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.

Survey research and web surveys

Survey research and web surveys

In this chapter we first provide important initial definitions, conceptualizations and contexts of web surveys (Section 1.1), which will serve as a terminological and conceptual basis for further discussions. Next, we address the web survey process (Section 1.2) and its structure, which also outlines the core three chapters of this book (Chapters 2, 3 and 4). In Section 1.3 we provide further clarification of important technical aspects, additional insights into the evolution of web surveys and illustrations of web survey practice.

1.1 Definition and Typology

Web surveys are basically surveys with certain specifics, so general survey methodology principles fully apply. Correspondingly, we often refer to the general survey methodology textbook of Groves, Fowler, Couper, Lepkowski, Singer & Tourangeau (2009), ...

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