Once you have defined your data and analysis needs, you may begin writing questions. Every question should have a purpose. If you cannot clearly identify how the information will be used, don't bother the respondent with the request. Keep things simple, concise, and clear.
General guidelines include:
- Don't ask a question if the answer is obvious. For example, How would no change in the cost of raw materials affect your production?
- Avoid abbreviations and jargon. If they must be used, clearly define them.
- Ask yourself whether several questions are actually necessary or if you can get the information in one question. Don't try to cram too much into one question.
- Make your questions easy to understand. Make sure your sample population understands them.
- Consider whether respondents will have the information to answer your questions. Is it readily available? Will they know the answers? Will they have to research? Remember, if they have to look it up, they'll probably skip the question or throw the survey out.
- Avoid misleading or biased questions.
- Consider whether respondents will willingly provide the information. How personal is it? In cases where you need to collect very personal information, for example, HIV infection status, repeat your policy on data practices.
- If a list of answers is provided, make sure all possible answers are present. Even with yes and no questions, it may be necessary to include a neutral "undecided" or "don't know."
- Start a sequence with the question that is the most comfortable to answer. This focuses the respondent.
- Don't mix "I feel" or "I think" questions with questions regarding facts. Keep factual and perception questions in separate groupings.
- Place sensitive demographic questions (such as age or income) at the end of the survey.
Sometimes it takes just one word to bias a question. Avoid using inflammatory words in surveys, such as: allege, allude, arbitrary, blame, claim, demand, error, failure, fault, ignore, ill-advised, ill-informed, incompetence, ineptness, insist, just, maintain, misinformed, must, neglected, one-sided, only, overreact, peremptory, purport, questionable, rejection, rigid, so-called, unfortunately, unilateral, unreasonable.
Value-laden questions, especially those that attempt to be global in scope, tend to overwhelm respondents. For example, making respondents choose between a healthy environment and a vital economy will probably bias results. Don't distill complex issues into black or white scenarios. Rather, explore the gray areas.