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.
İçerik tablosu
Preface and Acknowledgments.
The Authors.
Part I. Strategies for Asking Questions.
1. The Social Context of Question Asking.
Part II. Tactics for Asking Questions.
2. Asking Nonthreatening Questions About Behavior.
3. Asking Threatening Questions About Behavior.
4. Asking Questions About Attitudes and Behavioral
Intentions.
5. Asking and Recording Open-Ended and Closed-Ended
Questions.
6. Asking Questions that Measure Knowledge.
7. Asking Questions that Evaluate Performance.
8. Asking Psychographic Questions.
9. Asking Standard Demographic Questions.
Part III. Drafting and Crafting the Questionnaire.
10. Organizing and Designing Questionnaires.
11. Questionnaires from Start to Finish.
12. Asking Questions FAQs.
Bibliography and Recommended Readings.
Glossary.
Index.
Appendix A: List of Academic and Not-for-Profit Survey Research
Organizations.
Appendix B: Illinois Liquor Control Commission: College Student
Survey.
Appendix C: Faculty Retention Survey.
Appendix D: Kinko’s: Open-ended Service Satisfaction
Survey.
Yazar hakkında
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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