Designing Good Survey Studies

Abstract

The aim of any research is to create knowledge and to generate new insights. For insights from empirical research to be valid, the data from which insights are derived must be valid. Empirical data in tourism and hospitality research is predominantly collected by means of surveys. The chapter discusses a range of dangers to data validity associated with survey research; explains under which circumstances surveys represent a suitable or unsuitable method of data collection; and offers practical recommendations that can easily be adopted by survey researchers to ensure maximum validity of their data.

Citation

Dolnicar, S. (2022), "Designing Good Survey Studies", Okumus, F., Rasoolimanesh, S.M. and Jahani, S. (Ed.) Contemporary Research Methods in Hospitality and Tourism, Emerald Publishing Limited, Leeds, pp. 95-110. https://doi.org/10.1108/978-1-80117-546-320221007