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Norman M. Bradburn

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

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ISBN: 0787970883, 9780787970888
Издательство: Jossey-Bass
Год издания: 2004
Страниц: 448
Book DescriptionSince 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 peoples 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.