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"Robert A. Peterson’s work is undoubtedly the finest discussion of this key subject since Stanley Payne’s ‘Art of Asking Questions.’ This is where the quality of research begins, and in the rush to new survey technology, the art and science of asking questions is often lost. Must reading for all marketing majors as well as those who want to choose marketing research as a career."
Very well-constructed resource as both an undergraduate reference start-point on questionnaire design and for selective mining of topics as a refresher.
The book is quite comprehensive and covers all the grey areas of interest in drafting questionnaires and my students are desirous of it. It is indeed a step by content approach to practical generation of questions for investigations
some interesting insights, though very little of use or application for the majority of students on our course
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