How can you write clear and unbiased survey questions?

1 Define your objectives

Before you start writing any questions, you need to have a clear idea of what you want to learn from your survey. What are the main research questions or hypotheses that you want to test? What are the key variables or indicators that you want to measure? How will you use the data to inform your decisions or actions? By defining your objectives, you can focus your questions on the most relevant and important topics for your research.

2 Choose the question type

Depending on your objectives, you may need to use different types of questions to elicit the data you need. There are two main categories of questions: closed-ended and open-ended. Closed-ended questions have a predefined set of answers that the respondents can choose from, such as yes/no, multiple choice, or rating scales. Open-ended questions allow the respondents to express their opinions or experiences in their own words, without any restrictions. Each type has its advantages and disadvantages, depending on the complexity, specificity, and diversity of the data you want to collect. Generally, closed-ended questions are easier to answer, analyze, and compare, while open-ended questions can provide more depth, detail, and insight.

3 Use clear and simple language

One of the most important aspects of survey question design is to use clear and simple language that your respondents can understand and interpret correctly. Avoid using jargon, acronyms, technical terms, or vague words that may confuse or mislead your respondents. Use short and simple sentences that convey one idea at a time. Use precise and consistent terms that match your objectives and definitions. Use neutral and respectful tone that does not influence or offend your respondents. If you need to use any complex or unfamiliar terms, provide clear explanations or examples to help your respondents.

4 Avoid bias and leading questions

Bias and leading questions are questions that suggest or imply a certain answer or perspective, either intentionally or unintentionally. These questions can affect the validity and reliability of your data, as they can influence your respondents to answer in a certain way, rather than expressing their true opinions or experiences. To avoid bias and leading questions, you need to be aware of the common sources and forms of bias, such as wording, framing, ordering, or scaling. You also need to test your questions for any potential bias, by asking yourself if the question is fair, balanced, and objective, or by seeking feedback from others.

5 Consider the response format and options

Another important aspect of survey question design is to consider how your respondents will answer your questions, and how you will analyze and interpret their answers. For closed-ended questions, you need to provide a suitable response format and options that match your question type and objective. For example, if you want to measure the frequency or intensity of a behavior or attitude, you may use a rating scale or a Likert scale. If you want to measure the preference or importance of a factor or attribute, you may use a ranking or a forced choice. You also need to ensure that your response options are exhaustive, mutually exclusive, and balanced.

6 Review and refine your questions

The final step of survey question design is to review and refine your questions to ensure that they are clear, unbiased, and relevant. You can use various methods to review and refine your questions, such as self-review, peer-review, expert-review, or pre-testing. These methods can help you identify and correct any errors, inconsistencies, or ambiguities in your questions, as well as assess the feasibility, usability, and effectiveness of your questions. By reviewing and refining your questions, you can improve the quality and reliability of your data, and increase the response rate and satisfaction of your respondents.

7 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?