BEST PRACTICES TO CREATE AND IMPLEMENTHIGHLY EFFECTIVE WEB
SURVEYS



Exclusively combining design and sampling issues, Handbook of
Web Surveys presents a theoretical yet practical approach to
creating and conducting web surveys. From the history of web
surveys to various modes of data collection to tips for detecting
error, this book thoroughly introduces readers to the this
cutting-edge technique and offers tips for creating successful web
surveys.

The authors provide a history of web surveys and go on to
explore the advantages and disadvantages of this mode of data
collection. Common challenges involving under-coverage,
self-selection, and measurement errors are discussed as well as
topics including:

* Sampling designs and estimation procedures

* Comparing web surveys to face-to-face, telephone, and mail
surveys

* Errors in web surveys

* Mixed-mode surveys

* Weighting techniques including post-stratification, generalized
regression estimation, and raking ratio estimation

* Use of propensity scores to correct bias

* Web panels

Real-world examples illustrate the discussed concepts, methods,
and techniques, with related data freely available on the book's
Website. Handbook of Web Surveys is an essential reference
for researchers in the fields of government, business, economics,
and the social sciences who utilize technology to gather, analyze,
and draw results from data. It is also a suitable supplement for
survey methods courses at the upper-undergraduate and graduate
levels.

Jelke Bethlehem, PhD, is Senior Advisor in the Department of
Statistical Methods at Statistics Netherlands and Professor of
Statistical Information Processing at the University of Amsterdam.
His current research interests include web surveys,
computer-assisted survey information collection, graphical
techniques in statistics, and user-friendly software for
statistical analysis. He is coeditor of Computer Assisted Survey
Information Collection, author of Applied Survey Methods: A
Statistical Perspective, and coauthor of Handbook of
Nonresponse in Household Surveys, all published by Wiley.

Silvia Biffignandi is Professor of Economic and Business
Statistics and Director of the Centre for Statistical Analyses and
Survey Interviewing (CASI) at the University of Bergamo (Italy).
She currently focuses her research in the areas of web surveys,
online panels, and official statistics.

Exclusively combining design and sampling issues, Handbook of Web Surveys presents a theoretical yet practical approach to creating and conducting web surveys. From the history of web surveys to various modes of data collection to tips for detecting error, this book thoroughly introduces readers to the this cutting-edge technique and offers tips for creating successful web surveys.

The authors provide a history of web surveys and go on to explore the advantages and disadvantages of this mode of data collection. Common challenges involving under-coverage, self-selection, and measurement errors are discussed as well as topics including:

• Sampling designs and estimation procedures

• Comparing web surveys to face-to-face, telephone, and mail surveys

• Errors in web surveys

• Mixed-mode surveys

• Weighting techniques including post-stratification, generalized regression estimation, and raking ratio estimation

• Use of propensity scores to correct bias

• Web panels

Real-world examples illustrate the discussed concepts, methods, and techniques, with related data freely available on the book's Website. Handbook of Web Surveys is an essential reference for researchers in the fields of government, business, economics, and the social sciences who utilize technology to gather, analyze, and draw results from data. It is also a suitable supplement for survey methods courses at the upper-undergraduate and graduate levels.

1 THE ROAD TO WEB SURVEYS 1

1.1 Introduction, 1

1.2 Theory, 2

1.2.1 The Everlasting Demand for Statistical Information, 2

1.2.2 The Dawn of Sampling Theory, 4

1.2.3 Traditional Data Collection, 8

1.2.4 The Era of Computer-Assisted Interviewing, 10

1.2.5 The Conquest of the Web, 12

1.3 Application, 21

1.4 Summary, 31

2 ABOUT WEB SURVEYS 37

2.1 Introduction, 37

2.2 Theory, 40

2.2.1 Typical Survey Situations, 40

2.2.2 Why On-Line Data Collection?, 45

2.2.3 Areas of Application, 48

2.2.4 Trends in Web Surveys, 50

2.3 Application, 52

2.4 Summary, 55

3 SAMPLING FOR WEB SURVEYS 59

3.1 Introduction, 59

3.2 Theory, 60

3.2.1 Target Population, 60

3.2.2 Sampling Frames, 63

3.2.3 Basic Concepts of Sampling, 68

3.2.4 Simple Random Sampling, 71

3.2.5 Determining the Sample Size, 74

3.2.6 Some Other Sampling Designs, 76

3.2.7 Estimation Procedures, 82

3.3 Application, 87

3.4 Summary, 92

4 ERRORS IN WEB SURVEYS 97

4.1 Introduction, 97

4.2 Theory, 103

4.2.1 Measurement Errors, 103

4.2.2 Nonresponse, 124

4.3 Application, 133

4.3.1 The Safety Monitor, 133

4.3.2 Measurement Errors, 134

4.3.3 Nonresponse, 136

4.4 Summary, 138

5 WEB SURVEYS AND OTHER MODES OF DATA COLLECTION 147

5.1 Introduction, 147

5.1.1 Modes of Data Collection, 147

5.1.2 The Choice of the Modes of Data Collection, 149

5.2 Theory, 152

5.2.1 Face-To-Face Surveys, 152

5.2.2 Telephone surveys, 158

5.2.3 Mail Surveys, 164

5.2.4 Web surveys, 169

5.3 Application, 174

5.4 Summary, 182

6 DESIGNING A WEB SURVEY QUESTIONNAIRE 189

6.1 Introduction, 189

6.2 Theory, 191

6.2.1 The Road Map Toward a Web Questionnaire, 191

6.2.2 The Language of Questions, 197

6.2.3 Answers Types (Response Format), 200

6.2.4 Basic Concepts of Visualization, 211

6.2.5 Web Questionnaires and Paradata, 217

6.2.6 Trends in Web Questionnaire Design and Visualization, 223

6.3 Application, 226

6.4 Summary, 228

7 MIXED-MODE SURVEYS 235

7.1 Introduction, 235

7.2 Theory, 238

7.2.1 What is Mixed Mode?, 238

7.2.2 Why Mixed Mode?, 243

7.2.3 Methodological Issues, 248

7.2.4 Mixed Mode for Business Surveys, 262

7.2.5 Mixed Mode for Surveys Among Households and Individuals, 267

7.3 Application, 272

7.4 Summary, 274

8 THE PROBLEM OF UNDERCOVERAGE 281

8.1 Introduction, 281

8.2 Theory, 287

8.2.1 The Internet Population, 287

8.2.2 A Random Sample From the Internet Population, 288

8.2.3 Reducing the Noncoverage Bias, 290

8.2.4 Mixed-Mode Data Collection, 294

8.3 Application, 295

8.4 Summary, 299

9 THE PROBLEM OF SELF-SELECTION 303

9.1 Introduction, 303

9.2 Theory, 306

9.2.1 Basic Sampling Theory, 306

9.2.2 A Self-Selection Sample fromthe Internet Population, 309

9.2.3 Reducing the Self-Selection Bias, 314

9.3 Application, 319

9.4 Summary, 323

10 WEIGHTING ADJUSTMENT TECHNIQUES 329

10.1 Introduction, 329

10.2 Theory, 334

10.2.1 The Concept of Representativity, 334

10.2.2 Poststratification, 336

10.2.3 Generalized Regression Estimation, 349

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