Conducting Online Surveys

Front Cover
Conducting Online Surveys is a complete guide to conducting survey research using digital modalities. Many topics discussed, such as developing online and mobile questionnaires, are unique to digital surveys, whereas others, such as creating reliable survey questions, are common to all survey environments. The expansion of low-cost software options has opened up this area to a broad range of researchers, and the need for a comprehensive text for developing, implementing, and reporting digital surveys is greater than ever. This Second Edition reflects the significant developments in technology and the methodological literature since the publication of the First Edition. It captures in one single volume everything you need to know about conducting digital surveys from start to finish.
 

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Contents

List of Figures
xii
Preface
xv
Chapter 1 Introduction
xxi
Chapter 2 Planning the Online Survey
xxxiv
Chapter 3 Sampling
liii
Chapter 4 Writing Survey Questions
lxxi
Chapter 5 Developing the Survey Instrument
xcvi
Chapter 6 Conducting the Survey
107
Chapter 8 Reporting the Survey Results
171
Chapter 9 Concluding Comments
211
American Association for Public Opinion Research Code of Ethics
214
Frequently Asked Survey Questions
220
Glossary
225
References
229
Index
232
Copyright

Chapter 7 Processing and Analyzing the Survey Data
139

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About the author (2012)

Valerie M. Sue is a senior manager at Kaiser Permanente (KP). She manages a range of projects for KP’s Market Strategy and Sales Operations Department and provides data visualization consultation to KP executives and staff. Prior to joining KP, Sue was an associate professor of communication at California State University, East Bay. At CSU, East Bay she taught communication theory, research methods, survey research, statistics, and was the director of the Communication Department’s graduate program. She has authored numerous journal articles, book chapters, and an online survey methods text. Sue earned a PhD in Communication from Stanford University.

Lois A. Ritter is an assistant professor in the Nursing and Health Sciences Department at California State University, East Bay and a consultant in public health and education. She teaches courses in community health and research methods and has extensive experience in program planning and evaluation. She earned a doctorate in education from the University of San Francisco, and three masters degrees in health science, anthropology, and health care administration. Her research interests are in health information technology and community and multicultural health.

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