We use cookies to improve your experience. By using our site you are accepting our cookie policy. 
Read our privacy policy to learn more.

Questionnaire Design

Questionnaire Design

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

Ian Brace

From £24.99

Learn how to construct and design questionnaires for more effective market research, including the rising challenges of mobile optimized surveys and reduced time spent responding.

Buy product
Buy now

About the book

Market research in business is changing. Questionnaire Design, fourth edition, delivers a complete handbook for the mounting challenge of acquiring more data in less time, generating an entire rethink on how data is collected. The growth in mobile devices is limiting the readability of traditional measurement tools, new consumer channels are altering access, whilst time spent answering questions is decreasing exponentially. This book provides practical guidelines to plan, structure and compose questionnaires across all industries and purposes, ensuring valuable data insights are captured with accuracy and efficiency.

Fully updated, the fourth edition of Questionnaire Design includes a new chapter on how to navigate the multiple software options available, with guidance on how to engage and retain respondents earlier on at planning stage, using new mobile design approaches and measurement tools. Updates also cover advances in data privacy, maximizing international reach and managing the transition from face-to-face surveys towards soft launches online. Whether applying to business positioning, consumer insights, employee feedback or product analysis, the ability to gauge a market snapshot on a global scale is escalating the demand for online survey and questionnaire data, making this is an essential addition to every professional's shelf.

Table Of Contents

    • Chapter - 01: Objectives in Writing A Questionnaire;
    • Chapter - 02: The Data Collection Media;
    • Chapter - 03: Planning the Questionnaire;
    • Chapter - 04: Types of Questions;
    • 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: The Look of the Questionnaire;
    • Chapter - 11: Questionnaire Design Software;
    • Chapter - 12: Engaging the Respondent Online;
    • Chapter - 13: Piloting the Questionnaire;
    • Chapter - 14: Ethical Issues;
    • Chapter - 15: Social Desirability Bias;
    • Chapter - 16: International Surveys


In a world where gathering and disseminating data has never been simpler or cheaper, questionnaire design is too often overlooked at considerable cost to those who are informed and influenced by survey results. Anyone writing questionnaires needs a thoughtful and structured approach to avoid the many pitfalls. Step one is reading Ian Brace's comprehensive book.
Matthew Froggatt, Group Managing Director, Incite Marketing Planning

It is my go-to-book when I want to check up on finer points of questionnaire design and I always recommend it to my team as a source of invaluable information.
Frances Sheardown, Deputy Managing Director Insight Solutions, Kantar Media

Asking the right question of the right person is fundamental to good market research. Ian Brace covers every angle in this 4th edition of Questionnaire Design. It is essential reading for everyone who runs surveys.
Paul Hague, Director, B2B International Ltd and Fellow of the Market Research Society

Ideal for any serious market researcher who needs a quick reference book.
Media Week

A great practical handbook of essentials for anyone designing, or working, with questionnaires - it's the key read that I point people towards.
Kate Bolton, Kantar - Global Learning & Development, Research Foundation

Whether you consider questionnaire design an art or a science its importance cannot be understated. It is, perhaps, the most important part of the survey process. This book is a definitive guide on writing effective questionnaires for practical market research.
Virginia Monk, Managing Director, Network Research

Book Details

About the Author

Ian Brace is a fellow of the Market Research Society (MRS), running training courses on Questionnaire Design and a member of the MRS Market Research Standards Board. He has previously been director of research methods at TNS UK, a visiting professor in market research at Bristol Business School and has worked for MAS Survey Research, NOP, Esso Petroleum, BJM Research and NFO WorldGroup. Ian Brace has earned industry awards from AMSO (Research Effectiveness Awards), the Academy of Marketing and ISBA.

Ian Brace

Related blog posts