Promotional Information

Effectively illustrates the importance of the questionnaire as a decision-making tool Helps readers master the intricacies of questionnaire development Includes numerous invaluable pointers on common pitfalls to avoid and factors to consider

Table of Contents

• • Chapter - 00: Introduction;
  • Chapter - 01: Objectives in writing a questionnaire;
  • Chapter - 02: The data collection media;
  • Chapter - 03: Planning the questionnaire;
  • Chapter - 04: Types of question;
  • Chapter - 05: Data types;
  • Chapter - 06: Rating scales;
  • Chapter - 07: Behavioural questions;
  • Chapter - 08: Attitude and image measurement;
  • Chapter - 09: Writing the questionnaire;
  • Chapter - 10: Laying out the questionnaire;
  • Chapter - 11: Online questionnaires;
  • Chapter - 12: Engaging the respondent online;
  • Chapter - 13: Piloting the questionnaire;
  • Chapter - 14: Ethical issues;
  • Chapter - 15: Social desirability bias; ;
  • Chapter - 16: International surveys

About the Author

Ian Brace is Director of Research Methods at TNS UK. He has been a market researcher for over 30 years, during which time he has worked for MAS Survey Research, NOP, Esso Petroleum, BJM Research and NFO WorldGroup. He is a Visiting Professor in market research at Bristol Business School, a Fellow of the Market Research Society (MRS) and a member of the MRS Market Research Standards Board. He has earned industry awards from AMSO (Research Effectiveness Awards), the Academy of Marketing and ISBA.

Reviews

"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*

"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*

"A well written text, which is both easily accessible in style and yet informative... Through its clear structure and step-by-step guidance it offers students a detailed guide through the oft thought simple, but actually complex and exacting process of questionnaire design. Many invaluable pointers are offered on pitfalls to avoid and factors to consider. A key strength is the practical advice offered."
*Fiona Syson, Senior Lecturer in Marketing, Edge Hill University*