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• Cover
• Title
• Copyright
• Dedication
• Preface
• Acknowledgments
• The Authors
• Part One: Strategies for Asking Questions
• Chapter One: The Social Context of Question Asking
• Small Wording Changes that Made Big Differences
• Questioning as a Social Process
• Ethical Principles in Question Asking
• The Research Question Versus the Actual Question Being Asked
• Suggestions for Beginners
• Sources of Error in Responses
• Part Two: Tactics for Asking Questions
• Chapter Two: Asking Nonthreatening Questions About Behavior
• Checklist of Major Points
• Ten Examples of Behavioral Questions
• How to Tell if a Question Is Threatening
• Eight Ways to Make Behavioral Questions Easier to Answer
• Using Respondents as Informants
• Summary
• Chapter Three: Asking Threatening Questions About Behavior
• Checklist of Major Points
• Six Examples of Questions on Socially Desirable Behavior
• Four Examples of Questions on Socially Undesirable Behavior
• Nine Techniques to Make Threatening Questions More Accurate
• Determining the Perceived Threat of Questions
• Use Additional Sources to Validate Accuracy
• Summary
• Chapter Four: Asking Questions About Attitudes and Behavioral Intentions
• Checklist of Major Points
• Identifying the Object of the Attitude
• The Three Components of Attitudes
• Asking Behavioral Intention Questions
• Important Issues When Writing Questions
• Bias Related to the Context and Meaning of Adjacent Questions
• Cautionary Note
• Summary
• Chapter Five: Asking and Recording Open-Ended and Closed-Ended Questions
• Checklist of Major Points
• Using Open-Answer Formats
• Using Closed-Answer Formats
• Constructing Response Categories
• Using Numerical Rating Scales
• Using Rankings
• Using Lists
• Visual and Manual Aids
• Summary
• Chapter Six: Asking Questions that Measure Knowledge
• Checklist of Major Points
• Examples of Knowledge Questions
• Techniques and Strategies for Asking Knowledge Questions
• Summary
• Chapter Seven: Asking Questions that Evaluate Performance
• Checklist of Major Points
• Employee Rating Techniques
• Behaviorally Anchored Rating Scales (BARS)
• Employer Ratings
• Customer, Client, and Patron Ratings
• Teacher and Instructor Ratings
• Summary
• Note
• Chapter Eight: Asking Psychographic Questions
• Checklist of Major Points
• What Are Some Examples of Psychographic Segments?
• What Psychographic Questions Should I Ask?
• Seven Steps to Generating Psychographic Questions
• Summary
• Chapter Nine: Asking Standard Demographic Questions
• Checklist of Major Points
• Asking About Household Size and Composition
• Asking About Gender
• Asking About Age
• Asking About Race and Origin
• Asking About Marital Status
• Asking About Education
• Asking About Employment-Related Issues
• Asking About One’s Occupation
• Asking About Mobility
• Asking About Income
• Asking About Religion
• Summary
• Part Three: Drafting and Crafting the Questionnaire
• Chapter Ten: Organizing and Designing Questionnaires
• General Formatting Issues
• Computer-Assisted Interviewing
• Issues in Computer-Assisted Interviewing
• Paper Questionnaires
• Summary
• Chapter Eleven: Questionnaires from Start to Finish
• Steps in Preparing a Questionnaire
• The Testing Procedure
• Using Pilot-Test Results
• Last-Minute Revisions and Post-Interview Evaluations
• Concluding Remarks
• Chapter Twelve: Asking Questions FAQs
• What Questions Should I Ask?
• Are There Words I Should Avoid Using?
• What Makes a Good Question?
• When Should I Ask Ranking Questions?
• How Should I Order My Categories?
• What Scale Should I Use…4-Point or 7-Point?
• How Many Response Categories Should I Have?
• What About Open-Ended Questions?
• How Should the Questions Be Ordered?
• How Do I Know My Questionnaire Is Complete?
• 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
• End User License Agreement