Questions and Answers in Attitude Surveys: Experiments on Question Form, Wording, and Context
Despite being in a quantitative industry, surveyors rarely conduct tests to measure what happens when we rearrange questions, add a neutral point in a scale, or make other adjustments. If you're ready to absorb some more advanced issues, complete with footnotes, this is a great book to pick up. Note that the 1996 copyright is simply a reprint of the 1981 text.
I always hear your voice in my head ‘if it is taking you too long, there is a simpler way to do it!’
Market Research Analyst
Alberta Motor Association