Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research

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Kogan Page Publishers, 2008 - Business & Economics - 305 pages
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Questionnaires are vital for the market researcher: they draw accurate information from respondents; give structure to interviews; provide a standard form on which facts, comments and attitudes can be recorded; and facilitate data processing. Questionnaire Design explains the role of questionnaires in market research and looks at how and when certain kinds of questionnaires should be used. It explains how to compose the right questionnaire for the research. The new edition includes information about online questionnaires and interviews, their problems and potential, and other useful advice about avoiding common errors.
 

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Contents

Introduction
1
1 Objectives in writing a questionnaire
7
2 The data collection media
22
3 Planning the questionnaire
35
4 Types of question and data
45
5 Rating scales
66
6 Applications
90
7 Writing the questionnaire
105
10 Piloting the questionnaire
174
11 Ethical issues
184
12 Social desirability bias
195
13 International surveys
208
Example questionnaire
220
The Market Research Society Code of Conduct
262
References
286
Further reading
292

8 Laying out the questionnaire
130
9 Online questionnaires
148

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About the author (2008)


Ian Brace
is Research Director at TNS UK. He has been a market researcher for over 30 years. He is a Visiting Fellow in market research at Bristol Business School (UK), and holds leadership positions within the British Market Research Society. He is also co-author of An Introduction to Market and Social Research, published by Kogan Page.

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