The Fifth Edition of Floyd J. Fowler Jr.'s bestselling Survey
Research Methods presents the very latest methodological knowledge
on surveys. Offering a sound basis for evaluating how each aspect
of a survey can affect its precision, accuracy, and credibility,
the book guides readers through each step of the survey research
process. This fully updated edition addresses the growth of the
Internet for data collection and the subsequent rapid expansion of
online survey usage, the precipitous drop in response rates for
telephone surveys, the continued improvement in techniques for
pre-survey evaluation of questions, and the growing role of
individual cell phones in addition to-and often instead
of-household landlines. Throughout the book, the author puts the
profound changes taking place in the survey research world today
into perspective, helping researchers learn how to best use new and
traditional options for collecting data.
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