Synopses & Reviews
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 how and when certain kinds of questionnaires should be used. It explains how to compose the right questionnaire for the research. The new edition includes information about online questionnaires and interviews, their problems and potential, and other useful advice about avoiding common errors.
Review
""A useful reference for those in the market research industry and a comprehensive introduction for those interested in mastering the intricacies of questionnaire development.... Highly recommended."" -- Choice
Synopsis
If you need to conduct market research for your company, a good questionnaire is a vital tool. Questionnaire Design covers anything and everything you need to know about constructing the perfect questionnaire for your business.
Taking you through every step of the process, and encouraging you to really think about what you are asking, and what data you want to find out, Questionnaire Design is an essential guide for marketers everywhere. Whether you are a student of marketing, have market research skills that need updating, or simply want a handbook to refer to as the need arises, Questionnaire Design is the book for you.
Now fully updated to include vital information about online questionnaires and interviews, their problems and potential, this book will be a useful addition to the bookshelf of every market research practitioner.
About the Author
Ian Brace is Research Director at TNS UK. He has been a market researcher for over 30 years. He is a Visiting Fellow in market research at Bristol Business School (UK) and holds leadership positions within the British Market Research Society. He is also co-author of An Introduction to Market and Social Research, published by Kogan Page.
Table of Contents
The Market Research Society vii The editorial board viii
Preface x
Preface to second edition xii
Introduction
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
-Attitude measurement; Itemized rating scales;
Attitudinal rating scales; Rating scales in customer
satisfaction research; The dimensions; Comparative
scaling techniques; Measuring brand image
6. Applications
-Deciding which scale to use; Measuring brand
image; The dimensions
7. 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
8. Laying out the questionnaire
-Introduction; Interviewer-administered paper
questionnaires; Self-completion paper
questionnaire; Electronic questionnaires
9. Online questionnaires
-Introduction; Replicating existing approaches;
Enhancing the experience
10. Piloting the questionnaire
-Introduction; Why pilot questionnaires?; Types
of pilot surveys
11. Ethical issues
-Introduction; Responsibilities to respondents;
Responsibilities to clients
12. Social desirability bias
-Response bias; Social desirability bias; Dealing
with SDB; Determining whether SDB exists
13. International surveys
-Introduction; Client presence; Common or
tailored approaches; Translating the questionnaire; Demographic data; Cultural response differences;
Laying out the questionnaire
Appendix 1: Example questionnaire
Appendix 2: The Market Research Society Code of Conduct
References
Further reading
Index