"Effectively illustrates the importance of the questionnaire as a decision-making tool... Questionnaire Design will be a useful reference for those in the market research industry and a comprehensive introduction for those interested in mastering the intricacies of questionnaire development. This highly informative volume would also serve as a valuable companion for advanced undergraduate and graduate students alike." * Choice Magazine * "A book that would sit very comfortably on the bookshelf of any marketing undergraduate... ideal for any serious market researcher who needs a quick reference book." * Media Week * "A well written text, which is both easily accessible in style and yet informative... Through its clear structure and step-by-step guidance it offers students a detailed guide through the oft thought simple, but actually complex and exacting process of questionnaire design. Many invaluable pointers are offered on pitfalls to avoid and factors to consider. A key strength is the practical advice offered." -- Fiona Syson, Senior Lecturer in Marketing, Edge Hill University "Covers all aspects of conceiving and constructing questionnaires that can unearth what people are really thinking and provide market researchers with the valuable information they need. Discusses the actual look of the questionnaire, cultural differences that may arise in international surveys, and ethical matters. As readers will discover, good questionnaire design is both a science and an art. Summing Up: Recommended." * CHOICE, P.G. Kishel, Cypress College * "Highly recommended for any business collection including market research basics. Any who plan on either writing or using the questionnaire format will welcome this in-depth model for questionnaire success." * Midwest Book Review, California Bookwatch *