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: 28.51 USD
Availability: InStock
ISBN: 9780749467791

ISBN-10: 0749467797

ISBN-13: 9780749467791

Edition: 3rd 2013

Authors: Ian Brace

List price: $67.00

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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 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…

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: 6.18" wide x 9.25" long x 0.63" tall
Weight: 0.946
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.



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