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

Front Cover
Kogan Page Publishers, 2008 - Business & Economics - 305 pages

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.

 

Selected pages

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
Index
294
Copyright

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Questionnaire Design: How to Plan, Structure and Write Survey Material for ...
Ian Brace
Limited preview - 2008

Common terms and phrases

accurate advertising analysis 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 pilot points possible pre-codes preferred prompted qualitative research ques questionnaire writer rating scales recorded RED LABEL JOHNNIE research project respondent’s respondents are asked response codes routeing sample scores Scotch whisky screen seen Select answer self-completion questionnaires SHOW CARD social social desirability bias someone spontaneous question statements survey technique tion tionnaire WALKER BLACK LABEL WALKER RED LABEL WHYTE & MACKAY

References to this book

About the author (2008)

Ian Brace is director of research methods 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 Brace is a visiting fellow in market research at Bristol Business School, and currently a member of the council of the Market Research Society and deputy chair of the Market Research Standards Board. He is the author of Questionnaire Design, and co-author of An Introduction to Market & Social Research, also published by Kogan Page.

Bibliographic information

TitleQuestionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research
Market research in practice series
AuthorIan Brace
Editionillustrated
PublisherKogan Page Publishers, 2008
ISBN0749450282, 9780749450281
Length305 pages
Subjects ›  › 

Business & Economics / General
Business & Economics / Marketing / General
Business & Economics / Marketing / Research
Business & Economics / Sales & Selling / Management
Social Science / Methodology
  
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