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 263]Web surveys are a relatively new method for collecting survey data. Previously, research on web survey methodology has seen many developments that we have attempted critically to discuss, organize and present in this book.
Let us briefly summarize what web surveys have brought to the survey methodology field. Firstly, they have raised some of the issues previously debated in the literature on mail surveys. That is, we deal here with a self-administered mode with all of its advantages and disadvantages. This additional, essential and specific aspect of web surveys is that respondents need to interact with a device and also with the Internet in order to answer a questionnaire.
[Page 264]Web surveys have also reinforced the importance of visuals, where it has become clear ...