Marketing & Communication

Survey Design and Questionnaire Development

Surveys are only as good as their questions. This course teaches how to design reliable surveys: defining objectives, choosing methods and samples, writing clear questions, scales and response options, avoiding bias, piloting, analysing results and reporting findings.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

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Why attend

From knowledge to real-world impact.

Badly designed surveys produce misleading data. You will learn to design surveys that give accurate, useful answers.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Question writing clinics, survey critique exercises, tool demonstrations and analysis practice.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Define survey objectives and information needs
Choose survey methods and sampling
Write clear, unbiased questions
Select appropriate scales and formats
Pilot and refine questionnaires
Analyse and report survey results

Target audience

Who should attend.

This course is suitable for:

Market researchers
Marketing and customer experience staff
HR and engagement professionals
Policy and research officers
Quality managers

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Questionnaire design
Sampling
Bias reduction
Data analysis
Reporting

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Survey Foundations

09:00–10:08Uses of surveys
10:08–11:00Objectives
11:00–11:30Coffee break
11:30–11:45Objectives (continued)
11:45–12:53Methods
12:53–14:00Exercise

Day 2Sampling

09:00–10:08Populations and samples
10:08–11:00Sample size
11:00–11:30Coffee break
11:30–11:45Sample size (continued)
11:45–12:53Response rates
12:53–14:00Workshop

Day 3Writing Questions

09:00–10:08Question types
10:08–11:00Wording and bias
11:00–11:30Coffee break
11:30–11:45Wording and bias (continued)
11:45–12:53Scales
12:53–14:00Clinic

Day 4Testing

09:00–10:08Piloting
10:08–11:00Survey tools
11:00–11:30Coffee break
11:30–11:45Survey tools (continued)
11:45–12:53Data quality
12:53–14:00Exercise

Day 5Analysis and Reporting

09:00–10:08Descriptive analysis
10:08–11:00Open-ended responses
11:00–11:30Coffee break
11:30–11:45Open-ended responses (continued)
11:45–12:53Reporting findings
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

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