How to Run Surveys: A Guide to Creating Your Own Identifying Variation and Revealing the Invisible
提供从问题设计、实验设置到受访者招募、数据收集和分析的完整调查流程指南，帮助研究者揭示感知、信念等不可见因素，适用于经济学、社会学等社会科学领域。
Surveys are an essential approach for eliciting otherwise invisible factors such as perceptions, knowledge and beliefs, attitudes, and reasoning. These factors are critical determinants of social, economic, and political outcomes. Surveys are not merely a research tool. They are also not only a way of collecting data. Instead, they involve creating the process that will generate the data. This allows the researcher to create their own identifying and controlled variation. Thanks to the rise of mobile technologies and platforms, surveys offer valuable opportunities either to study broadly representative samples or to focus on specific groups. This article offers guidance on the complete survey process, from the design of the questions and experiments to the recruitment of respondents and the collection of data to the analysis of survey responses. It covers issues related to the sampling process, selection and attrition, attention and carelessness, survey question design and measurement, response biases, and survey experiments.