Norman M. Bradburn, Seymour Sudman, Brian Wansink, «Asking Questions : The Definitive Guide to Questionnaire Design»

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Norman M. Bradburn, Seymour Sudman, Brian Wansink, «Asking Questions : The Definitive Guide to Questionnaire Design»

Norman M. Bradburn, Seymour Sudman, Brian Wansink, «Asking Questions : The Definitive Guide to Questionnaire Design – For Market Research, Political Polls, and Social and Health Questionnaires»
Jossey-Bass | ISBN 0787970883 | 2004 Year | PDF | 1,74 Mb | 448 Pages


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

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