Questionnaire Design: How To Plan, Structure And Write Survey Material For Effective Market Research - Brossura

Brace, Ian

Brossura

ISBN 10: 074944181X ISBN 13: 9780749441814

Casa editrice: Kogan Page Ltd, 2004

Riassunto

<div>* A guide that focuses on core skills * Written by one of the most experienced market researchers in the field of questionnaire design * Includes a free CD-ROM containing questionnaire-writing software Questionnaires are a vital tool for the market researcher: they draw accurate information from respondents, give structure to interviews, facilitate data processing and provide a standard form on which facts, comments and attitudes can be recorded. ""Questionnaire Design"" explains the role of questionnaires in market research, and looks at different types of questions and questionnaires and when and how they should be used. The book also explains how to plan, structure and write the right questionnaire for the research you are running. Contents are as follows: * Objectives in writing questionnaires * Differences between data collection media * Planning your questionnaire * Writing the questions * types of questions * Using prompt material * Laying it out * Piloting * Ethical issues * Social desirability bias and how to avoid it * Issues in multi-national surveys</div>

Su questo libro

Informazioni sull?autore

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.

Estratto. © Ristampato con autorizzazione. Tutti i diritti riservati.

Introduction

What is a questionnaire?; Obtaining the best answers; Why do we need a questionnaire?; What does it do?; Standardized surveys; A remote conversation

1. Objectives in writing a questionnaire

Introduction; The questionnaire in the survey process; Stakeholders in the questionnaire; The objectives of the study; Recruitment questionnaires; Collecting unbiased and accurate data

2. The data collection media

Introduction; Interviewer-administered interviews; Self-completion surveys

3. Planning the questionnaire

Introduction; Defining the information required; Sequencing the sections; Exclusion question; Screening questions; Main questionnaire

4. Types of question and data

Introduction; Question types; Open and closed questions; Spontaneous questions; Prompted questions; Open-ended questions; Pre-coded questions; Data types

5. Rating scales and attitude measurement

Attitude measurement; Itemized rating scales; Attitudinal rating scales; Rating scales in customer satisfaction research; The dimensions; Comparative scaling techniques; Measuring brand image

6. Writing the questionnaire

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

7. Laying out the questionnaire

Introduction; Interviewer-administered paper questionnaires; Self-completion paper questionnaire; Electronic questionnaires

8. Piloting the questionnaire

Introduction; Why pilot questionnaires?; Types of pilot surveys

9. Ethical issues

Introduction; Responsibilities to respondents; Responsibilities to clients

10. Social desirability bias

Response bias; Social desirability bias; Dealing with SDB; Determining whether SDB exists

11. International surveys

Introduction; Client presence; Common or tailored approaches; Translating the questionnaire; Demographic data; Cultural response differences; Laying out the questionnaire

Dettagli dell'edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2004
• Lingua: Inglese
• ISBN 10: 074944181X
• ISBN 13: 9780749441814
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 289
• Contatto del produttore: non disponibile
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