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Web Survey Methodology

Web Survey Methodology

First Edition
Additional resources:

May 2015 | 344 pages | SAGE Publications Ltd
Web Survey Methodology guides the reader through the past fifteen years of research in web survey methodology. It both provides practical guidance on the latest techniques for collecting valid and reliable data and offers a comprehensive overview of research issues. Core topics from preparation to questionnaire design, recruitment testing to analysis and survey software are all covered in a systematic and insightful way. The reader will be exposed to key concepts and key findings in the literature, covering measurement, non-response, adjustments, paradata, and cost issues. The book also discusses the hottest research topics in survey research today, such as internet panels, virtual interviewing, mobile surveys and the integration with passive measurements, e-social sciences, mixed modes and business intelligence.

The book is intended for students, practitioners, and researchers in fields such as survey and market research, psychological research, official statistics and customer satisfaction research.

Chapter 1: Survey research and web surveys
Definition and typology

Web survey process

Evolution of web surveys, applications and related practices

Chapter 2: Pre-fielding
Mode elaboration


Questionnaire preparation

Technical preparations

Nonresponse strategy

General management

Chapter 3: Fielding


Processing and monitoring

Chapter 4: Post-fielding
Data preparation

Preliminary results

Data exporting and documentation

Chapter 5: Selected topics in web survey implementation
Smartphones, tablets and other devices

Online panels

Web survey software

Chapter 6: Broader context of web surveys
Broader methodological context

Web surveys within the project management framework

The web survey profession

Web survey bibliography

Chapter 7: Future of web surveys
General technological developments

Web survey software


Broader business and societal issues

Chapter 8: Conclusions


Web SM accompanying website
Visit for links to further reading and supplements for each chapter 

This is an excellent, academic standard, book that every serious market researcher should own and consult. The authors have compiled an immense amount of useful and well-referenced information about every aspect of web surveys, creating an invaluable resource.

Ray Poynter
Managing Director, The Future Place

The authors guide us through the whole survey process and include modern developments, such as paradata and mobile surveys. A must-have for everyone planning an online survey.

Edith de Leeuw
MOA professor of survey methodology, Utrecht University

Comprehensive and thoughtful! Those two words beautifully describe this terrific book. Internet surveys will be at the centre of survey research for many decades to come, and this book is a must-read handbook for anyone serious about doing online surveys well or using data from such surveys.  No stone is left unturned - the authors address every essential topic and do so with a remarkable command of the big picture and the subtleties involved. Readers will walk away with a clear understanding of the many challenges inherent in conducting online studies and with an appropriate sense of optimism about the promise of the methodology and how best to implement it.

Jon Krosnick
Frederic O. Glover Professor in Humanities and Social Sciences, Stanford University

Read on and pick from the basket of useful pieces of advice that Mario Callegaro and his colleagues have put together! This is a very rich resource for practitioners and students within web survey methodology.

Ulf-Dietrich Reips
Professor, Department of Psychology, University of Konstanz

Their book takes the reader through the past fifteen years of research in Web survey research and methodology. It provides practical guidance on the current techniques for collecting valid and reliable data and offers a comprehensive overview of research issues. These include: preparation for questionnaire design; recruitment testing; data analysis; and survey software. These major topics are covered in a systematic and insightful way.

Karl M van Meter
Bulletin de Methodologie Sociologique

The authors of the present work have opted for the 'longest way', the 'most difficult', yet to expose all aspects related to the survey tool, making the reader with little experience to develop a complete investigation.

It is a text accessible to the beginner and extremely exhaustive for the experienced by providing other points of view and numerous bibliography in which to deepen.

Vidal Díaz de Rada
Revista Española de Investigaciones Sociológicas

I will use the book for teaching purposes, but will not put it on the reading list. Recommend it to all students doing quant, but not all my students do

Dr Elise Øby
Curriculum, Østfold University College
March 14, 2020

I was looking for a complete and comprehensive manual for students who gather their data via web-based surveys. Often, this methodology is the only available tool to obtain enough data in organisational psychology, for example, from expatriates, or in a diary study, or from a random sample on work-life balance strategies. All the weaknesses (including so often criticised response rate) are discussed and some solutions are suggested. The examples the authors generously provide are extremely helpful in developing one'w own research strategy while conducting a web-based study. I have already recommended the title to my Master and Ph.D. students. Bravo to the authors!

Dr Marina Burakova
Psychology & Education Sciences, University of Provence - (Aix-Marseille I)
August 23, 2018

The book shows nicely what to think about if you want to prepare a web survey and also how to do it.

Dr Paul Jimenez
Institut fur Psychologie, Karl-Farnzens-Universitat Graz
July 1, 2016

Important and helpful source for students who want to do online research for the course project

Dr Georg Christian Steckenbauer
Tourism and Leisure Management, IMC Fachhochschule Krems
June 7, 2016

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