Expand your knowledge by taking a look at these useful SAGE titles below.

Kolb, B. (2008) Marketing Research: A Practical Approach. London: Sage (Chapter 12). (Link coming soon)

Schuman, H. and Presser, S. (1996) Questions and Answers in Attitude Surveys: Experiments on Question Form, Wording, and Context. Thousand Oaks, CA: Sage. (Link coming soon)