This is the classic text on questionnaire design. As a lecturer in Social Research Methods at London Guildhall University I have recommended this book to both undergraduates and postgraduates. In my view, it is clear and accessible and contains all the information that a novice questionnaire designer needs. It is in my view, useful to have some practical guidelines on statistics, although for most social scientists a more specialist publication, such as Cramer and Bryman's Quantitative Data Analysis using SPSS would be a good companion. Nonetheless, this remains the seminal text on questionnaire design for the time being.
I have done my undergraduate research project, and my lecturer advised this book as part of questionnaire design. It was a difficult read, mostly solid texts which made it a difficult reference book. It seems like you need to read the whole thing, but it is just too boring