This course examines the key components of survey design, including sampling and recruitment, questionnaire development, and data collection methods, within the framework of Total Survey Error (TSE). The course draws on important theories and empirical findings from the survey methodology literature. It also introduces recent innovations in survey methods, with an emphasis on the growing trend of combining surveys with other data collection techniques. Additionally, we will discuss common survey practices and their implications for data quality. The course aims to provide you with evidence-based insights to guide the design and implementation of your own surveys.
Chan Zhang is an Associate Professor at the College of Media and International Culture at Zhejiang University in Hangzhou, China. Dr. Zhang holds a master’s degree (2009) and a PhD (2013) in Survey Methodology from the University of Michigan. Her research has examined various aspects of online survey quality, including recruitment methods, the use of incentives, question wording, and survey interface design. More recently, Dr. Zhang has investigated survey data harmonization and the data quality of intensive longitudinal data collection methods, such as Ecological Momentary Assessment (EMA). Her work has been published in leading journals in the field of survey research, including Survey Research Methods, Social Science Computer Review, Field Methods, and the International Journal of Public Opinion Research. Dr. Zhang has also served as a reviewer for academic journals across a range of disciplines, including statistics, political science, marketing, psychology, and communication. She is also an active committee member of the American Association for Public Opinion Research (AAPOR) and the World Association for Public Opinion Research (WAPOR).