How can you write survey questions that are unbiased and neutral?
Survey questions are the backbone of any market research project. They help you collect valuable data and insights from your target audience. But how can you write survey questions that are unbiased and neutral, so that you don't influence the respondents' answers or skew the results? In this article, you'll learn some tips and best practices to avoid common pitfalls and create effective survey questions.
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Alyson HeffernanSenior Vice President | Human Insights Specialist | Innovation Aficionado | Trusted Advisor
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Patrick FaganBehavioural Scientist - Nudging, comms, data psychology | Sunday Times bestselling author, university lecturer, former…
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Tushar VermaMarket Researcher at Industrial Info Resources ll Photographer ll Writer ll Chef ll Physics ll Mentor II
Leading questions are those that suggest a certain answer or imply a desired outcome. For example, "How much do you love our product?" or "Don't you think our competitor is overpriced?" are leading questions that can bias the respondents towards a positive or negative response. To avoid leading questions, use neutral and objective language, and avoid words that convey emotion, assumption, or judgment. For example, "How satisfied are you with our product?" or "How do you compare our price with our competitor's?" are more neutral and open-ended questions.
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Creating unbiased and neutral survey questions is crucial for obtaining reliable data. Here are some tips: 1. Avoid leading or loaded questions, which can sway responses or make participants uncomfortable. For example, instead of asking "Don't you think product X is the best option on the market?", ask "How would you rate product X compared to other options on the market?" 2. Use simple, clear language. Avoid technical jargon and acronyms. 3. Avoid using absolute terms such as "always" or "never". Instead of asking "Do you always recycle?", you might ask "How often do you recycle?" 4. Provide a range of answer choices, including options like "I don't know" or "Not applicable". 5. Randomize response options to avoid order bias.
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It involves careful consideration of the question’s wording, structure, and context. Avoid leading or loaded questions that might sway the respondent’s answer. Use clear, simple language and ensure that the question is not assuming a particular stance. Provide a balanced set of response options, and include an option for “not applicable” or “prefer not to answer” where appropriate. It’s also crucial to pre-test your survey on a small group to identify any potential bias. Remember, the goal is to gather honest, accurate data, so neutrality is key.
Double-barreled questions are those that ask two or more questions in one, or combine different topics or aspects in a single question. For example, "How easy and convenient was it to use our website and place your order?" or "How do you rate the quality and value of our product?" are double-barreled questions that can confuse the respondents or make them answer only one part of the question. To avoid double-barreled questions, split them into separate questions, and focus on one topic or aspect per question. For example, "How easy was it to use our website?" and "How convenient was it to place your order?" or "How do you rate the quality of our product?" and "How do you rate the value of our product?" are more clear and specific questions.
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Respondents may find it challenging to answer accurately because they need to address both aspects simultaneously. Here are two examples: “Do you enjoy attending parties and socializing with friends?” This question combines two separate ideas: enjoyment of parties and socializing with friends. A respondent might enjoy parties but not necessarily socializing, leading to an unclear response. “How satisfied are you with the quality of food and service at this restaurant?” Here, satisfaction with food quality and service are intertwined. A respondent might have different feelings about each aspect, making it difficult to provide an accurate overall rating.
Loaded questions are those that contain a controversial or sensitive statement or assumption that can offend or provoke the respondents. For example, "How often do you waste your time on social media?" or "How much do you care about the environment?" are loaded questions that can make the respondents feel defensive or guilty, or influence their answers based on social desirability. To avoid loaded questions, use neutral and factual language, and avoid words that imply criticism, blame, or judgment. For example, "How often do you use social media?" or "How important is the environment to you?" are more respectful and unbiased questions.
Absolute questions are those that use words like always, never, all, none, or every, that can limit the respondents' choices or force them to agree or disagree with a statement. For example, "Do you always check the reviews before buying a product?" or "Do you agree that every customer should receive a free gift?" are absolute questions that can make the respondents feel pressured or excluded, or miss out on the nuances of their opinions. To avoid absolute questions, use words like often, sometimes, most, some, or few, that can allow the respondents to express their preferences or behaviors more accurately. For example, "How often do you check the reviews before buying a product?" or "How strongly do you agree or disagree that customers should receive a free gift?" are more flexible and inclusive questions.
Ambiguous questions are those that use words or terms that are vague, unclear, or open to interpretation. For example, "How do you feel about our service?" or "How often do you shop online?" are ambiguous questions that can mean different things to different respondents, or depend on the context or situation. To avoid ambiguous questions, use words or terms that are specific, concrete, and measurable. For example, "How satisfied or dissatisfied are you with our service?" or "How many times did you shop online in the past month?" are more precise and consistent questions.
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I had a car client once whose survey asked, What do you think of the headlights? - Far too round - A bit too round - Just right - A bit too square - Far too square Your audience cares far less about your brand/product than you do. Make questions simple and consumer-centric - don't ask questions about things they won't really know or care about, as you'll get garbage answers back.
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