What are some tips for creating an unbiased questionnaire for market research?

2 Choose your question types

There are different types of questions you can use in your questionnaire, such as open-ended, closed-ended, rating scales, ranking, or multiple choice. Each type has its advantages and disadvantages, depending on the nature and complexity of your research topic. Generally, open-ended questions allow more flexibility and depth, but they are harder to analyze and code. Closed-ended questions are easier to quantify and compare, but they may limit the range of responses or introduce bias by suggesting answers. You need to choose the question type that best suits your objective, and balance the trade-offs between richness and simplicity.

3 Avoid leading or loaded questions

One of the most common sources of bias in questionnaires is the use of leading or loaded questions. These are questions that imply a desired or expected answer, or that contain emotionally charged or biased language. For example, "How much do you love our product?" or "How do you feel about the unethical practices of our competitors?" are leading or loaded questions that can influence the respondents' opinions or feelings. To avoid this, you need to use neutral and objective wording, and avoid assumptions, exaggerations, or double-barreled questions.

4 Use clear and simple language

Another way to reduce bias in your questionnaire is to use clear and simple language that your respondents can understand and relate to. You need to avoid jargon, technical terms, acronyms, or slang that may confuse or alienate your respondents. You also need to avoid ambiguity, vagueness, or complexity that may cause different interpretations or responses. For example, "How often do you use our product?" is vague, because it does not specify the time frame or the unit of measurement. A better question would be "How many times per week do you use our product?"

5 Test and revise your questionnaire

Finally, you need to test and revise your questionnaire before you launch it to your target population. You can do this by conducting a pilot test with a small sample of your respondents, or by asking experts or colleagues to review your questionnaire. This will help you identify and fix any problems or errors in your questions, such as typos, grammar, logic, or clarity. You can also collect feedback on the length, layout, and format of your questionnaire, and make sure it is user-friendly and appealing. Testing and revising your questionnaire will help you improve its quality and validity, and reduce the risk of bias.