Asking Questions: The Definitive Guide to Questionnaire Design -- For Market Research, Political Polls, and Social and Health QuestionnairesSince 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. |
Contents
Part II Tactics for Asking Questions | 33 |
Part III Drafting and Crafting the Questionnaire | 281 |
Bibliography and Recommended Readings | 335 |
Glossary | 347 |
| 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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Common terms and phrases
alcohol alcoholic beverages alternatives answer ask respondents asking questions attitude questions behavior questions Bradburn Chapter coding complete computer-assisted interviewing daylight savings dents diaries dimension discussed drink E-mail effect employees error evaluation example field coding Figure format frequent Gallup Guttman scale hashish important income informed consent instructor issues knowledge questions less Likert scale marijuana measure method National Opinion Research NORC obtain open-ended questions Opinion Research Center overreporting P.O. Box Pap smear percent person Phone population possible precodes pretest problems procedures psychographic questions Public Opinion ques Questionnaire Design questions asked records reduce respondent's response categories SALT II sample segments self-administered skip instructions Social Desirability Bias socially desirable socially undesirable behavior Source specific Sudman Survey Research Laboratory threatening questions tions topic U.S. Census Bureau University usually variables voting Wansink
References to this book
Handbook of Consumer Psychology Curtis P. Haugtvedt,Paul M. Herr,Frank R. Kardes No preview available - 2008 |