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

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

內容簡介

內容簡介 You can't write a good questionnaire unless you know exactly what you are trying to achieve. But gaining this clarity is the hardest challenge of all. This comprehensive guide provides you with tools and guidance on how to tackle this real-world challenge. 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 Questionnaire Design an essential addition to every professional's shelf. 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. Now fully revised, this fifth edition of Questionnaire Design addresses some of the modern-day challenges facing questionnaires in an ever changing business landscape. In this new edition, explore advances in behavioural science and more in-depth review of neuroscience approaches in questionnaires to achieve more focused surveys. Readers can expect easier navigation to key points that will make using this guide whilst in the process of writing a questionnaire easier than ever.

作者介紹

作者介紹 Ian Brace, based in Oxford, UK, is a fellow of the MRS and runs training courses on questionnaire design. He was previously director of research methods at TNS UK and a visiting professor in market research at Bristol Business School. Kate Bolton, based in Surrey, UK, is a certified member of the MRS and has been its key industry trainer for questionnaire design for over 20 years as well as being an examiner for the MRS Advanced Certificate. She previously led the Foundations Research Skills Programmes at Kantar.

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