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 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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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
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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