Asking Questions the Definitive Guide to Questionnaire Design

    This book is a revised and updated edition of Asking Questions: APractical Guide to Questionnaire Designfirst published in 1982. Itfocuses on the type of question asking that social science researchersand market researchers use in structured questionnaires or interviews.

Many of the principles of effective formalized questioning wefocus on in this book are useful in other contexts. They are usefulin informal or semi structured interviews, in administering printedquestionnaires in testing rooms, and in experimental studies involvingparticipant evaluations or responses

We intend this book to be a useful “handbook” for sociologists,psychologists, political scientists, evaluation researchers, socialworkers, sensory scientists, marketing and advertising researchers,and for many others who have occasion to obtain systematic informationfrom clients, customers, or employees.In the past two decades, two major changes in the practice ofsurvey research prompted us to produce a revised edition. First,there has been a revolution in research on question asking broughtabout by the application of cognitive psychology to the study ofquestionnaire design. We now have a conceptual framework forunderstanding the question-answering process and the causes of thevarious response effects that have been observed since the earlydays of social scientific surveys. This work has helped move questionnaireconstruction from an art to a science.


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