Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research, Second Edition | by Ian Brace | ISBN: 9780749450281. E-Marketing Research Books. Online Survey Design. RECRUITMENT Survey QUESTIONNAIRES. CUSTOMER SATISFACTION RESEARCH
Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research, Second Edition
by Ian Brace
ISBN:9780749450281
Explaining the role of questionnaires in market research, this book examines how and when certain kinds of questionnaires should be used, and how to compose the right questionnaire for the research.
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Questionnaire Design—How to Plan, Structure and Write Survey Material for Effective Market Research, Second Edition
Preface
Preface to Second Edition
Introduction
OVERVIEW
WHAT IS A QUESTIONNAIRE?
OBTAINING THE BEST ANSWERS
WHY DO WE NEED A QUESTIONNAIRE?
WHAT DOES IT DO?
STANDARDIZED SURVEYS
A REMOTE CONVERSATION
Chapter 1 – 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
Chapter 2 – The Data Collection Media
INTRODUCTION
INTERVIEWER-ADMINISTERED INTERVIEWS
SELF-COMPLETION SURVEYS
Chapter 3 – Planning the Questionnaire
INTRODUCTION
DEFINING THE INFORMATION REQUIRED
SEQUENCING THE SECTIONS
EXCLUSION QUESTION
SCREENING QUESTIONS
MAIN QUESTIONNAIRE
Chapter 4 – Types of Question and Data
INTRODUCTION
QUESTION TYPES
OPEN AND CLOSED QUESTIONS
SPONTANEOUS QUESTIONS
PROMPTED QUESTIONS
OPEN-ENDED QUESTIONS
PRE-CODED QUESTIONS
DATA TYPES
Chapter 5 – Rating Scales
ATTITUDE MEASUREMENT
ITEMIZED RATING SCALES
ATTITUDINAL RATING SCALES
COMPARATIVE SCALING TECHNIQUES
Chapter 6 – Applications
RATING SCALES IN CUSTOMER SATISFACTION RESEARCH
MEASURING BRAND IMAGE
THE DIMENSIONS
Chapter 7 – 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
Chapter 8 – Laying Out the Questionnaire
INTRODUCTION
INTERVIEWER-ADMINISTERED PAPER QUESTIONNAIRES
SELF-COMPLETION PAPER QUESTIONNAIRE
CAPI AND CATI
Chapter 9 – Online Questionnaires
INTRODUCTION
REPLICATING EXISTING APPROACHES
ENHANCING THE EXPERIENCE
Chapter 10 – Piloting the Questionnaire
INTRODUCTION
WHY PILOT QUESTIONNAIRES?
TYPES OF PILOT SURVEYS
Chapter 11 – Ethical Issues
INTRODUCTION
RESPONSIBILITIES TO RESPONDENTS
RESPONSIBILITIES TO CLIENTS
Chapter 12 – Social Desirability Bias
RESPONSE BIAS
SOCIAL DESIRABILITY BIAS
DEALING WITH SDB
DETERMINING WHETHER SDB EXISTS
Chapter 13 – 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
INTRODUCTION
EXAMPLE QUESTIONNAIRE
QUESTIONNAIRE FLOW DIAGRAMS
Appendix 2 – The Market Research Society Code of Conduct
INTRODUCTION
INTRODUCTION TO SECTIONS A AND B
SECTION A: GENERAL RULES OF PROFESSIONAL CONDUCT
SECTION B: RULES OF PROFESSIONAL CONDUCT APPLICABLE TO RESEARCH
APPENDIX: ICC/ESOMAR CODE OF MARKETING AND SOCIAL RESEARCH PRACTICE
CODELINE
References
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