Description
| Summary: | Questionnaires 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 different types of questionnaire and when and how they should be used. It explains how to plan, structure and compose the right questionnaire for the research you are running. Contents include:objectives in writing questionnairesdifferences between data collection mediaplanning your questionnairewriting the questionstypes of questionusing prompt materiallayoutpilotingethical issuessocial desirability bias and how to avoid itissues in multi-national surveysPart of the new Market Research in Practice series, published in association with The Market Research Society (MRS), Questionnaire Design is an invaluable guide for anyone studying or practising market research. Packed with expert advice, it also includes examples of the most common errors and how to avoid them.
|
|---|
| Physical Description: | xii, 289 p. : ill. ; 24 cm. + |
|---|
| Format: | System requirements for accompanying CD-ROM: Without Visual QSL installed, Windows PC with Internet explorer version 5 or later ; with Visual QSL installed, Windows 95/98/NT/2000/XP, Pentium 700 Mhz, 128 MB RAM, disk space 15 MB. |
|---|
| Bibliography: | Includes bibliographical references (p. 277-280) and index. |
|---|
| ISBN: | 074944181X |
|---|
