SSI Presents Principles of Questionnaire Design at Global Festival

SSI Shares Knowledge at New Market Research Event

SHELTON, Conn., Dec. 2, 2013 – Today at 10 a.m. (EST) SSI Global Knowledge Director, Pete Cape will present a session on questionnaire design at the Global Festival of New Market Research. The festival, put on by NewMR, “follows the sun from Auckland in the East to Seattle in the West,” say the organizers. See more at:

In his presentation, Cape will explain the principles of quality questionnaire design for today’s research. The content of his presentation will be based on the content he provided for the book “Answers to Contemporary Research Questions,” a new primer for researchers published this year by ESOMAR.

Cape will address key question design issues such as the right survey length, how to shorten a survey, and how to plan a questionnaire to save time later in the process. He will give advice on such research puzzlers as whether to choose, “don’t know,” “none of these,” “not applicable,” or “prefer not to say.”

Key rules for survey questions will also be included and Cape will share his expertise on making questionnaires more engaging. “Researchers often don’t pay enough attention to the tone and narrative flow of a questionnaire,” says Cape. “The language and style used for a teen survey about music and that of a survey about business issues for company directors should be different; often we use the same ‘research-speak’ for every questionnaire.”

Cape has spent many years studying engagement techniques as a member of the Knowledge Team of researchers at SSI. One area of focus has been to study gamification techniques. Using gaming elements such as time limits, avatars and interactive tasks, can encourage richer responses, Cape believes.

The book Answers to Contemporary Market Research Questions is available from ESOMAR at

A short video on gamification and a white paper on respondent engagement issues by Pete Cape are both available at the SSI web site.

SSI is the premier global provider of sampling, data collection and data analytic solutions for survey research, reaching respondents in 78 countries via Internet, telephone, mobile/wireless and mixed-access offerings. Additionally, SSI staff operates from 26 offices in 18 countries, offering CATI, questionnaire design consultation, programming and hosting, online custom reporting and data processing. SSI’s 3,100 employees serve more than 3,000 clients worldwide. For additional information, please visit

Jason Kannon
Kannon Public Relations
203.981.4230 (USA)