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Smart Survey Design

be accomplished with the “randomized answers” option as a Professional subscriber in SurveyMonkey.

Example of Leading Question Bias:

Example: We have recently upgraded SurveyMonkey’s features to become a first class tool. What are your thoughts on the new site?

Replace with: What are your thoughts on the upgrades to SurveyMonkey?

  • B.

    Avoid loaded questions – This type of answer bias works through emotionally charged items like words, stereotypes, or prestige images. When creating the survey, avoid words that may “cater to the respondent’s ego or contort the respondent’s pride.” This may result in pushing the respondent towards a particular answer (Iarossi 2006, 30-44).

  • C.

    Avoid built in assumptions – When creating survey questions, avoid questions that assume the respondent is familiar with the specifications asked within the questions (Iarossi 2006, 30-44).

3.) Be Simple – The survey should use language that is simple in both words and phrases. The following are some helpful points to remember for question simplicity (Iarossi 2006, 30-44):

  • Use words and expressions that are simple, direct, and familiar to all Respondents.

  • Avoid technical jargons or concepts.

  • Adopt the same definitions throughout the form.

  • Avoid Negative or Double Negative Expressions. The use of universal words or “absolutes” like “always” or “never” may cause the respondents to avoid answering a question. These tend to extend the question to an extreme. In addition, try not to use words such as “only” or “just.” These could be perceived negatively worded by the respondents (“Writing Survey Questions”).

  • Avoid using Double-Barreled questions. Double-Barreled questions split questions into more than one part, idea or meaning. The answer choice for each part might have separate meanings to the ideas presented within the one question. These may lead the respondent to answer only one aspect of it; ultimately leading him/her to fail in answering both aspects of the question. (“Writing Survey Questions”).

Example of a Double-Barreled Question:

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