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

Brace, Ian

Couverture souple

ISBN 10 : 0749481978 ISBN 13 : 9780749481971

Editeur : Kogan Page, 2018

A propos du livre

Présentation de l'éditeur

Market research methods in business are changing. In its fourth edition, Questionnaire Design delivers a complete handbook for the mounting challenge of acquiring more data in less time, generating an entire rethink on how data is collected. The growth in mobile devices is limiting the readability of traditional measurement tools, new consumer channels are altering access, plus time spent answering questions is decreasing exponentially. This book provides practical guidelines to plan, structure and compose questionnaires across all industries and purposes, ensuring valuable data insights are captured with accuracy and efficiency.

This fully-updated, fourth edition of Questionnaire Design includes a new chapter on how to navigate the multiple software options available, simplifying the selection process for different business functions. Further content explains how to engage and retain respondents earlier on at planning stage, using new design approaches and measurement tools on mobile to prolong respondent time. It also delivers advances in data privacy, maximizing international reach, as well as managing the transition from face-to-face surveys towards soft launches online. Whether applying to business positioning, consumer insights, employee feedback or product analysis, the ability to gauge a market snapshot on a global scale has escalated the demand for online survey and questionnaire data rapidly. This book is an essential addition to every professional's shelf.

Revue de presse

"Effectively illustrates the importance of the questionnaire as a decision-making tool... Questionnaire Design will be a useful reference for those in the market research industry and a comprehensive introduction for those interested in mastering the intricacies of questionnaire development. This highly informative volume would also serve as a valuable companion for advanced undergraduate and graduate students alike." (Choice Magazine (Review of 3rd edition)) --(Choice Magazine (Review of 3rd edition))

"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 (Review of 3rd edition)) --(Media Week (Review of 3rd edition))

Détails de l'édition

• Éditeur: Kogan Page
• Date d'édition: 2018
• ISBN 10: 0749481978
• ISBN 13: 9780749481971
• Reliure: Broché
• Langue: anglais
• Numéro d'édition: 4
• Nombre de pages: 392