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Survey Research Methods - Fowler
A practical guide to the principles and procedures of survey research, focusing on identifying and minimizing various sources of error to produce high-quality statistical descriptions of populations.
A profile of this book is on the way.
What it’s about
This book is an accessible and comprehensive guide to the practice of survey research for social scientists, students, and anyone who needs to collect, analyze, or interpret survey data. It demystifies the entire survey process, from sampling and question design to data collection and analysis, by focusing on a "total survey design" perspective. This approach emphasizes that the quality of survey data is only as strong as its weakest link and teaches readers how to identify and manage the various sources of error—sampling error, nonresponse bias, and measurement error—that can compromise results. Whether you're conducting interviews in person, by phone, or using mail or internet surveys, this text provides the essential principles and practical procedures needed to produce credible, accurate, and defensible statistics about any population.
The through-line
- Who it’s for
- Social science researchers, students, market analysts, or public policy professionals who need to produce or understand reliable quantitative descriptions of a population. They want to conduct credible surveys and make accurate statistical claims, but they are often unsure how to navigate the complex methodological choices involved.
- The problem
- Conducting a survey that produces inaccurate, biased, or unreliable data, leading to flawed conclusions and wasted resources. Feeling uncertain and overwhelmed by the many decisions in survey design (sampling, mode, question wording), and fearing that their research will be criticized for methodological weaknesses or that they will misinterpret data from other sources.
- The plan
- Understand the Sources of Survey Error: Learn to identify the different types of error (sampling, nonresponse, measurement) that can affect your data.
- Master the Core Methodologies: Follow clear guidance on the three pillars of a survey: sampling, question design, and data collection.
- Adopt a Total Survey Design Approach: Learn to make informed trade-offs between cost and accuracy across all aspects of your survey to optimize data quality.
- The payoff
- The reader confidently designs and executes methodologically sound surveys. · They can produce precise, defensible statistics, critically evaluate research done by others, and make a credible contribution to their field or organization.
See our guide
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Additional reading
- The Organism · Kurt Goldstein
Maslow sources the term 'self-actualization' from Goldstein and builds upon his holistic view of the organism.
- Explorations in Personality · H. A. Murray, et al.
Cited as providing an 'excellent discussion' on the basic principle of centering motivation theory on goals rather than instigation or behavior.
- Social Interest · Alfred Adler
Maslow credits Adler and his followers for stressing the importance of the 'esteem needs,' which he felt were neglected by Freudian psychoanalysts.
- Wisdom of the Body · W. B. Cannon
Provides the foundational concept of 'homeostasis,' which Maslow uses as the starting point for his discussion of physiological needs.
- Multipliers · Liz Wiseman
Explores how leaders can either amplify ('multiply') or diminish ('diminish') the intelligence and capabilities of their teams, a key concept for creating a positive, low-anxiety environment.
- The Fearless Organization · Amy Edmondson
Provides the foundational research and practical steps for creating psychological safety, which the book identifies as crucial for reducing interpersonal anxiety and encouraging people to speak up.
- Mindset · Carol Dweck
Explains the difference between a 'growth mindset' and a 'fixed mindset,' which is presented as a key tool for helping employees manage perfectionism and see failures as learning opportunities.
- Crucial Conversations · Kerry Patterson, Joseph Grenny, et al.
Recommended as a resource for employees to learn how to navigate difficult, high-stakes conversations, directly addressing the book's theme of moving from conflict avoidance to healthy debate.
- Better Allies · Karen Catlin
The author is quoted on specific, actionable steps for allyship, making her book a practical guide for implementing the principles in Chapter 7.
- Blindspot: Hidden Biases of Good People · Mahzarin R. Banaji and Anthony G. Greenwald
Explains the science of implicit bias, which is central to the book's argument that leaders need to be proactive allies because 'not being racist/sexist' isn't enough.