Survey Research Handbook (Paperback) / Edition 3

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The Survey Research Handbook, 3/e by Alreck and Settle has been a proven favorite for years. The book is conceived and written to appeal to the common business reader, not just the academic: concepts are presented in clear everyday language, and the book provides practical direction for beginners as well as new ideas and techniques for experienced researchers. Its logical organization mirrors the survey research process itself, from determining information needs to writing the final report. Appendices cover useful topics including focus groups, experimental methods, and report presentations without disrupting the flow of the main text.

Information is a vitally important asset for today's organizations--often even more important than financial, technical, or human resources. Survey research is a very powerful way to acquire information focused directly and immediately on the decisions and problems of today and tomorrow. Without technical buzzwords or statistical jargon, this book provides the methods and guidelines for conducting practical, economical surveys from start to finish.

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Editorial Reviews

A comprehensive practical reference that brings together the various techniques and principles, skills, and activities that are required to conduct an effective survey project. The volume is divided into four sections: planning and designing the survey; developing survey instruments; collecting and processing data; and interpreting and reporting results. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9780072945485
  • Publisher: McGraw-Hill Higher Education
  • Publication date: 11/24/2003
  • Series: McGraw-Hill/Irwin Series in Marketing
  • Edition description: New Edition
  • Edition number: 3
  • Pages: 496
  • Sales rank: 767,942
  • Product dimensions: 7.30 (w) x 9.10 (h) x 0.80 (d)

Table of Contents

Pt. 1 Planning and designing the survey 1
Ch. 1 Initiating a survey 3
Ch. 2 Planning the project 26
Ch. 3 Designing the sample 55
Pt. 2 Developing survey instruments 87
Ch. 4 Composing questions 89
Ch. 5 Creating item scales 116
Ch. 6 Building questionnaires 146
Pt. 3 Collecting and processing data 179
Ch. 7 Self-administered surveys 181
Ch. 8 Collecting interview data 213
Ch. 9 Processing the data 242
Pt. 4 Interpreting and reporting results 267
Ch. 10 Describing data distributions 269
Ch. 11 Measuring item interactions 301
Ch. 12 Reporting the information 341
App. A Conducting focus groups 386
App. B Conducting experiments 403
App. C Presenting survey results 420
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