The classic survey design reference, updated for the digital age For over two decades, Dillman's classic text on survey design has aided both students and professionals in effectively planning and conducting mail, telephone, and, more recently, Internet surveys. The new edition is thoroughly updated and revised, and covers all aspects of survey research. It features expanded coverage of mobile phones, tablets, and the use of do-it-yourself surveys, and Dillman's unique Tailored Design Method is also thoroughly explained. This invaluable resource is crucial for any researcher seeking to increase response rates and obtain high-quality feedback from survey questions. Consistent with current emphasis on the visual and aural, the new edition is complemented by copious examples within the text and accompanying website.
This heavily revised Fourth Edition includes: * Strategies and tactics for determining the needs of a given survey, how to design it, and how to effectively administer it * How and when to use mail, telephone, and Internet surveys to maximum advantage * Proven techniques to increase response rates * Guidance on how to obtain high-quality feedback from mail, electronic, and other self-administered surveys * Direction on how to construct effective questionnaires, including considerations of layout * The effects of sponsorship on the response rates of surveys * Use of capabilities provided by newly mass-used media: interactivity, presentation of aural and visual stimuli. * The Fourth Edition reintroduces the telephone including coordinating land and mobile. Grounded in the best research, the book offers practical how-to guidelines and detailed examples for practitioners and students alike.
Don A. Dillman, PD, is Regents Professor in the Department of Sociology and the Social and Economic Sciences Research Center at Washington State University. He received the Roger Herriot Award for Innovation in Federal Statistics from the American Statistical Association and the Washington Statistical Society in 2000. Jolene D. Smyth, PD, is an associate professor in the Survey Research and Methodology Program and the Department of Sociology and is the Director of the Bureau of Social Research at the University of Nebraska-Lincoln. Leah Melani Christian, PD, is a Director in Research Methods at Nielsen where her work focuses on panel recruitment and maintenance.
Additional Resources xi Preface xiii Chapter 1 Sample Surveys in Our Electronic World 1 Four Cornerstones of Quality Surveys 3 What Is Different About Surveying in the 2010s? 10 Why Emphasize Mixed-Mode Data Collection? 12 What Is Tailored Design and Why Is It Needed? 15 Conclusion 17 Chapter 2 Reducing People s Reluctance to Respond to Surveys 19 Example of a Survey With a High Response Rate 21 Using Social Exchange Concepts to Motivate Potential Respondents 23 Putting the Parts Together: Some Guidelines for Applying Social Exchange 42 Mixed-Mode Designs Provide New Opportunities for Applying Social Exchange 47 Returning to the WSU Doctoral Student Experience Survey: Why It Obtained Such a High Response Rate 50 Conclusion 55 List of Guidelines 55 Chapter 3 Covering the Population and Selecting Who to Survey 56 Essential Definitions and Their Use 57 Current Coverage and Access Considerations 58 Common Sampling Frames and Assessing How Well They Cover the Population 62 Probability Sampling 75 Postsurvey Adjustments and Calculating Sampling Error 87 Nonprobability Sampling 91 Conclusion 92 Chapter 4 The Fundamentals of Writing Questions 94 Issues to Consider When Starting to Craft Survey Questions 95 The Anatomy of a Survey Question and Types of Question Formats 109 Guidelines for Choosing Words and Forming Questions 113 Conclusion 125 List of Guidelines 126 Chapter 5 How to Write Open- and Closed-Ended Questions 127 Guidelines for Writing Open-Ended Questions 128 General Guidelines for Writing All Types of Closed-Ended Questions 134 Guidelines for Nominal Closed-Ended Questions 142 Guidelines for Ordinal Closed-Ended Questions 150 Conclusion 164 List of Guidelines 167 Chapter 6 Aural Versus Visual Design of Questions and Questionnaires 169 The Importance of Visual Design in Self-Administered Surveys 172 Visual Design Concepts and Their Application to Surveys 173 General Guidelines for the Visual Presentation of Survey Questions 183 Guidelines for the Visual Presentation of Open-Ended Questions 192 Guidelines for the Visual Presentation of Closed-Ended Questions 197 Guidelines for the Visual Presentation of Questionnaire Pages or Screens 204 A Case Study: The Use of Visual Design Principles to Improve Data Quality in the American Community Survey 218 Conclusion 224 List of Guidelines 225 Chapter 7 Ordering Questions and Testing for Question Order Effects 228 Question Order 229 Testing Questions and Questionnaires 241 Conclusion 256 List of Guidelines 257 Chapter 8 Telephone Questionnaires and Implementation 258 Types of Telephone-Only Surveys Today 262 Guidelines for Designing Telephone Questionnaires 262 Guidelines for Administering Telephone Questionnaires 277 Guidelines for Establishing Calling Rules and Procedures 284 Quality Control and Testing Guidelines for Telephone Surveys 293 Conclusion 298 List of Guidelines 298 Chapter 9 Web Questionnaires and Implementation 301 Guidelines for Designing Web and Mobile Questionnaires 303 Guidelines for Web and Mobile Survey Implementation 328 Quality Control and Testing Guidelines for Web and Mobile Surveys 342 Conclusion 348 List of Guidelines 349 Chapter 10 Mail Questionnaires and Implementation 351 Guidelines for Designing Paper Questionnaires 352 Guidelines for Implementing Mail Questionnaires 366 Quality Control and Testing Guidelines for Mail Surveys 389 Conclusion 396 List of Guidelines 396 Chapter 11 Mixed-Mode Questionnaires and Survey Implementation 398 When Single-Mode Surveys Are Not Acceptable 398 Why Consider a Mixed-Mode Survey Design 400 Guidelines for Designing Questionnaires That Will Minimize Measurement Differences Across Survey Modes 404 Expanding the Research Base for Designing Mixed-Mode Surveys 416 Guidelines for Using Multiple Contact Modes to Achieve More Effective Communication With Potential Respondents 417 Guidelines for Providing Alternative Response Modes 424 From Individual Guidelines to Practical Study Designs 434 Guidelines for Testing Mixed-Mode Surveys 445 Conclusion 447 List of Guidelines 448 Chapter 12 Responding to Societal Change and Preparing for What Lies Ahead 450 Panels and Longitudinal Surveys 452 Nonprobability Sampling 455 New Mobile Devices and Technology 456 Supplementing Questionnaires With Measurement Using Electronic Devices 458 Big Data and Administrative Records 459 Data Security 461 Specialized Purpose Surveys 461 International and Cross-Cultural Surveys 463 The Challenge of Connecting With Empowered but Diverse Respondents 464 References 469 Author Index 491 Subject Index 497