Kalsbeek, William D. (2008). Strata.. Lavrakas, Paul J. (Ed.) (pp. 848-849). Thousand Oaks, Calif.: Sage Publications.
To the uninformed, surveys appear to be an easy type of research to design and conduct, but when students and professionals delve deeper, they encounter the vast complexities that the range and practice of survey methods present. To complicate matters, technology has rapidly affected the way surveys can be conducted; today, surveys are conducted via cell phone, the Internet, email, interactive voice response, and other technology-based modes. Thus, students, researchers, and professionals need both a comprehensive understanding of these complexities and a revised set of tools to meet the challenges.
Kalsbeek, William D.