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| Author: | Webb, J. |
| Title: | Questionnaires and their Design |
| Journal: | Marketing Review
2000 : VOL. 1:2, p. 197-218 |
| Index terms: | QUESTIONNAIRES MARKETING MARKETING RESEARCH |
| Language: | eng |
| Abstract: | In this article the critical role of questionnaires in marketing research is discussed. The article then proceeds to detail the process by which questionnaires are constructed. Practical advice is given at the appropriate junctures. The author's idea is that good questionnaire design can be guaranteed by the rigid pursuit of rules has, it is hoped, been removed. But good questionnaire design can be done. Be sure in your mind as to what the questionnaire is meant to do, use your common sense, and, above all, think the process through from the viewpoint of those people who will have to provide you with the necessary data-the respondents. |
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