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

Brace, Ian

Softcover

ISBN 10: 074944181X ISBN 13: 9780749441814

Publisher: Kogan Page, 2004

Synopsis

<p>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.<br><br><i>Questionnaire Design</i> 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:<br><br>objectives in writing questionnaires<br><br>differences between data collection media<br><br>planning your questionnaire<br><br>writing the questions<br><br>types of question<br><br>using prompt material<br><br>layout<br><br>piloting<br><br>ethical issues<br><br>social desirability bias and how to avoid it<br><br>issues in multi-national surveys<br><br>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.</p>

About this title

About the Author

<p><b>Ian Brace</b> 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.<br><br><b> Ian Brace </b>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 <i> Questionnaire Design</i>, and co-author of <i>An Introduction to Market &amp; Social Research</i>, also published by Kogan Page.</p>

Excerpt. © Reprinted by permission. All rights reserved.

<p><b>Introduction</b><br><br> What is a questionnaire?; Obtaining the best answers; Why do we need a questionnaire?; What does it do?; Standardized surveys; A remote conversation<br><br> <b>1. Objectives in writing a questionnaire </b><br><br> Introduction; The questionnaire in the survey process; Stakeholders in the questionnaire; The objectives of the study; Recruitment questionnaires; Collecting unbiased and accurate data<br><br> <b>2. The data collection media </b><br><br> Introduction; Interviewer-administered interviews; Self-completion surveys<br><br> <b>3. Planning the questionnaire </b><br><br> Introduction; Defining the information required; Sequencing the sections; Exclusion question; Screening questions; Main questionnaire<br><br> <b>4. Types of question and data </b><br><br> Introduction; Question types; Open and closed questions; Spontaneous questions; Prompted questions; Open-ended questions; Pre-coded questions; Data types<br><br> <b>5. Rating scales and attitude measurement </b><br><br> Attitude measurement; Itemized rating scales; Attitudinal rating scales; Rating scales in customer satisfaction research; The dimensions; Comparative scaling techniques; Measuring brand image<br><br> <b>6. Writing the questionnaire </b><br><br> Introduction; Use of language; Avoiding ambiguity in the question; Determining the pre-codes; Using prompts; Order bias and prompts; Question order; Standardizing questions; Tracking studies; Omnibus studies<br><br> <b>7. Laying out the questionnaire </b><br><br> Introduction; Interviewer-administered paper questionnaires; Self-completion paper questionnaire; Electronic questionnaires<br><br> <b>8. Piloting the questionnaire </b><br><br> Introduction; Why pilot questionnaires?; Types of pilot surveys<br><br> <b>9. Ethical issues </b><br><br> Introduction; Responsibilities to respondents; Responsibilities to clients<br><br> <b>10. Social desirability bias </b><br><br> Response bias; Social desirability bias; Dealing with SDB; Determining whether SDB exists<br><br> <b>11. International surveys </b><br><br> Introduction; Client presence; Common or tailored approaches; Translating the questionnaire; Demographic data; Cultural response differences; Laying out the questionnaire</p>

Edition details

• Publisher: Kogan Page
• Publication date: 2004
• Language: English
• ISBN 10: 074944181X
• ISBN 13: 9780749441814
• Binding: Paperback
• Edition number: 1
• Number of pages: 288