10 Tips for Creating a Good Question
1. Be non-threatening
When a respondent is concerned about the consequences of answering a question, there is a good possibility that the answer will not be truthful. Anonymous questionnaires that contain no identifying information are more likely to produce honest responses than those identifying the respondent.
2. One question – one item of information
A good question should only ask for one item of information. If a question asks for more than one item of information it won’t give a clear picture.3. Accommodate all reasonable answers
The most popular type of question gives respondents multiple choices for their answers. Multiple choice questions are easier to answer and analyse.Common problems with this question type are:
- A comprehensive list of choices can’t be identified. Solution: respondents can be given the option to add an option of their own (using a free text field).
- More than one choice may apply. Solution: Allow respondents to select more than one answer.
- None of the choices apply: Solution: include a “none” option in the list of choices.
4. Avoid ambiguity
A question should leave no ambiguity in the mind of the respondent. There should be only one correct or appropriate choice for the respondent to make.For example, a question designed to identify the age profile of respondents must use unambiguous age bands. If the bands overlap the respondents won’t know which categories to select, e.g. 16-21, 21-30, 30-39
5. Ensure smooth transitions
Transitions between questions should be smooth. Grouping questions that are similar will make the questionnaire easier to complete, and the respondent will feel more comfortable.Questionnaires that jump from one unrelated topic to another feel disjointed and are not likely to produce high response rates.
6. Don’t make assumptions.
Questions must not make unwarranted assumptions. For example, it is incorrectly assumed that everyone in the target audience owns a particular item, or has been to a particular event, etc.Questions must be written so they apply to everyone.
Also it must not be mistakenly assumed that respondents know the correct answer to a question. If all respondents are unlikely to know an answer a “Don’t know” option should be included. Otherwise, wrong information may be provided or the question may not be answered at all.
7. Avoid leading questions
Questions must not encourage respondents to give a particular answer. Questions that do this are called “leading”.8. Avoid abbreviations.
Avoid abbreviations unless you are certain all respondents will understand their meanings.9. Don’t use “branching” in written questionnaires.
“Branching” takes a respondent from an answer to the next relevant question. For example answering “Question 2” in a particular way may require the respondent to go directly to “Question 6”.Branching in written questionnaires should normally be avoided because it sometimes confuses respondents.
10. Avoid ranking more than five items.
Ranking items becomes increasingly difficult as the number of items increases, and the answers become less reliable.Limiting the number of items to five will make it easier for the respondent to answer.