PDF Ebook Thinking About Answers: The Application of Cognitive Processes to Survey Methodology

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Thinking About Answers: The Application of Cognitive Processes to Survey Methodology

PDF Ebook Thinking About Answers: The Application of Cognitive Processes to Survey Methodology

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About the Author

SEYMOUR SUDMAN is 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. He is the author, coauthor, or editor of seventeen books including Asking Questions (Jossey-Bass, 1982) which he wrote with Norman M. Bradburn. NORMAN M. BRADBURN is senior vice president for National Opinion Research. He is the Tiffany and Margaret Blake Distinguished Service professor in the department of psychology and the Harris Graduate School of Public Policy Studies at the University of Chicago. NORBERT SCHWARZ is professor of psychology at the University of Michigan, Ann Arbor, and a research scientist at the survey research center of Michigan's Institute for Social Research. With Seymour Sudman he wrote Context Effects in Social and Psychological Research (1992), Autobiographical Memory and the Validity of Retrospective Reports (1994).

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Product details

Paperback: 322 pages

Publisher: Jossey-Bass; 1 edition (October 19, 2010)

Language: English

ISBN-10: 1118016092

ISBN-13: 978-1118016091

Product Dimensions:

6 x 0.7 x 9 inches

Shipping Weight: 1.2 pounds (View shipping rates and policies)

Average Customer Review:

4.1 out of 5 stars

5 customer reviews

Amazon Best Sellers Rank:

#1,317,086 in Books (See Top 100 in Books)

A really nice book! This books talks a lot about cognitive foundations that underpin how people take surveys. Aside from that, it not only tells how to do good survey but also why we have to be careful about certain things when, for instance, ordering questions. I highly recommend this book to people who do the survey and have some psychology training.

Don't! This book is poorly written, difficult to interpret, full of typos, and just generally a waste of the cognitive resources Sudman talks about the precious scarcity of. It is repetitive, long-winded, and poorly organized, leaving the reader wondering what the authors were even trying to say. The information within this book, though, is critical to understanding good survey construction. If you can find an outline or abbreviated version of this information hold onto it!

The book came as described :)

The cognitive psychology behind questionnaire and interview development. One of the best reviews of the theory of asking questions. Represents years of expertise. Very recommended.The notion of looking inside the question answering process is very important for folks writing and administering questionnaire surveys. This text doesn't so much tell you how to do surveys and interviews, as it gets you thinking about how you are interacting with your respondents.For example, Sudman, et al. will get you thinking about surveys and interviews as a conversation - the norms and expectations that respondents will have of you and how they will interpret your questioning. Similarly, you will read about the four stage process that respondents go through in interpreting your questions, bringing up from memory the information they need to answer your questions, how they 'calculate' their answers, and then how they translate their ideas into an answer format.I would also recommend Tourangeau, et al. "The Pyschology of Survey Response".

After checking this book out of my university's library multiple times, I realize it's time to buy it. It is a great resource. Everyone should read at least a couple chapters before designing a survey, and especially before using the results of survey to draw any conclusions. I wish I could send a copy of this book to everyone who writes those poll questions for Time and Newsweek. Along those lines, reading this book will make you a much more informed survey respondent and magazine reader, as well.

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Thinking About Answers: The Application of Cognitive Processes to Survey Methodology PDF

Thinking About Answers: The Application of Cognitive Processes to Survey Methodology PDF