Survey Design

Question 1

Be Brief

Answer 1

Keep questions short and ask one question at a time. Avoid using double-barreled questions.

Question 2

Be Objective

Answer 2

Pay attention to the neutrality of the words. Avoid leading questions.

Question 3

Be Simple

Answer 3

Survey should use language that is simple in both words and phrases. Use words that are simple, direct, and familiar.

Question 4

Be Specific

Answer 4

Ask precise questions. Avoid things that are too general or undefined.

Question 5

Social Desirability Biases

Answer 5

Respondents tend to give answers they believe will make them look better in the eyes of others or not disappoint the evaluator.

Question 6

Open-Ended Question

Answer 6

Free response. Good for opinions or additional comments. Drawbacks: Respondents may find it difficult to express feelings, analyzing is time consuming.

Question 7

Close-Ended Question

Answer 7

Pre-designed answers with a small or large set of potential choices.

1. Dichotomous: Two category
2. Multichotomous: Multiple category

Question 8

Likert-type Scales

Answer 8

Respondents rate their level of agreement. Usually a 5-point or 7-point scale.

Question 9

Semantic Differential Scales

Answer 9

Involves presenting pairs of bipolar or opposite adjectives at either end of a series of scales.