ABSTRACT
This chapter provides a state-of-the-art review of questionnaire design research in the marketing, hospitality, and tourism literature to identify important themes and topics related to designing a questionnaire. First, it introduces satisficing theory to explain the cognitive process of answering a questionnaire and the crucial role of questionnaire design in producing reliable results. Second, it provides a step-by-step procedure for designing a questionnaire based on insights obtained from the literature. Then, both conventional wisdom and primary methodological debates of questionnaire design are discussed. Finally, this chapter identifies emerging issues and research directions for questionnaire design in the hospitality and tourism literature.
