Survey Distribution Methods—The Pros and Cons of Using Social Media, Professional Organizations, and Email Distribution List: A Case Study of Leadership Research on Small Business Owners and Their Direct Reports

Abstract

Appropriate for graduate students exploring survey distribution methodology, this case study focuses on the practical considerations of using social media, professional associations, and/or direct email solicitations to distribute web surveys. Using information from a prior pilot study which describes survey distribution methods, audiences, challenges, and outcomes, case study participants are asked to identify the pros and cons of employing one or more of the survey distribution methods suitable for a leadership study of small business owners and their direct reports. A description is presented of the actual survey distribution option chosen, the survey response rate, and useable survey data rendered as well as practical lessons learned. This case study is fitting for those considering using a quantitative cross-section design using survey methodology including several instruments where individual business owners and their associates are the units of analysis.

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