Questionnaire design : how to plan, structure and write survey material for effective market research /

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Bibliographic Details
Author / Creator:Brace, Ian, 1949- author.
Edition:Fourth edition.
Imprint:London, United Kingdom : KoganPage, 2018.
Description:viii, 382 pages : illustrations ; 24 cm.
Series:Market research in practice
Market research in practice series.
Subject:Marketing research -- Methodology.
Questionnaires -- Design.
Marketing research -- Methodology.
Questionnaires -- Design.
Format: Print Book
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Hidden Bibliographic Details
Notes:Includes bibliographical references (pages 359-367) and index.
Summary:Questionnaires are a vital tool of market research. They can draw accurate information from respondents, facilitate data processing and provide a standard against which comments and attitudes can be measured. This book explains how to plan, structure and write a questionnaire to achieve these aims.
Other form:Ebook version 9780749481988
Table of Contents:
  • Knowing your questionnaire objectives before you begin
  • Which is the appropriate data collection media?
  • How to plan a questionnaire
  • An overview of question types
  • Understanding different data types created by questions
  • Selecting and creating appropriate rating scales
  • Asking behavioural questions for the best data
  • Measuring attitude and image: issues and solutions
  • Writing effective questions
  • Creating a questionnaire for an online survey
  • Engaging respondents in online surveys
  • Creating a questionnaire for interviewers or paper self-completion
  • Comparing questionnaire capabilities in online survey systems
  • How to pilot a questionnaire
  • Ethical issues when writing a questionnaire
  • Understanding social desirability bias in question responses
  • Building and designing questionnaires for international surveys.