Kbf Marketing Research

Chapter 6 introduced interviews as the most versatile and widely used method of primary data collection. The device used by interviewers for delivering questions to respondents and recording their answers is a questionnaire. This chapter considers the use, design and content of questionnaires. Questionnaires are also used in telephone research and, without interviewers, in postal or self-completion research. They are also used in online research. These questionnaires may or may not be supported by interviewers, depending on the approach. Some guidelines for questionnaire construction are given, but in large-scale quantitative survey research questionnaires are usually written by research specialists and a framework for vetting questionnaires is suggested at the end of this chapter.

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