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Innovation and Best Practice
for Business Success

Established 1967

Questionnaire Design

Questionnaire Design

How to Plan, Structure and Write Survey Material for Effective Market Research

Ian Brace


Construct and use better questionnaires for more effective market research.

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About the book

Questionnaires are vital for the market researcher: they draw accurate information from respondents, give structure to interviews, provide a standard form on which facts, comments and attitudes can be recorded and facilitate data processing. Questionnaire Design explains the role of questionnaires in market research and looks at different types of questionnaire, examining when and how they should be deployed. The book explains how to plan, structure and compose the right questionnaire for the research being undertaken.

Fully updated with new content on encouraging respondent involvement through the gamification of questionnaires, this third edition of Questionnaire Design also includes the latest information on online and mobile questionnaires, their problems and potential. This book will be a useful addition to the bookshelf of every student or practitioner of market research.

Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: Objectives in writing a questionnaire;
    • Chapter - 02: The data collection media;
    • Chapter - 03: Planning the questionnaire;
    • Chapter - 04: Types of question;
    • Chapter - 05: Data types;
    • Chapter - 06: Rating scales;
    • Chapter - 07: Behavioural questions;
    • Chapter - 08: Attitude and image measurement;
    • Chapter - 09: Writing the questionnaire;
    • Chapter - 10: Laying out the questionnaire;
    • Chapter - 11: Online questionnaires;
    • Chapter - 12: Engaging the respondent online;
    • Chapter - 13: Piloting the questionnaire;
    • Chapter - 14: Ethical issues;
    • Chapter - 15: Social desirability bias; ;
    • Chapter - 16: International surveys


Effectively illustrates the importance of the questionnaire as a decision-making tool... Questionnaire Design will be a useful reference for those in the market research industry and a comprehensive introduction for those interested in mastering the intricacies of questionnaire development. This highly informative volume would also serve as a valuable companion for advanced undergraduate and graduate students alike.
Choice Magazine

A book that would sit very comfortably on the bookshelf of any marketing undergraduate... ideal for any serious market researcher who needs a quick reference book.
Media Week

A well written text, which is both easily accessible in style and yet informative... Through its clear structure and step-by-step guidance it offers students a detailed guide through the oft thought simple, but actually complex and exacting process of questionnaire design. Many invaluable pointers are offered on pitfalls to avoid and factors to consider. A key strength is the practical advice offered.

Book Details

About the Author

Ian Brace is Director of Research Methods at TNS UK. He has been a market researcher for over 30 years, during which time he has worked for MAS Survey Research, NOP, Esso Petroleum, BJM Research and NFO WorldGroup. He is a Visiting Professor in market research at Bristol Business School, a Fellow of the Market Research Society (MRS) and a member of the MRS Market Research Standards Board. He has earned industry awards from AMSO (Research Effectiveness Awards), the Academy of Marketing and ISBA.

Ian Brace