Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research
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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1 Objectives in writing a questionnaire
2 The data collection media
3 Planning the questionnaire
4 Types of question and data
5 Rating scales
7 Writing the questionnaire
10 Piloting the questionnaire
11 Ethical issues
12 Social desirability bias
13 International surveys
The Market Research Society Code of Conduct
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Questionnaire Design: How to Plan, Structure and Write Survey Material for ...
Limited preview - 2008
accurate advertising analysis answer Select answer approach appropriate attitudes attitudinal attributes behaviour bias brand awareness brand image CAPI CHIVAS REGAL Client Codeline complete countries Crianlarich dents drink electronic questionnaires error example face-to-face interviewing FAMOUS GROUSE Figure give given GLENFIDDICH GLENMORANGIE image dimensions important instructions inter interviewer-administered issues JACK DANIELS JOHNNIE WALKER UNSPECIFIED LABEL JOHNNIE WALKER layout Likert scale Market Research Society measure Members must ensure mystery shopping naire number of different objectives open-ended questions options paper questionnaires particularly pilot points possible pre-codes preferred prompted qualitative research ques questionnaire writer rating scales recorded research project respondent’s respondents are asked response codes routeing sample scores Scotch whisky screen seen Select answer Select self-completion questionnaires SHOW CARD social social desirability bias spontaneous question statements survey technique tion tionnaire WALKER BLACK LABEL WALKER RED LABEL WHYTE & MACKAY