The survey research handbook
Author(s)
Bibliographic Information
The survey research handbook
（Irwin/McGraw-Hill series in marketing）
McGraw-Hill/Irwin, c2004
3rd ed
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Note
Includes index
Description and Table of Contents
Description
The Survey Research Handbook, 3/e by Alreck and Settle has been a proven favorite for years. The book is conceived and written to appeal to the common business reader, not just the academic: concepts are presented in clear everyday language, and the book provides practical direction for beginners as well as new ideas and techniques for experienced researchers. Its logical organization mirrors the survey research process itself, from determining information needs to writing the final report. Appendices cover useful topics including focus groups, experimental methods, and report presentations without disrupting the flow of the main text.
Table of Contents
PART ONE: Planning and Designing the SurveyChapter 1: Initiating a SurveyChapter 2: Planning the ProjectChapter 3: Designing the SamplePART TWO: Developing Survey Instruments Chapter 4: Composing QuestionsChapter 5: Creating Item ScalesChapter 6: Building QuestionnairesPART THREE: Collecting and Processing DataChapter 7: Self-Administered SurveysChapter 8: Collecting Interview DataChapter 9: Processing DataPART FOUR: Interpreting and Reporting ResultsChapter 10: Describing Data DistributionsChapter 11: Measuring item InteractionsChapter 12: Reporting the InformationAppendixA: Conducting Focus GroupsB: Conducting ExperimentsC: Presenting Survey ResultsGLOSSARYINDEX
by "Nielsen BookData"