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

Length: 384 pages
Edition: 4
Language: English
Publisher: Kogan Page
Publication Date: 2018-04-24
ISBN-10: 0749481978
ISBN-13: 9780749481971
Sales Rank: #475825 (See Top 100 Books)

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.

Cover
Contents
Introduction
	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
Appendix
Appendix
References
Index