商品簡介
In surveys, the way the question is worded has been shown to influence the results in either direction up to 30 percent. Master practitioner Iarossi describes the problems or biases in different data sources and the approaches that produce them. Focusing on creating high-quality surveys and learning the fine art of skepticism about results, he analyzes how program designs can reflect bias and how such details as the selection of a survey firm, the design of the questionnaire, and even the configuration of the data entry form can affect results. He gives inside information on building questions, including their wording and length, the importance of sample size, and the ways administrators can consciously or perhaps unconsciously affect statistical analyses. He describes how respondents' psychological factors and experiences as participants can be a factor in manipulation, and even shows how to clean up a completed survey with bias problems. Annotation c2006 Book News, Inc., Portland, OR (booknews.com)
