Name: Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research
Author: Ian Brace (Author)
ISBN: 9780749441814

Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research book cover

Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research

Author(s): Ian Brace (Author)

Publisher: Kogan Page
Publication Date: 30 Jun. 2004
Edition: 1st
Language: English
Print length: 288 pages
ISBN-10: 9780749441814
ISBN-13: 9780749441814

Book Description

Questionnaires are vital for the market researcher: they draw accurate information from respondents; give structure to interviews; provide a standard form on which facts, comments and attitudes can be recorded; and facilitate data processing.

Questionnaire Design explains the role of questionnaires in market research, and looks at different types of questionnaire and when and how they should be used. It explains how to plan, structure and compose the right questionnaire for the research you are running. Contents include:

objectives in writing questionnaires

differences between data collection media

planning your questionnaire

writing the questions

types of question

using prompt material

layout

piloting

ethical issues

social desirability bias and how to avoid it

issues in multi-national surveys

Part of the new Market Research in Practice series, published in association with The Market Research Society (MRS), Questionnaire Design is an invaluable guide for anyone studying or practising market research. Packed with expert advice, it also includes examples of the most common errors and how to avoid them.

Editorial Reviews

Review

“A useful reference for those in the market research industry…an introduction for those interested in the intricacies of questionnaire development.” — S.D. Clark, St. John s University (NY), Choice Magazine, February 2005

“Provides students and practitioners of market research with general rules and principles to be used in creating a questionnaire.” — Journal of Economic Literature, March 2005

About the Author

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.

Excerpt. © Reprinted by permission. All rights reserved.

Introduction

What is a questionnaire?; Obtaining the best answers; Why do we need a questionnaire?; What does it do?; Standardized surveys; A remote conversation

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

2. The data collection media

Introduction; Interviewer-administered interviews; Self-completion surveys

3. Planning the questionnaire

Introduction; Defining the information required; Sequencing the sections; Exclusion question; Screening questions; Main questionnaire

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

5. Rating scales and attitude measurement

Attitude measurement; Itemized rating scales; Attitudinal rating scales; Rating scales in customer satisfaction research; The dimensions; Comparative scaling techniques; Measuring brand image

6. 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

7. Laying out the questionnaire

Introduction; Interviewer-administered paper questionnaires; Self-completion paper questionnaire; Electronic questionnaires

8. Piloting the questionnaire

Introduction; Why pilot questionnaires?; Types of pilot surveys

9. Ethical issues

Introduction; Responsibilities to respondents; Responsibilities to clients

10. Social desirability bias

Response bias; Social desirability bias; Dealing with SDB; Determining whether SDB exists

11. International surveys

Introduction; Client presence; Common or tailored approaches; Translating the questionnaire; Demographic data; Cultural response differences; Laying out the questionnaire

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