---
url: "https://questionstar.com/principles-of-survey-research/"
title: "Principles of Survey Research — online course"
description: "Questionnaire construction, scales, sampling, pretesting, analysis. Methodology from 22 years of practice — freely accessible, for researchers and students."
lastmod: "2026-07-08"
type: "marketing"
---

# Grundlagen der Umfrageforschung — Vorlesungsskript

Ein vollständiges Vorlesungsskript (274 Folien, 7 Kapitel) zu Methodologie der Umfrageforschung: Forschungsdesign, Fragebogenkonstruktion, Stichprobenziehung, Gütekriterien, Datenanalyse. Frei verfügbar.

- [Im Browser lesen](/principles-of-survey-research)
- [Als PDF herunterladen](/assets/principles-of-survey-research.pdf)

## Inhalt

### Kapitel 1: Introduction

- 1.1 Market Research and Survey
- 1.2 Types of Market Research

### Kapitel 2: Measurement and Scaling

- 2.1 Introduction
- 2.2 Comparative Scales
- 2.3 Non-Comparative Scales
- 2.4 Latent Constructs
- 2.5 Reliability and Validity

### Kapitel 3: Questionnaire

- 3.1 Asking Questions
- 3.2 Overcoming Inability to Answer
- 3.3 Overcoming Unwillingness to Answer
- 3.4 Increasing Willingness of Respondents
- 3.5 Determining the Order of Questions
- 3.6 What's Next?

### Kapitel 4: Sampling

- 4.1 Non-probability Sampling
- 4.2 Probability Sampling
- 4.3 Choosing Non-probability vs. Probability Sampling
- 4.4 Sample Size

### Kapitel 5: Data Analysis — Statistical Techniques

- 5.1 Descriptive Statistics
- 5.2 Inferential Statistics

### Kapitel 6: Advanced Techniques

- 6.1 Conjoint-Analysis
- 6.2 Market Simulations
- 6.3 Segmentation
- 6.4 Perceptual Positioning Maps

### Kapitel 7: Reporting Results

## Begleitend lesen

- [Stichprobengröße im Detail](/blog/calculating-sample-size)
- [Likert-Skalen](/blog/likert-scales-explained)
- [Leitfaden für die Abschlussarbeit](/blog/how-to-write-your-thesis)