Market research in business is changing. Questionnaire Design, fourth edition, 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, whilst 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.
Fully updated, the fourth edition of Questionnaire Design includes a new chapter on how to navigate the multiple software options available, with guidance on how to engage and retain respondents earlier on at planning stage, using new mobile design approaches and measurement tools. Updates also cover advances in data privacy, maximizing international reach and 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 is escalating the demand for online survey and questionnaire data, making this is an essential addition to every professional’s shelf.
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Table of contents
Introduction 1
1. Objectives in writing a questionnaire 7
2. The data collection media 22
3. Planning the questionnaire 35
4. Types of question and data 45
5. Rating scales 66
6. Applications 90
7. Writing the questionnaire 105
8. Laying out the questionnaire 130
9. Online questionnaires 148
10. Piloting the questionnaire 174
11. Ethical issues 184
12. Social desirability bias 195
13. International surveys 208
Product details
- Publisher : Kogan Page; 4th edition (April 28, 2018)
- Language : English
- Paperback : 384 pages
- ISBN-10 : 0749481978
- ISBN-13 : 978-0749481971
- Item Weight : 1.3 pounds
- Dimensions : 6.14 x 0.79 x 9.21 inches
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