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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 marketing research and looks at different types of questionnaire, examining when and how they should be employed.
The book shows students and practitioners how to plan, structure and compose the right questionnaire for the research being done. Fully updated with new content on encouraging respondent involvement through the gamification of questionnaires, the third edition also includes the latest information on online questionnaires and interviews, their problems and potential.
- Sales Rank: #408833 in Books
- Brand: Brand: Kogan Page
- Published on: 2013-06-03
- Original language: English
- Number of items: 1
- Dimensions: 9.20" h x .69" w x 6.24" l, .95 pounds
- Binding: Paperback
- 296 pages
- Used Book in Good Condition
Review
"[C]overs all aspects of conceiving and constructing questionnaires that can unearth what people are really thinking and provide market researchers with the valuable information they need. ...discusses the actual look of the questionnaire, cultural differences that may arise in international surveys, and ethical matters. As readers will discover, good questionnaire design is both a science and an art. Summing Up: Recommended." (CHOICE P.G. Kishel, Cypress College)
Marketing and non-specialist marketing professionals, students of marketing and marketing research
"[H]ighly recommended for any business collection including market research basics... Any who plan on either writing or using the questionnaire format will welcome this in-depth model for questionnaire success." (Midwest Book Review California Bookwatch)
About the Author
Ian Brace is Director of Research Methods at TNS UK. He is a Visiting Professor in market research at Bristol Business School, a Fellow of the British Market Research Society (MRS) and a member of the MRS Market Research Standards Board. He is also co-author of An Introduction to Market and Social Research, published by Kogan Page.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Practical guide for creating your survey
By T. McCool
Brace has written a very practical guide for writing all kinds of questionnaires, both paper and digital. Using this text, you will be able to create and execute your survey. Many different types of questions and the correct applications are clearly presented. All practices are well-grounded in current marketing research theory, but the non-academic will find this an easy read with tons of practical use. This is one I intend to keep on my shelf.
0 of 0 people found the following review helpful.
Excellent
By Krishna Jackson
Arrived in excellent condition.
0 of 2 people found the following review helpful.
Five Stars
By Brenda Capranica
Satisfied with purchase .. just as described.
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