Question Design Principles
Survey questions shape the answers they receive. Five principles for unbiased questions: (1) Avoid leading language—'Don't you agree that...' presupposes agreement. Use neutral framing: 'To what extent do you agree or disagree...' (2) Avoid double-barreled questions—'How satisfied are you with the price and quality?' asks two things. Split into separate questions. (3) Offer balanced scales—a 5-point Likert scale from 'Strongly Disagree' to 'Strongly Agree' with a neutral midpoint. (4) Avoid jargon—use language your respondents understand. (5) Include 'Not Applicable' and 'Prefer Not to Answer' options to prevent forced responses. The order of questions matters: sensitive questions (income, health) should appear later, after rapport is established through easier questions.