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

Höfundar: Norman M. Bradburn; Seymour Sudman; Brian Wansink (Útgáfa: 2)
Asking Questions: The Definitive Guide to Questionnaire Design -- For Market Research, Political Polls, and Social and Health Questionnaires

Kaup valmöguleikar

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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Útgefandi
Wiley Professional Development (P&T)
ISBN
9781119214762
Print ISBN
9780787970888
Format
ePub
Útgáfa
2
Höfundar
Norman M. Bradburn; Seymour Sudman; Brian Wansink
Tungumál
English
Útgefið
2015-08-07
Prent takmörkun á líftíma
100
Prent takmörkun
10
Afritunar takmörkun
2

Kaflar

  • Cover
  • Title
  • Copyright
  • Dedication
  • Preface
  • Acknowledgments
  • The Authors
  • Part One: Strategies for Asking Questions
  • Chapter One: The Social Context of Question Asking
  • Small Wording Changes that Made Big Differences
  • Questioning as a Social Process
  • Ethical Principles in Question Asking
  • The Research Question Versus the Actual Question Being Asked
  • Suggestions for Beginners
  • Sources of Error in Responses
  • Part Two: Tactics for Asking Questions
  • Chapter Two: Asking Nonthreatening Questions About Behavior
  • Checklist of Major Points
  • Ten Examples of Behavioral Questions
  • How to Tell if a Question Is Threatening
  • Eight Ways to Make Behavioral Questions Easier to Answer
  • Using Respondents as Informants
  • Summary
  • Chapter Three: Asking Threatening Questions About Behavior
  • Checklist of Major Points
  • Six Examples of Questions on Socially Desirable Behavior
  • Four Examples of Questions on Socially Undesirable Behavior
  • Nine Techniques to Make Threatening Questions More Accurate
  • Determining the Perceived Threat of Questions
  • Use Additional Sources to Validate Accuracy
  • Summary
  • Chapter Four: Asking Questions About Attitudes and Behavioral Intentions
  • Checklist of Major Points
  • Identifying the Object of the Attitude
  • The Three Components of Attitudes
  • Asking Behavioral Intention Questions
  • Important Issues When Writing Questions
  • Bias Related to the Context and Meaning of Adjacent Questions
  • Cautionary Note
  • Summary
  • Chapter Five: Asking and Recording Open-Ended and Closed-Ended Questions
  • Checklist of Major Points
  • Using Open-Answer Formats
  • Using Closed-Answer Formats
  • Constructing Response Categories
  • Using Numerical Rating Scales
  • Using Rankings
  • Using Lists
  • Visual and Manual Aids
  • Summary
  • Chapter Six: Asking Questions that Measure Knowledge
  • Checklist of Major Points
  • Examples of Knowledge Questions
  • Techniques and Strategies for Asking Knowledge Questions
  • Summary
  • Chapter Seven: Asking Questions that Evaluate Performance
  • Checklist of Major Points
  • Employee Rating Techniques
  • Behaviorally Anchored Rating Scales (BARS)
  • Employer Ratings
  • Customer, Client, and Patron Ratings
  • Teacher and Instructor Ratings
  • Summary
  • Note
  • Chapter Eight: Asking Psychographic Questions
  • Checklist of Major Points
  • What Are Some Examples of Psychographic Segments?
  • What Psychographic Questions Should I Ask?
  • Seven Steps to Generating Psychographic Questions
  • Summary
  • Chapter Nine: Asking Standard Demographic Questions
  • Checklist of Major Points
  • Asking About Household Size and Composition
  • Asking About Gender
  • Asking About Age
  • Asking About Race and Origin
  • Asking About Marital Status
  • Asking About Education
  • Asking About Employment-Related Issues
  • Asking About One’s Occupation
  • Asking About Mobility
  • Asking About Income
  • Asking About Religion
  • Summary
  • Part Three: Drafting and Crafting the Questionnaire
  • Chapter Ten: Organizing and Designing Questionnaires
  • General Formatting Issues
  • Computer-Assisted Interviewing
  • Issues in Computer-Assisted Interviewing
  • Paper Questionnaires
  • Summary
  • Chapter Eleven: Questionnaires from Start to Finish
  • Steps in Preparing a Questionnaire
  • The Testing Procedure
  • Using Pilot-Test Results
  • Last-Minute Revisions and Post-Interview Evaluations
  • Concluding Remarks
  • Chapter Twelve: Asking Questions FAQs
  • What Questions Should I Ask?
  • Are There Words I Should Avoid Using?
  • What Makes a Good Question?
  • When Should I Ask Ranking Questions?
  • How Should I Order My Categories?
  • What Scale Should I Use…4-Point or 7-Point?
  • How Many Response Categories Should I Have?
  • What About Open-Ended Questions?
  • How Should the Questions Be Ordered?
  • How Do I Know My Questionnaire Is Complete?
  • 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
  • End User License Agreement