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

Product Description

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 peoples 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.
Product Details
Amazon Sales Rank: #61193 in Books
Published on: 2004-04-30
Number of items: 1
Binding: Paperback
448 pages
Editorial Reviews

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

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.
Customer Reviews

Practical and Workable
This book is very practical and has many workable ideas that will work in the academic disciplines. It is important to form questions that will give workable answers. This book helps in this area.

Great perspective on questionnaire fundamentals
This edition offers insight about the building blocks of questionnaire development, and more importantly, getting to the right answers. A good focus on the fundamentals and a valuable resource.

The definitive questionnaire design book
This book is a tremendous resource for any social science research methodology course. It should be used as a stand-alone text for a questionnaire design course or as core reading material for a general research methodology class (undergraduate or graduate). As a social scientist, I have used it to successfully create web-based questionnaires that have received great response rates, which I believe are a direct result of the depth and breadth of the knowledge conveyed in the book. In addition, the text itself is easy to understand, interesting, and intellectually stimulating (qualities that are lacking in many other questionnaire design books).