Content Type:

Glossary

Share Print

Questionnaire Definition

A set of questions designed to generate data necessary for accomplishing the objectives of the research project.

A questionnaire in marketing research is a structured set of questions designed to gather data from respondents about their opinions, behaviors, preferences and demographics. It serves as a primary tool for collecting quantitative or qualitative data in surveys, interviews and online studies.

What are the key aspects of questionnaires in marketing research?

• Includes closed-ended and/or open-ended questions.
• Designed for clarity, neutrality and logical flow.
• Can be administered online, in person or by phone.
• Uses tools like Likert scales, ranking and multiple choice.
• Tailored to target audience and research objectives.

Why are questionnaires important in market research?

Questionnaires are essential for systematically collecting large volumes of data that inform marketing strategies. They allow for standardized measurement, enable trend tracking over time and support comparisons across customer segments.

Who relies on questionnaires in marketing research?

• Market researchers and data collection teams.
• Brand managers and product developers.
• Customer experience and UX researchers.
• Agencies conducting syndicated or custom research.
• Academic researchers and survey methodologists.

How do market researchers use questionnaires?

Market researchers use questionnaires to gather insights on customer needs, attitudes, behaviors and satisfaction. The data collected is analyzed to guide decision-making, test hypotheses, segment audiences and develop messaging, product features or campaign strategies.