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

446 Pages·2004·4.52 MB·English

by  Norman M. Bradburn

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Asking
Questions
The Definitive Guide to
Questionnaire Design—
For Market Research, Political Polls,
and Social and Health Questionnaires,
Revised Edition
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Asking Questions
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Norman M. Bradburn
Seymour Sudman
Brian Wansink
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Asking
Questions
The Definitive Guide to
Questionnaire Design—
For Market Research, Political Polls,
and Social and Health Questionnaires,
Revised Edition
fm.Bradburn 3/12/04 11:28 AM Page vi
Copyright © 2004 by John Wiley & Sons, Inc. All rights reserved.
Published by Jossey-Bass
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Library of Congress Cataloging-in-Publication Data
Bradburn, Norman M.
Asking questions : the definitive guide to questionnaire design—for
market research, political polls, and social and health questionnaires /
Norman M. Bradburn, Brian Wansink, Seymour Sudman.—Rev. ed.
p. cm.
Earlier ed. by Sudman and Bradburn with Sudman named first.
Includes bibliographical references (p. ) and index.
ISBN 0-7879-7088-3 (alk. paper)
1. Social sciences—Research. 2. Questionnaires. I. Wansink, Brian.
II. Sudman, Seymour. III. Title.
H62.B63 2004
300'.72'3—dc22 2004001683
Printed in the United States of America
FIRSTEDITION
PB Printing 10 9 8 7 6 5 4 3 2 1
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Contents
Preface and Acknowledgments xi
The Authors xv
Part I. Strategies for Asking Questions
1. The Social Context of Question Asking 3
Part II. Tactics for Asking Questions
2. Asking Nonthreatening Questions About Behavior 35
3. Asking Threatening Questions About Behavior 79
4. Asking Questions About Attitudes and
Behavioral Intentions 117
5. Asking and Recording Open-Ended and
Closed-Ended Questions 151
6. Asking Questions that Measure Knowledge 179
7. Asking Questions that Evaluate Performance 213
8. Asking Psychographic Questions 243
9. Asking Standard Demographic Questions 261
Part III. Drafting and Crafting the Questionnaire
10. Organizing and Designing Questionnaires 283
11. Questionnaires from Start to Finish 315
vii
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viii CONTENTS
12. Asking Questions FAQs 323
Bibliography and Recommended Readings 335
Glossary 347
Index 367
Appendix A: List of Academic and Not-for-Profit
Survey Research Organizations 375
Appendix B: Illinois Liquor Control Commission:
College Student Survey 411
Appendix C: Faculty Retention Survey 417
Appendix D: Kinko’s: Open-ended Service
Satisfaction Survey 425