How can you write clear and easy to understand survey questions?

1 Define your objectives

Before you start writing your survey questions, you need to have a clear idea of what you want to learn from your respondents. What are the main questions you want to answer? What are the hypotheses you want to test? What are the key metrics you want to measure? Having a clear and specific objective will help you focus your survey on the most relevant and useful topics, and avoid asking unnecessary or irrelevant questions that can confuse or bore your respondents.

2 Choose the right question type

Depending on your objective, you may need to use different types of questions to collect the data you need. There are two main categories of questions: closed-ended and open-ended. Closed-ended questions are those that offer a predefined set of options or scales for the respondents to choose from, such as yes/no, multiple choice, Likert scale, or rating. Open-ended questions are those that allow the respondents to write their own answers in their own words, such as text boxes or comment fields. Each type of question has its own advantages and disadvantages. Closed-ended questions are easier to answer, analyze, and compare, but they may limit the range and depth of responses. Open-ended questions are more flexible and rich, but they may require more effort from the respondents and the researchers. You need to balance the pros and cons of each type of question and choose the one that best suits your purpose and context.

3 Use simple and clear language

One of the most important aspects of writing good survey questions is to use simple and clear language that your respondents can easily understand and answer. You need to avoid jargon, acronyms, technical terms, or vague words that may confuse or mislead your respondents. You also need to avoid double negatives, double-barreled questions, or long sentences that may make your questions hard to read or interpret. You should use simple and direct words, short and concise sentences, and consistent and precise terms throughout your survey. You should also define any terms or concepts that may not be familiar to your respondents, or provide examples or explanations if needed.

4 Avoid bias and leading questions

Another key aspect of writing good survey questions is to avoid bias and leading questions that may influence or distort your respondents' answers. Bias and leading questions are those that suggest a desired or expected answer, or that favor or disfavor a certain option or perspective. For example, you should not use words or phrases that imply a positive or negative connotation, such as "don't you agree", "how often do you suffer from", or "how satisfied are you with". You should also not use questions that assume a certain condition or behavior, such as "why do you use our product", or "how do you like our new feature". You should use neutral and objective words, phrases, and questions that allow your respondents to express their own opinions, preferences, and experiences without any pressure or influence.

5 Test and refine your questions

The final step of writing good survey questions is to test and refine them before you launch your survey. You need to make sure that your questions are clear, easy, and relevant for your respondents, and that they can provide you with the data you need. You can test your questions by conducting a pilot survey with a small sample of your target audience, or by asking a colleague or a friend to review them. You can also use online tools or platforms that can help you check the readability, clarity, and validity of your questions. You should collect and analyze the feedback and data from your test, and make any adjustments or improvements to your questions as 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?