QUESTIONNAIRE DESIGN: HOW TO PLAN, STRUCTURE AND WRITE SURVEY MATERIAL FOR EFFECTIVE MARKET RESEARCH(3RD EDITION)

Book ID/图书代码： 07682015B78487

English Summary/英文概要： 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 market research and looks at different types of questionnaire, examining when and how they should be deployed. The book explains how to plan, structure and compose the right questionnaire for the research being undertaken.

Fully updated with new content on encouraging respondent involvement through the gamification of questionnaires, this third edition of Questionnaire Design also includes the latest information on online and mobile questionnaires, their problems and potential. This book will be a useful addition to the bookshelf of every student or practitioner of market research.

Chinese Summary/中文概要： 调查问卷对于市场调查者来说至关重要，这些问卷可以获取重要的受访者信息，为之后的采访提供思路，对于数据处理中所需要的客户事实、评价和态度都提供了一个标准的形式。《调查问卷设计》阐述了调查问卷在市场调查中的地位，并解析了不同类型调查问卷的作用以及使用场合。这本书将指导读者计划、构思和书写一份调查问卷，以获得有效的市场调查结果。

通过提高调查问卷的游戏性，全新版本的《调查问卷设计》将提高受访者参与的积极性，其中还收入了线上和移动端的调查问卷形式，它们各自存在的问题和发展的潜力。市场调查相关专业的学生和老师都会从这本书中受益良多。（XAT）

Awards/获奖情况：“这本书详细讲解了调查问卷作为一个决策工具的重要性，对在市场调查和产品引入方面的工作者以及相关专业学生很有裨益。”——《选择》

"Effectively illustrates the importance of the questionnaire as a decision-making tool... Questionnaire Design will be a useful reference for those in the market research industry and a comprehensive introduction for those interested in mastering the intricacies of questionnaire development. This highly informative volume would also serve as a valuable companion for advanced undergraduate and graduate students alike." (Choice Magazine)

About the Author/作者介绍： 伊恩•布鲁斯是英国TNS大学的研究方法项目主管。他在市场调查领域已经有30多年的工作经验，曾为MAS调查研究、NOP、埃索石油、BJM研究和NFO世界组织工作过。他还是布里斯托尔商学院市场调查协会的客座教授，市场研究标准委员会的会员。伊恩还曾获得过研究效果奖。

Ian Brace is Director of Research Methods at TNS UK. He has been a market researcher for over 30 years, during which time he has worked for MAS Survey Research, NOP, Esso Petroleum, BJM Research and NFO WorldGroup. He is a Visiting Professor in market research at Bristol Business School, a Fellow of the Market Research Society (MRS) and a member of the MRS Market Research Standards Board. He has earned industry awards from AMSO (Research Effectiveness Awards), the Academy of Marketing and ISBA.

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