Jerold Pearson, '75 Director of Market Research, Stanford Alumni Association Partner, eAdvancement

Reference

Here is a list of some reference material on survey and focus group research compiled by Rena Cheskis-Gold (renacg@ntplx.net), myself, and other researchers.  I'm sure there are many other excellent sources that are not included here, as well as dozens of textbooks on market research, but this should be a good starter list. (Many of these sources also have bibliographies.)

First, however, you might want to check out my own tips on how to conduct better research.

  SURVEYS

Dillman, Don A.  Mail and Internet Surveys: The Tailored Design Method. John Wiley Co.  2000

Dillman, Don A.  Mail and Telephone Surveys: The Total Design Method. John Wiley Co..  1978

Dillman, Don A. and Salant, Priscilla.  How to Conduct Your Own Survey. John Wiley Co.  1994

Converse, Jean M. and Presser, Stanley.  Survey Questions: Handcrafting the Standardized Questionnaire. Sage Publications.  1986

Schuman, Howard and Presser, Stanley.  Questions and Answers in Attitude Surveys: Experiments on Question Form, Wording, and Context.  Academic Press.  1981

Czaja, Ronald and Blair, Johnny.  Designing Surveys: A Guide to Decisions and Procedures.   Pine Forge Press.  1995

Fowler, Floyd J.  Improving Survey Questions: Design and Evaluation.   Sage Publications.  1995

Suskie, Linda A.  Survey Research: What Works for the Institutional Researcher. NEAIR Institutional Research Information Series, No. 1.  circa 1986

Frey, James H.  Survey Research by Telephone.   Sage Publications.  1989

Weisberg, Herbert and Bowen, Bruce.  An Introduction to Survey Research, Polling, and Data Analysis.  W. H. Freeman.  1977

Turner, Charles F. and Martin, Elizabeth (Eds.)  Surveying Subjective Phenomena (Vol. 1).  Russell Sage Foundation.  1984

American Statistical Association.  What Is A Survey? ASA: Section on Survey Research Methods.  1995

American Statistical Association.  How to Plan A Survey. ASA: Section on Survey Research Methods.  1995

American Statistical Association.  How to Collect Survey Data. ASA: Section on Survey Research Methods.  1995

American Statistical Association.  Judging the Quality of a Survey. ASA: Section on Survey Research Methods.  1996

Asher, Herbert.  Polling and the Public.  CQ Press.   1998



  FOCUS GROUPS

Thomas R. Greenbaum.  Handbook for Focus Group Research. Lexington Books.  1993

Jean Bystedt, Siri Lynn, and Deborah Potts.  Moderating to the Max.  Paramount Books. 2003

Holly Edmunds.  The Focus Group Research Handbook. American Marketing Association-NTC Business Books.  1999

Richard A. Krueger.  Focus Groups: A Practical Guide for Applied Research. Sage Publications.  1994

David L. Morgan.  Successful Focus Groups: Advancing the State of the Art. Sage Publications (Sage Focus Edition #156).  1993

David W. Stewart  and Prem N. Shamdasani.  Focus Groups: Theory and Practice. Sage Publications.  1990

Jane Farley Templeton.  The Focus Group: A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview.  Probus Publishing Company.   1994