Asking Questions

Norman M. Bradburn is the Tiffany and Margaret Blake Distinguished Service Professor emeritus psychology, at the Harris Graduate School of Public Policy and the Graduate School of Business at the University of Chicago. He was a senior vice president at the National Opinion Research Center. Seymour Sudman was a Walter H. Stellner Distinguished Professor of Marketing and deputy director and research professor at the Survey Research Laboratory at the University of Illinois, Urbana-Champaign. Professor Sudman died in 2000. Brian Wansink is Professor of Marketing, Nutritional Science, Advertising and Agricultural and Consumer Economics at the University of Illinois Urbana-Champaign. He is also Research Professor at Cornell University and at Wageningen University in the Netherlands.

Preface and Acknowledgments. The Authors.

Part I. Strategies for Asking Questions.

1. The Social Context of Question Asking.

Part II. Tactics for Asking Questions.

2. Asking Nonthreatening Questions About Behavior.

3. Asking Threatening Questions About Behavior.

4. Asking Questions About Attitudes and Behavioral Intentions.

5. Asking and Recording Open-Ended and Closed-Ended Questions.

6. Asking Questions that Measure Knowledge.

7. Asking Questions that Evaluate Performance.

8. Asking Psychographic Questions.

9. Asking Standard Demographic Questions.

Part III. Drafting and Crafting the Questionnaire.

10. Organizing and Designing Questionnaires.

11. Questionnaires from Start to Finish.

12. Asking Questions FAQs.

Bibliography and Recommended Readings.

Glossary.

Index.

Appendix A: List of Academic and Not-for-Profit Survey Research Organizations.

Appendix B: Illinois Liquor Control Commission: College Student Survey.

Appendix C: Faculty Retention Survey.

Appendix D: Kinko’s: Open-ended Service Satisfaction Survey.