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Encyclopedia of Survey Research Methods

Paul J. Lavrakas Independent Consultant and Former Chief Research Methodologist for The Nielsen Company
Independent Consultant
© 2008   1072 pages   SAGE Publications, Inc   
Instructors
For more information, please contact Customer Service at 1-800-818-7243
Individual Purchasers
Hardcover ISBN: 9781412918084 $410.00
To the uninformed, surveys appear to be an easy type of research to design and conduct, but when students and professionals delve deeper, they encounter the vast complexities that the range and practice of survey methods present. To complicate 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 to meet 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 is as comprehensive as this Encyclopedia, and none presents the material in such a focused and approachable manner. With more than 600 entries, this resource uses a Total Survey Error perspective that considers all aspects of possible survey error from a cost-benefit standpoint.
 
Key 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, to the thorny issues surrounding diminishing response rates, confidentiality, privacy, informed consent and other ethical issues, data weighting, and data analyses
  • Presents a Reader’s Guide to organize entries around themes or specific topics and easily guide users to areas of interest
  • Offers cross-referenced terms, a brief listing of Further Readings, and stable Web site URLs following most entries
The Encyclopedia of Survey Research Methods is specifically written to appeal to beginning, intermediate, and advanced students, practitioners, researchers, consultants, and consumers of survey-based information.

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