Web Survey Methodology · 中文版

When Web Survey Methodology was first published by Sage Publications in 2015, our goal was to provide a comprehensive exposition of the principles, practices, and challenges of web surveys. This field was developing rapidly, yet it still lacked a systematic theoretical and methodological framework. Since then, we have been deeply gratified by the reception and impact of the book. According to data from Google Scholar, Methods for Web Surveys has become the most cited monograph in the field of web surveys, with citations surpassing 1,000 in 2026. The book has been widely adopted by researchers, students, and professionals across various disciplines, maintaining a stable readership and sales volume since its publication. Data from WorldCat shows that the book is held by 360 libraries worldwide.

Over the years, the publisher, peers, and readers have all inquired about the possibility of a revised edition. However, as all three authors were occupied with other commitments, we were unable to undertake such a massive project — especially considering the immense effort that went into writing the first edition. Furthermore, we believe that the fundamental concepts, terminology, structure, and processes articulated in the book remain highly relevant today. Although there have been notable developments in the field — most obviously the expansion of online panels and the increasing ubiquity of mobile devices — these have primarily impacted the practical aspects of survey design and implementation, rather than fundamentally altering its methodological principles.

What is truly novel and possesses transformative potential is the recent emergence of generative artificial intelligence (AI). Generative AI has already begun to influence the twelve stages of the web survey process outlined in this book, presenting exciting opportunities while simultaneously raising profound methodological, ethical, and interpretative challenges that will require rigorous research and innovative exploration in the years to come. However, at this stage, a comprehensive discussion on the integration of generative AI with web survey methods may still be premature.

We are deeply honored that this book is reaching a broader audience through its Chinese translation. We express our heartfelt gratitude to Dr. Guo Suran for her excellent translation, and more importantly, for her foresight and proactive initiative in spearheading the publication of the Chinese edition. We are equally grateful to Sage Publications for reverting the copyright to the authors. This generous gesture allowed us to make the book available online for free, which in turn paved the way for the publication of this standalone Chinese edition.

We would also like to thank the publishing house of the Faculty of Social Science, University of Ljubljana, for undertaking the complex and commendable task of publishing the Chinese version of this original English work in Slovenia. We hope that the Chinese edition of this book will make a meaningful contribution to the continuous development of web survey research and practice in China, while fostering international dialogue and avenues of cooperation in this methodological field.

As an important approach in fields such as social science research, market research, and public policy analysis, web surveys are entering a period of rapid development in digital-age China. However, compared to the booming practice, there is still room for improvement in the systematic review and standardized guidance of relevant methodologies domestically. Based on their long-term academic accumulation and practical experience, the three authors of the original work deconstruct the entire process of web surveys into twelve core stages, explaining the principles, practices, and potential challenges in a step-by-step manner. This structured presentation not only makes it easy for beginners to build a knowledge framework but also provides senior practitioners with a starting point for advanced reflection, which is of great value to current web survey practices in China.

It is worth mentioning that since the publication of the original edition of this book, many new changes have emerged in the field of web surveys — the universal popularization of mobile devices and the widespread application of generative artificial intelligence technology have brought new opportunities and challenges to this methodological field. The authors of the original work also mentioned in their preface to the Chinese edition that these new developments have not shaken the foundation of the core methodology in the book, but have instead provided wider practical scenarios for it. This makes me even more convinced that translating this work into Chinese is not only an introduction to existing mature methodological theories, but also builds a bridge for Chinese scholars to participate in innovative research in related fields.