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

By Stephanie Marsh and Kate Bolton

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

• Format: Hardcover
• Language: English
• ISBN: 1398630322
• ISBN13: 9781398630321
• Release Date: January 2027
• Publisher: Kogan Page
• Length: 376 Pages