Asking Questions: The Definitive Guide to Questionnaire Design -- For Market Research, Political Polls, and Social and Health Questionnaires

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John Wiley & Sons, Aug 7, 2015 - Business & Economics - 448 pages
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Since it was first published more than twenty-five years ago,Asking Questions has become a classic guide for designingquestionnaires¾the most widely used method for collectinginformation about people?s attitudes and behavior. An essentialtool for market researchers advertisers, pollsters, and socialscientists, this thoroughly updated and definitive work combinestime-proven techniques with the most current research, findings,and methods. The book presents a cognitive approach toquestionnaire design and includes timely information on theInternet and electronic resources. Comprehensive and concise,Asking Questions can be used to design questionnaires forany subject area, whether administered by telephone, online, mail,in groups, or face-to-face. The book describes the design processfrom start to finish and is filled with illustrative examples fromactual surveys.
 

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Contents

List of Figures
The Authors
Asking Nonthreatening Questions
Asking Threatening Questions About
More Accurate
Asking Questions About Attitudes
Toward Free Speech Abbreviated Questions
Asking and Recording OpenEnded
Informants
Asking Questions that Evaluate
Questionnaire
Asking Psychographic Questions
Asking Standard Demographic
Organizing and Designing
Questionnaires from Start to Finish
Asking Questions FAQs

SelfDescriptions
Asking Questions that Measure
Bibliography and Recommended Readings
Copyright

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About the author (2015)

Norman M. Bradburn is the Tiffany and Margaret Blake DistinguishedService Professor emeritus psychology, at the Harris GraduateSchool of Public Policy and the Graduate School of Business at theUniversity of Chicago. He was a senior vice president at theNational Opinion Research Center.
Seymour Sudman was a Walter H. Stellner Distinguished Professor ofMarketing and deputy director and research professor at the SurveyResearch Laboratory at the University of Illinois,Urbana-Champaign. Professor Sudman died in 2000.
Brian Wansink is Professor of Marketing, Nutritional Science,Advertising and Agricultural and Consumer Economics at theUniversity of Illinois Urbana-Champaign. He is also ResearchProfessor at Cornell University and at Wageningen University in theNetherlands.

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