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Sociologists use the social survey as a way of systematically collecting identical data from fairly large numbers of people. Usually the survey will be built around the investigation of a number of significant variables. The participants will usually all be asked exactly the same questions. Nearly all surveys are based on a sample of the population that are being investigated. The term ‘‘population’’ simply means all the people in the group under investigation. A sample is the selection of a group within that population.

Researchers usually try to select a sample that is representative of the population.
Graphs Sociology 1 and 2

With reference to the Item and other sources, discuss the advantages and disadvantages of the social survey as a quantitative method.
(Marks available: 20)

Answer outline and marking scheme for Question: 1

General

• You must refer to the item.

•  You must use other sources.

•  You must have both advantages and disadvantages.

•  Note that it refers to the qualities of the survey as a quantitative method.

• What’s in the item?

•  Systematically collecting identical data.

•  Large numbers of people.

•  Significant variables.

•  Participants asked the same questions.

•  Samples usually aim to be representative.

•  There are a number of important points here. Generally, the information in the Item indicates the advantages of surveys. However, as with all methods, it’s the skill with which people use them that is important. For example, using large numbers of people makes a sample more likely to be representative, but not if the sample is poorly selected. So size is not as important as selection.

Elsewhere?
There are a number of points/concepts you should try to use in virtually any question concerning the advantages and disadvantages of particular methods.

Methods are tools
There is no such thing as a good or bad method only appropriate or inappropriate use.
Use the major concepts: reliability, validity, generalisation, operationalisation.

Remember, if appropriate, to include practical, ethical and theoretical concerns.

Specifically:
Explain what quantitative means.

•  Link to ‘‘scientific’’ approach and ‘‘positivism’’.

•  Consider: patterns, correlations, probabilities, prediction, planning.

•  The claim to be reliable – explain.

•  The claim to representativeness – explain.

• Cost.
• The skill needed by researchers.

• The ‘‘imposition’’ problem.

•  Researcher ‘‘pollution’’.

• The problem of validity —  explain.

•  Limitations on questions — for example, short, simple, unambiguous.

• Make it clear in what sort of research this method can be useful and where it is problematic.

Mark scheme:
Give yourself two marks — For explaining the term ‘‘quantitative’’.

Give yourself two marks — For briefly linking the survey to the ‘‘scientific’’ approach, quantification and objectivity, or at least placing the technique within the positivist framework.

Give yourself two marks — For each advantage provided it is explained. For example: pre-coding enables rapid quantification. Question consistency in word use and order enables reliability. Large samples promote more accurate representation.

Give yourself two marks — For each disadvantage provided it is explained. For example: Imposition  question and answer selection by researcher can create lack of validity. Postal questionnaires, who fills them in? Problems of ‘‘meaning’’, do all respondents understand questions in the same way?

Give yourself four marks — For a conclusion that emphasises that the survey is essentially a quantitative technique, that there are not really any other options in the social sciences, and that it is particularly suited to specific types of information collection. For example: statistics on unproblematic concepts such as marriage, divorce, death but not suited to investigating more contested concepts such as religiousness, integration, suicide where ‘‘meaning’’ is problematic.