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Questionnaires and their Design

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The critical role of questionnaires in marketing research is discussed. The article then proceeds to detail the process by which questionnaires are constructed. Topics covered include; initial consideration, question content, question phrasing, types of response format, question sequence, questionnaire layout and pre-testing, revision and the completion of the final version of the questionnaire. Practical advice is given at the appropriate junctures.
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Keywords: DESIGN; PRE-TESTING; QUESTION FORMAT; QUESTION PHRASING; QUESTION SEQUENCE; QUESTIONNAIRES

Document Type: Research Article

Publication date: June 1, 2000

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