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Preface
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9
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Foreword
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10
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Acknowledgements
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11
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Introduction
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13
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Chapter 1: selecting the right type of
research
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15
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1.1.
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The three main types of research
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17
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1.2.
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Qualitative or quantitative?
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18
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1.3.
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Surveys
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20
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Chapter 2: planning the survey
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23
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2.1.
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Context and objectives
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24
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2.2.
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Resources
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26
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2.3.
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Survey phases
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28
|
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Chapter 3: selecting the survey sample
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31
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3.1.
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The sampling plan: five conditions for
success
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32
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Chapter 4: developing data-collection
instruments
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45
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4.1.
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The questionnaire: the main data-collection
tool
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46
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4.2.
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The sample-control form
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57
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4.3.
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The refusal-compilation form
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57
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4.4.
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The coding grid
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58
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Chapter 5: collecting data from visitors
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61
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5.1.
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Interviewers
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62
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5.2.
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Training: an essential step
|
63
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5.3.
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Pre-testing: an integral part of the survey
|
64
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5.4.
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Field procedures
|
64
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5.5.
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Monitoring the survey
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67
|
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Chapter 6: analyzing the data
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69
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6.1.
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Input and processing
|
70
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6.2.
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Analysis and survey report
|
70
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6.3.
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Analyzing the central tendency
|
75
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6.4.
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Measuring data dispersión
|
79
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6.5.
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Cross-tabulations
|
81
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Conclusion
|
83
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Bibliography
|
85
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Glossary
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86
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Tools
|
89
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Tool no. 1: production calendar
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90
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Tool no. 2: data-collection timetable
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91
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Tool no. 3: survey questionnaire
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92
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Tool no. 4: sample questionnaires
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100
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Tool no. 5: sample-control form
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112
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Tool no. 6: refusal-compilation form
|
113
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Tool no. 7: interviewer's handbook
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114
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Tool no. 8: calculating the margin of error
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120
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