Further reading

Gofton, K (1997) If it moves measure it, Marketing, 4 September, 17.

Green, P A, Tull, D S and Albaum, G (1988) Research for Marketing Decisions, Upper Saddle

River, NJ: Prentice-Hall. Ohanian, R (1990) Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness and attractiveness, Journal of Advertising, 19(3), 39-52.

Oppenheim, A N (1968, 1969, 1984) Questionnaire Design and Attitude Measurement, Oxford: Heinemann.


After reading this chapter, you should be able to:

• understand the principles involved in designing and constructing questionnaires

• understand the principles involved in testing and debugging questionnaires.

Keywords closed-ended questions dichotomous questions layout multiple-choice questions open-ended questions phrasing pretesting projective techniques questionnaire reliability response format scales semantic differential sequence survey validity

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