Web Survey Methodology guides the reader through the past fifteen years of research in web survey methodology. It both provides practical guidance on the latest techniques for collecting valid and reliable data and offers a comprehensive overview of research issues. Core topics from preparation to questionnaire design, recruitment testing to analysis and survey software are all covered in a systematic and insightful way. The reader will be exposed to key concepts and key findings in the literature, covering measurement, non-response, adjustments, paradata, and cost issues. The book also discusses the hottest research topics in survey research today, such as internet panels, virtual interviewing, mobile surveys and the integration with passive measurements, e-social sciences, mixed modes and business intelligence. The book is intended for students, practitioners, and researchers in fields such as survey and market research, psychological research, official statistics and customer satisfaction research.
[Page 165]When preparations in the pre-fielding step are done properly, there is relatively little work left for a researcher in the fielding step. This is particularly true for the measurement stage (Section 3.2), where – due to the self-administered nature of the web survey mode – a researcher/interviewer is completely absent and the respondent fills in the web questionnaire by him/herself. Measurement is closely linked to the corresponding recruitment (Section 3.1), as well as to fieldwork processing and monitoring (Section 3.3), where a researcher is fully involved.
As initially outlined in Section 1.2, the approach used in this book is to discuss issues within the stages in which a researcher is involved. In this chapter we therefore address only the implementation activities that a ...