Asking Questions: The Definitive Guide to Questionnaire Design -- For Market Research, Political Polls, and Social and Health Questionnaires (Research Methods for the Social Sciences)

Asking Questions: The Definitive Guide to Questionnaire Design -- For Market Research, Political Polls, and Social and Health Questionnaires (Research Methods for the Social Sciences)

Since it was first published more than twenty-five years ago,<i>Asking Questions</i> has become a classic guide for designingquestionnaires¾the most widely used method for collectinginformation about people?s attitudes and behavior. An essentialtool for market researchers advertisers, pollsters, and socialscientists, this thoroughly updated and definitive work combinestime-proven techniques with the most current research, findings,and methods. The book presents a cognitive approach toquestionnaire design and includes timely information on theInternet and electronic resources. Comprehensive and concise,<i>Asking Questions</i> can be used to design questionnaires forany subject area, whether administered by telephone, online, mail,in groups, or face-to-face. The book describes the design processfrom start to finish and is filled with illustrative examples fromactual surveys.