QUESTIONNAIRE DESIGN HOW TO PLAN, STRUCTURE, AND WRITE SURVEY MATERIAL FOR EFFECTIVE MARKET RESEARCH

• Main Author: Brace, Ian 1949- (Author)
• Format: Book
• Language: English
• Published: London KOGAN PAGE 2004
• Series: Market research in practice series
• Subjects: Questionnaires > Methodology; Market surveys > Methodology
• Online Access: Click Here to View Status and Holdings.

 This is a highly specialized guidebook for market researchers. Author Ian Brace goes into great detail about designing questionnaires, a process which may seem simple, but is not. Brace thoughtfully considers the variables that can arise in all aspects of planning, structuring, writing and asking survey questions, including how to avoid ambiguity and how the actual questionnaire should look. He hews tightly to the task of getting researchers to formulate the best survey tools possible, even recommending the best type sizes and layouts. This book is only for serious market researchers, who will welcome its enclosed compact disc containing sample questionnaires and designs. In a day when many researchers use time-tested canned questions, this is a craftsman's handbook on the inside art of drafting a questionnaire. getAbstract.com recommends using this authoritative manual to develop your market research questionnaires. And, if you hire someone to design a questionnaire for you, this will give you some background so you can monitor the content intelligently. In questionnaire design - and supervision - apparently the really dumb question is the one you didn't ask