Questionnaires and their Design
The critical role of questionnaires in marketing research is discussed. The article then proceeds to detail the process by which questionnaires are constructed. Topics covered include; initial consideration, question content, question phrasing, types of response format, question sequence, questionnaire layout and pre-testing, revision and the completion of the final version of the questionnaire. Practical advice is given at the appropriate junctures.
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Document Type: Research Article
Publication date: June 1, 2000
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