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Questionnaire Design: How To Plan, Structure And Write Survey Material For Effective Market Research - Couverture souple

Livre 2 sur 2: Market Research in Practice

Brace, Ian

 
9780749441814: Questionnaire Design: How To Plan, Structure And Write Survey Material For Effective Market Research
Couverture souple
ISBN 10 : 074944181X ISBN 13 : 9780749441814
Editeur : Kogan Page Ltd, 2004

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Kogan Page Ltd
Date d'édition
2004
Langue
anglais
ISBN 10 
074944181X
ISBN 13 
9780749441814
Reliure
Broché
Nombre de pages
288
Coordonnées du fabricant
non disponible
Personne responsable
non disponible