Description
Wansink (University of Illinois), Bradburn (University of Chicago, emeritus), and Sudman (University of Illinois, emeritus) assert that questions must be precisely worded if responses to a survey are to be accurate, outline a conceptual framework for understanding the survey interview, and illustrate some of the subtleties of language and contexts that can cause problems. Originally published in 1982, the revised edition applies cognitive psychology to the study of questionnaire design, and discusses computer-assisted survey information collection. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
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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.
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