ABSTRACT
This part introduction presents an overview of the key concepts discussed in the subsequent chapters. The part presents the issue of prime concern to survey researchers, question design and provides a useful review of the different types of question used in surveys and the types of bias likely to be associated with each. It compares the effects in self-completion questionnaires of presenting questions requiring informants to recall such behaviours as newspaper reading, either in the 'open' or checklist form. The part demonstrates striking differences in results from the two approaches, the latter providing much higher rates of recall. It explores the absence of any additional means of validating informants' replies, researchers should avoid treating the two types of data as being equivalent, and when using interviewers should always provide precise instructions regarding prompting of answer categories. The part also provides reviews under the various headings, respondent selection data collection biases and research into interviewer selection, training and control.
