Review by Mark M Pierzchala for Designing Effective Web Surveys
Rating:
I wish I could give this book 4 and a half stars, but being forced to choose between 4 and 5 stars, I’ll give the 5. Mick Couper executes a foundational book on the art and science of conducting web surveys. In particular, he treats the design of the data collection instruments, as seen by the respondent, in extraordinary fashion. His knowledge and grasp of the research is well demonstrated in this book and he lets you know the strengths and weaknesses of all his references.

In addition to the narrative, Couper gives many screen shots that illustrate both good and bad practice. And in the world of web surveys, it is true that a screen shot is worth a thousand words. I think this book is most appropriate for the following audiences: (1) students of survey methodology, (2) those who implement web surveys including systems staff and project staff, (3) project managers who wonder why it is so tough to get things right, and (4) web-survey software developers.

Here are two suggestions for any future editions of this volume. First, I would include more information on satisfying accessibility requirements. People with visual, motor, or aural challenges trying to answer a web survey need to be accounted for. There is some information given for this topic, but the industry needs a specific overview. Second, it would be very helpful to have a fuller treatment of the web instrument in the context of a multimode survey. There is a little information given, but it can be challenging to implement a survey in the three-way dance of web, CATI, and paper modes (or any two-way subset). Since many government surveys find themselves having to satisfy both the accessibility and multimode requirements, they may find that design options become constrained.

But my suggestions for additional information should not be taken too much as criticism. Couper has defined his topic well and within that domain does a superb job. Another book that needs to be written is on multimode survey management, of which the web mode is included.

The reader of this review should know that I know Dr. Couper through many meetings at conferences over the years, and some email correspondence. I also took a web-survey design short course from him several years ago.

Mark M Pierzchala

MMP Survey Services, LLC