Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research

ISBN-13: 9781398604124 / Angielski / Miękka / 2022 / 344 str.

Ian Brace

Opis

Overcome the modern-day challenges facing questionnaire design with this bestselling guide, demonstrating exactly how to construct and design effective survey material that will capture the insight you want to achieve.

Recenzje

"The difference between useful and useless data can often be traced back to the questionnaire. This book is a great resource, guiding you through the myriad of decisions that face the question writer." Debrah Harding, Managing Director, The Market Research Society

Spis treści

• • Chapter - 00: Introduction;
  • Chapter - 01: Defining achievable questionnaire objectives;
  • Chapter - 02: Influence of data collection approach on question design;
  • Chapter - 03: Planning a questionnaire;
  • Chapter - 04: An overview of question types;
  • Chapter - 05: Identifying types of data created by questions;
  • Chapter - 06: Creating appropriate rating scales;
  • Chapter - 07: Asking about behaviour;
  • Chapter - 08: Measuring satisfaction, image and attitudes;
  • Chapter - 09: Writing effective questions;
  • Chapter - 10: Creating a questionnaire for an online survey;
  • Chapter - 11: Engaging respondents in online surveys;
  • Chapter - 12: Choosing online survey software;
  • Chapter - 13: Considerations for interviewer-administered and paper self-completion surveys;
  • Chapter - 14: Test piloting your questionnaire;
  • Chapter - 15: Ethical issues in questionnaire design;
  • Chapter - 16: Understanding social desirability bias;
  • Chapter - 17: Designing questionnaires for multi-country surveys

O autorze

Kate Bolton, based in Surrey, UK, is a certified member of the MRS and has been its key industry trainer for questionnaire design for over 20 years as well as being an examiner for the MRS Advanced Certificate. She previously led the Foundations Research Skills Programmes at Kantar.

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 Brace 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.