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
Since it was first published more than twenty-five years ago, Asking Questions has become a classic guide for designing questionnaires3⁄4the 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.

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I find this is an interesting and important guide book for the researchers especially beginners. It broadly illustrates about how the researcher should draft, construct his research design especially framing questionnaire.
Dr. Santosh S. Dharanaik
Research Associate,

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Part II Tactics for Asking Questions
Part III Drafting and Crafting the Questionnaire
Bibliography and Recommended Readings
Appendix A List of Academic and NotforProfit Survey Research Organizations
Appendix B Illinois Liquor Control Commission College Student Survey
Appendix C Faculty Retention Survey
Appendix D Kinkos Openended Service Satisfaction Survey

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About the author (2004)

Norman M. Bradburn is the Tiffany and Margaret Blake Distinguished Service Professor emeritus psychology, at the Harris Graduate School of Public Policy and the Graduate School of Business at the University of Chicago. He was a senior vice president at the National Opinion Research Center.
Seymour Sudman was a Walter H. Stellner Distinguished Professor of Marketing and deputy director and research professor at the Survey Research 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 the University of Illinois Urbana-Champaign. He is also Research Professor at Cornell University and at Wageningen University in the Netherlands.

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