Since it was first published more than twenty-five years ago, Asking
Questions has become a classic guide for designing questionnaires3/4the
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.