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

ISBN-10: 074944181X

ISBN-13: 9780749441814

Edition: 2004

Authors: Ian Brace

List price: $39.95
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Questionnaires are a vital tool for the market researcher: they draw accurate information from respondents, give structure to interviews, facilitate data processing and provide a standard form on which facts, comments and attitudes can be recorded. Questionnaire Design explains the role of questionnaires in market research, and looks at different types of questions and questionnaires and when and how they should be used. The book also explains how to plan, structure and write the right questionnaire for the research you are running.
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Book details

List price: $39.95
Copyright year: 2004
Publisher: Kogan Page, Limited
Publication date: 8/1/2004
Binding: Paperback
Pages: 288
Size: 6.00" wide x 9.25" long x 1.25" tall
Weight: 1.188
Language: English

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.

The Market Research Society
The editorial board
Objectives in writing a questionnaire
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
Interviewer-administered interviews
Self-completion surveys
Planning the questionnaire
Defining the information required
Sequencing the sections
Exclusion question
Screening questions
Main questionnaire
Types of question and data
Question types
Open and closed questions
Spontaneous questions
Prompted questions
Open-ended questions
Pre-coded questions
Data types
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
Writing the questionnaire
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
Interviewer-administered paper questionnaires
Self-completion paper questionnaire
Electronic questionnaires
Piloting the questionnaire
Why pilot questionnaires?
Types of pilot surveys
Ethical issues
Responsibilities to respondents
Responsibilities to clients
Social desirability bias
Response bias
Social desirability bias
Dealing with SDB
Determining whether SDB exists
International surveys
Client presence
Common or tailored approaches
Translating the questionnaire
Demographic data
Cultural response differences
Laying out the questionnaire
Example questionnaire
The Market Research Society Code of Conduct
Further reading
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