This book is an introduction to survey research for those who want an overview of the survey process. It is intended to describe fundamental survey components to help both students and managers understand and use surveys effectively and avoid the pitfalls stemming from bad survey construction and inappropriate methods. We begin by talking about how best to identify the information needed and the best approach to get that information. We then discuss...

Paul Lavrakas covers all major facets of survey research methodology, from selecting the sample design and the sampling frame, designing and pretesting the questionnaire, data collection, and data coding, to the thorny issues surrounding diminishing response rates, and more.