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 marketing research and looks at different
types of questionnaire, examining when and how they should be employed.

The
book shows students and practitioners how to plan, structure and
compose the right questionnaire for the research being done. Fully
updated with new content on encouraging respondent involvement through
the gamification of questionnaires, the third edition also includes the
latest information on online questionnaires and interviews, their
problems and potential.