An Introduction to Survey Research

An Introduction to Survey Research is 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. The authors discuss how best to identify the information needed and the best approach to get that information. They also highlight the processes commonly involved in conducting a survey including the value of both obtaining a representative sample and dealing with the types of errors that can distort results. Each chapter focuses on one of the key components of constructing and carrying out a survey, including the elements to consider when developing a survey, the modes of survey delivery, writing good questions, conducting the survey, and presenting the results.

Author: Ernest L. Cowles, Edward Nelson
Publisher: Business Expert Press
Published: 01/30/2015
Pages: 195
Binding Type: Paperback
Weight: 0.65lbs
Size: 9.00h x 6.00w x 0.46d
ISBN13: 9781606498187
ISBN10: 1606498185
BISAC Categories:
- Business & Economics | Marketing | Research

About the Author
Ernest L. Cowles is professor emeritus of sociology at California State University, Sacramento. He served as the director of the Institute for Social Research for 8 years and continues as a senior research fellow. Before becoming director of the Institute for Social Research, he directed research centers at the University of Illinois for 10 years. Beyond his academic work, he has served as a public agency administrator and consultant both within the United States and internationally. In 2015, he was presented with the Distinguished Alumni Award by the College of Criminology and Criminal Justice at Florida State University where he received his PhD in criminology.