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Web Survey Methodology

Web Survey Methodology

© 2015 | 344 pages | SAGE Publications Ltd
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.

Chapter 1: Survey research and web surveys
Definition and typology  
Web survey process  
Evolution of web surveys, applications and related practices  
Chapter 2: Pre-fielding
Mode elaboration  
Questionnaire preparation  
Technical preparations  
Nonresponse strategy  
General management  
Chapter 3: Fielding
Processing and monitoring  
Chapter 4: Post-fielding
Data preparation  
Preliminary results  
Data exporting and documentation  
Chapter 5: Selected topics in web survey implementation
Smartphones, tablets and other devices  
Online panels  
Web survey software  
Chapter 6: Broader context of web surveys
Broader methodological context  
Web surveys within the project management framework  
The web survey profession  
Web survey bibliography  
Chapter 7: Future of web surveys
General technological developments  
Web survey software  
Broader business and societal issues  
Chapter 8: Conclusions


Web SM accompanying website
Visit for links to further reading and supplements for each chapter 
Interview with Survey Monkey
Watch Mario Callegaro talk to Survey Monkey about Web Survey Methodology and the importance of pre-fielding work

This is an excellent, academic standard, book that every serious market researcher should own and consult. The authors have compiled an immense amount of useful and well-referenced information about every aspect of web surveys, creating an invaluable resource.

Ray Poynter
Managing Director, The Future Place

The authors guide us through the whole survey process and include modern developments, such as paradata and mobile surveys. A must-have for everyone planning an online survey.

Edith de Leeuw
MOA professor of survey methodology, Utrecht University

Comprehensive and thoughtful! Those two words beautifully describe this terrific book. Internet surveys will be at the centre of survey research for many decades to come, and this book is a must-read handbook for anyone serious about doing online surveys well or using data from such surveys.  No stone is left unturned - the authors address every essential topic and do so with a remarkable command of the big picture and the subtleties involved. Readers will walk away with a clear understanding of the many challenges inherent in conducting online studies and with an appropriate sense of optimism about the promise of the methodology and how best to implement it.

Jon Krosnick
Frederic O. Glover Professor in Humanities and Social Sciences, Stanford University

Read on and pick from the basket of useful pieces of advice that Mario Callegaro and his colleagues have put together! This is a very rich resource for practitioners and students within web survey methodology.

Ulf-Dietrich Reips
Professor, Department of Psychology, University of Konstanz

Their book takes the reader through the past fifteen years of research in Web survey research and methodology. It provides practical guidance on the current techniques for collecting valid and reliable data and offers a comprehensive overview of research issues. These include: preparation for questionnaire design; recruitment testing; data analysis; and survey software. These major topics are covered in a systematic and insightful way.

Karl M van Meter
Bulletin de Methodologie Sociologique

Sample Materials & Chapters

Web Survey Methodology: Broader Context of Web Surveys

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