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Asking Questions: The Definitive Guide to Questionnaire Design, 3rd Edition

ISBN: 978-1-119-15099-2
350 pages
May 2018
Asking Questions: The Definitive Guide to Questionnaire Design, 3rd Edition (111915099X) cover image


Asking Questions serves as a practical, introductory guide to questionnaire design. This classic book, first published more than 35 years ago, has been an essential tool for students and professionals on how to ask the right questions.
The overall format and structure of the third edition will follow previous editions; however, significant updates and improvements will made throughout, making this the new edition up-to-date on the latest survey trends and more classroom friendly. Included are new chapters on 1) web surveys and multimode surveys and 2) polls and polling. There will also be new or expanded coverage on important survey design issues, such as integrating mode choice and sequencing of modes, cognitive models of response including satisficing, additional examples of questionnaires for different situations and contexts, new guidance on effective testing of survey items and how to ask demographic questions, and dis greater discussion and detail on using basic scalar questions. All illustrative examples, including most figures, will be updated. Student-friendly pedagogy, such as learning objectives, summary, key terms, and review questions, and web-based resources, such lecture slides and a test bank, will all be new to the third edition.

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Author Information

Norman Bradburn is a Senior Fellow at NORC at the University of Chicago. He also serves as the Tiffany and Margaret Blake Distinguished Service Professor Emeritus at the University of Chicago.

Michael J. Stern is a Methodology Fellow for NORC at the University of Chicago's Center for Excellence in Survey Research.

Brian Wansink is the John Dyson Professor of Marketing and the Director of the Cornell Food and Brand Lab in the Department of Applied Economics and Management at Cornell University.

Timothy P. Johnson is professor of public administration and director of the Survey Research Laboratory at University of Illinois, Chicago.

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