Includes index.

Pt. I. Planning and Designing the Survey. Ch. 1. Initiating a Survey. Ch. 2. Planning the Project. Ch. 3. Designing the Sample -- Pt. II. Developing Survey Instruments. Ch. 4. Composing Questions. Ch. 5. Creating Item Scales. Ch. 6. Building Questionnaires -- Pt. III. Collecting and Processing Data. Ch. 7. Mail Data Collection. Ch. 8. Gathering Interview Data. Ch. 9. Processing the Data -- Pt. IV. Interpreting and Reporting Results. Ch. 10. Analyzing the Results. Ch. 11. Interpreting Statistics. Ch. 12. Reporting the Information -- Appendix A Conducting Focus Groups -- Appendix B Statistical Tables -- Appendix C Report Presentations.

Information is a vitally important asset for today's organizations - often even more important than financial, technical, or human resources. Survey research is a powerful way to acquire information focused directly and immediately on the decisions and problems of today and tomorrow. The Survey Research Handbook combines all the various techniques, principles, skills, and activities required to conduct an effective survey project. From planning the project and composing the questionnaire to preparing the data for coding and analyzing the results, this comprehensive resource walks you step-by-step through the entire research process - without technical buzzwords or statistical jargon! The Survey Research Handbook provides the methods and guidelines for conducting practical, economical surveys from start to finish, including directions for organizing highly informative focus groups to initiate the survey; instructions for conducting every task and phase of the survey process; guidelines for creating vivid, dynamic report presentations; and over 300 special exhibits to help you refer quickly and easily to the information you'll need to conduct a survey