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Bibliographic Record Display

• Title:Questionnaire design : how to plan, structure and write survey material for effective market research / Ian Brace.
  
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• Author/Creator:Brace, Ian, 1949- author.
  
• Published/Created:London, United Kingdom : KoganPage, 2018.
  

• Holdings

  Holdings Record Display

  • Location:DAVID LAM LIBRARY stacksWhere is this?
    
  • Call Number: HF5415.3 .B683 2018
    
  • Number of Items:1
    
  • Status:Available
    

   
• Library of Congress Subjects:Marketing research--Methodology.
  Questionnaires--Design.
  
• Edition:Fourth edition.
  
• Description:viii, 382 pages : illustrations ; 24 cm
  
• Series:Market research in practice series.
  
• Summary:Questionnaires are a vital tool of market research. They can draw accurate information from respondents, facilitate data processing and provide a standard against which comments and attitudes can be measured. This book explains how to plan, structure and write a questionnaire to achieve these aims.
  
• Notes:Revised edition of the author's Questionnaire design, 2013.
  Includes bibliographical references (pages 359-367) and index.
  
• ISBN:9780749481971 (pbk.)
  0749481978 (pbk.)
  9780749481988 (PDF ebook)
  
• Contents:Machine generated contents note: What is a questionnaire?
  Obtaining the best answers
  Why do we need a questionnaire?
  What does it do?
  Standardized surveys
  remote conversation
  01. Knowing your questionnaire objectives before you begin
  Introduction
  questionnaire in the survey process
  Stakeholders in the questionnaire
  objectives of the study
  Recruitment questionnaires
  Collecting unbiased and accurate data
  02. Which is the appropriate data collection media?
  Introduction
  Self-completion surveys
  Paper questionnaires
  Interviewer-administered interviews
  Face-to-face
  Telephone-administered questionnaires
  03. How to plan a questionnaire
  Introduction
  Defining the information required
  Sequencing the sections
  main questionnaire
  Mapping the questionnaire
  What if it is too long?
  What can you do?
  04. overview of question types
  Introduction
  Question types
  05. Understanding different data types created by questions
  Nominal data
  Ordinal data
  Interval scales
  Ratio scales
  06. Selecting and creating appropriate rating scales
  Attitude measurement
  Itemized rating scales
  Numeric scales
  Comparative scaling techniques
  07. Asking behavioural questions for the best data
  Introduction
  Question types
  Asking recalled behaviour
  Recording values
  08. Measuring attitude and image: issues and solutions
  Customer satisfaction research
  Measuring brand image
  dimensions
  Implicit Association Test
  09. Writing effective questions
  Introduction
  Introducing the survey
  Screening questions
  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. Creating a questionnaire for an online survey
  Introduction
  Question types
  Enhancing the experience
  11. Engaging respondents in online surveys
  Introduction
  Maintaining respondent engagement
  Gamification
  12. Creating a questionnaire for interviewers or paper self-completion
  Introduction
  Interviewer-administered paper questionnaires
  Self-completion paper questionnaire
  13. Comparing questionnaire capabilities in online survey systems
  Introduction
  Which platforms are available to choose from?
  How to evaluate which platform is right for you
  Google Surveys
  14. How to pilot a questionnaire
  Introduction
  Why pilot questionnaires?
  Types of pilot surveys
  15. Ethical issues when writing a questionnaire
  Introduction
  Responsibilities to respondents
  Responsibilities to clients
  General data protection regulation
  16. Understanding social desirability bias in question responses
  Response bias
  Social desirability bias
  Dealing with SDB
  Determining whether SDB exists
  17. Building and designing questionnaires for international surveys
  Introduction
  Mode of data collection
  Market knowledge
  Common or tailored approaches
  Translating the questionnaire
  Demographic data
  Cultural response differences
  Laying out the questionnaire.