Web Survey Methodology

Web Survey Methodology

Companion Website

© 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 
Interview with Survey Monkey
Watch Mario Callegaro talk to Survey Monkey about Web Survey Methodology and the importance of pre-fielding work

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

I'm adopting this important resource as a recommended material for web surveys in digital enterprise architecture.

Professor Alfred Zimmermann
Faculty of Informatics, Reutlingen University of Applied Sci
August 26, 2015

This book is a very extensive document and helps students to get into the field and also practitioners who want to know more about certain topics. It covers the start and design of a web survey and also the practical aspects one has to include to reach a successful online survey.

Dr Paul Jimenez
Institut fur Psychologie, Karl-Farnzens-Universitat Graz
February 25, 2015

A very concise book offering students guidance into contemporary research areas

Mr Shelton Giwa
Dpt of Strategic Management & Marketin, De Montfort University
March 3, 2015

Sample Materials & Chapters

Web Survey Methodology: Broader Context of Web Surveys

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ISBN: 9780857028617
ISBN: 9780857028600