This is a concise and practical manual of instruction for the guidance and training of interviewers gathering data for all types of surveys. It clearly presents specific principles and techniques for interviewing, area probability sampling, and recognizing forms of interviewer bias. A useful glossary of terms is provided. The book is intended primarily for college and university research groups and for courses dealing with public opinion and marketing research.

Originally published in 1958.

A UNC Press Enduring Edition -- UNC Press Enduring Editions use the latest in digital technology to make available again books from our distinguished backlist that were previously out of print. These editions are published unaltered from the original, and are presented in affordable paperback formats, bringing readers both historical and cultural value.