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

Questionnaires are vital for the market researcher: they draw accurate information from respondents, give structure to interviews, provide a standard form on which facts, comments and attitudes can be recorded and facilitate data processing. Questionnaire Designexplains the role of questionnaires in market research and looks at different types of questionnaire, examining when and how they should be employed. The book shows students and practitioners how to plan, structure and compose the right questionnaire for the research being done. Fully updated with new content on encouraging respondent involvement, this new edition also includes the latest information on the "gamification" of questionnaires - having respondents play games rather than answer direct questions - and online questionnaires and interviews, their problems and potential.