Survey research is one of the most important areas of measurement in applied social research. The broad area of survey research encompasses any measurement procedures that involve asking questions of respondents. A “survey” can be anything from a short paper-and-pencil feedback form to an intensive one-on-one in-depth interview. Most surveys are now using computer assisted personal interviewing (CAPI); an interviewing technique in which the respondent or interviewer uses an electronic device to answer the questions.
Survey research has changed dramatically in the last ten years. We have automated telephone surveys that use random dialing methods. There are computerized kiosks in public places that allows people to ask for input. A whole new variation of group interview has evolved as focus group methodology. Increasingly, survey research is tightly integrated with the delivery of service.