Questionnaire Design

How to Plan, Structure and Write Survey Material for Effective Market Research
6. Revised Auflage 2027
ISBN: 978-1-3986-3032-1
Verlag: Kogan Page Ltd

Buch, Englisch, 376 Seiten, Format (B × H): 156 mm x 234 mm

Design questionnaires that deliver reliable insights, reduce bias and support confident decision making.

Questionnaire Design by Stephanie Marsh and Kate Bolton is a practical, research-led guide for senior professionals, policy leaders as well as academics who need to produce high-quality data that stands up to scrutiny. Whether you are leading research projects, shaping policy or driving data-led strategy, this book shows how to design questionnaires that generate accurate, meaningful and actionable insights.

Now in its 6th edition, this fully updated bestseller combines methodological rigor with practical application, including new coverage of AI in research design and analysis.

You will learn how to:

- Translate research objectives into clear, unbiased questions

- Design respondent-focused surveys that improve data quality

- Identify and reduce bias, including social desirability effects

- Apply ethical standards across complex research environments

- Use AI tools to enhance questionnaire design and analysis

Grounded in real-world examples, this book connects questionnaire design choices directly to data accuracy, interpretation and strategic outcomes.

Equip your organization with research tools that improve insight quality, strengthen evidence and support better decisions at scale.

Themes include: questionnaire design, research methods, data quality, survey bias, AI in research, evidence-based decision making

Autoren/Hrsg.

Bolton, Kate

Marsh, Stephanie

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung

Inhaltsverzeichnis

Chapter - 00: Introduction; Chapter - 01: Defining achievable questionnaire objectives; Chapter - 02: Influence of data collection approach on question design; Chapter - 03: AI's role in questionnaire processes; Chapter - 04: Planning a questionnaire; Chapter - 05: An overview of question types; Chapter - 06: Identifying types of data created by questions; Chapter - 07: Creating appropriate rating scales; Chapter - 08: Asking about behaviour; Chapter - 09: Measuring satisfaction, image and attitudes; Chapter - 10: Writing effective questions; Chapter - 11: Questionnaires for online surveys; Chapter - 12: Considerations for interviewer-administered and paper self-completion surveys; Chapter - 13: Test piloting your questionnaire; Chapter - 14: Research operations in questionnaire design; Chapter - 15: Understanding social desirability bias; Chapter - 16: Designing questionnaires for multi-country surveys

Über Autor(innen)

Marsh, Stephanie
Stephanie Marsh (she/they) is a leading expert in UX Research and UX Research Operations based in the UK. As the former Head of User Research and Analysis at the UK Government Digital Service and Head of Digital at the UK Ministry of Defence, they have played a pivotal role in advancing digital innovation within the public sector. Previously a Bunnyfoot consultant, one of the UK's leading UX consultancies, Stephanie has applied their expertise to enhance user experiences across diverse industries. As a respected thought leader, she has contributed to peer-reviewed publications and shared insights through speaking engagements at conferences and industry events.

Bolton, Kate
Kate Bolton, based in Surrey, UK, is a certified member of the MRS and has been its key industry trainer for questionnaire design for over 20 years as well as being an examiner for the MRS Advanced Certificate. She previously led the Foundations Research Skills Programmes at Kantar.

Stephanie Marsh is Research Operations Lead at the Ministry of Justice UK and a leading expert in UX Research and UX Research Operations. They were previously Head of User Research and Analysis at the UK Government Digital Service and Head of Digital at the UK Ministry of Defence.

Kate Bolton, based in Surrey, UK, is a certified member of the MRS and has been its key industry trainer for questionnaire design for over 20 years as well as being an examiner for the MRS Advanced Certificate.