Publisher's Synopsis
If you're doing a survey, do yourself a favor and read this engaging little book. This book has put together lots of practical tips for designing a decent questionnaire that real people can answer accurately. A guide to the psychology and technique helps marketers, brand managers, and advertising executives who may have less experience in the research industry create great questionnaires and collect high-quality data. Topics consist of general considerations related to the process, how to write screener questions, how to write data quality questions, and how to tackle specific types of questions from single-selects, grids, scales, and more.
