The heart of the survey design is its questionnaire. Discover what’s really on their minds.

Learn about the multiple steps required to design a questionnaire and the best practices for gathering information in this Principles Express online course. This 10-hour course teaches researchers the alchemy behind formulating questions that capture accurate responses and lead to actionable insights. Transform your curiosity into a powerful instrument for knowledge acquisition.

This course guides you through the intricate dance of measurement and questionnaire design, helping you master the art of extracting precise and valuable data. Say goodbye to vague responses and hello to the power of strategic questioning. Find the right tool for any professional scenario through exploring the vast terrain of measurement techniques.


Format: Online

Hours: 10

Credits: 1.0 CEU

When: Start anytime

Cost: $329 - $359

After completing this course, you should be able to:

  • Explain the multiple steps in designing a questionnaire and the guidelines that should be followed at each step.
  • Explain how the choice of data collection method and whether using an interviewer or self-administered format influences questionnaire design.
  • Describe potential sources of bias in developing a questionnaire and how to minimize them.
  • Describe the methods questionnaire writers use to engage participants, encourage response, and make the survey-taking experience more enjoyable.
  • Describe the key issues to consider when designing questionnaires for mobile devices.
  • Identify the best practices for designing observational forms of data collection.
  • Discuss the primary scales of measurement and differentiate among nominal, ordinal, interval, and ratio scales. Be able to select the most appropriate scale(s) based on analytic requirements.
  • Classify scaling techniques as comparative and noncomparative, and describe the comparative techniques of paired comparison, rank order, and constant sum.
  • Describe the noncomparative scaling techniques distinguishing between continuous rating scales and itemized rating scales. Identify two commonly used itemized scales: Likert and semantic differential.
  • Discuss the criteria used for scale evaluation, and how to assess reliability and validity.
  • Discuss the use of software for designing questionnaires.
  • Discuss the considerations involved in designing questionnaires and implementing scaling techniques for global research.
  • Explain the ethical issues related to questionnaire design and measurement scales.

Who Should Attend?

  • Entry-level researchers seeking a general understanding of questionnaire design and the guidelines that should be followed.
  • Market researchers in client-facing roles looking to advance their careers.
  • Client-side researchers responsible for all phases of the project (including questionnaire design) to ensure that it meets the needs of the organization.
  • Mid-level staff seeking to understand which questionnaire design approaches they could benefit from using.
  • Experienced researchers looking to catch up with the latest developments.
  • Corporations seeking professional development options for their internal training portfolio.
  • Suppliers seeking courses for new-employee onboarding.
  • Analysts seeking to understand the pros and cons of questionnaire design approaches and best practices.

Course Information

Course Number: 


Course Date Info: 
Course Fee(s): 

$359 - Standard Fee

$329 - Association Discount (Members* of: Insights Association; ESOMAR; Canadian Research Insights Council, The Research Society, Intellus Worldwide, QRCA, AMAI, MRII Board of Directors, UGA MMR Advisory Board.)

$50 - One-Month Extension (only one extension is granted per participant)

*Membership will be verified.

Prepayment is required to be registered. The prices listed are per person (US Funds). Prices are subject to change.

David AshleyDavid Ashley is the Human Capital Data Analytics Division Manager for the U.S. Department of Homeland Security, where he leads a division overseeing data analytics and reporting of the 200,000 DHS workforce that includes people across the 10 DHS components. Before his current role at DHS, he was at the Federal Emergency Management Agency where his duties involved developing workforce models, performance measurement, and survey work, as well as program management and program reviews. Before joining FEMA, he worked for U.S. Customs and Border Protection, the U.S. Small Business Administration. He also serves on the faculty of the George Washington University and at the University of Maryland teaching undergraduate and graduate project and consulting management, applied quantitative methods, and Market Research courses. Ashley also has led study abroad trips to China, Japan, Hong Kong, Vietnam, Italy, Tunisia, and Brazil. He holds an undergraduate degree from the University of North Carolina and an MBA from the University of New Mexico. Professor Ashley recently authored a market research college textbook published by Kendall Hunt Publishing –

Jeffrey HenningJeffrey Henning, IPC, is the former Executive Director of the Market Research Institute International (MRII). He has been active in the research industry for over 30 years and is an acknowledged and trusted expert in quantitative market research. He is a member of the Insights Association and AAPOR. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional…that has demonstrated tremendous vision, leadership, and innovation…that has led to advances in the marketing research profession.” A serial entrepreneur, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered enterprise-feedback management. In 2012, he founded Researchscape International, which provides highly automated survey research with a personal touch. Before becoming Executive Director, he was a member of the MRII Board of Directors and continues in that role today.

Stephen KrausStephen Kraus, Ph.D. is a Professor of Marketing at the University of San Francisco and former Executive Director of the Market Research Institute International (MRII). He is one of the world's leading experts on consumer insights and digital trends. He has a deep science-based understanding of consumer mindsets today, and how the marketplace will evolve tomorrow. Steve is the author of three books and dozens of articles. Steve teaches Marketing at the University of San Francisco and is the former Executive Director of the Market Research Institute International (MRII).