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S
URVEY
G
UIDE
6
D
EVELOP
Q
UESTIONS
A survey question is a measuring device for things that are not directly
observable, in the same way that a bathroom scale is a measuring instrument
for weight. In order for your survey results to be useful and meaningful, the
questions you ask must have two characteristics: reliability and validity. These
terms are defined below.
Writing good survey questions requires keeping the goal of the survey firmly in
mind and then formulating each question from the perspective of the
respondent. It may be tempting to ask questions simply because it would be
interesting to know the answers, but if they are not essential to the goal of the
survey, such questions can actually detract from your survey results.
Unnecessary questions distract respondents or cause confusion.
A useful strategy for judging whether you have the right questions is to create
the tables for the final report before finalizing the survey. Thinking about how to
array the survey results will highlight extraneous questions and perhaps point
out areas where additional questions would strengthen your survey.
Respondents’ abilities to provide ac
curate and useful information are enhanced
when they can immediately understand what is being asked and the purpose of
the question. Respondents can then more easily recall the situation, event, or
information they are being asked about and decide how frank to be.
In the “Tips
for Writing Good Questions” section below are general rules for framing
questions in a way that shortens the path between question and answer.
The placement of a question within the survey also has an impact on the results.
For example, respondents may have difficulty recalling specific dates or times.
If this information is absolutely necessary, reserve the question for the end of
the survey, when other questions have gotten the respondent recalling and
processing.
R
ELIABILITY
Just as you want to be able to rely on your bathroom scale to always give the
same reading if your weight is unchanged, you want your survey questions to be
reliable. Reliability is the extent to which repeatedly measuring the same
property produces the same result. Ideally, each survey question will mean the
same thing to everyone, including those administering the survey. This takes
careful design and refinement.
V
ALIDITY
Validity is the extent to which a survey question measures the property it is
supposed to measure. For example, a yardstick would not produce a valid