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.
頁數:296
版次:第3版
年份:2013年
規格:平裝/單色
ISBN:9780749467791
Chapter 00: Introduction
Chapter 01: Objectives in writing a questionnaire
Chapter 02: The data collection media
Chapter 03: Planning the questionnaire
Chapter 04: Types of question
Chapter 05: Data types
Chapter 06: Rating scales
Chapter 07: Behavioural questions
Chapter 08: Attitude and image measurement
Chapter 09: Writing the questionnaire
Chapter 10: Laying out the questionnaire
Chapter 11: Online questionnaires
Chapter 12: Engaging the respondent online
Chapter 13: Piloting the questionnaire
Chapter 14: Ethical issues
Chapter 15: Social desirability bias
Chapter 16: International surveys