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.
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From the Back Cover
"The best single source about the present state of knowledge of questionnaire construction."
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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.
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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Most Helpful Customer Reviews
12 of 12 people found the following review helpful:
5.0 out of 5 stars
The definitive questionnaire design book,
This review is from: Asking Questions: The Definitive Guide to Questionnaire Design -- For Market Research, Political Polls, and Social and Health Questionnaires (Research Methods for the Social Sciences) (Paperback)
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).
3 of 3 people found the following review helpful:
5.0 out of 5 stars
Practical and Workable,
By
Amazon Verified Purchase(What's this?)
This review is from: Asking Questions: The Definitive Guide to Questionnaire Design -- For Market Research, Political Polls, and Social and Health Questionnaires (Research Methods for the Social Sciences) (Paperback)
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.
3 of 3 people found the following review helpful:
5.0 out of 5 stars
Great perspective on questionnaire fundamentals,
By EJT ((Chicago, IL USA)) - See all my reviews
This review is from: Asking Questions: The Definitive Guide to Questionnaire Design -- For Market Research, Political Polls, and Social and Health Questionnaires (Research Methods for the Social Sciences) (Paperback)
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.
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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consumer panels, unfavorable feeling, asking threatening questions about behavior, library card ownership, psychographic questions, behavioral intention questions, student feedback forms, likelihood questions, questionnaire writer, socially undesirable behavior, psychographic segments, skip instructions, socially desirable behavior, interviewer instructions, bounded recall, aided recall, precoded questions, community informants, secondary records, randomized response, field coding Key Phrases - Capitalized Phrases (CAPs): (learn more)
National Opinion Research Center, New York, Public Opinion Quarterly, United States, Survey Research Laboratory, General Social Survey, Ann Arbor, University of Michigan, Survey Research Center, Roper Public Opinion Research Center, Journal of Marketing Research, Census Bureau, University of Illinois, Bureau of the Census, Checklist of Major Points, National Assessment of Educational Progress, Gallup Poll, World War, University of Connecticut, San Francisco, Current Population Survey, Department of Education, Chapel Hill, University of California, Government Printing Office Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!
consumer panels, unfavorable feeling, asking threatening questions about behavior, library card ownership, psychographic questions, behavioral intention questions, student feedback forms, likelihood questions, questionnaire writer, socially undesirable behavior, psychographic segments, skip instructions, socially desirable behavior, interviewer instructions, bounded recall, aided recall, precoded questions, community informants, secondary records, randomized response, field coding Key Phrases - Capitalized Phrases (CAPs): (learn more)
National Opinion Research Center, New York, Public Opinion Quarterly, United States, Survey Research Laboratory, General Social Survey, Ann Arbor, University of Michigan, Survey Research Center, Roper Public Opinion Research Center, Journal of Marketing Research, Census Bureau, University of Illinois, Bureau of the Census, Checklist of Major Points, National Assessment of Educational Progress, Gallup Poll, World War, University of Connecticut, San Francisco, Current Population Survey, Department of Education, Chapel Hill, University of California, Government Printing Office Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!
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