User's Manual

Smart Survey Design
Page 1
Table of Contents & Summary
I. Introduction: Relevancy and Accuracy…..………………………pg. 4
 Be familiar with the question
 Know the objectives
 Know the kind of information needed
 Pay attention to wording style, type, and question sequence
 Pay attention to survey length and make the survey interesting
 Collect the data in a reliable and valid way to ensure accuracy
A. Question Intent……………………………………………………pg. 5
 Use legible questions
 Use relevant questions
 Use painless and quick to answer type questions
B. Good vs. Bad Questions………………………………………….pg.6
1. Be brief
2. Be objective
♦ Avoid leading questions
♦ Avoid loaded questions
♦ Avoid built in assumptions
3. Be simple
♦ Use words that are simple and direct
♦ Avoid technical jargon
♦ Adopt the same definitions throughout
♦ Avoid negatives or double negatives
♦ Avoid double-barreled questions
4. Be specific
II. Survey Question Types & Structure……………………………….pg. 9
A. Question Types…………………………………………………….pg. 9
1. Types of survey questions and examples
♦ Choice One Answer, Multiple Choice, & Open Ended
♦ Ranking questions
♦ Matrix-Rating scales
 Likert scales
 Semantic Differential scales
♦ Balanced vs. Unbalanced-Rating scales
2. Additional things to consider:
♦ Avoid sensitive questions
♦ Memory questions
♦ Subjective questions
♦ Narrative questions