Survey Research

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The wording of survey questions is a tricky endeavor. It is difficult to develop shared meanings or definitions between researchers and the respondents, and among respondents.

In The Practice of Social Research, Keith Crew, a professor of Sociology at the University of Kentucky, cites a famous example of a survey gone awry because of wording problems. An interview survey that included Likert-type questions ranging from "very much" to "very little" was given in a small rural town. Although it would seem that these items would accurately record most respondents' opinions, in the colloquial language of the region the word "very" apparently has an idiomatic usage which is closer to what we mean by "fairly" or even "poorly." You can just imagine what this difference in definition did to the survey results (p. 271).

This, however, is an extreme case. Even small changes in wording can shift the answers of many respondents. The best thing researchers can do to avoid problems with wording is to pretest their questions. However, researchers can also follow some suggestions to help them write more effective survey questions.

To write effective questions, researchers need to keep in mind these four important techniques: directness, simplicity, specificity, and discreteness.

1. Questions should be written in a straightforward, direct language that is not caught up in complex rhetoric or syntax, or in a discipline's slang or lingo. Questions should be specifically tailored for a group of respondents.
2. Questions should be kept short and simple. Respondents should not be expected to learn new, complex information in order to answer questions.
3. Specific questions are for the most part better than general ones. Research shows that the more general a question is the wider the range of interpretation among respondents. To keep specific questions brief, researchers can sometimes use longer introductions that make the context, background, and purpose of the survey clear so that this information is not necessary to include in the actual questions.
4. Avoid questions that are overly personal or direct, especially when dealing with sensitive issues.

Types of Questions to Avoid