The Definitive Guide to Web Survey Methodology

Web Survey Methodology appeared after two turbulent decades of methodological developments in web surveys, which begin to emerge in the mid-1990s. By mid 2010s, web surveys had become the dominant mode of survey data collection, and methodological progress had reached a considerable level of maturity and stability. This created the conditions for establishing a comprehensive overview addressing conceptual issues while also synthesizing key practical guidance. The fundamental concepts, terminology, structural framework, and procedural stages elaborated in this book remain highly relevant, notwithstanding several notable developments in the field. The most conspicuous expansions concern online panels, mobile devices, mixed-mode survey systems, and especially the increasing role of artificial intelligence, which now permeates all twelve stages of the web survey process. However, all these advances have primarily affected the practical implementation and operational optimization of surveys, while the underlying methodological principles, as well as the overall flow and structure of the web survey process, remain essentially intact.

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.