Since it was first published more than twenty-five years ago, Asking Questions has become a classic guide for designing questionnaires3⁄4the most widely used method for collecting information about people?s attitudes and behavior. An essential tool for market researchers advertisers, pollsters, and social scientists, this thoroughly updated and definitive work combines time-proven techniques with the most current research, findings, and methods. The book presents a cognitive approach to questionnaire design and includes timely information on the Internet and electronic resources. Comprehensive and concise, Asking Questions can be used to design questionnaires for any subject area, whether administered by telephone, online, mail, in groups, or face-to-face. The book describes the design process from start to finish and is filled with illustrative examples from actual surveys.
This text provides a hands-on approach, stressing the practical rather than the theoretical aspects of market research. It is organized to lead readers through a marketing research project, from the intial formation of the research questions to the final presentation of the project.
Consumer Panels provides a comprehensive overview of the use and history of consumer panels for marketing research. This convenient guide offers a breakdown of the panel process, including gathering data, recruiting panel members, and the use of panel services. The topics discussed include: Recruiting and compensating panel households, including forms to be used, frequency of data collection, and a comparison of panels versus recall dataConditioning, or the effects of panel participation on household behavior and their effects on trends in general purpose panelsThe cost of operating a panel, where information is available, and the magnitude of these costs relative to one-time surveys.Dr. Seymour Sudman was Professor of Business Administration and of Sociology and Research Professor and Deputy Director at SRL. The author of 19 books and hundreds of articles and presentations, Dr. Sudman is remembered for several major works, including Response Effects in Surveys (1974), Applied Sampling (1976), Asking Questions (1982), Thinking About Answers: The Cognitive Processes to Survey Methodology (1996), and Marketing Research (1998).Dr. Robert Ferber was the author or co-author of 17 books, including Statistical Techniques in Market Research (1949), Research Methods in Economics and Business (1962), Estudios Fundamentales de Mercadotecnia (1970), Consumer Panels (with Seymour Sudman, 1979), Consumption and Income Distribution in Latin America: Selected Topics (1980), and Social Experimentation and Economic Policy (1982). Dr. Ferber was a Professor of Marketing, Research Professor of Economics and of Business Administration, and founding Director of the Survey Research Laboratory from 1964 to 1981.
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