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This second edition of Dr Bram Oppenheim's established work, like
the first, is a practical teaching text of survey methods. The new
edition has extended its scope to include interviewing (both
clip-board and depth interviewing), sampling and research design,
data analysis, and a special chapter on pilot work. As before, the
chapters on questionnaire design are supported by further chapters
on attitude scaling methods, and on projective techniques. There is
refreshingly critical treatment of problems such as faulty research
designs, errors in sampling, ambiguities in question wording,
biases in interviewing, losses of information, and the
interpretation of attitude scales and of projective data. The book
is laced throughout with instructive examples from many fields,
ranging from marketing surveys to the study of children's political
perceptions. Problems of reliability and validity are kept to the
fore. Above all, the need for pilot work is emphasized at every
stage. The book is intended for graduate methodology courses in the
social sciences, but it is also designed to reach other
professionals, including teachers, social workers, medical
researchers, and opinion pollsters, who have to evaluate or carry
out social surveys.>
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