Mail Surveys: Improving the QualityHow do you reduce sampling bias, question response errors, and obtain good response rates from a mail survey? Aimed at improving the quality of mail survey data collection. Mail Surveys answers these questions and more while also offering insights and tips into conducting mail surveys. Areas such as problems to avoid in mail surveys, what types of rating scales to use, whether to select open-ended versus close-ended questions, screening questions and skip instructions, question and response order effects, sampling strategies, and ways to reduce nonresponse errors from prenotification to incentives are explored throughout the text. Through the use of clear exposition and interesting examples, Mangione carefully delineates those situations that are most appropriate for a mail survey. Students and researchers who want to improve the writing of mail survey questions as well as mail survey design will want this volume. |
Contents
The Basics of Question Design | 8 |
Stay in Touch With Reality | 19 |
The Advanced Course | 27 |
Copyright | |
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alternatives analyses anonymity average behavior bias biased chapter characteristic create data collection data entry drink effects example factor feel Figure format give goal high quality household important incentives instance instructions issues Journal of Marketing keypunching Literary Digest look mail questionnaire mail survey Market Research Society Marketing Research multistage sampling nonresponders nonresponse error oversampled person population postage postcard pretest problem procedures produce programs Public Opinion Quarterly ques random number random number table Recall Bias recall period recency effects represent respondent letter response categories response rates return envelope return rate reward sample size sampling error sampling frame scale selection sequence of questions series of questions simple random sampling skip Sometimes specific strategy stratum survey process survey research systematic sample techniques things tions type of question weeks weight worksite write a question