Questionnaire Design: How To Plan, Structure And Write Survey Material For Effective Market Research

Description

Will your questionnaire work as well as it needs to by today's standards? Use this new edition of the bestselling guide to make sure it does. Good data is central to information-based decision making. Increasing access to online survey software is allowing more organizations to benefit from contact with their customers, employees and the public. However, the challenges facing the questionnaire writer remain and the greater volume of surveys and demands on potential respondents' time is making the task even harder. Your questionnaire needs to work better than ever to keep their attention. Questionnaire Design provides comprehensive and practical guidelines to plan, structure and compose questionnaires across all industries and purposes, ensuring valuable data insights are captured with accuracy and efficiency. You can't write a good questionnaire unless you know exactly what you are trying to achieve. This updated fifth edition recognizes this fundamental challenge, with advice for gaining the clarity needed to plan and focus your questionnaire. It continues to provide guidance for those using interviewer administered surveys, but now reflects the primacy of online and the challenges that brings. With pressure on everyone's time, this revised edition makes it even easier to navigate to the key points with new bullet-pointed takeaways at the end of each chapter. Cover Reviews Title Copyright 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 07 | Asking about behaviour Introduction Asking recalled behaviour Recalling and recording numeric values Question order Key take aways: asking about behaviour 08 | Measuring satisfaction, image and attitudes Introduction Customer satisfaction Brand image The dimensions Implicit Association Test Key take aways: measuring satisfaction, image and attitudes 09 | Writing effective questions Introduction Use of language Avoiding ambiguity Online self-completion vs interviewer surveys Determining the response options Order bias Types of prompts Influence of preceding questions Standardizing questions Tracking studies Key take aways: writing effective questions 10 | Creating a questionnaire for an online survey Introduction Type of device User experience Question types Enhancing the experience Key take aways: creating a questionnaire for an online survey 11 | Engaging respondents in online surveys Introduction Length of interview Using questionnaire design to engage Learning from gamification Key take aways: engaging respondents in online surveys 12 | Choosing online survey software Introduction Which platforms are available to choose from? How to evaluate which platform is right for you Making the choice Key take aways: choosing online survey software 13 | Considerations for interviewer-administered and paper self-completion surveys Introduction Challenges with interviewer-administered surveys Interviewer-administered CAPI or CATI questionnaires Interviewer-administered paper questionnaires Telephone interviews Self-completion paper questionnaire Key take aways: considerations for interviewer-administered and paper self-completion surveys 14 | Piloting your questionnaire Introduction Why pilot questionnaires? Types of pilot surveys Key take aways: piloting your questionnaire 15 | Ethical issues in questionnaire design Introduction Legal requirements Declining goodwill and response rates Responsibilities to respondents Responsibilities to clients Key take aways: ethical issues in questionnaire design 16 | Understanding social desirability bias Introduction Social desirability bias Dealing with SDB Determining whether SDB has influenced responses Key take aways: understanding social desirability bias 17 | Designing questionnaires for multi-country surveys Introduction Differences between countries Comparability Translating the questionnaire Demographic data Cultural response differences Laying out the questionnaire Key take aways: designing questionnaires for multi-country surveys Index