how to plan, structure and write survey material for effective market research /
Ian Brace.
2nd ed.
Philadelphia :
Kogan Page,
2008.
305 p. :
ill. ;
24 cm.
Market research in practice series
Includes bibliographical references (p. [286]-293) and index.
Questionnaires are a vital tool of market research. They can draw accurate information from respondents, facilitate data processing and provide a standard against which comments and attitudes can be measured. This book explains how to plan, structure and write a questionnaire to achieve these aims.