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

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Kogan Page Publishers, Aug 3, 2008 - Business & Economics - 320 pages
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If you need to conduct market research for your company, a good questionnaire is a vital tool. Questionnaire Design covers anything and everything you need to know about constructing the perfect questionnaire for your business. Taking you through every step of the process, and encouraging you to really think about what you are asking, and what data you want to find out, Questionnaire Design is an essential guide for marketers everywhere. Whether you are a student of marketing, have market research skills that need updating, or simply want a handbook to refer to as the need arises, Questionnaire Design is the book for you. Now fully updated to include vital information about online questionnaires and interviews, their problems and potential, this book will be a useful addition to the bookshelf of every market research practitioner.
 

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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, during which time he worked for MAS Survey Research, NOP, Esso Petroleum, BJM Research and NFO WorldGroup. Ian is a Visiting Fellow in market research at Bristol Business School, and currently vice chairman of the council of the Market Research Society and deputy chair of the MRS Professional Standards Committee. He is also co-author of An Introduction to Market and Social Research , published by Kogan Page.

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