References for Business Research Methods: Chapter 13
1
Dorwin Cartwright, ‘Some principles of mass persuasion’, Human Relations 2, 1948, p. 266.
2
Sam Gill, ‘How do you stand on sin?’ Tide (14 March 1947), p. 72.
Unaided recall gives respondents no clues as to possible answers. Aided recall gives them a list of
radio programmes that were played last night and then asks them which ones they heard. See
Harper W. Boyd Jr. and Ralph Westfall, Marketing Research (3rd edn.). Homewood, IL: Irwin,
1972, p. 293.
3
Gideon Sjoberg, ‘A questionnaire on questionnaires’, Public Opinion Quarterly 18 (Winter 1954),
p. 425.
4
5
More will be said on the problems of readability in Chapter 20.
S.A. Stouffer et al., Measurement and Prediction: Studies in Social Psychology in World War II, Vol.
4. Princeton, NJ: Princeton University Press, 1950, p. 709.
6
An excellent example of the question revision process is presented in Payne, The Art of Asking
Questions, Princeton, NJ: Princeton University Press, 1951, pp. 214–25. This example illustrates
that a relatively simple question can go through as many as 41 different versions before being
judged satisfactory.
7
Robert L. Kahn and Charles F. Cannell, The Dynamics of Interviewing. New York: Wiley, 1957, p.
108.
8
9
Ibid., p. 110.
10
Payne, The Art of Asking Questions, p. 140.
11
Ibid., p. 141.
12
Ibid., p. 149.
National Opinion Research Center, Proceedings of the Central City Conference on Public Opinion
Research. Denver, CO: University of Denver, 1946, p. 73.
13
Hadley Cantril (ed.), Gauging Public Opinion. Princeton, NJ: Princeton University Press, 1944, p.
48.
14
15
Payne, The Art of Asking Questions, pp. 7–8.
16
Kahn and Cannell, The Dynamics of Interviewing, p. 132.
Barbara Snell Dohrenwend, ‘Some effects of open and closed questions on respondents’ answers’,
Human Organization 24 (Summer 1965), pp. 175–84.
17
18
Cantril, Gauging Public Opinion, p. 31.
Jean M. Converse and Stanley Presser, Survey Questions: Handcrafting the Standardized
Questionnaire. Beverly Hills, CA: Sage, 1986, pp. 50–1.
19
20
Ibid., p. 51.
Frederick J. Thumin, ‘Watch for these unseen variables’, Journal of Marketing 26 (July 1962), pp.
58–60.
21
22
F. Cannell and Robert L. Kahn, ‘The collection of data by interviewing’, in Research Methods in the
Behavioral Sciences, ed. Leon Festinger and Daniel Katz. New York: Holt, Rinehart & Winston, 1953,
p. 349.
23
Percival White, Market Analysis. New York: McGraw-Hill, 1921.
Eugene J. Webb, Donald T. Campbell, Richard D. Schwartz and Lee Sechrest, Unobtrusive
Measures: Nonreactive Research in the Social Sciences. Chicago: Rand McNally, 1966.
24
25
Converse and Presser, Survey Questions, p. 52.
W.R. Belson, The Design and Understanding of Survey Questions. Aldershot, England: Gower, 1981,
pp. 76–86.
26
The sections in this chapter on the methods and purposes of pre-testing have largely been adapted
from Converse and Presser, Survey Questions, pp. 51–64; and Survey Research Center, Interviewer’s
Manual (rev. edn.). Ann Arbor: Institute for Social Research, University of Michigan, 1976, pp.
133–4. For an extended discussion of the phases of pre-testing, see Converse and Presser, Survey
Questions, pp. 65–75.
27