Constructing Effective Questionnaires / Edition 1

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Overview

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.

Explains open & closed-end questions; constructing & wording questions; rating scales; structure & evaluation.

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Editorial Reviews

Marketing Research Magazine
"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
Booknews
Survey research is at the core of much marketing, scientific, and sociological research, and the key to successful survey research is asking the right questions. Peterson (business administration, U. of Texas, Austin) offers suggestions to enhance specific question wording and overall questionnaire design, stressing the importance of empirically testing and evaluating questions, in order to identify both whether and why they work. Other topics covered include the process of questionnaire construction, rating scales, and evaluating the accumulated data. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Marketing Research Magazine - Tony Adams
"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."
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Product Details

  • ISBN-13: 9780761916413
  • Publisher: SAGE Publications
  • Publication date: 12/1/1999
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 152
  • Product dimensions: 7.00 (w) x 10.00 (h) x 0.33 (d)

Meet the Author

The Research Integrity Officer (RIO) at The University of Texas at Austin is Dr. Robert A. Peterson, associate vice president for research.

The Research Integrity Officer has responsibility for overseeing the inquiry and investigative process and ensuring compliance of all parties with this policy in the conduct of inquiries and investigations of misconduct in science and other scholarly research.

The Research Integrity Officer is responsible for sequestering all documents and evidence and ensuring confidentiality is maintained. The RIO shall ensure that necessary and appropriate expertise is secured to carry out a thorough and authoritative evaluation of the relevant evidence.

The Research Integrity Officer is responsible for taking all reasonable steps to ensure that the persons involved in the allegations or evidence are fair, competent and impartial, and without conflict of interest.

The Research Integrity Officer is responsible for reporting to the appropriate federal funding agency as required. Visit the Office of Research Integrity at the U.S. Department of Health and Human Services online for a list of links to all federal funding agencies' regulations regarding research misconduct.

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Table of Contents

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

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