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Improving Survey Questions: Design and Evaluation (Applied Social Research Methods) By Floyd J. Fowler ( Sage Publications, Inc )
Release Date: 1995-07-21
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Product Description
What is a good question? Although there are several potential sources for error in survey data, the validity of surveys depends on the design of the questions asked. This book shows how to word and format a question, write questions that will evoke the kind of answers for which they were designed, and empirically evaluate survey questions. In addition, the book covers topics such as how to write good questions aimed at collecting information about objective facts and events, how to measure subjective phenomena, some alternative methods for attacking common measurement problems; shows how to evaluate the extent to which questions are consistently understood and administered, and explains how to evaluate the data resulting from a set of questions. A clearly written book, Improving Survey Questions enables researchers and practitioners to write better survey questions and helps users of survey data to evaluate their data more critically.
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Short, sharp, effective. Dr Fowler covers it all. ( duncan1039 )
The author has been a senior research fellow since 1971, and in that time has no-doubt seen it all when it comes to marketing and social research projects. In fact the volume was written after an evaluation of many significant social surveys where (he wasn't setting out to prove this) Fowler found the standard of questionnaire writing quite inadequate.
In "Improving Survey Questions" he goes methodically through the philosophy, the problems and the techniques of writing better, more reliable questions that are easily understood (by a diverse audience) and are easily responded to - thanks to clear, unambiguous instructions.
If he has one main lesson it is this: pre-test your surveys. His ultimate wish is that more pre-testing take place in the world of professional research.
A worthwhile book - not exactly entertaining in style - but would make a great basis for in-house training in your organisation. I refer to my copy frequently, and used it to strip down my questionnaire style and build it up again from scratch. A good if somewhat salutary exercise for the professional.
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Classic book with timeless advice ( electronics_fan_10021 )
After reaading many books on questionnaires, I find this one provides the most generally useful advice in a readable, compact format. Much cheaper and more advanced than the Survey Kit (also published by Sage), Fowler's book should find a place on the bookshelf of anyone writing questionnaires or surveys.
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