Questionnaire design : how to plan, structure, and write survey material for effective market research /
By: Brace, Ian
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Series: Market research in practice series.Publisher: London ; Sterling, VA : Kogan Page, 2004Description: xii, 289 p. : ill. ; 24 cm. + 1 CD-ROM.Content type: text Media type: unmediated Carrier type: volumeISBN: 074944181X; 9780749441814:.Subject(s): Market surveys -- Methodology | Marketing research -- Methodology | Questionnaires -- Methodology | Questionnaires -- DesignDDC classification: 658.83 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Includes bibliographical references (p. 277-280) and index.
Objectives in writing a questionnaire -- The data collection media -- Planning the questionnaire -- Types of question and data -- Rating scales and attitude measurement -- Writing the questionnaire -- Laying out the questionnaire -- Piloting the questionnaire -- Ethical issues -- Social desirability bias -- International surveys.
Questionnaires are a vital tool of market research. They can draw accurate information from respondents, facilitate data processing and provide a standard against which comments and attitudes can be measured. This book explains how to plan, structure and write a questionnaire to achieve these aims.