Principles of Survey Research
Chapters
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Chapter 1: Introduction
Chapter 2: Survey: Measurement and Scaling
Chapter 3: Questionnaire
Chapter 4: Sampling
Chapter 5: Data Analysis: A Concise Overview of Statistical Techniques
Chapter 6: Advanced Techniques of Market Analysis
Chapter 7: Reporting Results
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Slide 85
Chapter 3 · Questionnaire · Slide 85/274
Asking Questions
"Not every question deserves an answer."
3.1 · Asking Questions
Eight Pitfalls
Asking Questions
"Not every question deserves an answer."
Publius Syrus · Rome, 1st c. BC
Avoid …
Ambiguity & vagueness
Jargon, slang, abbreviations
Double-barreled questions
Leading questions
Implicit assumptions
Implicit alternatives
Treating hypotheses as proof
Generalizations & estimates
QUESTIONSTAR · Dr. Paul Marx
85 / 274
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