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Questionnaire design: how to plan, structure and write survey material for effective market research

Author: Brace, Ian Series: Market research in practice Publisher: Kogan Page, 2008.Edition: 2nd ed.Language: EnglishDescription: 305 p. ; 24 cm.ISBN: 9780749450281Type of document: Book Online Access: Click here Note: Doriot: for 2015-2016 courses Bibliography/Index: Includes bibliographical references and index
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Book Digital Library
E-book HF5415.2 .B73 2008
(Browse shelf)
Available
Book Europe Campus
Main Collection
Print HF5415.2 .B73 2008
(Browse shelf)
001198799
Available 001198799
Book Europe Campus
Main Collection
Print HF5415.2 .B73 2008
(Browse shelf)
001198807
Available 001198807
Total holds: 0

Doriot: for 2015-2016 courses

Includes bibliographical references and index

Digitized

Questionnaire Design How to Plan, Structure and Write Survey Material For Effective Market Research Contents About MRS The editorial board Preface Preface to second edition Introduction 1. Objectives in writing a questionnaire Introduction 7; The questionnaire in the survey process 7; Stakeholders in the questionnaire 9; The objectives of the study 10; Recruitment questionnaires 12; Collecting unbiased and accurate data 12 2. The data collection media Introduction 22; Interviewer-administered interviews 22; Self-completion surveys 29 3. Planning the questionnaire Introduction 35; Defining the information required 36; Sequencing the sections 36; Exclusion question 36; Screening questions 38; Main questionnaire 40 4. Types of question and data Introduction 45; Question types 45; Open and closed questions 46; Spontaneous questions 48; Prompted questions 51; Open-ended questions 51; Pre-coded questions 55; Data types 59 5. Rating scales Attitude measurement 66; Itemized rating scales 66; Attitudinal rating scales 73; Comparative scaling techniques 84 6. Applications Rating scales in customer satisfaction research 90; Measuring brand image 93; The dimensions 101 vii viii x xii 1 7 22 35 45 66 90 7. Writing the questionnaire Introduction 105; Use of language 105; Avoiding ambiguity in the question 109; Determining the pre-codes 111; Using prompts 114; Order bias and prompts 117; Question order 123; Standardizing questions 126; Tracking studies 126; Omnibus studies 128 8. Laying out the questionnaire Introduction 130; Interviewer-administered paper questionnaires 130; Self-completion paper questionnaire 139; CAPI and CATI 146 9. Online questionnaires Introduction 148; Replicating existing approaches 149; Enhancing the experience 159 10. Piloting the questionnaire Introduction 174; Why pilot questionnaires? 174; Types of pilot surveys 177 11. Ethical issues Introduction 184; Responsibilities to respondents 185; Responsibilities to clients 193 12. Social desirability bias Response bias 195; Social desirability bias 195; Dealing with SDB 198; Determining whether SDB exists 206 13. International surveys Introduction 208; Client presence 209; Common or tailored approaches 209; Translating the questionnaire 214; Demographic data 217; Cultural response differences 217; Laying out the questionnaire 218 Appendix 1: Example questionnaire Appendix 2: The Market Research Society Code of Conduct References Further reading Index 105 130 148 174 184 195 208 220 262 286 292 294

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