MKTG 470 - Marketing Research

In Designing Research Questionnaires, Yuksel Ekinci guides you through origins, types of questionnaire, basic components, types of questions and properties of measurement scales, how to design a questionnaire, sequence of questions, layout decisions and pilot testing, examples and strengths and limitations.

Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Sample scales include brand personality, brand authenticity, consumer-brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts.

"The Marketing Scales Handbook series is the longest-running set of books that provides reviews of multi-item measures used in scholarly studies of consumer behavior. This volume has reviews of 400 scales that were reported recently in the top journals that publish studies of consumer research. Each review describes the scale items (questions, statements, or semantic differentials) as well as information about the measure's origin, previous users, and measurement quality."

Provides insights into the accuracy and value of online panels for completing surveys

Questionnaires are a vital tool for the market researcher: they draw accurate information from respondents, give structure to interviews, facilitate data processing and provide a standard form on which facts, comments and attitudes can be recorded.

This short textbook provides students with a concise yet comprehensive overview of the fundamentals of marketing research.

This book focuses on survey theory and applications, providing insight and innovative solutions to face problems in data collection and integration, complex sample design, opinion questionnaire design, and statistical estimation.