E-Book Overview
Questionnaire Design covers everything you need to know about constructing the perfect questionnaire for your business.If you need to conduct market research for your company, a good questionnaire is a vital tool. Questionnaire Design covers anything and everything you need to know about constructing the perfect questionnaire for your business.Taking you through every step of the process, and encouraging you to really think about what you are asking, and what data you want to find out, Questionnaire Design is an essential guide for marketers everywhere. Whether you are a student of marketing, have market research skills that need updating, or simply want a handbook to refer to as the need arises, Questionnaire Design is the book for you.Now fully updated to include vital information about online questionnaires and interviews, their problems and potential, this book will be a useful addition to the bookshelf of every market research practitioner.
E-Book Content
Questionnaire Design FB REPRINT 20/6/05 4:55 pm Page 1 INCLUDES FREE CD ROM QUESTIONNAIRE DESIGN HOW TO PLAN, STRUCTURE AND WRITE SURVEY MATERIAL FOR EFFECTIVE MARKET RESEARCH IAN BRACE MARKET RESEARCH IN PRACTICE Questionnaire Design HP 20/6/05 4:53 pm Page 1 QUESTIONNAIRE DESIGN MARKET RESEARCH IN PRACTICE SERIES Published in association with the Market Research Society Consultant Editors: David Barr and Robin J Birn Kogan Page has joined forces with the Market Research Society to publish this unique series which is designed specifically to cover the latest developments in market research thinking and practice. Taking a practical, action-oriented approach, and focused on established ‘need to know’ subjects, the series will reflect the role of market research in the international business environment. This series will concentrate on developing practical texts on: ■ ■ how to use, act on and follow up research; research techniques and best practice. Great effort has been made to ensure that each title is international in both content and approach and where appropriate, European, US and international case studies have been used comparatively to ensure that each title provides international readers with models for research in their own countries. Overall the series will produce a body of work that will enhance international awareness of the MRS and improve knowledge of its Code of Conduct and guidelines on best practice in market research. Other titles in the series: The Effective Use of Market Research, Robin J Birn Market Intelligence: How and Why Organizations Use Market Research, Martin Callingham Market Research in Practice: A Guide to the Basics, Paul Hague, Nick Hague & Carol-Ann Morgan Forthcoming titles: Business to Business Market Research, Ruth McNeil Consumer Insight, Merlin Stone To obtain further information, please contact the publisher at the address below: Kogan Page Ltd 120 Pentonville Road London N1 9JN Tel: 020 7278 0433 www.kogan-page.co.uk Questionnaire Design TP REPRINT 20/6/05 4:53 pm Page 1 MARKET RESEARCH IN PRACTICE QUESTIONNAIRE DESIGN HOW TO PLAN, STRUCTURE AND WRITE SURVEY MATERIAL FOR EFFECTIVE MARKET RESEARCH IAN BRACE London & Sterling, VA Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author. First published in Great Britain and the United States in 200