Survey Research Methods (Applied Social Research Methods, 1) (4th ed.)

This book presents the current methodological knowledge on surveys, for those who want to collect, analyse, or read about survey data with a sound basis for evaluating how each aspect of a survey can affect its precision, accuracy, and credibility. The fourth edition more prominently addresses the growth of Internet use for data collection and the rapid expansion of online survey use; the precipitous drop in response rates for telephone surveys, particularly those based on random-digit dialling; improvements in techniques for pre-survey evaluation of questions; and the growing role of individual cell phones to supplement or replace household landlines. Two new chapters emphasise the importance of minimizing non-sampling errors through superior question design, quality interviewing, and high response rates.