search for books and compare prices
Tables of Contents for The Survey Research Handbook
Chapter/Section Title
Page #
Page Count
PART ONE PLANNING AND DESIGNING THE SURVEY
1
86
Chapter 1 Initiating a Survey
3
23
The Quest for Information
3
2
Why Surveys Are Conducted
3
1
Surveys of an Audience
3
1
Surveys of a Clientele
4
1
Surveys of Other Populations
5
1
Alternative Research Methods
5
2
Primary Data Collection Options
6
1
Expectations of Survey Results
7
2
Survey Attributes
7
1
Survey Limitations
8
1
Surveys Don't Dictate Decisions
9
1
The Roles of the Participants
9
4
The Sponsor's Role
10
1
The Researcher's Role
10
2
Respondent Rights
12
1
Potential Survey Topics
13
13
Attitudes
13
2
Images
15
2
Decisions
17
2
Needs
19
1
Behavior
20
2
Lifestyles
22
1
Affiliations
22
2
Demographics
24
1
Conclusion
25
1
Chapter 2 Planning the Project
26
29
The Survey Process
26
1
Specifying Information Needs
27
4
Survey Information Value
28
3
Planning the Survey Elements
31
17
Data Collection
32
6
Sampling Design
38
6
Instrumentation
44
2
Data Processing
46
1
Report Generation
47
1
Project Costs and Timing
48
6
Cost Estimation
49
2
Project Timing
51
3
The Final Project Plan
54
1
Chapter 3 Designing the Sample
55
32
The Purpose of Sampling
55
3
Specification of the Population
55
1
Sample Unit Specification
56
1
Sample Frame Selection
57
1
Reliability and Validity
58
2
Validity and Bias
58
1
Reliability and Error
59
1
Sample Size Determination
60
11
Sample Size and Error
60
1
Confidence Level
61
1
The Outside Limits
62
2
Variance in the Population
64
3
Subsample Sizes
67
1
Judgment and Determination
68
2
Preliminary Sampling
70
1
Progressive Sampling
70
1
Sampling Designs
71
8
Random Sampling Benefits
71
1
Stratified Sampling
71
3
Cluster Sampling
74
2
Telephone Economy
76
1
Other Economies
76
1
Quota Sampling
76
2
Special Designs
78
1
Sample Selection Procedure
79
10
Random Selection Methods
79
1
Sample Selection Bias
80
4
Science and Art of Sampling
84
3
PART TWO DEVELOPING SURVEY INSTRUMENTS
87
92
Chapter 4 Composing Questions
89
27
The Core of the Survey
89
6
Basic Attributes of Questions
89
3
Expressing the Questions
92
3
Instrumentation Bias and Error
95
6
Sources of Response Bias
101
6
Social Desirability
102
5
Question Format
107
9
Composing Categorical Items
110
3
Verbal and Numeric Items
113
3
Chapter 5 Creating Item Scales
116
30
Why Scales Are Used
116
2
Specificity of Scales
116
1
Scale Data Types
117
1
Multiple-Choice Question
118
2
Multiple-Response Items
118
1
Single-Response Items
119
1
Conventional Scale Types
120
18
The Likert Scale
120
2
The Verbal Frequency Scale
122
2
The Ordinal Scale
124
1
Thee Forced Ranking Scale
125
2
The Paired Comparison Scale
127
2
The Comparative Scale
129
1
The Linear, Numeric Scale
130
2
The Semantic Differential Scale
132
2
The Adjective Checklist
134
1
The Semantic Distance Scale
135
2
The Fixed Sum Scale
137
1
Scale Combinations
138
4
The Multiple-Rating List
138
2
The Multiple-Rating Matrix
140
1
The Diagram Scale
141
1
Nonverbal Scales
142
1
The Picture Scale
142
1
The Graphic Scale
142
1
Scale Selection Criteria
143
3
Chapter 6 Building Questionnaires
146
33
Function of the Questionnaire
146
10
Survey Introduction
146
1
A Sample Questionnaire
147
1
Questionnaire Organization
147
9
Creating Questionnaire Sections
156
1
Grouping Items by Topic
156
1
Grouping Items by Scaling Technique
157
1
Grouping Items Both Ways
157
1
Directing Response Flow
157
12
Conditional Branching
158
3
Unconditional Branching
161
1
Branching Limitations
161
1
Unlimited Branching
162
1
Instructions to Respondents
163
6
Concluding the Questionnaire
169
12
Minimizing Threat or Intimidation
170
1
The Demographic Section
171
2
Precoding the Questionnaire
173
4
Pretesting the Questionnaire
177
2
PART THREE COLLECTING AND PROCESSING DATA
179
88
Chapter 7 Self-Administered Surveys
181
32
Self-Administered Questionnaires
181
1
Online Data Collection
181
13
Plain Text E-Mail Surveys
181
1
E-Mail Questionnaire Attachments
182
1
Web Surveys
183
1
Static Web Questionnaires
184
1
Interactive Web Questionnaires
185
6
Web Survey Samples
191
3
Software and Services
194
1
Postal Mail Surveys
194
4
The Paper Stock
196
1
Print Characteristics
197
1
Page Layout
198
1
Vendors and Services
198
3
Mailing Piece Components
201
4
The Mailing Envelope
202
1
The Cover Letter
202
3
Inducements to Respond
205
5
Selecting Inducements
206
1
Types of Inducements
207
3
Mailing and Receipt
210
3
Self-Administered Surveys
211
2
Chapter 8 Collecting Interview Data
213
29
Role of the Interviewer
213
2
Mode of Interviewing
213
2
Data Collection Agencies
215
8
Interviewer Management Functions
223
6
Interviewing Error
229
2
The Interview Questionnaire
231
11
The Personal Interviewing Process
236
2
The Telephone Interview Process
238
4
Chapter 9 Processing the Data
242
25
Receipt of Questionnaires
242
4
Data Receipt
242
1
Handling Completed Questionnaires
243
1
Sight-Editing Printed Documents
244
2
Postcoding the Data
246
11
Data Entry Documents
253
2
Computer Data Editing
255
2
Data Processing
257
1
Purpose of Data Processing
258
1
Scale and Data Types
258
3
Nominal Scale Data
259
1
Ordinal Scale Data
260
1
Interval Scale Data
260
1
The Ratio Scale
261
1
Recoding the Data
261
6
PART FOUR INTERPRETING AND REPORTING RESULTS
267
119
Chapter 10 Describing Data Distributions
269
32
Statistical Data Description
269
8
Category Data Description
270
3
Interpreting Category Data
273
4
Continuous Data Distribution
277
9
Central Tendency and Averages
278
2
Measures of Dispersion or Spread
280
3
Shape of the Distribution
283
3
Interpreting the Statistics
286
11
The Meaning of Bimodality
295
2
Statistical Inference
297
4
Standard Error of the Estimate
297
2
Confidence Interval
299
2
Chapter 11 Measuring Item Interactions
301
40
Relationships Between Variables
301
3
Dependent and Independent Variables
302
2
Statistical Measures of Association
304
34
Cross-Tabulation
308
3
Interpreting Cross-Tabulation
311
3
Analysis of Variance
314
4
Interpreting Analysis of Variance
318
3
Interpreting Paired t-Tests
321
2
Discriminant Analysis
323
1
Regression and Correlation Analysis
324
2
Interpreting Correlation
326
7
Interpreting Regression Analysis
333
5
Interpreting versus Reporting
338
3
Chapter 12 Reporting the Information
341
45
Information Need Satisfaction
341
10
Report Introduction
342
3
Tabular Reporting
345
2
Graphic Reporting
347
4
Reporting Data Description
351
22
Reporting Multiple-Choice Items
351
4
Likert Scale Item Reports
355
1
Verbal Frequency Scale Reports
356
1
Ordinal Scale Reports
357
2
Forced Ranking Scale Reports
359
1
Paired Comparison Scale Reports
360
2
Comparative Scale Reports
362
2
Linear, Numeric Scale Reports
364
1
Semantic Differential Scale Reports
364
3
Adjective Checklist Reports
367
1
Semantic Distance Scale Reports
368
2
Fixed Sum Scale Reports
370
3
Measures of Association
373
10
Cross-Tabulation Reports
373
2
Analysis of Variance Reports
375
1
Paired t-Test Reports
376
3
Correlation Analysis Reports
379
1
Regression Analysis Reports
380
3
Concluding the Project
383
3
Hard Copy Reports
383
1
Online Report Generation
384
1
Wrapping Up the Project
384
2
Appendix A Conducting Focus Groups
386
17
Focus Group Characteristics
386
4
Advantages and Disadvantages
386
3
Focus Group Requirements
389
1
Focus Group Agenda
390
3
Translating Information Needs
391
2
Focus Group Participants
393
3
Selection Criteria
393
1
Screening Candidates
394
2
Focus Group Moderators
396
2
Personal Attributes
396
2
Focus Group Interpretations
398
5
Monitoring and Recording
398
2
Analysis and Application
400
3
Appendix B Conducting Experiments
403
17
Experimentation and Causality
403
3
Types of Experiments
403
3
Experimental Designs
406
10
Seriously Flawed Designs
407
2
Genuine Experimental Designs
409
3
Imperfect Experimental Designs
412
4
External Validity of Experiments
416
2
Artificiality and Generalizability
416
1
Blind Testing
417
1
Experimentation and Survey Methods
418
2
Appendix C Presenting Survey Results
420
17
Why Do a Presentation?
420
1
Presentation Advantages
420
1
Presentation Disadvantages
420
1
Planning and Preparation
421
9
Selecting Content
422
1
Choosing Presenters
422
4
Organization and Timing
426
4
Presentation Technology
430
3
Presentation Software
430
1
Projection Equipment
431
2
Making the Presentation
433
4
Presentation Anxiety
433
1
Using Notes Effectively
433
1
Pacing and Timing
434
1
Concluding the Presentation
434
3
Glossary
437
15
Index
452