Introducing Marketing Research

By Paul Baines; Bal Chansarkar | Go to book overview

5
Survey and Questionnaire
Design
Learning OutcomesAfter reading this chapter, you will be able to:
Understand how questionnaire design and sample selection are inter-
linked.
Understand how questionnaire design and survey methodology are
interlinked.
Determine which interviewing method is appropriate under what
circumstances.
Outline the questionnaire design process.
Know what type of questions are most suitable and how to phrase
questions in order to obtain the necessary data.
Critique the design of a survey as well as the format and design of a
questionnaire.

Introduction

In this chapter the reader is provided with an understanding of how to design surveys and questionnaires. There is an explanation of how the interviewing method affects the questionnaire design. There follows discussion of the questionnaire design process and its iterative nature. Then the structure and types of questions that are possible are outlined. Rating scales, a type of question structure often used when researching attitudes, are also discussed. Finally, the chapter concludes by explaining the importance of survey and questionnaire design in the wider process of research design. Survey and questionnaire design are operational stages of the research design process (outlined in Chapter 2). The various stages

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Introducing Marketing Research
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