How to Write Great Survey Questions: Week 1
September 9th, 2009Once you join the world of research, we know you will want to produce the best survey possible. To answer to some frequent questions, we are going to post question tips every Wednesday.
Avoid loaded or leading questions:
Slight wording changes can make a huge difference in results. For instance, the words could, should, or might can influence results by up to 20%.For example:
“The Supreme Court (could / should / might) have forced the breakup of Microsoft Corporation.”
Clearly one word difference can drastically change the meaning and interpretation of the sentence.
Strong words that represent control or action, such as prohibit, produce significant differences in results as well. For example:
“Do you believe that congress should (prohibit / restrict) insurance companies from raising rates?”
There are similar words (like restrict) that are less provocative and will generate better results.
Leading questions also cause serious problems for researchers by influencing their results. For example:
“You wouldn't want to go to Rudolpho's Restaurant for the company's annual party, would you?”
Avoiding loaded or leading questions can greatly benefit your research.
Use the Funnel Approach:
Placing questions in a logical order can help respondents. Consider using the funnel approach:
• Begin with broad general questions
• Then ask more specific questions
• Finish with simple questions (demographics) that allow the respondent to wind down
Using these simple steps will improve your research. Be sure to check back next Wednesday for more tips.