Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research (Market Research in Practice) - Hardcover
Inhaltsangabe
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 Design explains the role of questionnaires in marketing 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 through the gamification of questionnaires, the third edition also includes the latest information on online questionnaires and interviews, their problems and potential.
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Über die Autorin bzw. den Autor
Ian Brace is Director of Research Methods at TNS UK. He is a Visiting Professor in market research at Bristol Business School, a Fellow of the British Market Research Society (MRS) and a member of the MRS Market Research Standards Board. He is also co-author of An Introduction to Market and Social Research, published by Kogan Page.
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