QUESTIONNAIRE DESIGN AND ATTITUDE MEASUREMENT
Questionnaire design cannot be taught from books ; every investigation presents new and different problems . A textbook can only hope to prevent some of the worst pitfalls and to give practical , do - it - yourself kind of information that will point the way out of difficulties . It is not meant to be a work of scholarship , nor is it exhaustive . The number of references has been kept to a minimum , though some annotated readings have been pro vided with each chapter . Throughout , clarity and basic ease of understanding have been my guidelines ; in each case , an attempt has been made to present the main lines of the argument , and while not shirking weaknesses in underlying assumptions omit some of the more esoteric controversies .
A short test of statistical knowledge is included ( Appendix II ) , to help the reader to decide whether he may need a refresher course before embarking on social inquiry . Inevitably , a choice has had to be made concerning what to include and what to leave out . This book does not deal with theory construction and the principles of explanation , with inter viewing techniques , group - observation procedures , content anal ysis , sampling , elementary statistics , observational methods , motivation research , interpretation , or report writing . It does deal with question writing , both factual and attitudinal , and with attitude - scaling and projective techniques . In the choice of examples , an attempt has been made to avoid parochialism and to maintain variety ; a sprinkling of examples from commercial research is included.