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 | | Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research with CDROM (Market Research in Practice Series) by Ian Brace ISBN-10: 9780749441814 ISBN-10: 0-7494-4181-X ISBN-13: 9780749441814 ISBN-13: 978-0-7494-4181-4 Paperback 2004-08-01 Kogan Page Find Lowest Price |
Editorials | ||
Product Description * A guide that focuses on core skills * Written by one of the most experienced market researchers in the field of questionnaire design * Includes a free CD-ROM containing questionnaire-writing software 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. Contents are as follows: * Objectives in writing questionnaires * Differences between data collection media * Planning your questionnaire * Writing the questions * types of questions * Using prompt material * Laying it out * Piloting * Ethical issues * Social desirability bias and how to avoid it * Issues in multi-national surveys | ||
Reviews | ||
Insightful! This is a highly specialized guidebook for market researchers. Author Ian Brace goes into great detail about designing questionnaires, a process which may seem simple, but is not. Brace thoughtfully considers the variables that can arise in all aspects of planning, structuring, writing and asking survey questions, including how to avoid ambiguity and how the actual questionnaire should look. He hews tightly to the task of getting researchers to formulate the best survey tools possible, even recommending the best type sizes and layouts. This book is only for serious market researchers, who will welcome its enclosed compact disc containing sample questionnaires and designs. In a day when many researchers use time-tested canned questions, this is a craftsman's handbook on the inside art of drafting a questionnaire. We recommend using this authoritative manual to develop your market research questionnaires. And, if you hire someone to design a questionnaire for you, this will give you some background so you can monitor the content intelligently. In questionnaire design - and supervision - apparently the really dumb question is the one you didn't ask. | ||