دانلود کتاب QUESTIONNAIRE DESIGN : how to plan, structure and write survey material for effective market research.

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Cover
Contents
Introduction
What is a questionnaire?
Obtaining the best answers
Why do we need a questionnaire?
What does it do?
Standardized surveys
A remote conversation
01 Knowing your questionnaire objectives before you begin
Introduction
The questionnaire in the survey process
Stakeholders in the questionnaire
The objectives of the study
Recruitment questionnaires
Collecting unbiased and accurate data
02 Which is the appropriate data collection media?
Introduction
Self-completion surveys
Paper questionnaires
Interviewer-administered interviews
Face-to-face
Telephone-administered questionnaires
03 How to plan a questionnaire
Introduction
Defining the information required
Sequencing the sections
The main questionnaire
Mapping the questionnaire
What if it is too long?
What can you do?
04 An overview of question types
Introduction
Question types
05 Understanding different data types created by questions
Nominal data
Ordinal data
Interval scales
Ratio scales
06 Selecting and creating appropriate rating scales
Attitude measurement
Itemized rating scales
Numeric scales
Comparative scaling techniques
07 Asking behavioural questions for the best data
Introduction
Question types
Asking recalled behaviour
Recording values
08 Measuring attitude and image: issues and solutions
Customer satisfaction research
Measuring brand image
The dimensions
Implicit Association Test
09 Writing effective questions
Introduction
Introducing the survey
Screening questions
Use of language
Avoiding ambiguity in the question
Determining the pre-codes
Using prompts
Order bias and prompts
Question order
Standardizing questions
Tracking studies
Omnibus studies
10 Creating a questionnaire for an online survey
Introduction
Question types
Enhancing the experience
11 Engaging respondents in online surveys
Introduction
Maintaining respondent engagement
Gamification
12 Creating a questionnaire for interviewers or paper self-completion
Introduction
Interviewer-administered paper questionnaires
Self-completion paper questionnaire
13 Comparing questionnaire capabilities in online survey systems
Introduction
Which platforms are available to choose from?
How to evaluate which platform is right for you
Google Surveys
14 How to pilot a questionnaire
Introduction
Why pilot questionnaires?
Types of pilot surveys
15 Ethical issues when writing a questionnaire
Introduction
Responsibilities to respondents
Responsibilities to clients
General data protection regulation
16 Understanding social desirability bias in question responses
Response bias
Social desirability bias
Dealing with SDB
Determining whether SDB exists
17 Building and designing questionnaires for international surveys
Introduction
Mode of data collection
Market knowledge
Common or tailored approaches
Translating the questionnaire
Demographic data
Cultural response differences
Laying out the questionnaire
Appendix 1
Appendix 2
References
Index