page12
S
URVEY
G
UIDE
12

On an electronic survey, the response space should be expandable or
accommodate an ample number of words

Desired first and last impressions are created by the front and back
covers on a paper survey and by the email and web page headers on an
electronic survey

Include the o
rganization’s name and logo (or an engaging but neutral
graphic) and the title of the survey on the cover or header

Provide instructions for returning the completed questionnaire and a
number to call with questions on the back cover (or at the end of an
electronic survey), along with a note of thanks for responding.
C
HECKLIST FOR
E
FFECTIVE
Q
UESTIONNAIRES
The following table summarizes the key “dos and don’ts” for
writing and
formatting your survey questionnaire.
Do:
Do Not:

Give clear instructions

Keep question structure simple

Ask one question at a time

Maintain a parallel structure for all
questions

Define terms before asking the question

Be explicit about the period of time being
referenced by the question

Provide a list of acceptable responses to
closed questions

Ensure that response categories are both
exhaustive and mutually exclusive

Label response categories with words
rather than numbers

Ask for number of occurrences, rather
than providing response categories such
as often, seldom, never

Save personal and demographic
questions for the end of the survey

Use jargon or complex phrases

Frame questions in the negative

Use abbreviations, contractions or
symbols

Mix different words for the same
concept

Use “loaded” words or phrases

Combine multiple response
dimensions in the same question

Give the impression that you are
expecting a certain response

Bounce around between topics or
time periods

Insert unnecessary graphics or
mix many font styles and sizes

Forget to provide instructions for
returning the completed survey!
T
EST AND
T
RAIN
Writing survey questions is an iterative process. Review, test, and revise the
questions and introductory scripts
–
maybe more than once!