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Questionnaire Design How to Plan, Structure and Write Survey Material for Effective Market Research

ISBN-10: 0749467797
ISBN-13: 9780749467791
Edition: 3rd 2013
Authors: Ian Brace
List price: $67.00 Buy it from $45.68
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Description: 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  More...

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Book details

List price: $67.00
Edition: 3rd
Copyright year: 2013
Publisher: Kogan Page, Limited
Publication date: 6/3/2013
Binding: Paperback
Pages: 296
Size: 6.00" wide x 9.00" long x 1.00" tall
Weight: 1.210
Language: English

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 Designexplains the role of questionnaires in market research and looks at different types of questionnaire, examining when and how they should be employed. The book shows students and practitioners how to plan, structure and compose the right questionnaire for the research being done.  Fully updated with new content on encouraging respondent involvement, this new edition also includes the latest information on the "gamification" of questionnaires - having respondents play games rather than answer direct questions - and online questionnaires and interviews, their problems and potential.

Ian Brace is Director of Research Methods at TNS UK. He has been a market researcher for over 30 years, during which time he worked for MAS Survey Research, NOP, Esso Petroleum, BJM Research and NFO WorldGroup. Ian is a Visiting Fellow in market research at Bristol Business School, and currently a member of the council of the Market Research Society and deputy chair of the Market Research Standards Board. He is the author of Questionnaire Design, and co-author of An Introduction to Market & Social Research, also published by Kogan Page.

Introduction
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
The data collection media
Introduction
Interviewer-administered interviews
Self-completion surveys
Planning the questionnaire
Introduction
Defining the information required
Sequencing the sections
The main questionnaire
Types of question
Introduction
Question types
Data types
Nominal data
Ordinal data
Interval scales
Rating scales
Altitude measurement
Itemized rating scales
Attitudinal rating scales
Comparative scaling techniques
Behavioural questions
Introduction
Question types
Asking recalled behaviour
Recording values
Attitude and image measurement
Customer satisfaction research
Measuring brand image
The dimensions
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
Laying out the questionnaire
Introduction
Interviewer-administered paper questionnaires
Self-completion paper questionnaire
CAPI and CATI
Online questionnaires
Introduction
Replicating existing approaches
Enhancing the experience
Engaging the respondent online
Introduction
Maintaining respondent engagement
Piloting the questionnaire
Introduction
Why pilot questionnaires?
Types of pilot surveys
Ethical issues
Introduction
Responsibilities to respondents
Responsibilities to clients
Social desirability bias
Response bias
Social desirability bias
Dealing with SDB
Determining whether SDB exists
International surveys
Introduction
Client presence
Common or tailored approaches
Translating the questionnaire
Demographic data
Cultural response differences
Laying out the questionnaire
Example questionnaire
Market research associations and codes of conduct
References
Index

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