Psychological Issues in Questionnaire-Based Research

Michael Kirk-Smith

The questionnaire survey is a primary tool in market research. However, there are many psychologically related issues and limitations which may not always be considered.
  

Psychological Issues in Questionnaire-Based Research

Michael Kirk-Smith School of Management, University of Ulster

INTRODUCTION

The questionnaire survey is a primary tool in market research. Questionnaire surveys are useful. However, even if they are well-specified and structured, there are limitations due to psychological factors in using such self-reports to provide actionable research findings. If these are not understood, questionnaires may be used inappropriately and/or results misinterpreted.

The modem use of the questionnaire in market research is derived from the social sciences, and the theoretical basis and justification come from psychology. Market researchers, although they have applied psychological training,...

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