附註:Includes bibliographical references (pages 277-280) and index.
Objectives in writing a questionnaire -- The data collection media -- Planning the questionnaire -- Types of question and data -- Rating scales and attitude measurement -- Writing the questionnaire -- Laying out the questionnaire -- Piloting the questionnaire -- Ethical issues -- Social desirability bias -- International surveys.
摘要:Questionnaire design explains the role of questionnaires in market research, and looks at different types of questions and questionnaires and when and how they should be used.
