Description
This volume of Basic Marketing Research introduces you to survey building and will serve as a guide for building your own quality survey. This text provides answers to many questions. How can I write better questions and surveys? How do I pick the correct measurement and scale? What question types are available in the Qualtrics research suite? Special attention is given to building customer satisfaction and concept test surveys. Also included is a broad selection of surveys from the Qualtrics survey library. These surveys will help you understand survey construction and identify questions that are just right for you. Using clear, easy-to-understand language, you will gain a well-seasoned understanding of the basics of survey building. Whether you are completing a class project, or conducting professional research, Smith and Albaum will have you ready to quickly build your survey and complete your own research project. (Description from external book data)
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