Questionnaire design : how to plan, structure and write survey material for effective market research /

Cover -- Contents -- Introduction -- What is a questionnaire? -- The role of a questionnaire -- Challenges of remote conversations -- Obtaining the best answers -- Standardized survey approaches -- Key take aways: introduction -- 01 Defining achievable questionnaire objectives -- Introduction -- The questionnaire in the survey process -- The objectives of the study -- Translating business objectives into research objectives -- Can you get the information from anywhere else? -- Stakeholders in the questionnaire -- Collecting unbiased and accurate data: summary of problems -- Key take aways: defining achievable questionnaire objectives -- 02 Influence of data collection mode on question design -- Introduction -- Choice of data collection mode -- Digitally scripted or non-scripted data collection? -- Self-completion surveys -- Online self-completion -- Paper self-completion questionnaires -- Interviewer-administered questionnaires -- Face-to-face interviewing -- Telephone-administered questionnaires -- Comparability of data across collection modes -- Key take aways: influence of data collection mode on question design -- 03 Planning a questionnaire -- Introduction -- Key steps in an effective process -- Considerations for question order -- Questionnaire flow -- What if it is too long? -- Key take aways: planning a questionnaire -- 04 An overview of question types -- Introduction -- Question types -- Key take aways: overview of question types -- 05 Identifying types of data created by questions -- Introduction -- Nominal data -- Ordinal data -- Interval data -- Ratio scales -- Key take aways: identifying types of data created by questions -- 06 Creating appropriate rating scales -- Introduction -- Itemized rating scales -- Numeric scales -- Comparative scaling techniques -- Key take aways: creating appropriate rating scales.Overcome the modern-day challenges facing questionnaire design with this bestselling guide, demonstrating exactly how to construct and design effective survey material that will capture the insight you want to achieve.Description based on publisher supplied metadata and other sourcesCover -- Contents -- Introduction -- What is a questionnaire? -- The role of a questionnaire -- Challenges of remote conversations -- Obtaining the best answers -- Standardized survey approaches -- Key take aways: introduction -- 01 Defining achievable questionnaire objectives -- Introduction -- The questionnaire in the survey process -- The objectives of the study -- Translating business objectives into research objectives -- Can you get the information from anywhere else? -- Stakeholders in the questionnaire -- Collecting unbiased and accurate data: summary of problems -- Key take aways: defining achievable questionnaire objectives -- 02 Influence of data collection mode on question design -- Introduction -- Choice of data collection mode -- Digitally scripted or non-scripted data collection? -- Self-completion surveys -- Online self-completion -- Paper self-completion questionnaires -- Interviewer-administered questionnaires -- Face-to-face interviewing -- Telephone-administered questionnaires -- Comparability of data across collection modes -- Key take aways: influence of data collection mode on question design -- 03 Planning a questionnaire -- Introduction -- Key steps in an effective process -- Considerations for question order -- Questionnaire flow -- What if it is too long? -- Key take aways: planning a questionnaire -- 04 An overview of question types -- Introduction -- Question types -- Key take aways: overview of question types -- 05 Identifying types of data created by questions -- Introduction -- Nominal data -- Ordinal data -- Interval data -- Ratio scales -- Key take aways: identifying types of data created by questions -- 06 Creating appropriate rating scales -- Introduction -- Itemized rating scales -- Numeric scales -- Comparative scaling techniques -- Key take aways: creating appropriate rating scales.Overcome the modern-day challenges facing questionnaire design with this bestselling guide, demonstrating exactly how to construct and design effective survey material that will capture the insight you want to achieve