Questionnaire design: How to plan, structure and write survey material for effective market research
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London [u.a.]
Kogan Page
2008
|
| Edition: | 2. ed. |
| Series: | Market research in practice series
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XI, 305 S. graph. Darst. |
| ISBN: | 9780749450281 |
Staff View
MARC
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| 245 | 1 | 0 | |a Questionnaire design |b How to plan, structure and write survey material for effective market research |c Ian Brace |
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Record in the Search Index
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|---|---|
| adam_text | Contents
About MRS vii
The editorial board viii
Preface x
Preface to second edition xii
Introduction 1
1. Objectives in writing a questionnaire 7
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 22
Introduction 22; Interviewer-administered interviews 22;
Self-completion surveys 29
3. Planning the questionnaire 35
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 45
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 66
Attitude measurement 66; Itemized rating scales 66;
Attitudinal rating scales 73; Comparative scaling
techniques 84
6. Applications 90
Rating scales in customer satisfaction research 90;
Measuring brand image 93; The dimensions 101
vi il Contents
7. Writing the questionnaire 105
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 130
Introduction 130; Interviewer-administered paper
questionnaires 130; Self-completion paper
questionnaire 139; CAPI and CATI146
9. Online questionnaires 148
Introduction 148; Replicating existing approaches 149;
Enhancing the experience 159
10. Piloting the questionnaire 174
Introduction 174; Why pilot questionnaires? 174; Types
of pilot surveys 177
11. Ethical issues 184
Introduction 184; Responsibilities to respondents 185;
Responsibilities to clients 193
12. Social desirability bias 195
Response bias 195; Social desirability bias 195; Dealing
with SDB 198; Determining whether SDB exists 206
13. International surveys 208
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 220
Appendix 2: The Market Research Society Code of Conduct 262
References 286
Further reading 292
Index 294
|
| adam_txt |
Contents
About MRS vii
The editorial board viii
Preface x
Preface to second edition xii
Introduction 1
1. Objectives in writing a questionnaire 7
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 22
Introduction 22; Interviewer-administered interviews 22;
Self-completion surveys 29
3. Planning the questionnaire 35
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 45
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 66
Attitude measurement 66; Itemized rating scales 66;
Attitudinal rating scales 73; Comparative scaling
techniques 84
6. Applications 90
Rating scales in customer satisfaction research 90;
Measuring brand image 93; The dimensions 101
vi il Contents
7. Writing the questionnaire 105
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 130
Introduction 130; Interviewer-administered paper
questionnaires 130; Self-completion paper
questionnaire 139; CAPI and CATI146
9. Online questionnaires 148
Introduction 148; Replicating existing approaches 149;
Enhancing the experience 159
10. Piloting the questionnaire 174
Introduction 174; Why pilot questionnaires? 174; Types
of pilot surveys 177
11. Ethical issues 184
Introduction 184; Responsibilities to respondents 185;
Responsibilities to clients 193
12. Social desirability bias 195
Response bias 195; Social desirability bias 195; Dealing
with SDB 198; Determining whether SDB exists 206
13. International surveys 208
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 220
Appendix 2: The Market Research Society Code of Conduct 262
References 286
Further reading 292
Index 294 |
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| id | DE-604.BV035108559 |
| illustrated | Illustrated |
| index_date | 2024-07-02T22:16:38Z |
| indexdate | 2024-07-09T21:22:30Z |
| institution | BVB |
| isbn | 9780749450281 |
| language | English |
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| physical | XI, 305 S. graph. Darst. |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Kogan Page |
| record_format | marc |
| series2 | Market research in practice series |
| spelling | Brace, Ian Verfasser aut Questionnaire design How to plan, structure and write survey material for effective market research Ian Brace 2. ed. London [u.a.] Kogan Page 2008 XI, 305 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Market research in practice series Marketing research Methodology Questionnaires Design Fragebogen (DE-588)4128271-1 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Fragebogen (DE-588)4128271-1 s Marktforschung (DE-588)4037630-8 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016776430&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Brace, Ian Questionnaire design How to plan, structure and write survey material for effective market research Marketing research Methodology Questionnaires Design Fragebogen (DE-588)4128271-1 gnd Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4128271-1 (DE-588)4037630-8 |
| title | Questionnaire design How to plan, structure and write survey material for effective market research |
| title_auth | Questionnaire design How to plan, structure and write survey material for effective market research |
| title_exact_search | Questionnaire design How to plan, structure and write survey material for effective market research |
| title_exact_search_txtP | Questionnaire design How to plan, structure and write survey material for effective market research |
| title_full | Questionnaire design How to plan, structure and write survey material for effective market research Ian Brace |
| title_fullStr | Questionnaire design How to plan, structure and write survey material for effective market research Ian Brace |
| title_full_unstemmed | Questionnaire design How to plan, structure and write survey material for effective market research Ian Brace |
| title_short | Questionnaire design |
| title_sort | questionnaire design how to plan structure and write survey material for effective market research |
| title_sub | How to plan, structure and write survey material for effective market research |
| topic | Marketing research Methodology Questionnaires Design Fragebogen (DE-588)4128271-1 gnd Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Marketing research Methodology Questionnaires Design Fragebogen Marktforschung |
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