"Will prove to be a great value to marketing research methodologists. Not only is the content there, but it is well written. I highly recommAnd Thinking About Answers to all who are seriously concerned with improving their use of survey method and questionnaire design. It belongs in the library of all serious researchers."

"For students and practitioners of survey research, this text provides a broad theoretical discussion of the survey process (as social encounter and cognitive task) and the difficulties respondents may have when attempting to provide answers."