In conjunction with top survey researchers around the world and with Nielsen Media Research serving as the corporate sponsor, this work presents state of the art information and methodological examples from the field of survey research. Although there are other "how to" guides and references texts on survey research, none is as comprehensive as this Encyclopedia, and none presents the material in such a focused and approachable manner. With more than 600 entries, this resource uses a Total Survey Error perspective that considers all aspects of possible survey error from a cost benefit standpoint. 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, confidentiality, privacy, informed consent and other ethical issues, data weighting, and data analyses. Presents a Reader's Guide to organize entries around themes or specific topics and easily guide users to areas of interest. Offers cross referenced terms, a brief listing of Further Readings, and stable Web site URLs following most entries.
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