How can you ensure survey questions are unbiased?

1 Avoid leading or loaded questions

Leading or loaded questions are those that suggest a certain answer or imply a judgment or assumption about the respondent. For example, a question like "Do you agree that public transit is better than driving?" is leading, as it implies that public transit is the preferred option. A question like "How often do you waste time and money by driving?" is loaded, as it implies that driving is a negative and irrational choice. To avoid leading or loaded questions, use neutral and factual language, and avoid words that convey emotions, opinions, or expectations.

2 Use simple and precise language

Simple and precise language is essential for survey questions, as it helps avoid confusion, ambiguity, and misinterpretation. For example, a question like "How do you usually travel to work?" is simple and precise, as it specifies the mode, purpose, and frequency of travel. A question like "How do you get around?" is vague and broad, as it does not define the mode, purpose, or frequency of travel, and could mean different things to different respondents. To use simple and precise language, avoid jargon, technical terms, acronyms, and slang, and define any terms that may be unfamiliar or unclear to the respondents.

3 Use appropriate scales and categories

Scales and categories are common ways of measuring responses to survey questions, such as Likert scales, rating scales, ordinal scales, or nominal scales. However, choosing the appropriate scale or category for your question is crucial, as it affects the validity and reliability of your data. For example, a question like "How satisfied are you with your current travel mode?" could use a Likert scale with five options ranging from very dissatisfied to very satisfied. A question like "What is your main reason for choosing your current travel mode?" could use a nominal scale with several options such as cost, convenience, comfort, environmental impact, or other. To use appropriate scales and categories, consider the type of data you want to collect (quantitative or qualitative), the level of measurement you need (nominal, ordinal, interval, or ratio), and the number of options you offer (not too few or too many).

4 Pre-test and pilot your survey questions

Pre-testing and piloting your survey questions are important steps to ensure your questions are unbiased and effective. Pre-testing involves testing your questions on a small sample of your target population, such as colleagues, friends, or experts, and asking for feedback on the clarity, relevance, and appropriateness of your questions. Piloting involves testing your questions on a larger sample of your target population, such as potential respondents, and analyzing the data for validity, reliability, and usability. To pre-test and pilot your survey questions, use various methods such as interviews, focus groups, cognitive testing, or online testing, and make adjustments based on the results and feedback.

5 Follow ethical and legal guidelines

Ethical and legal guidelines are essential for survey questions, as they help protect the rights and privacy of the respondents, and ensure the credibility and integrity of your data. For example, ethical and legal guidelines require you to inform the respondents about the purpose, scope, and duration of your survey, obtain their consent, ensure their anonymity and confidentiality, avoid sensitive or intrusive questions, and respect their right to withdraw or skip questions. To follow ethical and legal guidelines, consult the relevant codes of conduct, standards, and regulations for your field and jurisdiction, and seek approval from the appropriate authorities or committees if needed.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?