Asking Questions About Attitudes and Behavioral Intentions
- Specify the attitude object and ensure that questions are unambiguous to accurately measure attitudes and intentions.
- Use both unipolar and bipolar questions to capture different dimensions of attitudes and consider the context in which questions are asked.
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The book Asking Questions by Norman M. Bradburn, Seymour Sudman, and Brian Wansink is a definitive guide to designing questionnaires for market research, political polls, and social and health surveys. It is a valuable resource for researchers, marketers, and anyone involved in collecting systematic information through surveys.
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