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Paperback
Published: 1st February 2000
ISBN: 9780761916413
Number Of Pages: 152
At the heart of all successful survey research is asking the right questions. Constructing Effective Questionnaires is intended for all who commission, conduct, and evaluate research based on asking questions. This book offers Robert Peterson's pragmatic perspective on questionnaire construction - one based on a balance of personal experience plus in-depth knowledge of the conceptual and methodological literature of the behavioral sciences. From specific question wording to overall questionnaire design, the book is a comprehensive guide to this critical element of survey research. Throughout the book, Peterson repeatedly stresses the importance of empirically testing and evaluating questions, not only to identify whether they work, but also "why" they work.
"Robert A. Peterson's work is undoubtedly the finest discussion of this key subject since Stanley Payne's `Art of Asking Questions.' This is where the quality of research begins, and in the rush to new survey technology, the art and science of asking questions is often lost. Must reading for all marketing majors as well as those who want to choose marketing research as a career." -- Tony Adams * Marketing Research Magazine *
| Questions and Answers | |
| The Process of Questionnaire Construction | |
| Open- and Closed-End Questions | |
| Constructing and Wording Questions | |
| Rating Scales | |
| Asking Specific Questions | |
| Questionnaire Structure and Evaluation | |
| Table of Contents provided by Ingram. All Rights Reserved. |
ISBN: 9780761916413
ISBN-10: 0761916415
Audience:
Professional
Format:
Paperback
Language:
English
Number Of Pages: 152
Published: 1st February 2000
Country of Publication: US
Dimensions (cm): 25.25 x 18.03
x 0.91
Weight (kg): 0.29
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