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-
Imprint:London ; Sterling, VA : Kogan Page, 2004.
Description:xii, 289 p. : ill. ; 24 cm. + 1 CD-ROM (4 3/4 in.)
Series:Market research in practice series
Subject:Market surveys -- Methodology.
Questionnaires -- Methodology.
Market surveys -- Methodology.
Questionnaires -- Methodology.
Format: Print Book
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Notes:Includes bibliographical references (p. 277-280) and index.
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.

Introduction What is a questionnaire?; Obtaining the best answers; Why do we need a questionnaire?; What does it do?; Standardized surveys; A remote conversation 1. Objectives in writing a questionnaire Introduction; The questionnaire in the survey process; Stakeholders in the questionnaire; The objectives of the study; Recruitment questionnaires; Collecting unbiased and accurate data 2. The data collection media Introduction; Interviewer-administered interviews; Self-completion surveys 3. Planning the questionnaire Introduction; Defining the information required; Sequencing the sections; Exclusion question; Screening questions; Main questionnaire 4. Types of question and data Introduction; Question types; Open and closed questions; Spontaneous questions; Prompted questions; Open-ended questions; Pre-coded questions; Data types 5. Rating scales and attitude measurement Attitude measurement; Itemized rating scales; Attitudinal rating scales; Rating scales in customer satisfaction research; The dimensions; Comparative scaling techniques; Measuring brand image 6. Writing the questionnaire Introduction; Use of language; Avoiding ambiguity in the question; Determining the pre-codes; Using prompts; Order bias and prompts; Question order; Standardizing questions; Tracking studies; Omnibus studies 7. Laying out the questionnaire Introduction; Interviewer-administered paper questionnaires; Self-completion paper questionnaire; Electronic questionnaires 8. Piloting the questionnaire Introduction; Why pilot questionnaires?; Types of pilot surveys 9. Ethical issues Introduction; Responsibilities to respondents; Responsibilities to clients 10. Social desirability bias Response bias; Social desirability bias; Dealing with SDB; Determining whether SDB exists 11. International surveys Introduction; Client presence; Common or tailored approaches; Translating the questionnaire; Demographic data; Cultural response differences; Laying out the questionnaire Excerpted from Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research by Ian Brace All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.