Establishing the guiding questions -- Operationalizing the guiding questions: creating specificity -- Writing items and formatting responses -- Designing the questionnaire -- Writing directions -- Who said what? categorizing respondents -- Conducting the alignment check -- Instrument validity and reliability -- Marketing the questionnaire : ensuring response -- The process of data analysis -- Communicating your results effectively -- To web or not to web -- Since you asked-- -- Resource A: evaluating the questionnaire: a self-assessment -- Resource B: sample introductions -- Resource C: sample directions and formats -- Resource D: critiquing questionnaires: finding flaws -- Resource E: modeling the product: stages 1 through 6.