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Questionnaire Design, 3rd Edition by Ian Brace

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08

Attitude and image measurement

In this chapter we look at some question techniques for measuring satisfaction, image perceptions and attitudes. By their nature, these can be more difficult to capture than behavioural data, because respondents often have never thought about or articulated the attitudes and emotions that we wish to capture. For many topics, the survey will be the first time that they have expressed how they feel, be it about the service they received on a train, their perceived images of brands of tomato ketchup or attitudes to their country’s overseas aid policy. To capture these we use a range of techniques including scales, indirect questions and pictorial techniques.

Customer satisfaction research

Using scales

Rating scales ...

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