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, May 17, 2004 - 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

Part II Tactics for Asking Questions
33
Part III Drafting and Crafting the Questionnaire
281
Bibliography and Recommended Readings
335
Glossary
347
Index
367
Appendix A List of Academic and NotforProfit Survey Research Organizations
375
Appendix B Illinois Liquor Control Commission College Student Survey
411
Appendix C Faculty Retention Survey
417
Appendix D Kinkos Openended Service Satisfaction Survey
425
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About the author (2004)

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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