Questionnaire Design

Use this practical guide to design effective questionnaires that generate reliable data.Now in its 6th edition, Questionnaire Design provides students and practitioners with a clear, structured guide to planning, writing and evaluating questionnaires for academic, professional and policy-based research. Written by Stephanie Marsh and Kate Bolton, two leading experts in research design and practice, this book is widely suited to undergraduate and postgraduate courses in research methods, as well as marketing professionals looking to optimize their data-driven decision making.Grounded in real research practice, the book shows how to design questionnaires that are methodologically sound, ethically robust and focused on the respondent experience. This fully updated edition introduces new chapters on the role of AI in questionnaire planning, execution and analysis, alongside expanded coverage of respondent-centred design, bias and effective communication of data. Readers learn how to translate research objectives into clear, unbiased questions that produce accurate and meaningful insights across a wide range of contexts.Balancing theory with application, Questionnaire Design explores key stages of the research process, from defining purpose and structure to addressing ethical considerations and managing issues such as social desirability bias. Applied explanations and real-world examples help readers understand how questionnaire design choices directly affect data quality, interpretation and decision making.This textbook includes:- Step-by-step guidance on planning, structuring and composing questionnaires- Real-world examples illustrating best practice and common pitfalls- End-of-chapter key takeaways to reinforce learning and revision- Coverage of ethics, bias and respondent-centred research design- Updated content on AI-supported research and data communicationWhether supporting core research methods modules or independent study, Questionnaire Design equips readers with the practical skills and critical understanding needed to design high-quality questionnaires with confidence.