This volume describes what is arguably the first and only valuation study to meet in full the reference study standards set by NOAA's Blue Ribbon Panel on Contingent Valuation. This book documents a contingent valuation study for a generic environmental good: preventing the likely injuries from oil spills on the coast of Central California. It provides a wealth of materials which will reduce the long lead time which characterizes most economic damage assessments. This is achieved by so richly documenting the design, administration, and analysis of such studies as to be effectively a 'how-to' guide for undertaking state-of-the-art contingent valuation studies. The book is supported by a CD-ROM containing a wealth of additional material, including data, questionnaires, and transcripts. Together, they constitute a unique and vital contribution to the literature concerning the valuation of non-market preferences.

This book documents a contingent valuation study for a significant environmental good: preventing the likely injuries from oil spills on the coast of Central California. It functions as a 'how-to' guide by documenting design, administration, and analysis of such studies, to reduce the long lead time which characterizes most economic damage assessments. The book includes a CD-ROM containing a wealth of additional material: data, questionnaires, transcripts and more.

Recipient of the 1996 Paul Lazarsfeld award by the American Sociological Association Methodology Section

"Questions and Answers in Attitude Surveys makes an enormous contribution to the field of survey methodology and ranks with such classics as Hyman's Interviewing and Kish's Survey Sampling. To the extent that survey research is only as reliable as its methodology, this book becomes a long-missing foundation stone for the social sciences in general."

--Tom Smith in American Journal of Sociology

"This volume reports on the sort of program of research we all constantly advocate. . . . It is large-scale, systematic, and cumulative. . . . The book is chock-full of . . . careful generalizations, leaving a reader informed and dazzled."

--Judith Tanur in Public Opinion

"The book is virtually a treasure chest for the survey methodologist and the survey practitioner." --Lars Bergman in Journal of Official Statistics "This is a classic. . . . Howard Schuman and Stanley Presser have produced a work whose insights and vision have an enduring quality. . . . No one undertaking public opinion analysis in years to come can be taken seriously without becoming intimately familiar with this pioneering research."

--John Robinson in Social Forces

"In a fundamental way, Howard Schuman and Stanley Presser have pioneered a new state of the art for conducting research on the form, wording, and context of questions asked in attitude surveys."

--Robert A. Ellis in Contemporary Psychology

"The prodigious work of Howard Schuman and Stanley Presser . . . demonstrates that question wording cannot be isolated from theory or the context of specific issues."

--Angell Beza in Contemporary Sociology

Comprehensive in its coverage, Questions and Answers in Attitude Surveys covers such issues as question order and response order effects; the lack of overlap between respondent-generated categories for open-ended questions and the closed categories generated by research, even with extensive pretesting with open questions; the effects of explicitly offering respondents a "don't know" or a middle opinion alternative; attitude strength and its relation to reliability; and issues of wording tone.

"An extremely useful handbook for students and any newcomers to survey research."

--Network

Recent research has yielded many new clues about how survey questions "behave," and some of these findings have offered practical guidance for question writing. Volume 63 reviews this experimental literature and provides both general guiding principles and specific advice on how to develop a survey questionnaire, emphasizing the practical implications of the experience and research of questionnaire designers. The authors also suggest a number of ways in which to make pilot and pretest work more fruitful. The material is easily accessible, yet professionally sophisticated.

This volume should be useful to social scientists and others who design survey questionnaires.