Communication scholars were quick to apply Goffman's insights to the investigation of news content. The advantages and disadvantages of each are fairly intuitive and are well summarized in the Fowler book. Fowler does not mention computer assisted telephone interviewing, which simplifies and solves many of the problems involved in interviewing, question writing, and questionnaire design. Questions Writing survey questions is probably the most important skill in survey research. Question and Questionnaire design depend upon data gathering technique.
Fowler provides excellent advice on the pitfalls of question writing and how to refine questions.
The American Association for Public Opinion Research has promulgated Standards of Minimal Disclosure specifying the information that pollsters should include when they release poll results to the public. The exact wording of the questions asked , including the text of any preceeding instruction or explanation to the interviewer or respondents that might reasonably be expected to affect the response. A definition of the population under study , and a description of the sampling frame used to identify this population. A description of the sample selection proceedure, giving a clear indication of the method by which respondents were selected by the researcher, or whether the respondents were entirely self-selected. Size of samples and, if applicable, completion rates, information on eligibility criteria and screening procedures.