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Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research (Market Research in Practice) - Softcover
Synopsis
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 you are undertaking. Fully updated with new content on encouraging respondent involvement, this new edition 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.
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Review
"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) --Fiona Syson, Senior Lecturer In Marketing, Edge Hill University)
Book Description
Effectively illustrates the importance of the questionnaire as a decision-making tool
Helps readers master the intricacies of questionnaire development
Includes numerous invaluable pointers on common pitfalls to avoid and factors to consider
"About this title" may belong to another edition of this title.
- PublisherKogan Page
- Publication date2013
- ISBN 10 0749467797
- ISBN 13 9780749467791
- BindingPaperback
- LanguageEnglish
- Edition number3
- Number of pages296
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