Written with the needs and goals of a novice researcher in mind, this fully updated
Third Edition provides an accurate account of how modern surveys are actually designed and conducted. Much more than a ‘how-to’ guide, this up-to-date and accessible book presents the material in a social science context and teaches readers to think through decisions about sample design, questionnaire development, and data collection, rather than simply following prescriptive advice that may not be appropriate to particular practical situations. In addition to providing examples of alternative procedures,
Designing Surveys shows how classic principles and recent research guide decision-making—from setting the basic features of the survey design to implementing instrument development, testing, and data collection. The new edition covers new developments in data collection technologies, provides a more comprehensive treatment of questionnaire development and pretesting, and includes completely new chapters on sample design and selection.
Daftar Isi
1. Survey Practice
2. Survey Error
3. Planning the Survey: The Hierarchy of Decisions
4. Data Collection I: Selecting a Method
5. Sampling I: Concepts of Representation and Sample Quality
6. Sampling II: Population Definition and Frames
7. Sampling III: Sample Size and Sample Design
Methodology Appendix 1: Using Models in Sampling
8. Questionnaire Development I: Measurement Error and Question Writing
9. Questionnaire Development II: Questionnaire Structure
Methodology Appendix 2: Questionnaire Evaluation Workshop
10. Questionnaire Development III: Pretesting
Methodology Appendix 3: Cognitive Interviewing Workshop
11. Data Collection II: Controlling Error in Data Collection
Methodology Appendix 4: An Overview of Organization Surveys
12. Post-Survey Statistical Adjustments and the Methodology Report
Appendix A: UM Undergraduate Student Survey
Appendix B: Maryland Crime Survey
Appendix C: AAPOR Code of Professional Ethics
Appendix D: Internet Resources
Tentang Penulis
Edward Blair is the Michael J. Cemo professor of marketing and entrepreneurship and chair of the Department of Marketing and Entrepreneurship in the Bauer College of Business at the University of Houston. He has been chair of the American Statistical Association Committee on Energy Statistics, which advises the U.S. Energy Information Administration on statistical matters, and previously served on the U.S. Census Bureau Advisory Committee. He has been a National Science Foundation panelist, national conference chair for the American Marketing Association, editorial board member for Journal of Marketing Research, Journal of the Academy of Marketing Science, and Journal of Business Research, and instructor in sampling and survey methods for the American Marketing Association School of Marketing Research. His research interests include survey sampling and cognitive aspects of survey methodology.
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