Asking Questions: The Definitive Guide to Questionnaire Design -- For Market Research, Political Polls, and Social and Health Questionnaires
John Wiley & Sons, Aug 7, 2015 - Business & Economics - 448 pages
Since it was first published more than twenty-five years ago, Asking Questions has become a classic guide for designing questionnaires¾the most widely used method for collecting information about people?s attitudes and behavior. An essential tool for market researchers advertisers, pollsters, and social scientists, this thoroughly updated and definitive work combines time-proven techniques with the most current research, findings, and methods. The book presents a cognitive approach to questionnaire design and includes timely information on the Internet and electronic resources. Comprehensive and concise, Asking Questions can be used to design questionnaires for any subject area, whether administered by telephone, online, mail, in groups, or face-to-face. The book describes the design process from start to finish and is filled with illustrative examples from actual surveys.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Asking Questions that Evaluate
Asking Psychographic Questions
Asking Standard Demographic
Organizing and Designing
Questionnaires from Start to Finish
Asking Questions FAQs
Asking Questions that Measure
Bibliography and Recommended Readings
Other editions - View all
alcohol alcoholic beverages alternatives ask respondents asking questions attitude questions behavior questions behavioral intentions Bradburn Chapter coding complete computer-assisted interviewing daylight savings diaries dimensions discussed E-mail effect employees error estimate evaluation example field coding Figure flat tax format frequency estimates frequent Gallup Guttman scale hashish Hispanic household members important income individual issues knowledge questions less Likert scales marijuana measure method National Opinion Research NORC obtain open-ended questions Opinion Research Center overreporting participate percent person Phone population possible precodes preferences pretest problems procedures psychographic questions Public Opinion questionnaire construction questionnaire design questions asked rank rating scales reduce respondent’s response categories sample segments skip instructions social desirability bias socially desirable socially undesirable behavior Source specific Sudman Survey Research Laboratory threatening questions topic U.S. Census Bureau University variables voting Wansink words