Asking Questions that Measure Knowledge
- Questions should be designed to assess both the recall and recognition of information, using a mix of open and closed formats.
- Pretesting questions can help identify potential misunderstandings and ensure that they accurately measure the intended knowledge.
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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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