Preface
Chapter 1: Sample surveys in our electronic world
Four cornerstones of quality surveys
What is different about surveying in the 2010s?
Why emphasize mixed-mode data collection?
What is tailored design and why it is needed?
Conclusion
Chapter 2: Reducing people’s reluctance to respond to surveys
Example of a survey with a high response rate
Using social exchange concepts to motivate potential respondents
Putting the parts together: some guidelines for applying social exchange
Mixed-mode designs provide new opportunities for applying social exchange
Returning to the WSU doctoral student experience survey: Why it obtained such a high response rate
Conclusion
List of guidelines
Chapter 3: Covering the population and selecting who to survey
Essential definitions and their use
Current coverage and access considerations
Common sampling frames and assessing how well they cover the population
Probability sampling
Post-survey adjustments and calculating sampling error
Nonprobability sampling
Conclusion
Chapter 4: The fundamentals of writing questions
Issues to consider when starting to craft survey questions
The anatomy of a survey question and types of question formats
Guidelines for choosing words and forming questions
Conclusion
List of guidelines
Chapter 5: How to write open and closed ended questions
Guidelines for writing open-ended questions
General guidelines for writing all types of closed-ended questions
Guidelines for nominal closed-ended questions
Guidelines for ordinal closed-ended questions
Conclusion
List of guidelines
Chapter 6: Aural versus visual design of questions and questionnaires
The importance of visual design in self-administered surveys
Visual design concepts and their application to surveys
General guidelines for the visual presentation of survey questions
Guidelines for the visual presentation of open-ended questions
Guidelines for the visual presentation of closed-ended questions
Guidelines for the visual presentation of questionnaire pages or screens
A case study: the use of visual design principles to improve data quality in the American Community Survey
Conclusion
List of guidelines
Chapter 7: Ordering questions and testing for question order effects
Question order
Testing questions and questionnaires
Conclusion
List of guidelines
Chapter 8: Telephone questionnaires and implementation
Types of telephone only surveys today
Guidelines for designing telephone questionnaires
Guidelines for administering telephone questionnaires
Guidelines for establishing calling rules and procedures
Quality control and testing guidelines for telephone surveys
Conclusion
List of guidelines
Chapter 9: Web questionnaires and implementation
Guidelines for designing web and mobile questionnaires
Guidelines for web and mobile survey implementation
Quality control and testing guidelines for web surveys
Conclusion
List of guidelines
Chapter 10: Mail questionnaires and implementation
Guidelines for designing paper questionnaires
Guidelines for implementing mail questionnaires
Quality control and testing guidelines for mail-only surveys
Conclusion
List of guidelines
Chapter 11: Mixed-mode questionnaires and survey implementation
When single-mode surveys are not acceptable
Why consider a mixed-mode survey design
Guidelines for designing questionnaires that will minimize measurement differences across survey modes
Expanding the research base for designing mixed-mode surveys
Guidelines for using multiple contact modes to achieve more effective communication with potential respondents
Guidelines for providing alternative response modes
From individual guidelines to practical study designs
Guidelines for testing mixed-mode surveys
Conclusion
List of guidelines
Chapter 12: Responding to societal change and preparing for what lies ahead
Panels and longitudinal surveys
Nonprobability surveys
New mobile devices and technology
Supplementing questionnaires with measurement using electronic devices
Big data and administrative records
Data security
Specialized purpose surveys
International and cross-cultural surveys
The challenge of connecting with empowered but diverse respondents
References
Index