Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market ResearchQuestionnaires 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 |
| 286 | |
Further reading | 292 |
Other editions - View all
Questionnaire Design: How to Plan, Structure and Write Survey Material for ... Ian Brace Limited preview - 2008 |
Common terms and phrases
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 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
Bibliographic information
| Title | Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research Market research in practice series |
| Author | Ian Brace |
| Edition | illustrated |
| Publisher | Kogan Page Publishers, 2008 |
| ISBN | 0749450282, 9780749450281 |
| Length | 305 pages |
| Subjects | › › Business & Economics / Marketing / Research |
| Export Citation | BiBTeX EndNote RefMan |