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

by Norman M. Bradburn, Seymour Sudman, Brian Wansink
3.6 out of 5 stars  See all reviews (10 customer reviews)

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Book Description

April 30, 2004 0787970883 978-0787970888 Revised Edition
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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Asking Questions: The Definitive Guide to Questionnaire Design -- For Market Research, Political Polls, and Social and Health Questionnaires + Scale Development: Theory and Applications (Applied Social Research Methods) + Survey Methodology
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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.

Product Details

  • Paperback: 448 pages
  • Publisher: Jossey-Bass; Revised Edition edition (April 30, 2004)
  • Language: English
  • ISBN-10: 0787970883
  • ISBN-13: 978-0787970888
  • Product Dimensions: 8.9 x 5.9 x 1.2 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 3.6 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Best Sellers Rank: #82,032 in Books (See Top 100 in Books)

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Customer Reviews

3.6 out of 5 stars
(10)
3.6 out of 5 stars
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Most Helpful Customer Reviews
15 of 15 people found the following review helpful
5.0 out of 5 stars The definitive questionnaire design book August 15, 2006
Format: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).
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2 of 2 people found the following review helpful
3.0 out of 5 stars Interesting text January 25, 2013
Format:Kindle Edition|Verified Purchase
A good reference for the field professional. I use this and other tools as triggers to stimulate my creativity when designing data collection instruments. An excellent how-to & how-not-to for novices.
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2 of 2 people found the following review helpful
4.0 out of 5 stars Good Read February 8, 2010
Format:Paperback|Verified Purchase
Its a textbook for my class on survey questionnaire design. It is a very good textbook. It is easy to read and concepts are presented in an accessible manner. It works better if you read it with other research on question wording and cognitive interviewing etc...
I received the product on time, and in good condition.
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1 of 1 people found the following review helpful
4.0 out of 5 stars Dry but thorough January 17, 2014
By LJB2006
Format:Paperback|Verified Purchase
A bit of a dry read... but you will learn everything you ever need to know about survey design. After my survey research class, I decided to keep it in my collection as a reference material. I even lend it out to some of the Research Assistants in my office to get them familiar with survey design.
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3 of 4 people found the following review helpful
5.0 out of 5 stars Practical and Workable November 13, 2007
Format:Paperback|Verified Purchase
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.
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