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 Designexplains the role of questionnaires in market research and looks at how and when certain kinds of questionnaires should be used. It explains how to compose the right questionnaire for the research.
The new edition includes information about online questionnaires and interviews, their problems and potential, and other useful advice about avoiding common errors.
The Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research.
The Rod Library collection includes numerous books on the methodology of constructing market surveys and questionnaires.
Some books contain collections of instruments used in marketing, education, psychology, and other social sciences.