MRS Guidelines for Questionnaire Design

July 2011
Updated September 2014

2011
2014

MRS is the worlds largest association for people and organisations that provide
or use market, social and opinion research, business intelligence and customer
insight.

) Market Research Society: MRS(

.

MRS
The Old Trading House
15 Northburgh Street
London EC1V 0JR
Telephone: +44 (0)20 7490 4911
Fax: +44 (0)20 7490 0608
Email: codeline@mrs.org.uk
Website: www.mrs.org.uk
Company Limited by guarantee. Registered in England No 518686. Registered office as
above.

2 of 28

()MRS

:1

:2

14

:3

16

:4

18

:5

21

:6

22

:7

23

:8

24

10 : ()DIY

25

3 of 28

(" )MRS "2014

. .
.
.

.
()MRS
.
( )MRS
( .)bold ( )MRS
.
.

()1

( )MRS .
( ;)MRS

(.)MRS
.
.

: :
https://www.mrs.org.uk/standards/code_of_conduct
4 of 28

 ()MRS

.1 ( )1 ( )2

.2 .
.3

.4 .
.5 .
.6 .
.7 .
.8
.
.9
.
.10 (.)3

1
2
3

: .
: ( ) Percipient .
: / .
5 of 28

:
.

:
.

:

.

:
- .-
: .

:
- - /
.

:

.

:
( )MRS .
6 of 28

.
:
( )
.

:
.

:
()
.

:
.

1998

:

()
() .
.
:
.

7 of 28

 :
( )

:
( )
.

:
:
()
()
()
() .

:

()
()
() .

8 of 28

 :1

.01
.

.00
.
.

.01 . :
.
.
.
. /
.
. .
. .
. ()MRS

:
.8991

9 of 28

 .33 :
. .
. .
. -
: / .
. - .
. ;
. .

.34
.
: ( )
.
.35 .
.36 .

.1 .
.
.
.2 .
.
- - .
.

10 of 28

 .3 .

.
" " .
.B17

.4 .
.
. "
" :1998

.
.
.
.
. /
.
.
.
.
.5 .
.
.6 :

.
.

11 of 28

 .7
.
.
. .
.
.
.8 B18 .
B14 " " "
" .
.
.9

/



.10 .

.
.11 .
.
.

12 of 28

 .12 / .

.
.13 .

( )

( ) .
.
.14 .

.

13 of 28

 :2

.
.
:
. 8
.
. 9
/ .

: 1998
.33 :
. .
. .
. -
: / .
. - .
. ;
. .

.1
.
. 2

.
14 of 28

 .3 :

.4 :

.5
:

( - )-

( - /)-

.6 :

15 of 28

 :3 - -

.33 :
. .
. .
. -
: / .
. - .
. ;
. .

-1
.
-2
.
-3
.
.
-4 -
DECISION TREES .
-5
( )

.

16 of 28

 -6 ( ) :
(
( )OMNIBUS .
-7
.
-8 ()
.
-9 -
.
-11
.
-11 -

/( )6
-12 "
" .

17 of 28

 :4

.33 :
. .
. .
. -
: / .
. - .
. ;
. .

.1 :

. 2
.
.

18 of 28

 . 3

( ) .
""

(.)1

.4 .
. "
"
.
. 5
.
.6
.7 ( ):

(
)2( B2B )

,
.
.8

.
. 9 /.
.10 ( : )
.
. 11 :

1
2

( : )

( : )

:
.
B2B:Business to Business research :
19 of 28

/ ( :
)

/.

. 12 :

/.

. 13

( ) ( ) .
.
. 14

:
;
.
.15
/ .
.16 .
.

20 of 28

 :5

.1
. ( )
.
.2 ( " "
) :

(": " : X )X

(" : " " : " )

(" : " " : " )

(" : X "X " :
) "Y

.3
(.)Online

CATI, Online

)(1

CAPI,

()2

.4
. .

.

1
2

CAPI: Computer Assisted Personal Interviews : (

... ) .
CATI: Computer Assisted telephonic Interviews :

21 of 28

 :6

.1

.
.
.2 .
.3
.

.4
.
.5
.
.6 :

( )
;

/
.

22 of 28

 :7

.77 .
. 10
.
.15 .
.15 .
.17

.1 () .

.
.2 .

.
- -
.
. .

23 of 28

 .8
Questionnaire Design - How to Plan, Structure and Write Survey Material for Effective
Market Research, Second Edition, Ian Brace. Kogan Page, 2008.
Consumer Market Research Handbook, Third Revised Edition, Worcester and Downham.
Chapter 5, Questionnaire Design, Jean Morton-Williams. Elsevier Science 1986
Marketing Research Measurement and Method, Sixth Edition, Tull and Hawkins. Chapter
10, Questionnaire Design. Macmillan, 1993
Marketing Research in a Marketing Environment, Third Revised Edition, Dillon, Madden
and Firtle. Chapter 12, Questionnaire Design. Irwin, 1993.
Marketing Research, Ronald M Weiers Second Revised Edition. Chapter 9, Questionnaire
Design.Prentice-Hall, 1988.
Marketing Research Ninth Edition, Aaker, Kumar and Day. Chapter 12, Designing the
Questionnaire. John Wiley and Sons, 2007.
Marketing Research An Applied Approach, Malhotra and Birks, Third Edition. Chapter
13, Questionnaire Design Financial Times/ Prentice Hall, 2007.
Harmonised Concepts and Questions for Government Social Surveys, Office of National
Statistics. 1997
Standardised Questions A Review for Market Research Executives, MRS Research and
Development Committee, 1984.
The Practice of Market Research, Chapter 9: Designing Questionnaires, Yvonne McGivern,
FT Prentice Hall/MRS, 2009
Research into questionnaire design: a summary of the literature, Petra Lietz,
International Journal of Market Research, Vol. 52, Issue 2, 2010

24 of 28

 10 : ())1( DIY

. " " .

.

)DIY(
.
.
.

.
.

( . )DIY .
.
.

DIY: Do It Yourself 1
....
25 of 28


.
" " .
.

)DIY(
.
. " / "
" " .

.
. .
.

.
.
.

. (.)1
.
.
.

:
26 of 28

27 of 28

 :
( )Ms Word

:
Source: MRS Guidelines for Questionnaire Design July 2011, (Updated September 2014) By
Market Research Society UK | London www.mrs.org.uk

.
20 2014

m.sbeai@gmail.com :
:
https://www.scribd.com/doc/40735232 :

MRS
The Old Trading House
15 Northburgh Street
London EC1V 0JR
Telephone: +44 (0)20 7490 4911
Fax: +44 (0)20 7490 0608
Email: codeline@mrs.org.uk
Website: www.mrs.org.uk
Company limited by guarantee. Registered in England No 518686. Registered office as above.