“Developing a good questionnaire is not as simple as is often assumed. There are many ways in which answers to questions can be biased or confused by naive investigators. Harris has provided a comprehensive treatment of the many practical issues that arise and need to be kept in mind when preparing questions for a wide range of uses. This book is clearly based on a great deal of personal experience, as well as informed by the work of others who have studied the complexities of the question-answer process– whatever one’s goals.”

– Howard Schuman, Professor of Sociology and Research Scientist, Emeritus, at the University of Michigan’s  Survey Research Center


“You are crazy to write a questionnaire without reading this book first. And who knew a book about gathering data could be so much fun to read? You’ll buy it for the practical value of getting questionnaires right, but along the way you’ll absorb a lot of fascinating lessons about psychology and logical thinking.”

– Dan Heath, co-author of the New York Times bestsellers Made to Stick, Switch, and Decisive