Review by Choice Review
Brace, a market researcher, provides the framework and general principles all survey writers should apply when creating any type of market research questionnaire. He begins by identifying the various characteristics, types, and purposes of solid questionnaires. The book effectively illustrates the importance of the questionnaire as a decision-making tool. The introduction describes researchers' objectives when using questionnaires, while later chapters examine how these objectives are achieved. All phases, from planning through pilot-testing and data collection, are covered thoroughly. Brace also tackles the ethical issues surrounding survey writing, and even devotes a chapter to international surveys, catering to the needs of an increasingly global economic arena. Most helpful are the appendixes, which include flow charts and step-by-step guidance in exploring a sample questionnaire. Questionnaire Design will be a useful reference for those in the market research industry and a comprehensive introduction for those interested in mastering the intricacies of questionnaire development. This highly informative volume would also serve as a valuable companion for advanced undergraduate and graduate students alike. ^BSumming Up: Highly recommended. Upper-division undergraduate through professional collections. S. D. Clark St. John's University (NY)
Copyright American Library Association, used with permission.