This course comprises the UBC Micro-certificate in Applied Survey Research: Methods & Practice.
Survey research, also known as opinion polling, offers a window into people's attitudes, experiences and sentiments on a wide range of issues. With the rise of digital platforms, it’s easier than ever to gather data quickly and efficiently, making polling a key element in decision-making processes in politics, government, business, non-profit sector and media.
However, while surveys can provide valuable insights, they are not without their pitfalls. Poor sampling methods, biased question design, and misinterpretation of data can lead to misleading results, making it crucial for polls to be conducted with rigor and transparency.
This 10-week online course introduces the fundamentals of survey research. It offers a practical, experiential approach covering all aspects of the survey research process, ensuring learners emerge with the knowledge and skills to conduct surveys that are valid, reliable and informative.
By the end of this course, you will be able to:
- Understand the core concepts of survey research
- Effectively design surveys, including question wording and sequence
- Identify and mitigate potential biases in the polling process Understand sampling and the various kinds of sampling errors
- Conduct data analysis based on streamlined statistical ideas
- Analyze your own survey data and report on its results
- Communicate survey data to different audiences
- Recognize and evaluate the survey methodologies used in news stories, policy reports and academic work
- Think critically about whether and how to use survey methodologies in your own work