Internet, Phone, Mail, and Mixed-Mode Surveys: The Tailored Design Method
Jolene D. Smyth, Leah Melani Christian
Format: PDF / Kindle (mobi) / ePub
The classic survey design reference, updated for the digital age
For over two decades, Dillman's classic text on survey design has aided both students and professionals in effectively planning and conducting mail, telephone, and, more recently, Internet surveys. The new edition is thoroughly updated and revised, and covers all aspects of survey research. It features expanded coverage of mobile phones, tablets, and the use of do-it-yourself surveys, and Dillman's unique Tailored Design Method is also thoroughly explained. This invaluable resource is crucial for any researcher seeking to increase response rates and obtain high-quality feedback from survey questions. Consistent with current emphasis on the visual and aural, the new edition is complemented by copious examples within the text and accompanying website.
This heavily revised Fourth Edition includes:
- Strategies and tactics for determining the needs of a given survey, how to design it, and how to effectively administer it
- How and when to use mail, telephone, and Internet surveys to maximum advantage
- Proven techniques to increase response rates
- Guidance on how to obtain high-quality feedback from mail, electronic, and other self-administered surveys
- Direction on how to construct effective questionnaires, including considerations of layout
- The effects of sponsorship on the response rates of surveys
- Use of capabilities provided by newly mass-used media: interactivity, presentation of aural and visual stimuli.
- The Fourth Edition reintroduces the telephone—including coordinating land and mobile.
Grounded in the best research, the book offers practical how-to guidelines and detailed examples for practitioners and students alike.
likely nor unlikely Somewhat unlikely Very unlikely A 4-point unipolar scale Very likely Somewhat likely Slightly likely Neither likely nor unlikely Slightly unlikely Somewhat unlikely Very unlikely A 5-point unipolar scale How important do you feel it is to volunteer your time with organizations like the Red Cross? Very important Somewhat important Slightly important Not at all important How likely or unlikely are you to become a Red Cross volunteer this year? How successful do you feel
(landline numbers only) were used to identify households with children. Then the identified households were surveyed again, also by telephone, to collect detailed information. It became evident early in 2007 that not only were response rates falling dramatically (Montaquila, Brick, Williams, Kim, & Han, 2013), but increasing portions of the nation’s children were being raised in homes without landline connections. The proportion of children growing up in cell-only households has continued to
get another opportunity to conduct a survey and wants to get as much information out of the current one as possible. Each of us has had this tendency ourselves and continues to resist it in our own research. The problem with this approach is that the researcher’s anxiety is directly translated into increased respondent burden, and thus, probably into decreased response and lower data quality. In addition, in our own experience and from watching others do this as well, more times than not the
sampling methods to select units from the sample, but these methodologies also need to be applied when selecting individuals from within the sampled units. In many ways, planning a sample is a guessing game in which one tries to determine the type and size of sample that will yield acceptably precise estimates while staying within budget but without knowing what type(s) of sample members or how many will respond. While one can and should make informed and smart sampling decisions from the outset,
another might add reptiles to the list of creatures to be considered pets. And maybe another encourages respondents to count farm animals like horses and chickens as pets. In this case, each interviewer is influencing responses in a unique way. The result will be increased variance in the mean number of pets people have. Because this increased variance is attributable to interviewers, it is called interviewer variance. As this example illustrates, interviewer variance is typically the result of