Designing and Conducting Survey Research

by Rea, Louis M.; Parker, Richard A.

• ISBN13: 9781118767030
• ISBN10: 1118767039
• Edition: 4th
• Format: Paperback
• Copyright: 2014-09-09
• Publisher: Jossey-Bass

Summary

The industry standard guide, updated with new ideas and SPSS analysis techniques

Designing and Conducting Survey Research: A Comprehensive Guide Fourth Edition is the industry standard resource that covers all major components of the survey process, updated to include new data analysis techniques and SPSS procedures with sample data sets online. The book offers practical, actionable guidance on constructing the instrument, administrating the process, and analyzing and reporting the results, providing extensive examples and worksheets that demonstrate the appropriate use of survey and data techniques. By clarifying complex statistical concepts and modern analysis methods, this guide enables readers to conduct a survey research project from initial focus concept to the final report.

Public and nonprofit managers with survey research responsibilities need to stay up-to-date on the latest methods, techniques, and best practices for optimal data collection, analysis, and reporting. Designing and Conducting Survey Research is a complete resource, answering the "what", "why", and "how" every step of the way, and providing the latest information about technological advancements in data analysis. The updated fourth edition contains step-by-step SPSS data entry and analysis procedures, as well as SPSS examples throughout the text, using real data sets from real-world studies. Other new information includes topics like:

• Nonresponse error/bias
• Ethical concerns and special populations
• Cell phone samples in telephone surveys
• Subsample screening and complex skip patterns

The fourth edition also contains new information on the growing importance of focus groups, and places a special emphasis on data quality including size and variability. Those who employ survey research methods will find that Designing and Conducting Survey Research contains all the information needed to better design, conduct, and analyze a more effective survey.

Author Biography

LOUIS M. REA is emeritus professor of city planning and former director of the School of Public Affairs at San Diego State University. He is an established survey research consultant to numerous municipal jurisdictions and private businesses and also has extensive experience as a researcher. Rea has taught graduate courses in statistical analysis, survey research, and topics in urban planning.

RICHARD A. PARKER is emeritus professor in the School of Public Affairs at San Diego State University. He is also a market research and economic consultant to the public and private sectors. He specializes in survey research for housing, retail, commercial, water supply, and transportation development and is a widely published author of books and articles.

Table of Contents

Figures, Tables, Exhibits, and Worksheets vii

Preface xi

The Authors xv

Part One: Developing and Administering Questionnaires 1

1 An Overview of the Sample Survey Process 3

2 Designing Effective Questionnaires: Basic Guidelines 36

3 Developing Survey Questions 59

4 Using Focus Groups in the Survey Research Process 80

Part Two: Ensuring Scientific Accuracy 97

5 Descriptive Statistics: Measures of Central Tendency and Dispersion 99

6 The Theoretical Basis of Sampling 135

7 Confidence Intervals and Basic Hypothesis Testing 146

8 Determining the Sample Size 163

9 Selecting and Obtaining a Representative Sample 177

Part Three: Presenting and Analyzing Survey Results 201

10 Analyzing Cross-Tabulated Data 203

11 Testing the Difference between Means 235

12 Regression and Correlation 261

13 Preparing an Effective Final Report 292

Resource A: Table of Areas of a Standard Normal Distribution 305

Resource B: Glossary 311

Bibliography 321

Index 325