Questionnaire Design, 3/e (Paperback)
暫譯: 問卷設計，第3版 (平裝)

Brace

Questionnaire Design, 3/e (Paperback)
  • 出版商: Kogan Page
  • 出版日期: 2013-06-03
  • 售價: $1,911
  • 語言: 英文
  • 頁數: 296
  • 裝訂: 平裝
  • ISBN: 0749467797
  • ISBN-13: 9780749467791
  • 相關分類: 行銷/網路行銷 Marketing

    • 下單後立即進貨 (約5~7天)

商品描述

Questionnaires are vital for the market researcher: they draw accurate information from respondents, give structure to interviews, provide a standard form on which facts, comments and attitudes can be recorded and facilitate data processing. Questionnaire Design explains the role of questionnaires in market research and looks at different types of questionnaire, examining when and how they should be deployed. The book explains how to plan, structure and compose the right questionnaire for the research being undertaken. 

Fully updated with new content on encouraging respondent involvement through the gamification of questionnaires, this third edition of Questionnaire Design also includes the latest information on online and mobile questionnaires, their problems and potential. This book will be a useful addition to the bookshelf of every student or practitioner of market research.

商品描述(中文翻譯)

問卷對市場研究者來說至關重要：它們能從受訪者那裡獲取準確的信息，為訪談提供結構，提供一個標準的表格以記錄事實、評論和態度，並促進數據處理。問卷設計解釋了問卷在市場研究中的角色，並探討了不同類型的問卷，檢視它們應該在何時以及如何使用。本書說明了如何為所進行的研究計劃、結構和撰寫合適的問卷。



這本第三版的問卷設計已全面更新，新增了有關通過問卷遊戲化來鼓勵受訪者參與的內容，還包括有關在線和移動問卷的最新信息、它們的問題和潛力。本書將是每位市場研究學生或從業者書架上的有用補充。

作者簡介

Ian Brace is Director of Research Methods at TNS UK. He has been a market researcher for over 30 years, during which time he has worked for MAS Survey Research, NOP, Esso Petroleum, BJM Research and NFO WorldGroup. He is a Visiting Professor in market research at Bristol Business School, a Fellow of the Market Research Society (MRS) and a member of the MRS Market Research Standards Board. He has earned industry awards from AMSO (Research Effectiveness Awards), the Academy of Marketing and ISBA.

作者簡介(中文翻譯)

伊恩·布雷斯是TNS UK的研究方法主任。他在市場研究領域工作超過30年，期間曾在MAS Survey Research、NOP、Esso Petroleum、BJM Research和NFO WorldGroup任職。他是布里斯托商學院的市場研究客座教授，也是市場研究協會（MRS）的研究員，並且是MRS市場研究標準委員會的成員。他曾獲得AMSO（研究效能獎）、市場營銷學院和ISBA的行業獎項。

目錄大綱

Chapter - 00: Introduction;
Chapter - 01: Objectives in writing a questionnaire;
Chapter - 02: The data collection media;
Chapter - 03: Planning the questionnaire;
Chapter - 04: Types of question;
Chapter - 05: Data types;
Chapter - 06: Rating scales;
Chapter - 07: Behavioural questions;
Chapter - 08: Attitude and image measurement;
Chapter - 09: Writing the questionnaire;
Chapter - 10: Laying out the questionnaire;
Chapter - 11: Online questionnaires;
Chapter - 12: Engaging the respondent online;
Chapter - 13: Piloting the questionnaire;
Chapter - 14: Ethical issues;
Chapter - 15: Social desirability bias; ;
Chapter - 16: International surveys

目錄大綱(中文翻譯)

Chapter - 00: Introduction;

Chapter - 01: Objectives in writing a questionnaire;

Chapter - 02: The data collection media;

Chapter - 03: Planning the questionnaire;

Chapter - 04: Types of question;

Chapter - 05: Data types;

Chapter - 06: Rating scales;

Chapter - 07: Behavioural questions;

Chapter - 08: Attitude and image measurement;

Chapter - 09: Writing the questionnaire;

Chapter - 10: Laying out the questionnaire;

Chapter - 11: Online questionnaires;

Chapter - 12: Engaging the respondent online;

Chapter - 13: Piloting the questionnaire;

Chapter - 14: Ethical issues;

Chapter - 15: Social desirability bias; ;

Chapter - 16: International surveys

類似商品