lastly, observational studies are time-intensive and often omit events before the start (Formica et al., 2018). All these features make such studies rather specific and not universally applicable.
Reference List
Aggarwal, R. & Ranganathan, P. 2019. Study designs: Part 2 – Descriptive studies. Perspectives in clinical research, 10(1): 34. Web.
Cataldo, R et al. 2019. General concepts in biostatistics and clinical epidemiology: Observational studies with cross-sectional and ecological designs. Medwave, 19(8). Web.
Curtis, K.R. & Allen, S. 2018. Target market identification and data collection methods. [Online]. Utah State University. Web.
Evans, J.R. & Mathur, A. (2018). The value of online surveys: a look back and a look ahead. Internet Research, (28)4: 854-887. Web.
Formica, D. et al. 2018. The economic burden of preventable adverse drug reactions: A systematic review of observational studies. Expert opinion on drug safety, 17(7): 681-695. Web.
iEduNote. 2022. Observation method of data collection: Advantages, disadvantages, techniques, types. [Online]. Web.
Jain, N. 2021. Survey versus interviews: Comparing data collection tools for exploratory research. The Qualitative Report, 26(2): 541-554. Web.
Lee, N. R., & Kotler, P. 2019. Social marketing: Behavior change for social good. Thousand Oaks, CA: Sage Publications.
Madhi, S. A. et al. 2019. Causes of stillbirths among women from South Africa: A prospective, observational study. The Lancet Global Health, 7(4): 503-512.
Nardi, P.M. 2018. Doing survey research: A guide to quantitative methods. New York, NY: Routledge.
Nayak, M.S.D.P. & Narayan, K.A. 2019. Strengths and weaknesses of online surveys. Technology, 6(7).
Mazhar, S. A et al. (2021). Methods of data collection: A fundamental tool of research. Journal of Integrated Community Health, 10(1): 6-10. Web.
Paul, J. D. & Perumal, V. 2022. A comprehensive survey and analysis on multi-domain digital forensic tools, techniques and issues. Web.
Peltzer, K., & Phaswana-Mafuya, N. 2018. Drug use among youth and adults in a population-based survey in South Africa. South African journal of psychiatry, 24(1): 1-6. Web.