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• Title Page
• Copyright
• Contents
• Additional Resources
• Preface
• Chapter 1 Sample Surveys in Our Electronic World
• Four Cornerstones of Quality Surveys
• Coverage Error
• Sampling Error
• Nonresponse Error
• Measurement Error
• Total Survey Error
• What Is Different About Surveying in the 2010s?
• Why Emphasize Mixed-Mode Data Collection?
• What Is Tailored Design and Why Is It Needed?
• Conclusion
• Chapter 2 Reducing People’s Reluctance to Respond to Surveys
• Example of a Survey With a High Response Rate
• Using Social Exchange Concepts to Motivate Potential Respondents
• Does Social Exchange Still Apply in Today?s Asynchronous and Rapid-Fire Communication Environment?
• Increasing the Benefits of Survey Participation
• Decreasing the Costs of Participation
• Establishing Trust
• It?s More Than Just Getting People to Respond
• Putting the Parts Together: Some Guidelines for Applying Social Exchange
• Guideline 2.1: Use a Holistic Approach to Design
• Guideline 2.2: Social Exchange Concepts Should Be Applied Differently Depending on the Survey Popula
• Guideline 2.3: Identify and Evaluate Whether to Change or Eliminate Design Constraints That Are Espe
• Mixed-Mode Designs Provide New Opportunities for Applying Social Exchange
• Guideline 2.4: Use Multiple Modes of Communication to Gain More Opportunities to Increase Benefits,
• Guideline 2.5: Use Multiple Modes of Response to Increase Benefits, Decrease Costs, and Build Trust
• Guideline 2.6: Utilize Knowledge From Past Research and Feedback From Early Contacts to Adapt Implem
• Returning to the WSU Doctoral Student Experience Survey: Why It Obtained Such a High Response Rate
• Conclusion
• List of Guidelines
• Guidelines for Applying Social Exchange
• Guidelines for Applying Social Exchange in Mixed-Mode Surveys
• Chapter 3 Covering the Population and Selecting Who to Survey
• Essential Definitions and Their Use
• Current Coverage and Access Considerations
• Common Sampling Frames and Assessing How Well They Cover the Population
• Area Probability Sampling
• Address-Based Sampling
• RDD Sampling
• Telephone Directories
• Lack of General Population Internet Frame
• Other Alternatives
• Reducing Coverage Error
• Coverage Outcomes
• Probability Sampling
• How Large Should a Sample Be?
• Identifying Household Members and Within-Household Respondent Selection
• Postsurvey Adjustments and Calculating Sampling Error
• Weighting
• Calculating Sampling Error
• Nonprobability Sampling
• Conclusion
• Chapter 4 The Fundamentals of Writing Questions
• Issues to Consider When Starting to Craft Survey Questions
• What Concepts Do I Need to Measure?
• What Type of Information Is the Question Asking For?
• What Survey Mode(s) Will Be Used to Ask the Questions?
• Is This Question Being Repeated From Another Survey, and/or Will Answers Be Compared to Previously C
• Will Respondents Be Willing and Motivated to Answer Accurately?
• The Anatomy of a Survey Question and Types of Question Formats
• Guidelines for Choosing Words and Forming Questions
• Guideline 4.1: Choose the Appropriate Question Format
• Guideline 4.2: Make Sure the Question Applies to the Respondent
• Guideline 4.3: Ask One Question at a Time
• Guideline 4.4: Make Sure the Question Is Technically Accurate
• Guideline 4.5: Use Simple and Familiar Words
• Guideline 4.6: Use Specific and Concrete Words to Specify the Concepts Clearly
• Guideline 4.7: Use as Few Words as Possible to Pose the Question
• Guideline 4.8: Use Complete Sentences That Take a Question Form, and Use Simple Sentence Structures
• Guideline 4.9: Make Sure ?Yes? Means Yes and ?No? Means No
• Guideline 4.10: Organize Questions in a Way to Make It Easier for Respondents to Comprehend the Resp
• Conclusion
• List of Guidelines
• Guidelines for Choosing Words and Forming Questions
• Chapter 5 How to Write Open- and Closed-Ended Questions
• Guidelines for Writing Open-Ended Questions
• Guideline 5.1: Specify the Type of Response Desired in the Question Stem
• Guideline 5.2: Avoid Making Respondents (or Interviewers) Calculate Sums; When Possible, Have the Co
• Guideline 5.3: Provide Extra Motivation to Respond
• Guideline 5.4: Use Nondirective Probes to Obtain More Information on Open-Ended Items
• General Guidelines for Writing All Types of Closed-Ended Questions
• Guideline 5.5: When Asking Either/Or Types of Questions, State Both the Positive and Negative Side i
• Guideline 5.6: Develop Lists of Answer Categories That Include All Reasonable Possible Answers
• Guideline 5.7: Develop Lists of Answer Categories That Are Mutually Exclusive
• Guideline 5.8: Consider What Types of Answer Spaces Are Most Appropriate for the Measurement Intent
• Guidelines for Nominal Closed-Ended Questions
• Guideline 5.9: Ask Respondents to Rank Only a Few Items at Once Rather Than a Long List
• Guideline 5.10: Avoid Bias From Unequal Comparisons
• Guideline 5.11: Randomize Response Options If There Is Concern About Order Effects
• Guideline 5.12: Use Forced-Choice Questions Instead of Check-All-That-Apply Questions
• Guidelines for Ordinal Closed-Ended Questions
• Guideline 5.13: Choose Between a Unipolar or a Bipolar Scale
• Guideline 5.14: Choose an Appropriate Scale Length?In General, Limit Scales to Four or Five Categori
• Guideline 5.15: Choose Direct or Construct-Specific Labels to Improve Cognition
• Guideline 5.16: If There Is a Natural Metric (e.g., Frequencies, Amounts, Sizes, etc.), Use It Inste
• Guideline 5.17: Provide Balanced Scales Where Categories Are Relatively Equal Distances Apart Concep
• Guideline 5.18: Verbally Label All Categories
• Guideline 5.19: Remove Numeric Labels From Vague Quantifier Scales Whenever Possible
• Guideline 5.20: Consider Branching (or Decomposing) Bipolar Scales to Ease Respondent Burden and Imp
• Guideline 5.21: Provide Scales That Approximate the Actual Distribution of the Characteristic in the
• The Challenges of Writing Ordinal Closed-Ended Questions
• Conclusion
• List of Guidelines
• Guidelines for Writing Open-Ended Questions
• General Guidelines for Writing All Types of Closed-Ended Questions
• Guidelines for Nominal Closed-Ended Questions
• Guidelines for Ordinal Closed-Ended Questions
• Chapter 6 Aural Versus Visual Design of Questions and Questionnaires
• The Importance of Visual Design in Self-Administered Surveys
• Visual Design Concepts and Their Application to Surveys
• General Guidelines for the Visual Presentation of Survey Questions
• Guideline 6.1: Use Darker and/or Larger Print for the Question Stem and Lighter and/or Smaller Print
• Guideline 6.2: Use Spacing to Help Create Subgrouping Within a Question
• Guideline 6.3: Visually Standardize All Answer Spaces or Response Options
• Guideline 6.4: Use Visual Design Properties to Emphasize Elements That Are Important to the Responde
• Guideline 6.5: Choose Font, Font Size, and Line Length to Ensure the Legibility of the Text
• Guideline 6.6: Integrate Special Instructions Into the Question Where They Will Be Used, Rather Than
• Guideline 6.7: Separate Optional or Occasionally Needed Instructions From the Question Stem by Font
• Creating an Effective Question Layout
• Guidelines for the Visual Presentation of Open-Ended Questions
• Guideline 6.8: Provide a Single Answer Box If Only One Answer Is Needed and Multiple Answer Boxes If
• Guideline 6.9: Provide Answer Spaces That Are Sized Appropriately for the Response Task
• Guideline 6.10: To Encourage the Use of Proper Units or a Desired Response Format, Provide Labels an
• Guidelines for the Visual Presentation of Closed-Ended Questions
• Guideline 6.11: Align Response Options Vertically in One Column or Horizontally in One Row, and Prov
• Guideline 6.12: Place Nonsubstantive Options After and Separate From Substantive Options
• Guideline 6.13: Consider Using Differently Shaped Answer Spaces (Circles and Squares) to Help Respon
• Guidelines for the Visual Presentation of Questionnaire Pages or Screens
• Guideline 6.14: Establish Grouping and Subgrouping Within and Across Questions in the Questionnaire
• Guideline 6.15: Establish Consistency in the Visual Presentation of Questions, and Use Alignment and
• Guideline 6.16: Use Color and Contrast to Help Respondents Recognize the Components of the Questions
• Guideline 6.17: Visually Group Related Information in Regions Through the Use of Contrast and Enclos
• Guideline 6.18: Consistently Identify the Beginning of Each Question and/or Section
• Guideline 6.19: Use Visual Elements and Properties Consistently Across Questions and Pages/Screens t
• Guideline 6.20: Avoid Visual Clutter
• Guideline 6.21: Avoid Placing Questions Side by Side on a Page so That Respondents Are Not Asked to
• Guideline 6.22: Minimize the Use of Matrices and Grids, and When They Cannot Be Avoided, Minimize Th
• A Case Study: The Use of Visual Design Principles to Improve Data Quality in the American Community
• Conclusion
• List of Guidelines
• General Guidelines for the Visual Presentation of Survey Questions
• Guidelines for the Visual Presentation of Open-Ended Questions
• Guidelines for the Visual Presentation of Closed-Ended Questions
• Guidelines for the Visual Presentation of Questionnaire Pages or Screens
• Chapter 7 Ordering Questions and Testing for Question Order Effects
• Question Order
• Guideline 7.1: Group Related Questions That Cover Similar Topics Together
• Guideline 7.2: Begin With Questions Likely to Be Salient to Nearly All Respondents and Choose the Fi
• Guideline 7.3: Place Sensitive or Potentially Objectionable Questions Near the End of the Questionna
• Guideline 7.4: When a Series of Filter and Follow-Up Questions Are to Be Used, Ask All of the Filter
• Guideline 7.5: Ask Questions About Events in the Order the Events Occurred
• Guideline 7.6: Avoid Unintended Question Order Effects
• Testing Questions and Questionnaires
• Guideline 7.7: Obtain Feedback on the Draft Questionnaire From Content, Questionnaire, and Analysis
• Guideline 7.8: Conduct Cognitive Interviews of the Complete Questionnaire in Order to Identify Wordi
• Guideline 7.9: Conduct Experimental Evaluations of Questionnaire Components
• Guideline 7.10: Conduct a Small Pilot Study With a Subsample of the Population to Evaluate the Quest
• Guideline 7.11: Use Eye Tracking to Learn How Respondents Are Visually Processing Questionnaires
• Guideline 7.12: Conduct Testing in the Mode or Modes That Will Be Used to Complete the Questionnaire
• Guideline 7.13: Document and Archive All Aspects of the Survey Design
• Conclusion
• List of Guidelines
• Question Order
• Testing Questions and Questionnaires
• Chapter 8 Telephone Questionnaires and Implementation
• Types of Telephone-Only Surveys Today
• Guidelines for Designing Telephone Questionnaires
• Guideline 8.1: Break Complex Questions Into a Series of Simpler Questions
• Guideline 8.2: Avoid Question Formats That Tax Respondents? Memory
• Guideline 8.3: Make Sure the Words the Interviewer Reads Clearly Convey What Is Being Asked
• Guideline 8.4: Provide Clear and Simple to Recognize Cues to the Interviewer About What Material Mus
• Guideline 8.5: Locate Interviewer Instructions Where They Are Needed by Interviewers
• Guideline 8.6: Include Conversational Cues and Short and Simple Transition Statements to Help Interv
• Guideline 8.7: Avoid the Use of Abbreviations and Special Characters and Include Pronunciations for
• Guideline 8.8: Include a ?Don?t Know? or ?Refused? Option for Every Question
• Guideline 8.9: Provide Ways for Interviewers to Respond to and Record the Outcome of Every Possible
• Guideline 8.10: Provide Standardized Scripts for Responses to Questions Respondents May Ask and to A
• Guideline 8.11: Display Each Individual Question on Its Own Screen to Reduce Clutter and Support Eff
• Guideline 8.12: Include Additional Questions Needed for Screening and Weighting Surveys That Include
• Guideline 8.13: Consider Offering Cell Phone Respondents Reimbursement for Their Minutes Used
• Guidelines for Administering Telephone Questionnaires
• Guideline 8.14: Provide a Short, Clear, and Persuasive Introduction to the Survey
• Guideline 8.15: Read Questions Fully and Exactly, in Order, as They Appear in the Questionnaire
• Guideline 8.16: Record Answers Exactly as Respondents Provide Them
• Guideline 8.17: Focus on the Respondent and Practice Active Listening
• Guideline 8.18: Use a Controlled Speaking Pace and Manage the Pitch and Tone of Your Voice
• Guideline 8.19: Provide Encouragement and Targeted Feedback to Respondents
• Guideline 8.20: Train Interviewers Before They Start Calling Sample Members and Provide Regular Foll
• Guidelines for Establishing Calling Rules and Procedures
• Guideline 8.21: Make Multiple Attempts to Reach Someone at Each Sampled Telephone Number
• Guideline 8.22: Vary the Days of the Week and Times of the Day That Call Attempts Are Made to Each S
• Guideline 8.23: Decide How Telephone Numbers Will Be Dialed and Review Legal Rules About Calling
• Guideline 8.24: Implement a System for Tracking Every Call Attempt and Assign Each Sample Member a U
• Guideline 8.25: Decide Whether to Provide a Phone Number or Description That Displays on Caller ID
• Guideline 8.26: Consider Leaving a Voice Mail Message, Especially When Calling Cell Phones
• Guideline 8.27: Establish Procedures for Dealing With Inbound Calls
• Guideline 8.28: Maintain an Internal Do Not Call List
• Quality Control and Testing Guidelines for Telephone Surveys
• Guideline 8.29: Obtain Expert Review and Conduct Cognitive Interviews, Experimental Evaluations, and
• Guideline 8.30: Test the Programming of the Autodialer, CATI Software, and the Database as Well as I
• Guideline 8.31: Implement a System for Monitoring Progress and Evaluating Early Calling
• Guideline 8.32: Collect Paradata That Provides Feedback About the Questionnaire and Implementation P
• Guideline 8.33: Monitor Interviewer Performance to Ensure Quality, Identify Areas for Retraining, an
• Guideline 8.34: Validate That Interviews Were Conducted Accurately
• Conclusion
• List of Guidelines
• Guidelines for Designing Telephone Questionnaires
• Guidelines for Administering Telephone Questionnaires
• Guidelines for Establishing Calling Rules and Procedures
• Quality Control and Testing Guidelines for Telephone Surveys
• Chapter 9 Web Questionnaires and Implementation
• Guidelines for Designing Web and Mobile Questionnaires
• Guideline 9.1: Decide How the Survey Will Be Programmed and Hosted
• Guideline 9.2: Evaluate the Technological Capabilities of the Survey Population
• Guideline 9.3: Take Steps to Ensure That Questions Display Similarly Across Different Devices, Platf
• Guideline 9.4: Offer a Questionnaire Optimized for Mobile (Browser or App Based)
• Guideline 9.5: Decide How Many Questions Will Be Presented on Each Web Page and How Questions Will B
• Guideline 9.6: Create Interesting and Informative Welcome and Closing Screens That Will Have Wide Ap
• Guideline 9.7: Develop a Screen Format That Emphasizes the Respondent Rather Than the Sponsor
• Guideline 9.8: Use a Consistent Page Layout Across Screens and Visually Emphasize Information That I
• Guideline 9.9: Allow Respondents to Back Up in the Survey
• Guideline 9.10: Do Not Require Responses to Questions Unless Absolutely Necessary for the Survey
• Guideline 9.11: Design Survey-Specific and Item-Specific Error Messages to Help Respondents Troubles
• Guideline 9.12: Evaluate Carefully the Use of Interactive Features, Balancing Improvements in Measur
• Guideline 9.13: Do Not Include a Graphical Progress Indicator
• Guideline 9.14: Use Audiovisual Capabilities of the Web Sparingly, and Evaluate the Differential Eff
• Guideline 9.15: Allow Respondents to Stop the Survey and Finish Completing It at a Later Time
• Guideline 9.16: Whenever Possible, Collect Paradata That Provide Feedback on How the Respondent Inte
• Guidelines for Web and Mobile Survey Implementation
• Guideline 9.17: To the Extent Possible, Personalize All Contacts to Respondents
• Guideline 9.18: Consider Sending an Incentive Electronically With the Survey Request
• Guideline 9.19: Use Multiple Contacts and Vary the Message Across Them
• Guideline 9.20: Carefully and Strategically Time All Contacts With the Population in Mind
• Guideline 9.21: Keep E-Mail Contacts Short and to the Point
• Guideline 9.22: Carefully Select the Sender Name and Address and the Subject Line Text for E-Mail Co
• Guideline 9.23: Take Steps to Ensure That E-Mails Are Not Flagged as Spam
• Guideline 9.24: Assign Each Sample Member a Unique ID Number
• Guideline 9.25: Work Within the Capabilities and Limits of the Web Server(s)
• Quality Control and Testing Guidelines for Web and Mobile Surveys
• Guideline 9.26: Obtain Expert Review and Conduct Cognitive Interviews, Experimental Evaluations, and
• Guideline 9.27: Test the Survey Using a Variety of Devices, Platforms, Connection Speeds, Browsers,
• Guideline 9.28: Establish a Procedure for Dealing With Bounced E-Mails
• Guideline 9.29: Establish Procedures for Tracking Incentives
• Guideline 9.30: Establish Procedures for Dealing With Respondent Inquiries
• Guideline 9.31: Implement a System for Monitoring Progress and Evaluating Early Completes
• Guideline 9.32: Develop Procedures to Ensure Data Security
• Conclusion
• List of Guidelines
• Guidelines for Designing Web and Mobile Questionnaires
• Guidelines for Web and Mobile Survey Implementation
• Quality Control and Testing Guidelines for Web and Mobile Surveys
• Chapter 10 Mail Questionnaires and Implementation
• Guidelines for Designing Paper Questionnaires
• Guideline 10.1: Determine Whether Keypunching or Optical Imaging and Scanning Will Be Used, and Asse
• Guideline 10.2: Construct Paper Questionnaires in Booklet Formats, and Choose Physical Dimensions Ba
• Guideline 10.3: Decide Question Layout and How Questions Will Be Arranged on Each Page
• Guideline 10.4: Use Symbols, Contrast, Size, Proximity, and Pagination Effectively When Designing Br
• Guideline 10.5: Create Interesting and Informative Front and Back Cover Pages That Will Have Wide Ap
• Guidelines for Implementing Mail Questionnaires
• Guideline 10.6: To the Extent Possible, Personalize All Contacts to Respondents (Even When Names Are
• Guideline 10.7: Send a Token of Appreciation With the Survey Request
• Guideline 10.8: Send a Postage Paid Return Envelope With the Questionnaire
• Guideline 10.9: Use Multiple Contacts, Each With a Different Look and Appeal
• Guideline 10.10: Carefully and Strategically Time All Contacts
• Guideline 10.11: Select All Mail-Out Dates With the Characteristics of the Population in Mind
• Guideline 10.12: Place Information in the Mailing Exactly Where It Needs to Be Used
• Guideline 10.13: Take Steps to Ensure That Mailings Will Not Be Mistaken for Junk Mail or Marketing
• Guideline 10.14: Evaluate the Impact of Size and Weight of Mailing Materials on Mailing Costs
• Guideline 10.15: Assemble the Mailings in a Way That Maximizes the Appealing Aspects of Each Element
• Guideline 10.16: Ensure That All Addresses in the Sample Comply With Current Postal Regulations
• Guideline 10.17: Assign an Individual ID Number to Each Sample Member
• Quality Control and Testing Guidelines for Mail Surveys
• Guideline 10.18: Obtain Expert Review and Conduct Cognitive Interviews, Experimental Evaluations, an
• Guideline 10.19: Test All Systems for Producing and Mailing Contacts and Questionnaires and Closely
• Guideline 10.20: Establish Procedures for Dealing With Undeliverable Mail
• Guideline 10.21: Establish Procedures for Dealing With Returned Incentives
• Guideline 10.22: Establish Procedures for Dealing With Respondent Inquiries
• Guideline 10.23: Evaluate Early Returns for Problems That Can Be Addressed Midstride
• Conclusion
• List of Guidelines
• Guidelines for Designing Paper Questionnaires
• Guidelines for Implementing Mail Questionnaires
• Quality Control and Testing Guidelines for Mail Surveys
• Chapter 11 Mixed-Mode Questionnaires and Survey Implementation
• When Single-Mode Surveys Are Not Acceptable
• Why Consider a Mixed-Mode Survey Design
• Lower Costs
• Improve Timeliness
• Reduce Coverage Error
• Improve Response Rates and Reduce Nonresponse Error
• Reduce Measurement Error
• Combined Effects
• Guidelines for Designing Questionnaires That Will Minimize Measurement Differences Across Survey Mod
• Guideline 11.1: Use the Same Question Format and Wording Across Modes
• Guideline 11.2: Use Similar Visual Formats Across Modes
• Guideline 11.3: Use Similar Wording and Visual Formats Across Web and Telephone Surveys
• Guideline 11.4: When Mixing Mail and Web, Leverage Web Technologies When They Will Help Respondents
• Guideline 11.5: When Mixing Web or Paper With Telephone, Give Priority in Both Modes to the Short an
• Guideline 11.6: When Mixing Web or Mail With Telephone, Build in Conversational Cues and Transition
• Guideline 11.7: If There Is Even a Small Chance of Mixing Modes in the Project, Design the Questionn
• Guideline 11.8: Recognize That Even With Unified Mode Design, Some Measurement Differences May Still
• Expanding the Research Base for Designing Mixed-Mode Surveys
• Guidelines for Using Multiple Contact Modes to Achieve More Effective Communication With Potential R
• Guideline 11.9: Obtain Contact Information for More Than One Survey Mode Whenever Possible
• Guideline 11.10: Use Multiple Contact Modes to Increase the Likelihood of Contacts Being Received an
• Guideline 11.11: Use Contact by a Mode Different Than the Response Mode to Increase Trust That the S
• Guideline 11.12: Send a Token Cash Incentive With an Initial Postal Mail Contact to Increase Trust i
• Guideline 11.13: Consider Including a Second Cash Incentive in a Later Contact to Improve Response R
• Guidelines for Providing Alternative Response Modes
• Guideline 11.14: Utilize Information on Respondent Mode Preferences When Practical, but Recognize Th
• Guideline 11.15: Avoid Offering a Simultaneous Choice of Response Modes Unless Barriers to Respondin
• Guideline 11.16: Offer a Mail Response Option After a Web Response Option in Sequential Mixed-Mode D
• Guideline 11.17: When Possible Utilize a Sponsor That Has an Established Connection With Sample Memb
• Guideline 11.18: Reduce Survey Costs by Withholding More Expensive Response Modes Until Later in the
• Guideline 11.19: When Using Multiple Contact and Response Modes, Choose Software and Management Tool
• From Individual Guidelines to Practical Study Designs
• Applying the Mixed-Mode Guidelines
• Guidelines for Testing Mixed-Mode Surveys
• Guideline 11.20: Review and Test the Questionnaires for Each Survey Mode Being Used
• Guideline 11.21: Test All Implementation Procedures, Especially the Coordination Across Modes
• Guideline 11.22: Plan an Initial Pilot Test, Especially If Testing a New Mixed-Mode Design
• Guideline 11.23: Document and Disclose the Methodology Used and the Results Achieved
• Conclusion
• List of Guidelines
• Guidelines for Designing Questionnaires That Will Minimize Measurement Differences Across Survey Mod
• Guidelines for Using Multiple Contact Modes to Achieve More Effective Communication With Potential R
• Guidelines for Providing Alternative Response Modes
• Guidelines for Testing Mixed-Mode Surveys
• Chapter 12 Responding to Societal Change and Preparing for What Lies Ahead
• Panels and Longitudinal Surveys
• Nonprobability Sampling
• New Mobile Devices and Technology
• Supplementing Questionnaires With Measurement Using Electronic Devices
• Big Data and Administrative Records
• Data Security
• Specialized Purpose Surveys
• International and Cross-Cultural Surveys
• The Challenge of Connecting With Empowered but Diverse Respondents
• References
• Author Index
• Subject Index
• EULA