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How to Plan, Structure and Write Survey Material for Effective Market Research. Market Research in Practice
Market research in business is changing. Questionnaire Design, fourth edition, delivers a complete handbook for the mounting challenge of acquiring more data in less time, generating an entire rethink on how data is collected. The growth in mobile devices is limiting the readability of traditional measurement tools, new consumer channels are altering access, whilst time spent answering questions is decreasing exponentially. 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.
Fully updated, the fourth edition of Questionnaire Design includes a new chapter on how to navigate the multiple software options available, with guidance on how to engage and retain respondents earlier on at planning stage, using new mobile design approaches and measurement tools. Updates also cover advances in data privacy, maximizing international reach and managing the transition from face-to-face surveys towards soft launches online. 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 this is an essential addition to every professional's shelf.
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What Reviewers Are Saying
"Asking the right question of the right person is fundamental to good market research. Ian Brace covers every angle in this 4th edition of Questionnaire Design. It is essential reading for everyone who runs surveys."--Paul Hague, Director, B2B International Ltd and Fellow of the Market Research Society "It is my go-to-book when I want to check up on finer points of questionnaire design and I always recommend it to my team as a source of invaluable information."--Frances Sheardown, Deputy Managing Director Insight Solutions, Kantar Media "In a world where gathering and disseminating data has never been simpler or cheaper, questionnaire design is too often overlooked at considerable cost to those who are informed and influenced by survey results. Anyone writing questionnaires needs a thoughtful and structured approach to avoid the many pitfalls. Step one is reading Ian Brace's comprehensive book."--Matthew Froggatt, Group Managing Director, Incite Marketing Planning "Whether you consider questionnaire design an art or a science its importance cannot be understated. It is, perhaps, the most important part of the survey process. This book is a definitive guide on writing effective questionnaires for practical market research."--Virginia Monk, Managing Director, Network Research "Ideal for any serious market researcher who needs a quick reference book."--Media Week "A great practical handbook of essentials for anyone designing, or working, with questionnaires - it's the key read that I point people towards."--Kate Bolton, Kantar - Global Learning & Development, Research Foundation