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

Use this best-selling guide to learn how to construct and design effective surveys and questionnaires that will capture the customer insight and feedback you want to achieve.

<p><b>Design questionnaires that deliver reliable insights, reduce bias and support confident decision making.</b><br><b><br><i>Questionnaire Design</i></b> by <b>Stephanie Marsh</b> and <b>Kate Bolton</b> 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.<br><br>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.<br><br>You will learn how to:<br>- Translate research objectives into clear, unbiased questions <br>- Design respondent-focused surveys that improve data quality <br>- Identify and reduce bias, including social desirability effects <br>- Apply ethical standards across complex research environments <br>- Use AI tools to enhance questionnaire design and analysis <br><br>Grounded in real-world examples, this book connects questionnaire design choices directly to data accuracy, interpretation and strategic outcomes.<br><br>Equip your organization with research tools that improve insight quality, strengthen evidence and support better decisions at scale.<br><br><b><i>Themes include:</i></b><i> questionnaire design, research methods, data quality, survey bias, AI in research, evidence-based decision making</i></p>