The Science of Web Surveys

Roger Tourangeau is a Vice President and Associate Director at Westat, one of the largest survey firms in the U.S. Before joining Westat, he was Research Professor at the University of Michigan's Survey Research Center and the Director of the Joint Program in Survey Methodology at the University of Maryland. He has been a survey methodologist for nearly 30 years. He is an author on more than 60 research articles, many of them on the design of web surveys.Frederick G. Conrad is a Research Professor in the Survey Research Center at the University of Michigan and the Joint Program in Survey Methodology (JPSM) at the University of Maryland. He is the Director of the Michigan Program in Survey Methodology and JPSM. He is co-author or editor of several books and numerous articles on survey methodology. His research focuses on interaction between people and between people and technology in survey data collection.Mick P. Couper is a Research Professor in the Survey Research Center at the University of Michigan and in the Joint Program in Survey Methodology (JPSM). He has been doing surveys and research on surveys for over 25 years. He is author or co-author of several books and numerous articles on survey methodology. His research focuses on the application of technology to the survey process, survey nonresponse, and alternative modes of survey data collection.

The book is rich with recommendations and tips, scientific evidence and examples of Web surveys, and challenges facing the future of the science ... Those interested in research on Web surverys will find many useful suggesttions for future research in this book ... The greatest strength of The Science of Web Surverys, however, is its plethora and synthesis of current scientific evidence on chapter topics, many times including the authors' own studies. Almost every practical tip, recommendation, and solution to Web surveys in the book is supported by research evidence.

• Preface ; Chapter 1: Introduction ; 1.1 The Total Survey Error Approach ; 1.2 Roadmap of the Book ; 1.3 The Purpose and Scope of the Book ; Chapter 2: Sampling and Coverage Issues for Web Surveys ; 2.1 Types of Web Surveys and the Use of Probability Sampling ; 2.2 Coverage Issues for Web Surveys ; 2.3 Statistical Corrections for Coverage and Sampling Bias ; 2.4 Summary ; Chapter 3: Nonresponse in Web Surveys ; 3.1 Defining Nonresponse and Nonresponse Error in Web Surveys ; 3.2 Nonresponse Error in Web Surveys ; 3.3 Response and Participation Rates in Web Surveys ; 3.4 Factors Affecting Participation in Web Surveys ; 3.5 Nonresponse in Mixed-Mode Surveys ; 3.6 Factors Affecting Breakoffs in Web Surveys ; 3.7 Item Nonresponse in Web Surveys ; 3.8 Summary ; Chapter 4: Introduction to Measurement and Design in Web Surveys ; 4.1 Measurement Error in Web Surveys ; 4.2 Measurement Features of Web Surveys ; 4.3 Choice of Broad Design Approaches ; 4.4 The Look and Feel of the Web Survey ; 4.5 Navigation Conventions ; 4.6 Choice of Response Formats ; 4.7 Grid of Matrix Questions ; 4.8 Summary ; Chapter 5: The Web as a Visual Medium ; 5.1 Interpreting Visual Features of Web Questionnaires ; 5.2 The Impact of Images ; 5.3 The Concept of Visibility ; 5.4 Summary ; Chapter 6: Interactive Features and Measurement Error ; 6.1 Dimensions of Interactivity ; 6.2 Responsive, Machine-Like Features ; 6.2.1 Progress Indicators ; 6.2.2 Running Tallies ; 6.2.3 Visual Analog Scales ; 6.2.4 Interactive Grids ; 6.2.5 Online Definitions ; 6.3 Human-Like Interactive Features ; 6.4 Summary ; Chapter 7: Measurement Error on the Web and in Other Modes of Data Collection ; 7.1 Conceptual Schemes for Understanding Mode Effects ; 7.2 Web Surveys as a Method of Self-Administration ; 7.3 Web Surveys and Cognitive Burden ; 7.4 Summary ; Chapter 8: Summary and Conclusions ; 8.1 Non-Observation Errors in Web Surveys ; 8.2 Observation Errors ; 8.3 A Model for Mode Effects ; 8.4 Recommendations for Web Surveys ; 8.5 The Future of Web Surveys ; References ; Author Index ; Subject Index