Simple Language Write in language the participants will easily understand.
Avoid internal jargon. Many corporations have abbreviations or acronyms for products and services which are not familiar to customers.
Business Communication Use standard business communication techniques.
Write short, simple questions. Be clear and to the point. Avoid errors in spelling, grammar and usage.
Consistent Response Formats All items in a section of the survey should use the
same rating scale. Survey participants may be confused if the responses change from
a five point to a seven point scale. Keep the scales in the same direction. For example
if a rating of 'Stongly Agree' is used as a response alternative on the first item,
it should buse used on subsequent items.
Anchors for the responses should be consistent throughout the survey questionnaire.
For example:
Consistent Wording
Use similar phrases for the text of the survey. For example, questions can be set up
with a lead phrase which is a phrase that can be used to lead off each question.
For example:
Instructions It is important to let the respondent know what to do on any
particular question; however, it is just as important to avoid complicated directions.
Make the survey as easy as possible for your respondents by using phrases such as
'Mark all that apply,' and 'Mark only one.' Avoid asking them to calculate anything,
such as percentages, and try to avoid the use of skip patterns.
Fixed Alternatives Use closed rather than open-ended questions wherever
possible. Then at least the context is the same for all respondents. However,
the pattern of responses for a closed question is critically dependent on the
answer set presented; the inclusion of "other" will not compensate for the
omission of an important answer, and if an unimportant answer is included, its
importance is likely to be over estimated.
Things to Avoid When Constructing Items
Leading Questions Avoid writing questions that lead to specific responses.
Avoid influencing the survey participant with leading questions. For example, the question,
"How satisfied are you with the compensation policies of our company?", may lead the
employee to respond that they are satisfied (the question uses the phrase 'satisfied') in the item stem.
Biased questions can lead to incorrect responses, and participants may be turned off by
a leading question, particularly if they disagree with the subject of the item.
More than one question at a time. This is known as asking a 'double barreled'
question. A typical double barreled question: "Sales reps are polite and responsive."
While the sales reps may be polite they may not be responsive, or vice versa.
The respondent will be forced to rate one attribute differently from their true feelings.
Consequently, data interpretation will be questionable.
Use of word "And".
The word 'and' should alert you to the possibility of a double barreled question.
Lengthy questions.
A long question may be justified, however, ask yourself the following questions: Does it require a great deal of explanation? Is the topic unfamiliar? Is it a double barreled question? Determine whether you can clarify the item and make it more concise, or whether the item should be omitted and approached in a focus group or interview setting.
Numbers.
Ranking and percentage questions, in particular, may be difficult and time consuming for respondents. Although these questions are appropriate for some surveys, we encourage you to carefully consider your respondent population to determine whether this type of question is appropriate. For example, consider which of the two questions below will be easier for respondents to answer.
o Please indicate the percentage of importance for each attribute. (Must total 100%.)
o Please mark the three attributes that are most important to you.
Use of word "If".
The word 'if' should alert you to potentially confusing directions. If you need to use a skip pattern, be sure your questions are clearly numbered so you can direct respondents properly.
unfamiliar or difficult words
many information-carrying words in one question
words that sound like something else (partial/impartial)
broad concepts (e.g., children, the government)
a qualifying clause at the end of a question
two questions in one
suggestions or leadingness
big names
questions that call for a lot of respondent effort