Intended at helping readers prepare and use reliable and valid survey questions, this title shows readers how to: ask valid and reliable questions for the context; determine whether to use open or closed questions; and, choose the right type of measurement (categorical, nominal or ordinal) for responses to survey questions.

How to Ask Survey Questions: Learning Objectives Ch 1. Asking Questions: A Matter of Context Checklist for Deciding the Survey′s Context Guidelines for Asking Survey Questions Guidelines for Using Conventional Language When Asking Survey Questions Ch 2. Keep Questions Closed or Open them Up? Open-Ended Questions Closed or Closed-Ended Questions Checklist for Deciding Between Open- and Closed-Ended Questions Ch 3. Responses: Choices and Measurement Response Choices Categorical or Nominal Measures: How to Get Them Categorical Responses and Who Is Eligible Categorical Responses Are Exclusive Categorical Responses Are Inclusive Categorical Responses and Meaning Questions With Ordered Responses: How to Get Ordinal Data Using Common Rating Scales Guidelines for Asking Closed Questions and Determining Ordered Responses or Scales Numerical Measures Ch 4. Knowledge, Attitudes, and Behavior: Additional Tips for Creating Survey Questions Feelings and Intensity: Getting at the Attitude Recall and Time: Getting at Behavior Regulating Difficulty and Threat: Getting at Knowledge Demographics: Who Are the Respondents? Age, Income, and Education Guidelines for Asking Questions on Vital Statistics and Demographics Ch 5. Special Survey Questions: Factorial, Conjoint, and Online Facturial Survey Questions: Constant or Changeable Beliefs? Guidelines for Creating Factorial Survey Questions Conjoint Analysis Questions: Which Do You Prefer? Online Survey Questions Dropdown Lists Select One Check All That Apply Several Questions With the Same Response Choices Open-Ended Questions Ch 6. Survey Question Techniques for the Survey Team: The Focus Group Focus Group Questions Checklist for Conducting a Focus Group Checklist for a Good Focus Group Question Sequence Exercises Answers Suggested Readings Glossary About the Author