Market Research Questionnaire Template: A Ready-to-Use Framework for Research Teams

A bad questionnaire produces bad data, no matter how large the sample.

Vague questions generate vague answers. Leading questions generate the answers you wanted to hear. Poorly structured questionnaires fatigue respondents so badly that their final answers are random noise. The result is a dataset that looks quantitative and rigorous but is actually garbage dressed up in charts.

Good survey design prevents these failures. A structured questionnaire template ensures questions are clear, unbiased, logically ordered, and aligned with the research objective. It also saves hours of reinventing question formats for every new study.

This template provides a complete, modular framework for market research questionnaires. It covers screening, category behavior, market sizing, concept testing, pricing sensitivity, brand perception, and demographics. Pick the sections relevant to your study, adapt the questions to your category, and deploy.

Key takeaways

Start every questionnaire with a screening section that qualifies respondents before they answer substantive questions
Structure questions from broad to specific (funnel approach) to reduce response bias and cognitive load
Use validated question formats (rating scales, multiple choice, ranking) rather than inventing custom formats
Keep questionnaires under 15 minutes to prevent response fatigue that degrades data quality
Avoid leading questions that push respondents toward a specific answer
Place demographic questions at the end after respondents are invested in completion

How should a market research questionnaire be structured?

Every market research questionnaire should follow this sequence:

Screening to qualify respondents
Category and behavior to understand current usage
Core research questions (concept testing, pricing, brand perception, or market sizing depending on your objective)
Open-ended feedback to capture insights the structured questions missed
Demographics to enable segmentation analysis

This funnel structure moves from qualification to context to core questions, which produces higher quality responses than jumping straight into the research topic. Respondents who answer context questions first give more thoughtful answers to the core questions because they have activated relevant mental frameworks.

Market research questionnaire template

Screening section

Screen respondents before they complete the full questionnaire. This prevents unqualified respondents from diluting your data. See our screener survey guide for detailed screening design principles.

S1. Which of the following best describes your role? (Single select. Add disqualifying logic for irrelevant roles.)

S2. How often do you [relevant behavior or category usage]?

S3. In which industry does your company primarily operate? (B2B only)

(Dropdown with relevant industries. Disqualify irrelevant industries.)

S4. How many employees does your company have? (B2B only)

Section A: Category and behavior questions

Use this section to understand how respondents currently behave in your category. These questions establish context before you ask about concepts, pricing, or brand.

A1. Which of the following products or services do you currently use for [category/task]? (Multi-select)

A2. Which is your PRIMARY product or service for [category/task]? (Single select. Show only options selected in A1.)

A3. How satisfied are you with the products or services you currently use for [category/task]?

For a deeper framework on measuring satisfaction, see our customer satisfaction analysis guide.

A4. What are the most important factors when you choose [product/service] in [category]? (Rank your top 3)

A5. How long have you been using your current [product/service] for [task]?

Less than 6 months
6 months to 1 year
1 to 3 years
More than 3 years

A6. What are the biggest frustrations or limitations you experience with your current [product/service]? (Open text. Limit to 500 characters.)

Section B: Market sizing and purchase behavior

Use this section to estimate market size, frequency, and spending patterns. For a complete overview of market sizing approaches, see our dedicated guide.

B1. In a typical month, how many times do you [relevant behavior]?

B2. Approximately how much do you spend on [category] per [month/year]?

(Adjust ranges to match your category’s typical spending.)

B3. Who makes the purchasing decision for [product type] in your organization? (B2B only)

I make the decision alone
I influence the decision but others approve
Others make the decision without my input
Decision is made by a committee or team

B4. What is the typical evaluation process when your organization selects [product type]? (B2B only)

Individual research and selection
Formal RFP process
Team evaluation with vendor demos
Recommendation from peers or consultants
Mandated by corporate / IT policy

Understanding these buying dynamics is essential for building accurate buyer personas.

Section C: Concept testing

Use this section to evaluate a new product concept, feature, or messaging direction. For broader concept testing methodology, see our concept testing guide.

[Insert concept description here]

Write 2-4 sentences describing the concept. Include a visual if available. Do not mention pricing before measuring initial interest.

C1. How interested are you in [concept name]?

C2. What appeals most to you about [concept name]? (Multi-select)

C3. What concerns, if any, do you have about [concept name]? (Multi-select)

C4. How likely would you be to [use/purchase] [concept name] if it were available today?

C5. What would need to be true for you to [use/purchase] [concept name]? (Open text. Limit to 500 characters.)

Section D: Pricing sensitivity

Use the Van Westendorp Price Sensitivity Meter to identify acceptable price ranges. This method requires all four questions asked in this specific order.

D1. At what price would you consider [product/feature] to be so expensive that you would not consider buying it?

$___________ per [unit/month/year]

D2. At what price would you consider [product/feature] to be expensive, but you would still consider buying it?

$___________ per [unit/month/year]

D3. At what price would you consider [product/feature] to be a bargain, a great buy for the money?

$___________ per [unit/month/year]

D4. At what price would you consider [product/feature] to be so cheap that you would question the quality?

$___________ per [unit/month/year]

Plot the four price curves to identify the optimal price point (intersection of “too expensive” and “too cheap”) and the acceptable price range.

Section E: Brand perception and competitive positioning

Use this section to measure awareness and perception of your brand relative to competitors. For a structured approach to competitive analysis, see our template.

E1. Before today, were you aware of [brand name]?

Yes, I use it currently
Yes, I have used it in the past
Yes, I am aware but have never used it
I may have heard of it but am not sure
No, I was not aware of it

E2. Which of the following brands are you aware of in [category]? (Multi-select. Randomize order to prevent position bias.)

E3. Which brand do you consider the BEST option in [category]? (Single select. Show only brands selected in E2.)

E4. What words or phrases come to mind when you think about [brand name]? (Open text)

E5. Compared to alternatives, how would you rate [brand name] on the following?

Attribute	Much worse	Somewhat worse	About the same	Somewhat better	Much better	Not sure
[Attribute 1, e.g., Ease of use]
[Attribute 2, e.g., Value for money]
[Attribute 3, e.g., Customer support]
[Attribute 4, e.g., Reliability]

Section F: Open-ended feedback

F1. Is there anything else you would like to share about your experience with [category/product]?

(Open text. Limit to 1,000 characters.)

Demographics section

Collect demographics at the end. Placing them first creates abandonment because respondents feel like they are filling out a form, not sharing opinions.

For B2B surveys:

Company size:

Fewer than 50 employees
50 to 200
201 to 1,000
More than 1,000

Industry: (Dropdown with relevant industries)

Job function: (Dropdown with relevant functions)

Seniority level:

For B2C surveys:

Age range:

Gender: (Include non-binary and prefer-not-to-say options)

Geographic region: (Dropdown or text field)

Household income: (Optional. Use ranges. Include “prefer not to say.”)

How do you choose which sections to include?

Not every questionnaire needs every section. Select sections based on your research objective:

Research objective	Sections to include
Market sizing	Screening + B (Market sizing) + Demographics
Concept validation	Screening + A (Category) + C (Concept testing) + Demographics
Pricing research	Screening + A (Category) + D (Pricing) + Demographics
Brand tracking	Screening + E (Brand perception) + Demographics
Competitive intelligence	Screening + A (Category) + E (Brand perception) + Demographics
Full market study	All sections

Keep the total questionnaire under 15 minutes. If you include all sections, cut questions within each section to stay within this limit. For guidance on choosing the right question types for each objective, see our complete guide.

What are the most common questionnaire design mistakes?

Asking leading questions

“How much do you love our new feature?” assumes the respondent loves it. “How would you rate your experience with [feature]?” is neutral. Review every question for implicit assumptions. Our guide covers 20 leading question examples to watch for.

Using jargon respondents do not understand

If your audience is general consumers, do not use industry terminology without explanation. “How important is API integration?” means nothing to a non-technical buyer. Test your questionnaire with 3-5 people outside your team before launching.

Making the questionnaire too long

Every question after minute 12-15 produces lower quality data. Respondents speed through, select random answers, or abandon entirely. Cut ruthlessly. If a question does not directly serve your research objective, remove it.

Offering unbalanced scales

A scale with “Excellent / Good / Average / Poor” has three positive options and one negative. Use balanced scales: “Very satisfied / Somewhat satisfied / Neither / Somewhat dissatisfied / Very dissatisfied.” See our rating scales guide for best practices.

Skipping the screening section

Without screening, your data includes responses from people who have no relevant experience or opinions. A market sizing study that includes respondents who have never used the category produces inflated or deflated estimates.

How do you analyze market research questionnaire data?

Quantitative analysis

For closed-ended questions:

Calculate response distributions and cross-tabulate by demographic segments
Use market segmentation to identify distinct audience clusters
Apply statistical tests (chi-square, t-test) to determine whether differences between segments are significant
Visualize pricing data from Van Westendorp questions as intersecting curves to find the optimal price point

Qualitative analysis

For open-ended questions:

Code responses into themes and count theme frequency
Look for language patterns that reveal mental models and priorities
Use verbatim quotes to illustrate quantitative findings in presentations
Cross-reference open-ended themes with closed-ended response patterns

For a broader framework on quantitative research methods, see our complete guide.

Market research questionnaire checklist

Before writing

Define the specific research objective this questionnaire serves
Identify the target respondent profile and screening criteria
Select which template sections are relevant to your objective
Set a target completion time under 15 minutes

During writing

Write screening questions that disqualify irrelevant respondents
Use validated question formats (Likert scales, Van Westendorp, standard satisfaction scales)
Review every question for leading language or bias
Randomize answer option order where appropriate to prevent position bias
Include “Other” and “None of the above” options where relevant

Before launching

Pilot test with 3-5 people outside your team and measure completion time
Verify skip logic and disqualification routing
Confirm analytics and data collection are working correctly
Review for mobile compatibility if respondents will complete on phones

After collection

Check for response quality (speeders, straight-liners, nonsense open-text)
Analyze by segment before looking at aggregate results
Cross-reference quantitative patterns with open-ended themes
Document methodology and sample composition for stakeholder reports

Frequently asked questions

How long should a market research questionnaire be?

Under 15 minutes, ideally 8-12 minutes. Every minute beyond 12 increases drop-off and decreases response quality. If your questionnaire exceeds 15 minutes, cut questions that do not directly serve your research objective or split into two separate studies.

How many respondents do I need?

For quantitative market research, aim for 200-400 respondents per segment you plan to analyze separately. If you need to compare three market segments, that is 600-1,200 total. For directional insights with a single audience, 100-150 may suffice. For sample sizing methodology, see our research sample size guide.

Should I use open-ended or closed-ended questions?

Both. Use closed-ended questions (multiple choice, scales, rankings) for quantitative measurement and statistical analysis. Use 1-3 open-ended questions to capture context, reasoning, and insights your closed-ended options did not anticipate. Too many open-ended questions fatigue respondents and produce diminishing quality answers.

How do I prevent response bias in my questionnaire?

Randomize answer option order, use balanced scales, avoid leading language, place sensitive questions (income, job level) at the end, and include attention check questions to identify low-quality respondents. Our response bias guide covers prevention strategies in detail.

Can I use this template for B2B and B2C research?

Yes. The core structure works for both. For B2B, add company size, industry, and decision-making role questions to screening and demographics. For B2C, add age, income, and geographic demographics. The category behavior, concept testing, pricing, and brand perception sections work for both audiences with minor language adjustments.