Standard Article

Questionnaire Design

Part 2. Marketing Research

  1. Jagdish Agrawal

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem02013

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Agrawal, J. 2010. Questionnaire Design. Wiley International Encyclopedia of Marketing. 2.

Author Information

  1. California State University East Bay, Hayward, CA, USA

Publication History

  1. Published Online: 15 DEC 2010


Conducting surveys by using a questionnaire is a dominant method of collecting data for academic research, for public institutions, and for business organizations. A questionnaire, containing a list of predesigned questions, affects both the quality and quantity of data. A well-designed questionnaire could motivate respondents to complete the survey and reduce the sampling error by increasing the response rate and, therefore, the sample size of the study. At the same time, it also helps to reduce nonsampling errors arising due to the nature of responses. In other words, a poorly designed questionnaire is likely to make a significant impact on the findings and conclusions of a research study. Therefore, it is very important to follow the best practices of questionnaire design in terms of following certain steps when designing a questionnaire and practicing certain “do's” and “don't's” of questionnaire design. Following the steps of questionnaire design beginning from the identification of data needed to the last step of pilot testing of the questionnaire will increase the likelihood of getting quality data in the desired quantity. Designing a good survey essentially requires keeping the interests of both the researcher and the respondents in mind.


  • questionnaire design;
  • survey design;
  • pretesting;
  • best practices;
  • question wording