Market Research

Designing Surveys and Questionnaires

In this section find information and resources to help produce effective surveys and questionnaires including advice on how to choose the right measurement scales, how to administer surveys and how to choose respondents and more.

Principles of Marketing Tutorials
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The Weblinks Collection

Conducting Research Surveys via E-mail and the Web *You won't find this very much on the web - a FREE book on conducting email and web surveying available from Rand Corp. While a few years dated the basic information is still good. Free only in PDF format though it may be better just to buy the whole thing in print form!
Designing Surveys and Questionnaires *Focus is on the basic considerations when developing surveys such as sample selection, respondent recruitment and question wording. However, site does not really address response or measurement scale issues.
Perseus Research Center White Papers *Contains several very good white papers focusing on suvery design and implementation including a good basic how-to article and paper on web surveying. Requires registration (FREE) to access.
Survey System - Survey Design *Well-written discussion of the survey process including information on sampling, quesitionnaire design, conducting interviews, internet surveys and more.
Surveys and You *Short but useful list of answers to commonly asked question related to surveys offered by the Council of American Survey Research Organizations.
WebSM - Web Survey Methodology *This site's focus is pretty narrow - online surveying. But the depth of coverage is impressive. The site looks at many issues related to online survey research such as questionnaire design, issues of non-response, participant recruitment, offering incentives and much more. For academic researchers the best part of the site is the extensive bibliography for each category. While marketing practitioners will find an impressive listing and description of companies offering survey software. Both academics and practitioners will like the Guides, Standards and Best Practices area that includes privacy, security and ethical issues.

Marketing Research Tutorial
Find out how research is used in marketing in the Marketing Research section of our highly detailed Principles of Marketing tutorial. Click Here for Tutorial

Planning for Market Research Tutorial
Conducting good research requires marketers follow the right process. Learn about the steps in conducting research in the Planning for Market Research section of our highly detailed Principles of Marketing tutorial. Click Here for Tutorial