Internet, Phone, Mail, and Mixed-Mode Surveys : The Tailored Design Method.

Cover -- Title Page -- Copyright -- Contents -- Additional Resources -- Preface -- Chapter 1 Sample Surveys in Our Electronic World -- Four Cornerstones of Quality Surveys -- Coverage Error -- Sampling Error -- Nonresponse Error -- Measurement Error -- Total Survey Error -- What Is Different About Surveying in the 2010s? -- Why Emphasize Mixed-Mode Data Collection? -- What Is Tailored Design and Why Is It Needed? -- Conclusion -- Chapter 2 Reducing People's Reluctance to Respond to Surveys -- Example of a Survey With a High Response Rate -- Using Social Exchange Concepts to Motivate Potential Respondents -- Does Social Exchange Still Apply in Today's Asynchronous and Rapid-Fire Communication Environment? -- Increasing the Benefits of Survey Participation -- Decreasing the Costs of Participation -- Establishing Trust -- It's More Than Just Getting People to Respond -- Putting the Parts Together: Some Guidelines for Applying Social Exchange -- Guideline 2.1: Use a Holistic Approach to Design -- Guideline 2.2: Social Exchange Concepts Should Be Applied Differently Depending on the Survey Population, Topic, Sponsorship, and Survey Mode(s) Available -- Guideline 2.3: Identify and Evaluate Whether to Change or Eliminate Design Constraints That Are Especially Likely to Have a Negative Impact on Response and Data Quality -- Mixed-Mode Designs Provide New Opportunities for Applying Social Exchange -- Guideline 2.4: Use Multiple Modes of Communication to Gain More Opportunities to Increase Benefits, Decrease Costs, and Build Trust -- Guideline 2.5: Use Multiple Modes of Response to Increase Benefits, Decrease Costs, and Build Trust -- Guideline 2.6: Utilize Knowledge From Past Research and Feedback From Early Contacts to Adapt Implementation Procedures in Order to Reduce Nonresponse Error.

Returning to the WSU Doctoral Student Experience Survey: Why It Obtained Such a High Response Rate -- Conclusion -- List of Guidelines -- Guidelines for Applying Social Exchange -- Guidelines for Applying Social Exchange in Mixed-Mode Surveys -- Chapter 3 Covering the Population and Selecting Who to Survey -- Essential Definitions and Their Use -- Current Coverage and Access Considerations -- Common Sampling Frames and Assessing How Well They Cover the Population -- Area Probability Sampling -- Address-Based Sampling -- RDD Sampling -- Telephone Directories -- Lack of General Population Internet Frame -- Other Alternatives -- Reducing Coverage Error -- Coverage Outcomes -- Probability Sampling -- How Large Should a Sample Be? -- Identifying Household Members and Within-Household Respondent Selection -- Postsurvey Adjustments and Calculating Sampling Error -- Weighting -- Calculating Sampling Error -- Nonprobability Sampling -- Conclusion -- Chapter 4 The Fundamentals of Writing Questions -- Issues to Consider When Starting to Craft Survey Questions -- What Concepts Do I Need to Measure? -- What Type of Information Is the Question Asking For? -- What Survey Mode(s) Will Be Used to Ask the Questions? -- Is This Question Being Repeated From Another Survey, and/or Will Answers Be Compared to Previously Collected Data? -- Will Respondents Be Willing and Motivated to Answer Accurately? -- The Anatomy of a Survey Question and Types of Question Formats -- Guidelines for Choosing Words and Forming Questions -- Guideline 4.1: Choose the Appropriate Question Format -- Guideline 4.2: Make Sure the Question Applies to the Respondent -- Guideline 4.3: Ask One Question at a Time -- Guideline 4.4: Make Sure the Question Is Technically Accurate -- Guideline 4.5: Use Simple and Familiar Words.

Guideline 4.6: Use Specific and Concrete Words to Specify the Concepts Clearly -- Guideline 4.7: Use as Few Words as Possible to Pose the Question -- Guideline 4.8: Use Complete Sentences That Take a Question Form, and Use Simple Sentence Structures -- Guideline 4.9: Make Sure "Yes" Means Yes and "No" Means No -- Guideline 4.10: Organize Questions in a Way to Make It Easier for Respondents to Comprehend the Response Task -- Conclusion -- List of Guidelines -- Guidelines for Choosing Words and Forming Questions -- Chapter 5 How to Write Open- and Closed-Ended Questions -- Guidelines for Writing Open-Ended Questions -- Guideline 5.1: Specify the Type of Response Desired in the Question Stem -- Guideline 5.2: Avoid Making Respondents (or Interviewers) Calculate Sums -- When Possible, Have the Computer Do It -- Guideline 5.3: Provide Extra Motivation to Respond -- Guideline 5.4: Use Nondirective Probes to Obtain More Information on Open-Ended Items -- General Guidelines for Writing All Types of Closed-Ended Questions -- Guideline 5.5: When Asking Either/Or Types of Questions, State Both the Positive and Negative Side in the Question Stem -- Guideline 5.6: Develop Lists of Answer Categories That Include All Reasonable Possible Answers -- Guideline 5.7: Develop Lists of Answer Categories That Are Mutually Exclusive -- Guideline 5.8: Consider What Types of Answer Spaces Are Most Appropriate for the Measurement Intent -- Guidelines for Nominal Closed-Ended Questions -- Guideline 5.9: Ask Respondents to Rank Only a Few Items at Once Rather Than a Long List -- Guideline 5.10: Avoid Bias From Unequal Comparisons -- Guideline 5.11: Randomize Response Options If There Is Concern About Order Effects -- Guideline 5.12: Use Forced-Choice Questions Instead of Check-All-That-Apply Questions -- Guidelines for Ordinal Closed-Ended Questions.

Guideline 5.13: Choose Between a Unipolar or a Bipolar Scale -- Guideline 5.14: Choose an Appropriate Scale Length-In General, Limit Scales to Four or Five Categories -- Guideline 5.15: Choose Direct or Construct-Specific Labels to Improve Cognition -- Guideline 5.16: If There Is a Natural Metric (e.g., Frequencies, Amounts, Sizes, etc.), Use It Instead of Vague Quantifiers -- Guideline 5.17: Provide Balanced Scales Where Categories Are Relatively Equal Distances Apart Conceptually -- Guideline 5.18: Verbally Label All Categories -- Guideline 5.19: Remove Numeric Labels From Vague Quantifier Scales Whenever Possible -- Guideline 5.20: Consider Branching (or Decomposing) Bipolar Scales to Ease Respondent Burden and Improve Data Quality -- Guideline 5.21: Provide Scales That Approximate the Actual Distribution of the Characteristic in the Population, or Ask the Question in an Open-Ended Format to Avoid Biasing Responses -- The Challenges of Writing Ordinal Closed-Ended Questions -- Conclusion -- List of Guidelines -- Guidelines for Writing Open-Ended Questions -- General Guidelines for Writing All Types of Closed-Ended Questions -- Guidelines for Nominal Closed-Ended Questions -- Guidelines for Ordinal Closed-Ended Questions -- Chapter 6 Aural Versus Visual Design of Questions and Questionnaires -- The Importance of Visual Design in Self-Administered Surveys -- Visual Design Concepts and Their Application to Surveys -- General Guidelines for the Visual Presentation of Survey Questions -- Guideline 6.1: Use Darker and/or Larger Print for the Question Stem and Lighter and/or Smaller Print for Answer Choices and Answer Spaces -- Guideline 6.2: Use Spacing to Help Create Subgrouping Within a Question -- Guideline 6.3: Visually Standardize All Answer Spaces or Response Options.

Guideline 6.4: Use Visual Design Properties to Emphasize Elements That Are Important to the Respondent and to Deemphasize Those That Are Not -- Guideline 6.5: Choose Font, Font Size, and Line Length to Ensure the Legibility of the Text -- Guideline 6.6: Integrate Special Instructions Into the Question Where They Will Be Used, Rather Than Including Them as Free-Standing Entities -- Guideline 6.7: Separate Optional or Occasionally Needed Instructions From the Question Stem by Font or Symbol Variation -- Creating an Effective Question Layout -- Guidelines for the Visual Presentation of Open-Ended Questions -- Guideline 6.8: Provide a Single Answer Box If Only One Answer Is Needed and Multiple Answer Boxes If Multiple Answers Are Needed -- Guideline 6.9: Provide Answer Spaces That Are Sized Appropriately for the Response Task -- Guideline 6.10: To Encourage the Use of Proper Units or a Desired Response Format, Provide Labels and Templates With Answer Spaces -- Guidelines for the Visual Presentation of Closed-Ended Questions -- Guideline 6.11: Align Response Options Vertically in One Column or Horizontally in One Row, and Provide Equal Distance Between Categories -- Guideline 6.12: Place Nonsubstantive Options After and Separate From Substantive Options -- Guideline 6.13: Consider Using Differently Shaped Answer Spaces (Circles and Squares) to Help Respondents Distinguish Between Single- and Multiple-Answer Questions -- Guidelines for the Visual Presentation of Questionnaire Pages or Screens -- Guideline 6.14: Establish Grouping and Subgrouping Within and Across Questions in the Questionnaire -- Guideline 6.15: Establish Consistency in the Visual Presentation of Questions, and Use Alignment and Vertical Spacing to Help Respondents Organize Information on the Page.

Guideline 6.16: Use Color and Contrast to Help Respondents Recognize the Components of the Questions and the Navigational Path Through the Questionnaire.

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