Summary
Contents
Subject index
Accessible and reader-friendly this handbook promotes the curent overarching business philosophy of customer//market focus by emphasizing the need for market research to provide the insights required for making decisions. This book identifies such troubling current trends as biased sample answers on long questionnaires, and `professionals' whose job is to skew focus group responses. Top international researchers from both academia and practice have come together here to provide a broad range of ideas and applications.
Questionnaire Design and Scale Development
Questionnaire Design and Scale Development
This chapter describes the importance of a questionnaire and presents the process for developing questionnaires and observational forms. Guidelines for questionnaire construction are provided at each stage of the process. In addition, commonly used scaling techniques ...
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