Asking Questions: The Definitive Guide to Questionnaire Design -- For Market Research, Political Polls, and Social and Health Questionnaires - Softcover

Bradburn, Norman M.; Sudman, Seymour; Wansink, Brian

Softcover

ISBN 10: 0787970883 ISBN 13: 9780787970888

Publisher: Jossey-Bass, 2004

Synopsis

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.

About this title

About the Author

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.

From the Back Cover

"The best single source about the present state of knowledge of questionnaire construction."
Choice

Since it was first published more than twenty-five years ago, Asking Questions has become a classic guide for designing questionnaires the 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. Asking Questions guides you through how to

• Determine what information is needed
• Phrase questions to minimize bias and distortion
• Obtain successful questions from existing questionnaires
• Control the level of threat
• Order questions to encourage response
• Select the best administration method
• Adapt questions and format to specific situations
• Test and validate the completed survey
• Evaluate and revise the questionnaire for improved results

Since it was first published more than twenty-five years ago, Asking Questions has become a classic guide for designing questionnaires-the 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. Asking Questions guides you through how to

• Determine what information is needed
• Phrase questions to minimize bias and distortion
• Obtain successful questions from existing questionnaires
• Control the level of threat
• Order questions to encourage response
• Select the best administration method
• Adapt questions and format to specific situations
• Test and validate the completed survey
• Evaluate and revise the questionnaire for improved results

Edition details

• Publisher: Jossey-Bass
• Publication date: 2004
• Language: English
• ISBN 10: 0787970883
• ISBN 13: 9780787970888
• Binding: Paperback
• Edition number: 2
• Number of pages: 448