Questionnaire Design

How to Plan, Structure and Write Survey Material for Effective Market Research
5. Auflage 2022
ISBN: 978-1-3986-0414-8
Verlag: Kogan Page

Buch, Englisch, 344 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 985 g

Will your questionnaire work as well as it needs to by today's standards? Use this new edition of the bestselling guide to make sure it does. Good data is central to information-based decision making. Increasing access to online survey software is allowing more organizations to benefit from contact with their customers, employees and the public. However, the challenges facing the questionnaire writer remain and the greater volume of surveys and demands on potential respondents' time is making the task even harder. Your questionnaire needs to work better than ever to keep their attention. Questionnaire Design provides comprehensive and practical guidelines to plan, structure and compose questionnaires across all industries and purposes, ensuring valuable data insights are captured with accuracy and efficiency. You can't write a good questionnaire unless you know exactly what you are trying to achieve. This updated fifth edition recognizes this fundamental challenge, with advice for gaining the clarity needed to plan and focus your questionnaire. It continues to provide guidance for those using interviewer administered surveys, but now reflects the primacy of online and the challenges that brings. With pressure on everyone's time, this revised edition makes it even easier to navigate to the key points with new bullet-pointed takeaways at the end of each chapter.

Autoren/Hrsg.

Bolton, Kate

Brace, Ian

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung

Inhaltsverzeichnis

Chapter - 00: Introduction;Chapter - 01: Defining achievable questionnaire objectives;Chapter - 02: Influence of data collection approach on question design;Chapter - 03: Planning a questionnaire;Chapter - 04: An overview of question types;Chapter - 05: Identifying types of data created by questions;Chapter - 06: Creating appropriate rating scales;Chapter - 07: Asking about behaviour;Chapter - 08: Measuring satisfaction, image and attitudes;Chapter - 09: Writing effective questions;Chapter - 10: Creating a questionnaire for an online survey;Chapter - 11: Engaging respondents in online surveys;Chapter - 12: Choosing online survey software;Chapter - 13: Considerations for interviewer-administered and paper self-completion surveys;Chapter - 14: Test piloting your questionnaire;Chapter - 15: Ethical issues in questionnaire design;Chapter - 16: Understanding social desirability bias;Chapter - 17: Designing questionnaires for multi-country surveys

Über Autor(innen)

Brace, Ian
Ian Brace is director of research methods at TNS UK. He has been a market researcher for over 30 years, during which time he worked for MAS Survey Research, NOP, Esso Petroleum, BJM Research and NFO WorldGroup.

Ian Brace is a visiting fellow in market research at Bristol Business School, and currently a member of the council of the Market Research Society and deputy chair of the Market Research Standards Board. He is the author of Questionnaire Design, and co-author of An Introduction to Market & Social Research, also published by Kogan Page.

Bolton, Kate
Kate Bolton, based in Surrey, UK, is a certified member of the MRS and has been its key industry trainer for questionnaire design for over 20 years as well as being an examiner for the MRS Advanced Certificate. She previously led the Foundations Research Skills Programmes at Kantar.

Ian Brace, based in Oxford, UK, is a fellow of the MRS and runs training courses on questionnaire design. He was previously director of research methods at TNS UK and a visiting professor in market research at Bristol Business School. Kate Bolton, based in Surrey, UK, is a certified member of the MRS and has been its key industry trainer for questionnaire design for over 20 years as well as being an examiner for the MRS Advanced Certificate. She previously led the Foundations Research Skills Programmes at Kantar.