Questionnaire Design How to Plan Structure and Write Survey Material for Effective Market Research 4th Edition by Ian Brace ISBN 9780749481988 0749481986

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ISBN 10: 0749481986
ISBN 13: 9780749481988
Author: Ian Brace

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

Questionnaire Design How to Plan Structure and Write Survey Material for Effective Market Research 4th Edition Table of contents:

• 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 Questionnaires

03. 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 Data

• Introduction

• 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 Survey

• Introduction

• Question Types

• Enhancing the Experience

11. Engaging Respondents in Online Surveys

• Introduction

• Maintaining Respondent Engagement

• Gamification

12. Creating a Questionnaire for Interviewers or Paper Self-Completion

• Introduction

• Interviewer-Administered Paper Questionnaires

• Self-Completion Paper Questionnaire

13. Comparing Questionnaire Capabilities in Online Survey Systems

• Introduction

• Which Platforms Are Available to Choose From?

• How to Evaluate Which Platform Is Right for You

• Google Surveys

14. How to Pilot a Questionnaire

• Introduction

• Why Pilot Questionnaires?

• Types of Pilot Surveys

15. Ethical Issues When Writing a Questionnaire

• Introduction

• Responsibilities to Respondents

• Responsibilities to Clients

• General Data Protection Regulation

16. Understanding Social Desirability Bias in Question Responses

• Response Bias

• Social Desirability Bias

• Dealing with SDB

• Determining Whether SDB Exists

17. Building and Designing Questionnaires for International Surveys

• Introduction

• Mode of Data Collection

• Market Knowledge

• Common or Tailored Approaches

• Translating the Questionnaire

• Demographic Data

• Cultural Response Differences

• Laying Out the Questionnaire

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Tags: Ian Brace, Questionnaire Design, Plan, Write Survey Material, Effective Market Research