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Tthe uninformed, surveys appear tbe an easy type of research tdesign and conduct, but when students and professionals delve deeper, they encounter the vast complexities that the range and practice of survey methods present Tcomplicate matters, technology has rapidly affected the way surveys can be conducted; today, surveys are conducted via cell phone, the Internet, email, interactive voice response, and other technology-based modes Thus, students, researchers, and professionals need both a comprehensive understanding of these complexities and a revised set of tools tmeet the challenges In conjunction with top survey researchers around the world and with Nielsen Media Research serving as the corporate sponsor, the Encyclopedia of Survey Research Methods presents state-of-the-art information and methodological examples from the field of survey research Although there are other how-to guides and references texts on survey research, none are as comprehensive as this encyclopedia, nor dthey present the material in such a focused and approachable manner With more than 600 entries, this resource uses a Total Survey Error perspective which considers all aspects of possible survey error from a cost/benefit standpointáKey Features Covers all major facets of survey research methodology, from selecting the sample design and the sampling frame, designing and pretesting the questionnaire, data collection, and data coding, tthe thorny issues surrounding diminishing response rates, confidentiality, privacy, informed consent and other ethical issues, data weighting, and data analyses Presents a ReaderÆs Guide torganize entries around themes or specific topics and easily guide users tareas of interest Offers cross-referenced terms, brief listing of further readings, and stable website URLs following most entries Provides appendices that include a general bibliography tbuild on Further Readings, an annotated list of organizations relevant tsurvey research, and sample survey designs and actual instruments tfurther offer the user guidance in designing his or her own research The Encyclopedia of Survey Research Methods is specifically written tappeal tbeginning, intermediate, and advanced students, practitioners, researchers, consultants, and consumers of survey-based information
