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

Name: Questionnaire Design How to Plan, Structure and Write Survey Material for Effective Market Research
Price: 64.8 USD
Availability: InStock
ISBN: 9780749441814

ISBN-10: 074944181X

ISBN-13: 9780749441814

Edition: 2004

Authors: Ian Brace

List price: $39.95

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Description:

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.

Book details

List price: $39.95
Copyright year: 2004
Publisher: Kogan Page, Limited
Publication date: 8/1/2004
Binding: Paperback
Pages: 288
Size: 6.08" wide x 9.20" long x 1.18" 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


Preface


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


Exclusion question


Screening questions


Main questionnaire



Types of question and data


Introduction


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


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


Electronic questionnaires



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



The Market Research Society Code of Conduct


References


Further reading


Index