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.
Author(s): Kate Bolton, Ian Brace
Edition: 5
Publisher: Kogan Page
Year: 2022
Language: English
Commentary: TruePDF
Pages: 345
Tags: Marketing Research: Methodology; Questionnaires: Design
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
