序言

本論文有五項目標：( l）說明電話及電子資訊技術担任意見調查的遠景；( 2）探討電話調查的理論基礎、調查技術與執行的程序，並以一個實際的例子，印證電話調查在台灣的可行性；( 3）探討最新的「研究方法」概念，不僅適用於電話調查，亦可提供其他調查方法參考；( 4）以「嚴謹的態度、平淺的文字」為寫作本書的理想；( 5）說明電話調查的應用範圍、應用限制與明日的課題。

本論文特別適用於有意從事意見調查的傳播媒介、企業界、研究機構、大學生及研究生參考。

作者要特別感謝陳世敏教授，他是國內首倡電話調查概念的先驅者之一，並協助本書建立架構、梳理眉目，如果沒有陳教授寬厚的鼓勵和嚴格的審核，本書將不敢面對世人。

作者要感謝徐佳士教授，他率先用一種平易的、活潑的、具有色彩感的語言寫作學術論文，深入淺出地介紹複雜的概念，如果沒有徐教授的啟示，本書將不敢奢望有實用的參考價值。

作者也要感謝李瞻教授，政大新聞研究所在他的領導下，加強了讀新書、作新研究的風氣，開創了向學術紮根、向實用結果的新格局，使我獲得了良好的研究環境。

作者還要感謝父母兄弟，在三年多的研究寫作期間內給予我最大的精神支持。

作者更要感謝聯合報系的長輩及同仁，給我良好的工作環境，使我能嘗試結合理論與實務，在緊湊而安定的氣氛中完成研究與寫作。

應該感謝的師長、學友還有很多，恕我無法一一在此致意。

本論文經過四度增補修訂、變更編序，成為「電話意見調查：理論與方法」一書，將由聯經出版事業公司出版。本論文雖列有寫作目標，但後學淺薄、力有不逮，難免舛誤掛漏，尚祈海內外學著先進不吝指正。

吳統雄 1983 . 6 . 21 .

（附有記號「˙」的，是研究者認為特別重要的文獻）
△中文部分
小山榮三（朱立筆記）
˙1969 民意原理與民意測驗；新聞學研究，3：16-19.
文崇一
˙1978a 問卷設計；在“社會及行為科學研究法（上）”（楊國樞etal eds）台北：東華，Ch.14
文崇一
˙1978b 調查訪問法；在“社會及行為科學研究法（下）”（楊國樞etal eds）台北：東華，Ch.18
王惕吾
˙1967 中國民意測驗事業的展望；十年來民意測驗之檢討；台北：民協；P15-16.
王端正
˙1972 台灣地方選舉政黨輔選宣傳之方式與其效果；新聞學研究，9：123-72.
尹啟銘、周義斌
˙1982/11 終端機工業之現況與分析；0與1科技19：109-111.
中華民國民意測驗協會（未刊印版權頁及出版者、編作者）
˙1981 中華民國民意測驗彙刊；台北：民協
中華民國民意測驗協會
˙1970本會十年來擧辦各項測驗一覽表；在“中華民國民意測驗彙編”台北：民協；P.102-3
內政部
˙1981a 中華民國台灣人口統計季刊Vol.7. No.3 P42-5.
˙1981b 台閩地區各縣市鄉鎮市區年底人口數按性別及五歲年齡組分；台閩地區人口統計；民國六十九年十二月；P54-101
˙1981c台閩地區各縣市六歲以上年底人口數按性別，年齡及教育程度分；台閩地區人口統計：民國六十九年十二月；P.112-165
主計處、行政院
˙1981abc 中華民國69年社會指標統計；P. 4，105，174-7
˙1982abcd 中華民國統計月報；No.193，P.16-19，22，263-4.
左丘明（或疑為譌託）
戰國時代 周語，晉語；在“國語”
朱雲漢
˙1979 台灣地區政治參與模式之研究；台大政治系碩士論文
自立晚報
˙1982 賦予警察緊急拘提搜索權關係人民權利至大且鉅；自立晚報8/14，2版
杜其容譯（原作者：Bernhard Karlgren)
˙1974 中國語之性質及其歷史（2 nd ed.）台北：台灣書店P.8-13
杜陵
˙1968 民意測驗學；香港：經緯市場調查研究社，Ch.3，4
李志仁
˙1981 寫在電信創立一百週年；在“中國電信百週年紀念專輯”（電信總局ed.）台北，電信總局；P. 13-4
李學養
1979 福傳程式設計；台北：歐亞，P. 88-92
余光中
˙1983 白而不化的白話文“從早期的青澀到近期的繁瑣；（上）5/4，8版，（下）5/5，8版
吳英璋
˙1979 測驗量表法；在“社會及行為科學研究法（下）"（楊國樞etal. eds)；台北：東華；Ch.19 : 587-621
吳統雄
˙1983a 選民的觀點：一九八二年選舉期間大台北地區的調查；人與社會，總號52:36-47
______
˙1983b 設計調查問卷的方法（之一至之三）；現代管理月刊；No.79:49-53, 80, 81
______
˙1983c 電話意見調查：理論與方法；聯經出版事業公司
______
˙1982 選民需要什麼政見？；聯合月刊6：18-23
______
˙1981a 候選人的歸屬與取向：六九年中央級民意代表選舉；大華晚報，1/17，12版
______
˙1981b 政治明星的劇本“地方選舉候選人政見的分析；聯合月刊5：14-8
˙1980 候選人政見的分析；聯合報，12/24，2版
吳統雄、台大青年社、台大女青年社
˙1977 台大生活面面觀：文法科系女性畢業生在社會上的角色；台大青年77：50-74
吳統雄
˙即將刊行a 抽樣調查的信度與效度；若需索；卽提供。
______
˙即將刊行b 如何決定抽樣調查中的樣本數；若需索，卽提供。
______
˙即將刊行c 如何選舉抽樣方法：比較簡單隨機系統，和分層抽樣的適用時機：若需要，卽提供
______
˙即將刊行d 近似函數和貝氏統計法；若需索，卽提供
______
˙即將刊行e 淺說現代資訊交換技術
______
˙即將刊行f 消失的寶藏：我國社會科學研究文獻的刊布問題；若需索，卽提供
______
˙尚未刊行a 論特質效度；若需索，卽提供
˙尚未刊行b 相關統計法：各種技術的適用時機；若需索，卽提供
______
˙尚未刊行c 淺介隨機答復技術；若需索，卽提供
吳聰賢
˙1978 態度量表的建立；在“社會及行為科學研究法（上）"（楊國樞etal. Eds.台北：東華；Ch.16，P. 463-91
邢瑩
˙1981 台灣電信簡史；在“中國電信百週年紀念專輯”（電信總局ed.）台北：電信總局；P. 116-25
林邦傑
˙1981 信度與效度的關係，測驗與輔導46：724-5.
______
˙1979 效度的種類及其考驗方法；測驗與輔導34：529-31
______
1976 變異數與共變數分析；在“企業管理技術大全”（陳定國etal. eds.)；台北，15：1-35
林清山
˙1979 心理與教育統計學；台北：東華，P. 159-60，219，515-55
林華德
˙1978 計量經濟學導論；台北：三民，P. 365-9
邱方孝，吳照輝，華宏民，闕魯藻譯（Fuori原著）
1980 ANS COBOL程式設計；台北：松崗，Ch. 8：214-46
芮寶公
˙1976 統計學；台北：五南，P. 30-2
胡佛
1982 民國初年的政治變遷與政黨；在“民主的香火：中國民主運動發展史(一)”亞洲人Vol.2，3：7-13
研究發展考核委員會，行政院
˙1980 台灣現代化的研究；未刊行，該會自存
班固
東漢 藝文志，食貨志；在“漢書”
柴松林
˙1981 一千萬個選民：未來兩次選舉的選民結構預測與特性分析：聯合月刊NO. 2：20-3
徐佳士、潘家慶、趙嬰、陳世敏
˙1978 全國民意測驗體系建立之研究；台北：政大新聞研究所
梁賡平
˙1981 電信一百週年紀念獻辭；在“中國電信百週年紀念專輯”（電信總局ed.）台北，電信總局；p.1-6
郭陽道
˙1978 調查研究能為報業做什麼；報學Vol.6，N0. 1：28-32
黃天從
˙1971 台北市選民投票行為之研究；政大政治系碩士論文
黃光國
˙1979 因素分析；在“社會及行為科學研究法（下）"；（楊國樞etal. eds.）台北：東華；ch.26，P.833-58
黃俊英
˙1976 行銷研究：管理與技術；台北：作者自印；Ch.8-10，12，21
黃堅厚
˙1979a 投射技能：在“社會及行為科學研究法（下）"(楊國樞etal. eds.）台北：東華；Ch.20：623-76
______
1979b 語義分析法；在“社會及行為科學研究法（下）"（楊國樞etal. eds.）台北：東華；Ch.22，P. 721-40
黃榮村
˙1978 量度化方法；在“社會及行為科學研究法（下）"(楊國樞etal. eds.)；台北：東華；Ch.13：354-403
章孝慈
˙1982 淺談隱私權；聯合報6/26；3版
陳世敏
˙1982 都是收視率惹的禍？收視率調查方法面臨挑戰5/31—6/5；民生報，10版
賀淦華、吳統雄（署名吳橋）
˙1978 性、家庭幸福和社會引誘；大華晚報7/31，3版
曾國雄
˙1978 多變量解析與其應用；台北：華泰，P.21
崔述
清 讀風偶識
張世祿譯（原作者Bernhard Karlgren)
˙1978 中國語與中國文；台北：長安，P. 14-7，28-50
張瑞琮
˙1981 數據電信現況與展望；在“中國電信百周年紀念專輯”（電信總局ed.）台北：電信總局；P.51-5
張曉春
˙1978 樣本調查研究；在“社會及行為科學研究法”（楊國樞etal. eds.)；台北：東華，Ch.8
葉慶炳
1966 中國文學史；台北：廣文；P.5-6
楊孝濚
˙1978 傳播研究方法總論；台北：三民，Ch.4，5
楊孝濚、吳統雄（署名：吳橋）
˙1978 電視與你我；大華晚報8/28，3版
楊志弘、吳統雄
˙1983 大學新聞相關科系畢業生對新聞教育的評價；文化大學新聞系研究報告
楊國樞、賀淦華、吳統雄（署名：吳橋）
˙1978 交友與擇偶；大華晚報7/17，3版
董同龢
˙1974 漢語音韻學；台北：學生
電信總局，交通部
˙1981a 中國電信百年大事記；在“中國電信百週年紀念專輯”（電信總局ed.)；台北：電信總局P. 128-38
電信總局，交通部
˙1981b 世界各國（地區）市內電話統計分析（1980/1)；台北：電信總局
電信總局，交通部
˙1981c 電信網路之發展；台北：電信總局
台大政治系（以「中國論壇社論編輯部」名義發表）
˙1981 選民的投票行為，中國論壇147：8-43
榮魯青
1978 產品空間分析之研究：非計量多元尺度及層次集群分析之應用：彩色電視機之例；台大商學研究所碩士論文；P.63
劉大傑（作者陷大陸，台印本未刊姓名）
19？ 中國文學發展史；台北：華正重刊校訂本；P. 43
劉水深、司徒達賢、吳統雄（署名：吳橋）
˙1978 消費者的保護；大華晚報8/14，3版
劉振漢、何鈺威
1980 BASIC程式語言；台北：三民，P. 71-84
劉清榕
˙1978 機率與取樣，在“社會及行為科學研究法（上）"（楊國樞etal. eds.)：台北：東華；Ch.3
劉詩華
˙1981 台灣地區電信事業之回顧與展望；在“中國電信百週年紀念專輯”（電信總局ed.）台北：電信總局總局；P. 7-9
鄭心雄、吳統雄（署名：吳橋）
˙1978 父母對青少年子女的輔導；大華晚報9/25，3版
蔡信義
˙1972 台北市立法委員首次增選之研究；台大政治系碩士論文
鄭貞銘
˙1970 公共關係，廣告與民意測驗；新聞學研究，6：131-45
閻沁恒
˙1970 英國大選期間的民意測驗（1970 5/18—5/18)；新聞學研究6：57-71
聯合報
˙1981/3/15 家計人員造假
聯合報
˙1981/4/12 家計調查揑造表報
戴聖
西漢 王制；在“禮記”
龍天立、吳統雄（署名：吳橋）
˙1978 行的擁擠與解決；大華晚報8/14，3版
謝安田
˙1979 企業研究方法；台北：水牛，Ch.4，6，11，14，16，18
薛承弼
˙1981 台灣中區電信的現況與未來；在“中國電信百週年紀念專輯”（電信總局ed.）台北：電信總局；P. 10-2
魏應澤
˙1975 抽樣理論及其應用（增訂版）；台北：三民Ch.106-15，144-6，175-87
簡茂發
˙1978 信度與效度；在“社會及行為科學研究法（上）”（楊國樞etal. eds.）台北：東華；Ch.12
曠湘霞、陳世敏
˙尚未刊行 楚留香及其餘盪；作者自存
讀者文摘譯（原著：Simon，Jullian L.）
˙1982/5 世界並無人多之患：人口增加是好事，讀者文摘，P. 22-24

△英文部分
Adorno, T. W. E. Frenkel-Brunswik, J. Levinson, & R. N. Sanford
1950 The Authoritarian Personality; NY.: Harper
Allen, Chris T.
*1980 More on Self-Perception Theory’s Foot Technique in the Pre-Call/Mail Survey Setting; JMR 17: 498-502
Allison, Neilk
*1978 Psychometric Development of a Test for Consumer Alienation from the Marketplace; JMR 15: 565-75
Allport, G. W.
1935 Attitudes; in “A Handbook of Social Psychology” (Murchison, C. ed.); Worcester, Mass.: Clark U. Press; P. 798-844
Andersen, E. B.
*1980 Discrete Statistical Models with Social Science Applications; Amsterdam: North-Holland Publishing Company
Aneshensel, Carol S., Ralph R. Frerichs, Virginia A. Clark, & Patricia A. Yokopenic
*1982 Measuring Depression in the Community: A Comparison of Telephone and Personal Interviews; POQ46: 110-21
Anscombe, F. J.
*1961 Bayesian Statistics; AS 15: 21-4
Babbie, Earl R.
*1979 The Practice of Social Research; Ch. 4,7,10,11,12
Backstrom, Charles H. & Gerald D. Hursh
*1963 Survey Research; Evanston, ILL.: Northwester U. Press; Ch. 2
Bagozzi, Richard P., & Alice M. Tybout, & C. Samuel Craig, & Brian Sternthal
*1979 The Construct Validity of the Tripartite Classification of Attitudes; JMR 16: 88-95
Bailar, Barbara A., Leory Bailey & Carol Corby
*1978 A Comparison of Some Adjustment and Weighting Procedures for Survey Data; in “Survey, Sampling & Measurement” (Namboodiri, N.K. ed.) NY. : Academic; Ch. 12. P. 175-200
Baron, R. A.
1973 Foot-in-the-door Phenomenon: Mediating Effects of Size of First Request and Sex of Request; BPS 2: 113-4
Baxter, R.
1969 The Harassed Respondent, in Current Controversies; in “Marketing Research” (Bogart, Leo. ed.); Chicago: Markham, Ch. 3.
Bechtoldt, Harold P.
1959 Construct Validity: A Critique; AP 14: 619-29
Belch, George E. & E. Laird Landon, Jr.
1977 Discriminant Validity of a Product Anchored Self-Concept Measure; JMR 14: 252-6
Bendiner, R.
1953/8/23 National Q-&-A Game: The Polls; New York Times Magazine; P. 13, 36, 38-9
Best, Roger J.
*1978 Validity and Reliability of Criterion - Based References; JMR 15: 154-60
Birnbaum, Allan
*1962 Another View on the Foundations of Statistics; AS 16: 17-21
Bishop, George F., Robert W. Oldendick, Alfred J. Tuchfarber & Stephen E. Bennett
1979/4 Opinion Filtering & Political Attitude Structure; Chicago: Ann. Con, of the Midwest Political Science Ass.,
Bishop, George F., Robert W. Oldendick, Alfred J. Tuchfarber & Stephen E. Bennett
*1980 Pseudo-Opinions on Public Affairs; POQ 44: 198-209
Blalock, Hubert M., Jr.
1968 The Measurement Problem: A Gap Between the Languages of Theory and Research; in “Methodology in Social Research” (Blalock etal. eds.) NY.: McGraw-Hill
Blankenship, Albert B.
1940 The Effect of the Interviewer Upon the Response in a Public Opinion Poll, JCP. 4: 134-136
Blankenship, Albert B.
*1977 Professional Telephone Survey NY.: McGraw-Hill
Blumer, H.
1948 “Public Opinion & Public Opinion Polling”, ASR. 13: 542
Bogardus, E, S.
1925 Measuring Social Distance; JAS 9: 299-308
Bogart, Leo
1972 Silent Politics: Polls and the Awareness of Public Opinion; NY: Wiley-Interscience
Bogart, Leo
*1967 No Opinion ,Don’t Know, and Maybe No Answer; POQ 31: 331-45
Bracken, Jerome & Arthur Schleifer, Jr.
*1964 Tables for Normal Sampling with Unknown Variance Boston; Harward Univ.
Bradburn, Norman M. & Carrie Miles
*1979 Vague Quantifiers; POQ 43: 92-101
Bradburn, Norman M. & W. M. Mason
1964 The Effect of Question Order on Responses; JMR 1: 57-64
Bridge, R. Gary, Leo G. Reeder, David Kanouse, Donald R. Kinder, Vivian Tong Nagy, & Charles M. Judd
*1977 Interviewing Changes Attitudes - Sometimes; POQ 41: 56-64
Bryant, Barbara E.
*1975 Respondent Selection in a Time of Changing Household Composition; JMR 12: 129-35
Burns, Alvin C. & Mary Carolyn Harrison
*1979 A Test of the Reliability of Psychographics; JMR 16: 32-8
Burstein, H.
*1971 Attribute Sampling: Tables & Explanations; NY.: McGraw-Hill
Campbell, Cathy & Joiner, Brian L.
1973 How to Get the Answer Without Being Sure You’ve Asked the Question; AS. 26: 229-31
Campbell, Donald T. & Donald W. Fiske
*1959 Convergent and Discriminant Validity by the Multitrait-Multi- method Matrix; PB 56: 81-105
Campbell, N. R.
1957 Foundations of Science NY.: Dover
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1975 Effect of Initial Request Size and Timing of a Second Request on Compliance: The Foot-in-the-door and the Door in the Face; JPSP 32: 774-82
Cannell, C. F.
1968 Interviewing; in “Handbook of Social Psychology” (Lindzey,et al. eds.) Reading, Mass.: Addison-Wesley; P. 526-95
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*1975 Communication and Public Opinion: A POQ Reader; NY.: Praeger
Chase, C.I.
1969 Often Is Where You Find It; AP. 24: 1043
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*1976 An Introduction to Sampling; in “Research Methods in Social Relations” (Selltiz et al. eds.)
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Chevan , Albert
* 1972 Minimum-Error Scalogram Analysis ; POQ 36 : 379-87
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1965 Public Opinion : Nature , Formation, and Role ; NJ . : Van Nostrand
Churchill , Gilbert A . Jr.
*1979 A Paradigm for Developing Better Measures of Marketing Constructs ; JMR 16 : 69-73
Churchill , Gilbert A. Jr., Neil M. Ford & Orville C . Walker
1974 Measuring the Satisfication of Industrial Salesmen ; JMR 11 : 254-60
Clausen, A. R .
1969 Response Validity : Vote Report ; POQ 32 : 588-606
Cochran , W. G.
*1977 Sampling Techniques,（3rd ed.) NY . : John Wiley & Sons
Cohen , Stanley & Jock Young
*1973 Do-it-yourself ; in “ The Manufacture of News”( Cohen, S. et al. eds.) Sage, Beverly Hill ; P.371- 83
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1976 Predicting No Opinion in the Polls ; POQ 40 : 515-30
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1975/6/30 The Lonely Field Interviewer: Why & How Your Research with Her is Going Wrong; Adverting Age.
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1969 Personal Versus Telephone Interviews: Effect on Responses ; PHR 84 : 773-82
Colombotos , John
*1965 The Effects of Personal vs . Telephone Interviews on Socially Acceptable Responses; POQ 29 : 457-8
Coombs , Lolagene & Ronald Freedman
*1964 Use of Telephone Interviews in a Longitudinal Fertility Study; POQ 28 : 112-17
Cooper, Sanford L.
1964 Random Sampling by Telephone: An Improved Method ; JMR 1 : 45-8
Cornfield , Jerome
*1966 Sequential Trials, Sequential Analysis and the Likelihood Principle; AS 20: 18-23
Cox, D.R.
1952 Estimation by Double Sampling ; Biometrika 39 : 217-27
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*1961 Use of a Scaling Technique in Surveys; JM. 25: 69-72
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1951 Coefficient Alpha and the Internal Structure of Tests; Psychometrika 16: 297-334
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1972 The Dependability of Behavioral Measurement: Theory of Generalizability for Scores and Profiles; NY.: John Wiley
Cummings, K. Michael
*1979 Random Digit Dialing: A Sampling Technique of Telephone Survey; POQ 43: 233-43
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*1981/1/7-9 EIES and Racter and Me: Computer Conferencing from a Pacific Island; in “Pacific Telecommunications Conference” (Wedemeyer, D. J. ed.) Honolulu, Hawaii; 3A: 1-10
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*1979 An Examination of Self-perception Mediation of the Foot-in-the-door Effect; JPSP 37: 2221-39
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1977 Effect of Payment for Initial Compliance: Unanswered Questions About the Foot-in-the-door Phenomenon; PSPB 3: 662-5
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*1980 Refusals: Who, Where and Why; POQ 44: 223-33
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1953 On a Probability Mechanism to Attain an Economic Balance Between the Resultant Error of Response and the Bias of Nonresponse; JASA 18: 743-4
Dillman, Don A.
*1978 Mail & Telephone Surveys NY.: John Wiley & Sons
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1976 Reducing Refusal Rates for Telephone Interviews; POQ 40: 67-78
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1973 Nonreponse Bias and Callback in Sample Surveys; JMR 10: 160-8
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*1978 Characteristics of Nonopinion and No Opinion Response Groups; POQ 42: 533-43
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*1978 Readings in Survey Research; Chicago: American Marketing Association
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*1966 Item Nonresponse in a Consumer Survey; POQ 30: 399-415
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1956 The Effect of Respondent Ignorance on Survey Result; JASA 51: 576-86
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1975/11/10 Quoted in a Time Article; Time
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*1971 The Researcher’s View; POQ 35: 342-6
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1975 Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research; Reading, Mass.: Addison-Wesley
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1972 Attitudes and Opinions; ARP 23: 487-544
Forsythe, John B.
*1977 Obtaining Cooperation in a Survey of Business Executives; JMR 14: 370-73
Francis, Joe D. & Lawrence Busch
*1975 What We Now Know About “I don’t know”; POQ 39: 207-18
Freedman, J. L., & S. C. Fraser
1966 Compliance Without Pressure: the Foot-in-the-door Technique; JPSP 4: 195-202
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*1974 Weighting to Adjust for Survey Nonresponse; POQ 38: 239-246
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*1981 Effects of Foot-in-the-door, Cash Incentives, and Followups on Survey Response; JMR 18: 473-8
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*1979 Measurement of Salespeople’s Job Satisfaction: Convergent and Discriminant Validity of Corresponding INDSALES and Job Descriptive Index Scales; JMR 16:594-7
Gallup, George
*1965 Polls and the Political Process: Past, Present, and Future; POQ 29: 544-9
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1948 A Guide to public Opinion Polls (2nd ed.); NJ.: Princeton U. Press.
Gullup, George
1975/11/10 Quoted in Time Article; Time
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*1976 Handbook of Political Science Methods (2nd ed.); Boston: Holbrook,
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1970 Measurement & Control of Interviewer Variability; in “Proceedings of the American Statistical Association”; Business & Economic Statistics Section; P. 314-9
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*1977 Cohort Analysis: Beverly Hill: Sage
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1965 Generalizability of Scores Influenced by Multiple Sources of Variance; Psychometrika 30: 395-418
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*1979 Measures of Association for Cross Classifications; N.Y.: Springer-Verlag; (Series of 4 Papers)
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1956 A Method of Scalogram Analysis Using Summary Statistics; Psychometrika 21: 79-89
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1979 Analyzing Multivariate Data；台北：華泰，P. 43-8
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1970 Research of Marketing Decision; N.J.: Prentice Hall, Englishwood Cliffs
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1976 Methods for Statistical Data Analysis of Multivariate Observations; NY.: John Wiley
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1969 The Unrelated Question Randomized Response Model, Theoretical Framework; JASA 64: 520-39
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*1981 Increasing Response Rates to Telephone Surveys: A Door in the Face for Foot-in-the-door?; POQ 45: 346-58
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*1979 Actors and Questions in Telephone and Personal Interview Surveys; POQ 43: 190-205
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*1978 An Empirical Comparison of Two Telephone Sample Designs; JMR 15: 622-31
Gunn, Walter J. & Isabelle N. Rhodes
*1981 Physician Response Rates to a Telephone Survey: Effects of Monetary Incentive Level; POQ 45: 109-15
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1944 A Basis for Scaling Qualitative Data; ASR 9: 139-50
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1946 Problems in Prejudice; NY.: Octagon
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*1974 Locating a Sample by Random Digit Dialing; POQ 38: 253-60
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*1974 Stapel Scale or Semantic Differential in Marketing Research?; JMR 11: 318-22
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*1979 Attribute Importance: Contrasting Measurement; JMR 16: 60-3
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1972 Measure Validation in Marketing; JMR 9: 361-70
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1971 Use of Measurement in. Selection and Placement; in “Educational Measurement (2nd ed.)” (Thorndike ed.) Washington D. C.: Ame. Council on Education
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1978 The Network Nation: Human Communication via Computer; NY.: Addison-Wesley
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*1979 Computerized Conferencing for Opinion Research; POQ 43: 562-571
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1967 A Critical Comparison of Three Strategies of Collecting Data From Household; JASA 62: 976-89
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*1981 Digital Technology: The Potential for Alternative Communication ; JC 31: 170-6
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1941 Test Reliability Estimated by Analysis of Variance; Psychometrika 6: 153-60
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1954 Interviewing in Social Research; Chicago: U. of Chicago Press
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*1974 Handbook in Research and Evaluation; San Diego: Robert R. Knapp
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1978 Consumer Research: A State of the Art Review; JM 42: 87-96
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*1978 Statistical Survey Techniques; NY.: John Wiley & Sons
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1975 Applications of Interactional Computer Systems; in “Putting Sociology to Work” (Shostak, A. ed.) NY.: David McKay
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*1979 Computer - Based Teleconferencing: Effects on Working Patterns; JC 29: 30-41
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*1976 Response Effects in Sex Surveys; POQ 41: 165-81
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1955 The Psychophysics of Semantics: An Experimental Investigation; JAP 39: 31-36
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*1980 Response Styles in Telephone and Household Interviewing: A Field Experiment; POQ 44: 210-221 Kaiwani, Manohar U. & Morries, D. G.
*1980 Sample Size Requirement for Zero-Order Models; JMR 17:221-7
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1964 The Conduct of Inquriry; Scranton, Pennsylvania: Chandler Publishing
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1942 Studies in Synesthetic Thinking: II. The Role of Form in Visual Response to Music; JGP 26: 199-212
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1971 Multivariate Methods in Marketing Research: A Further Attempt at Classification; JMR 34: 13-9
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*1965 Survey Sampling NY.: John Wiley
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1978 Random Digit Dialing: A Comparison to Personal Survey; POQ 42:105-14
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1971 Elements of Econometries; NY.: MacMillan
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1962 Individual in Society; NY.: McGraw-Hill
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*1977 Constituency Opinion: A Test of the Surrogate Model; POQ 41: 34-40
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1937 The Theory’ of Estimation of Test Reliability; Psychometrika 2: 151-60
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1978 On-line Interactive Interviewing-New Dimensions for Survey Research; Paper for AAPOR ann. Meating, Roanoke, Va.
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1932 A Technique for the Measurement of Attitudes; Archives of Psychology, No. 140
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*1976 Foundations of Social Research; NY.: McGrew-Hill
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1944 On the Theory of Systematic Sampling; Ann. Math. Stat., 15, P. 1-24
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*1979 Conjoint Measurement: Temporal Stability and Structural Reliability; JMR 16: 26-31
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*1981 Effects of Question Order on Survey Responses; POQ 45: 208-15
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*1979 Alternative Semantic Scaling Formats for Measuring Store Image: An Evaluation; JMR 16: 80-7
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*1975 Precision Journalism; Bloomington: Indiana U. Press; Ch. 6,7,8
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*1979 Isolating Attitudinal and Normative Influences in Behavioral Intentions Models; JMR 16: 102-10
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*1975 Public Opinion in America; NY.: Dodd, Mead & Company
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1971 Optimization of the Unrelated Question Randomized Response Model; JASA 66: 627-29
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1941 A Psychometric Study of Meaning; JSP 13:123-40 13: 123-40
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*1978 Survey Sampling & Measurement; NY.: Academic Press
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*1981 SPSS Update 7-9: New Procedures and Facilities for Releases 7-9; NY.: McGraw Hill
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*1978 SPSS: Statistical Package for the Social Sciences (2nded.); 台北：道明
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1951 The Art of Asking Questions; Princeton: Princeton U. Press
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*1981 Construct Validity: A Review of Basic Issues and Marketing Practices; JMR 18: 133-45
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*1979 Reliability: A Review of Psychometric Basics and Recent Marketing Practices; JMR 16: 6-17
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1946 Do the Polls Serve Democracy? POQ 10: 349-60
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*1979 Introduction to the Special Section: Measurement and Marketig Research - Is the Flirtation Going to Lead to a Romance? JMR 16: 1-6
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1965 Interviewing: Its Forms and Functions NY.: Basic
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1972 Educational and Psychological Measurement and Evaluation; Englewood Cliffs, N.J.: Prentice-Hall
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1972 Who’s Home When; Washington: USBC
Weber, Ronald E.
1971 Public Policy Preferences in the States; Institute of Public Administration, Bloomington: Indiana U.,
Weber, Ronald E., Anne H. Hopkins, Michael L. Mezey, & Frank J. Munger
*1972 Computer Simulation of State Electorates; POQ 36: 549-65
Weeks, M. F., B. L. Jones, R. E. Folsom, Jr., & C. H. Benrud
*1980 Optimal Times to Contact Sample Households; POQ 44: 101-14
Wheatley, John J.
1973 Self-Administered Written Questionnaires or Telephone Interviews?; JMR 10: 94-6
White, R.
1959 Motivation Reconsidered: The Concept of Competence; PR 66: 297-323
Wilkes, Robert E.
1975 Husband-Wife Influence in Purchase Decisions: A Confirmation and Extension; JMR 12: 224-7
Williams, Bill
*1978 A Sampler on Sampling; NY.: John wiley & Sons; Ch. 13
Williams, F.
*1968 Reasoning with Statistics; NY.: Holt; Ch. 2
Wilson, F. G.
*1962 A Theory of Public Opinion Chicago: Henry Regnery; P. 90-4
Wind, Yoram & David Lerner
*1979 On the Measurement of Purchase Data: Surveys versus purchase Diaries; JMR 16: 39-47
Wind, Yoram, Joseph Denny & Arthur Cunningham
*1979 A Comparison of Three Brand Evaluation Procedures; POQ 43: 261-70
Wiseman, Frederick
*1972 Methodological Bias in Public Opinion Surveys; POQ 36: 105-8
Wiseman, Frederick & Philip McDonald
*1979 Noncontact and Refusal Rates in Consumer Telephone Survy; Survey; JMR 16: 478-84
Wolfle, L. M.
*1979 Characteristics of Persons with & without Home Telephone; JMR 26: 421-5
Yaffee, R., & S. Shapiro,& R.R. Fuchsberg, & C. A. Rohde, & H. C. Corpeno
1978 Medical Economics Survey-methods Study: Cost-Effectiveness of Alternative Survey Strategies; MC 16: 641-59
Zdep, S. M., & Isabelle N. Rhodes, & R. M. Schwarz, & Mary J. KilKenny
*1979 The Validity of the Randomized Response Technique; POQ 43: 544-9
Zdep, S. M., & Isabelle N. Rhodes
1976 Making the Randomized Response Technique Work; POQ 40: 531-7