Questionnaire design : how to plan, structure, and write survey material for effective market research /
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| 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.) |
| Language: | English |
| Series: | Market research in practice series |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/5701342 |
Table of Contents:
- The Market Research Society
- The editorial board
- Preface
- Introduction
- 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
- Appendix 1. Example questionnaire
- Appendix 2. The Market Research Society Code of Conduct
- References
- Further reading
- Index
