Recently, L&E Research hosted a webinar with guest speaker David F. Harris, Founder of Insight & Measurement. David is the author of, The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions.
David wrote his book to address the following concerns about market research and questionnaires:
- Research is rarely organized to support decision making
- Often, no qualitative research is conducted prior to questionnaire development
- Questions are often unclear, biased, or not answerable by the respondent
- Questionnaire pretesting is not practiced widely enough