Business Research

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Extra Information on Developing Questions

Question Development is the practice of selecting appropriate response formats and wording

questions that are understandable, unambiguous, and unbiased. Question development is

absolutely vital to the success of survey. My other handouts related to 8 have dealt with how to

select appropriate response formats and this handout focuses on wording questions.

Look at several examples below to appreciate how wording can introduce bias.

Are you trying to control your compulsive gambling?

___ Yes ___ No

If you answer “Yes” or “No,” you are admitting to a gambling addiction. Either way, the

conclusion is that everyone who took part in the survey gambles compulsively!

Did you see the broken headlight?

Did you see a broken headlight?

The question containing “the” produced more “don’t know” and “yes” answers than did the

question containing “a.”

Did you ever use a Laundromat?

Did you have any concerns about your cell phone’s reception?

Do you always buy from Wal-Mart?

“Ever” means anytime in your lifetime. “Any” means absolutely the tiniest concern. “Always”

means every time without fail. These commonly used words are extreme absolutes, meaning that

they place respondents in a situation where they must either agree fully or they must completely

disagree with the extreme position in the question.

How many and what brands of aspirin did you see last time when you bought some?

It is nonsensical to ask respondents about details they don’t recall.

What is the price per gallon of premium gasoline at the Exxon station on the corner?

This question invites respondents to guess.

How often would you frequent this new, upscale restaurant that will be built 10 miles from your

home?

This question asks respondents to predict their actions in circumstances they cannot fathom.

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Four guidelines for question wording (four DOs of question wording):

 The question should be focused on a single issue or topic.

 The question should be brief.

 The question should be grammatically simple.

 The question should be crystal clear.

Four DON’Ts of question wording:

 Do not “lead” the respondents to a particular answer.

 Do not use “loaded” wording and phrasing.

 Do not use a “double-barreled” question.

 Do not use words that overstate the case.

A leading question gives a strong cue or expectation as what answer to provide.

A leading question is typically obvious, whereas a loaded question is less obvious. A loaded

question has buried in its wording elements a sneaky presupposition, or it might make reference

to universal beliefs or rules of behavior. It may even apply emotionalism or touch on a person’s

inner fears.

Look at the following examples.

What type of hotel do you usually stay in when on a trip?

This question is not focused because it does not narrow down the type of trip or when the hotel is

being used.

A better version: When you are on a family vacation, what type of destination hotel do you

typically use?

When do you typically go to work?

This question is not focused. Does it mean when do you leave home for work or when do you

actually begin work once at your workplace?

A better version: At what time do you ordinarily leave home for work?

What are the considerations that would come to your mind while you are confronted with the

decision to have some type of repair done on the automatic icemaker in your refrigerator

assuming that you noticed it was not making ice cubes as well as it did when you first bought

it?

This question is not brief.

A better version: If your icemaker was not working right, how would you correct the problem?

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If you were looking for an automobile that would be used by the head of your household who

is primarily responsible for driving your children to and from school, music lessons, and

friends’ houses, how much would you and your spouse discuss the safety features of one of

the cars you took for a test drive?

This question is not grammatically simple.

A better version: Would you and your spouse discuss the safety features of a new family car? (if

yes) Would you discuss safety “very little,” “some,” “a good deal,” or “to a great extent”?

How many children do you have?

This question is unclear because it can be interpreted in several ways. One respondent may think

of only those children living at home, whereas another might include children from a previous

marriage.

A better version: How many children under the age of 18 live with you in your home?

As a Toyota owner, you are satisfied with your car, aren’t you?

This is a leading question. “Aren’t you” needs to be removed.

Have you heard about the satellite radio system that everyone is talking about?

This is a leading question. “Everyone” is leading. A respondent may say “yes” to avoid looking

stupid.

Do you think that prices will continue climbing?

This question has built-in assumption that price will rise so is leading.

To what extent do you agree that Las Vegas is a gambling paradise?

This question explicitly asks for agreement or disagreement as opposed to asking if the

respondent agrees or disagrees. This question assumes respondents all agree but some may not.

Many people think that the price of a Lexus is unaffordable. Don’t you?

This is a leading question. “Don’t you” is leading.

Don’t you agree with patriotic Americans that buying foreign automobile models hurts the

U.S. economy?

This question is loaded. “Don’t you” and “patriotic” are loaded.

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The 2010 BP oil spill caused havoc in the Gulf of Mexico. How do you feel about BP’s

ability to prevent a similar disaster?

This question is loaded. It poses an emotional or evaluative condition and then ask the

question.

Should people be allowed to protect themselves from harm by using a Taser in self-defense?

This question is loaded. Most of the respondents if not all will answer “yes” to this question

so it is quite biased. A better version: Do you think carrying a Taser is acceptable for

someone who believes it is needed?

Were you satisfied with the restaurant’s food and service?

Double-barreled question. You need to break it down and make it two separate questions –

one asking for “food” and one asking for “service.”

How much do you think you would pay for a pair of sunglasses that will protect your eyes

from the sun’s harmful ultraviolet rays, which are known to cause blindness?

Overstated question. A better version: How much would you pay for sunglasses that will

protect your eyes from the sun’s glares?

The following questions are about automobile GPS system.

 How do you feel about your automobile’s GPS system?

Be focused. A better version: Please rate your automobile GPS system on each of the

following features. (Features are listed)

 When traffic conditions are bad, do you or do you not rely on your automobile’s

GPS system to find the fastest way to work?

Be brief. A better version: Does automobile GPS system help you arrive at work on time?

 If you need to find your child’s best friend’s house that was over 10 miles from your

house for your child to attend a birthday party, would you rely on your automobile

GPS system to get you there?

Be simple and structured. A better version: To what extent would you rely on your

automobile GPS system to find a friend’s house?

 Is your automobile GPS system useful?

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Be clear. A better version: How useful is your automobile GPS system for each of the

following occasions? (Occasions are listed)

 Shouldn’t everyone have a GPS system in their automobile?

Don’t lead. A better version: In your opinion, how helpful is an automobile GPS system?

 If GPS systems were shown to help us decrease our depletion of world oil reserves,

would you purchase one?

Don’t load. A better version: How much do you an automobile GPS system might save

you on gasoline?

 Would you consider purchasing an automobile GPS system if it saved you time,

money and worry?

Don’t use double-barreled question. A better version: Would you consider buying an

automobile GPS system if you believed it would reduce your commuting time by 10%?

 Do you think an automobile GPS system can help you avoid traffic jams that may

last for hours?

Don’t overstate. A better version: To what extent do you believe an automobile GPS

system will help you avoid traffic congestion?