دانلود کتاب طراحی پرسشنامه – نحوه برنامه ریزی، ساختار و نوشتن مطالب نظرسنجی برای تحقیقات بازار موثر

At times it can seem as if everyone is writing questionnaires. Those wanting answers to questions are varied and diverse. Some are big players, eg multinational companies needing information to develop commercial strategies, or governments to inform policies. Other instigators of requests are much smaller entities, like a school trying to understand how best to involve parents in their child’s education, or individuals such as students collecting evidence for a thesis. New technologies also continue to increase the ways – and immediacy – of delivering a survey request, eg popping up during everyday activities like viewing a website. Asking questions may be the only way of getting the information that is needed – because it is not available via any other source – or it may be the most feasible way in terms of cost and time. But the information gathered is only as good as the questions that are asked. The question writer faces a wide range of challenges that can undermine the value of the questionnaire. At an overall level, decisions need to be made about what question topics to include and exclude – with pressure to keep the interview as short as possible to encourage participation and hold attention. They need to decide in what order to ask the questions and for each individual question they will need to choose an appropriate question type, select wording, add instructions and consider the visual layout. The decisions they make at every point will have an impact on the answers given.