User's Manual
Smart Survey Design
Page 7
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”).