TY  - BOOK
AU  - Brace, Ian
TI  - Questionnaire Design : How to Plan, Structure and Write Survey Material for Effective Market Research
SN  - 9780749481971
U1  - 658.83 
PY  - 2018///
CY  - Great Britain
PB  - Kogan Page
KW  - Marketing Research
KW  - Methodology
KW  - Questionnaires Design
KW  - Methods
N1  - Introduction; What is a questionnaire?; Obtaining the best answers; Why do we need a questionnaire?; What does it do?; Standardized surveys; A remote conversation; 01 Knowing your questionnaire objectives before you begin; Introduction; The questionnaire in the survey process; Stakeholders in the questionnaire; The objectives of the study; Recruitment questionnaires; Collecting unbiased and accurate data; 02 Which is the appropriate data collection media?; Introduction; Self-completion surveys; Paper questionnaires; Interviewer-administered interviews; Face-to-face Telephone-administered questionnaires03 How to plan a questionnaire; Introduction; Defining the information required; Sequencing the sections; The main questionnaire; Mapping the questionnaire; What if it is too long?; What can you do?; 04 An overview of question types; Introduction; Question types; 05 Understanding different data types created by questions; Nominal data; Ordinal data; Interval scales; Ratio scales; 06 Selecting and creating appropriate rating scales; Attitude measurement; Itemized rating scales; Numeric scales; Comparative scaling techniques 07 Asking behavioural questions for the best dataIntroduction; Question types; Asking recalled behaviour; Recording values; 08 Measuring attitude and image: issues and solutions; Customer satisfaction research; Measuring brand image; The dimensions; Implicit Association Test; 09 Writing effective questions; Introduction; Introducing the survey; Screening questions; 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 10 Creating a questionnaire for an online surveyIntroduction; Question types; Enhancing the experience; 11 Engaging respondents in online surveys; Introduction; Maintaining respondent engagement; Gamification; +++
ER  -