Questionnaire design is a subject fundamental to the market research function. Yet, until now, the available literature on the subject has been too specialist or complex for a wider readership. Questionnaire Design breaks the mould by providing a basic, yet highly practical guide to this important area.
Drawing on years of experience in the industry, the author demonstrates, in an accessible and hands-on-style, that questionnaire design is a skill guided by rules and principles as well as an art influenced by flair.
For both the beginner in the field as well as for the more established market researcher, Questionnaire Design provides a comprehensive guide to the subject, covering such areas as:
· The role of questionnaires
· Deciding what type of questionnaire to use
· The principles of questionnaire design
· Questionnaire layout
· Examples of questions
· Different types of questions
· Framing the questions
· Interviewer instructions
· Getting the questionnaire right
In an industry where researchers are often thrown in at the deep end and forced to learn their craft by looking over other people’s shoulders (with the danger of inheriting their flaws), this book provides a fresh and informative guide to good practice, enabling readers to avoid costly errors and develop the necessary skills, through experience, from a sound base of knowledge.
Published by Kogan Page
“I am a student at Manchester Metropolitan University. After hearing Paul at one of his lectures I thought I would go out and buy this book as the subject has always baffled me. The book was very informative and written in a style that was easy to understand while keeping my interest throughout.”
To order this publication please visit www.amazon.com.