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

"Effectively illustrates the importance of the questionnaire as a decision-making tool... Questionnaire Design will be 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)

"A book that would sit very comfortably on the bookshelf of any marketing undergraduate... ideal for any serious market researcher who needs a quick reference book." (Media Week)

"A well written text, which is both easily accessible in style and yet informative... Through its clear structure and step-by-step guidance it offers students a detailed guide through the oft thought simple, but actually complex and exacting process of questionnaire design. Many invaluable pointers are offered on pitfalls to avoid and factors to consider. A key strength is the practical advice offered." (Fiona Syson, Senior Lecturer in Marketing, Edge Hill University)

"Covers all aspects of conceiving and constructing questionnaires that can unearth what people are really thinking and provide market researchers with the valuable information they need. Discusses the actual look of the questionnaire, cultural differences that may arise in international surveys, and ethical matters. As readers will discover, good questionnaire design is both a science and an art. Summing Up: Recommended." (CHOICE, P.G. Kishel, Cypress College)

"Highly recommended for any business collection including market research basics. Any who plan on either writing or using the questionnaire format will welcome this in-depth model for questionnaire success." (Midwest Book Review, California Bookwatch)

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, examining when and how they should be deployed. The book explains how to plan, structure and compose the right questionnaire for the research being undertaken. Fully updated with new content on encouraging respondent involvement through the gamification of questionnaires, this third edition of Questionnaire Design also includes the latest information on online and mobile questionnaires, their problems and potential. This book will be a useful addition to the bookshelf of every student or practitioner of market research.