1) Always link your question to research aims and objectives
- Ensure the question provides the information needed to fulfill the research objectives
2) Keep your questions SHORT AND SIMPLE so the respondents have the best chance to understand them.
- The question should only ask one question.
- The question must be worded appropriately for the target population.
- The question must be clear, precise, and unambiguous.
- Make the question simple to understand.
- Avoid unnecessary adjectives and adverbs.
- Avoid negatives and double negatives.
3) Avoid Emotional Responses
- Don’t use emotionally loaded words.
- Use wording that minimizes the risk of socially acceptable responses
- The question wording should not lead the respondent to answer in a particular way.
4) Put the Question in Context
- The wording of the question should not make unwarranted assumptions.
- The wording should follow a natural order from the previous question.
5) Closed Question Must Include The Appropriate Answer Set
- All likely answers should be included in the answer set.
- Answers are mutually exclusive (no overlap).
- Answers are exhaustive (no gaps).
- The answer set includes a “Don’t know” or “No opinion” option.
6) Consider The Response When Developing the Question
- Is any recall required within a respondents memory capabilities?
- Is the respondent likely to have an answer readily available?
- Will the respondent feel uncomfortable answering this question?
- Are some of the answers more socially acceptable than other answers?