Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research (Market Research in Practice) - Tapa blanda

Críticas

"Effectively illustrates the importance of the questionnaire as a decision-making tool... A useful reference for those in the market research industry and a comprehensive introduction for those interested in mastering the intricacies of questionnaire development. This highly informative volume would also serve as a valuable companion for advanced undergraduate and graduate students alike." Choice Magazine "Provides students and practitioners of market research with general rules and principles to be used in creating a questionnaire." Journal of Economic Literature "A craftsman's handbook on the inside art of drafting a questionnaire." www.getabstract.com

Reseña del editor

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 Design explains the role of questionnaires in market research, and looks at different types of questionnaire and when and how they should be used. It explains how to plan, structure and compose the right questionnaire for the research you are running. Contents include:

objectives in writing questionnaires

differences between data collection media

planning your questionnaire

writing the questions

types of question

using prompt material

layout

piloting

ethical issues

social desirability bias and how to avoid it

issues in multi-national surveys

Part of the new Market Research in Practice series, published in association with The Market Research Society (MRS), Questionnaire Design is an invaluable guide for anyone studying or practising market research. Packed with expert advice, it also includes examples of the most common errors and how to avoid them.