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 marketing research and looks at different types of questionnaire, examining when and how they should be employed.
The book shows students and practitioners how to plan, structure and compose the right questionnaire for the research being done. Fully updated with new content on encouraging respondent involvement through the gamification of questionnaires, the third edition also includes the latest information on online questionnaires and interviews, their problems and potential.
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Praise for the previous editions:
"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
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"[H]ighly recommended for any business collection including market research basics... Any who plan on either writing or using the questionnaire format will welcome this in-depth model for questionnaire success." Midwest Book Review
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<div>"[C]overs all aspects of conceiving and constructing que California Bookwatch
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"[C]overs all aspects of conceiving and constructing questionnaires that can unearth what people are really thinking and provide market researchers with the valuable information they need. ...discusses the actual look of the questionnaire, cultural differences that may arise in international surveys, and ethical matters. As readers will discover, good questionnaire design is both a science and an art. Summing Up: Recommended." CHOICE
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Marketing and non-specialist marketing professionals, students of marketing and marketing research California Bookwatch
About the Author
Introduction
01 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
02 The data collection media
Introduction
Interviewer-administered interviews
Self-completion surveys
03 Planning the questionnaire
Introduction
Defi ning the information required
Sequencing the sections
The main questionnaire
04 Types of question
Introduction
Question types
05 Data types
Nominal data
Ordinal data
Interval scales
Ratio scales
06 Rating scales
Attitude measurement
Itemized rating scales
Attitudinal rating scales
Comparative scaling techniques
07 Behavioural questions
Introduction
Question types
Asking recalled behaviour
Recording values
08 Attitude and image measurement
Customer satisfaction research
Measuring brand image
The dimensions
09 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
10 Laying out the questionnaire
Introduction
Interviewer-administered paper questionnaires
Self-completion paper questionnaire
CAPI and CATI
11 Online questionnaires
Introduction
Replicating existing approaches
Enhancing the experience
12 Engaging the respondent online
Introduction
Maintaining respondent engagement
13 Piloting the questionnaire
Introduction
Why pilot questionnaires?
Types of pilot surveys
14 Ethical issues
Introduction
Responsibilities to respondents
Responsibilities to clients
15 Social desirability bias
Response bias
Social desirability bias
Dealing with SDB
Determining whether SDB exists
16 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. Market research associations and codes of conduct
References
Index
Table of Contents
- Includes the latest information on the "gamification" of questionnaires -- having respondents play games rather than answer direct questions
- Ideal textbook for marketing research courses -- revised layout makes it more accessible for students
- Includes free online tools and sample questionnaires
- Suitable for use in many industries and disciplines