Master the challenges of conducting survey research with this concise, up-to-date best seller. Presenting the very latest methodological knowledge on surveys, Floyd I. Fowler's authoritative book gives readers a sound basis for evaluating how each aspect of a survey can affect its precision, accuracy, and credibility. From the growth of the Internet for data collection and the subsequent rapid expansion of online survey usage to the precipitous drop in response rates for telephone surveys and the continued improvement in techniques for pre-survey evaluation of questions, this must-have resource puts the profound changes taking place in the survey research world today into perspective, helping readers learn how to best use new and traditional options for collecting data.