Wow! eBook
Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research 3rd Edition
Author(s): Ian Brace (Author)
- Publisher: Kogan Page
- Publication Date: 3 Jun. 2013
- Edition: 3rd
- Language: English
- Print length: 296 pages
- ISBN-10: 0749467797
- ISBN-13: 9780749467791
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, examining when and how they should be deployed. The book explains how to plan, structure and compose the right questionnaire for the research being undertaken.
Fully updated with new content on encouraging respondent involvement through the gamification of questionnaires, this third edition of Questionnaire Design also includes the latest information on online and mobile questionnaires, their problems and potential. This book will be a useful addition to the bookshelf of every student or practitioner of market research.
Editorial Reviews
Review
“A book that would sit very comfortably on the bookshelf of any marketing undergraduate… ideal for any serious market researcher who needs a quick reference book.”,
Media Week“A well written text, which is both easily accessible in style and yet informative… Through its clear structure and step-by-step guidance it offers students a detailed guide through the oft thought simple, but actually complex and exacting process of questionnaire design. Many invaluable pointers are offered on pitfalls to avoid and factors to consider. A key strength is the practical advice offered.” — Fiona Syson, Senior Lecturer in Marketing, Edge Hill University
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.
