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Engaging and informative this book provides students and researchers with a practical introduction to the process of collecting and analysing survey data. By proposing a post-positivist, interviewee-centred approach, it improves and maximises the quality of survey data by emphasising the interaction between interviewer and interviewee. Bringing together traditional methodology and contributions from linguistics, anthropology, cognitive studies and ethnomethodology, Gobo and Mauceri analyse the answering process in structured interviews built around questionnaires. The following key areas are explored in detail: * An historical overview of the field * The survey within global and local contexts * Combining quantitative and qualitative methods * The process of preparing the survey and designing data collection * The methods of detecting bias and improving data quality Incorporating the work of experts in interpersonal and intercultural relations, this book gives readers an intriguing new perspective on survey research.