Survey Scripts – How do I Know What Questions to Ask?

What are the best practices for question scripts?

First, you don’t have to know what questions to ask. We are here to guide you on what questions to ask -  and how to ask them - in order to receive the data you need. 

There are many strategies we can implement to ensure the accuracy of your data, including:  

  • Script Logic (knowing who is taking your survey) 
  • Lack of Bias (using non-descriptive words, refraining from using adjectives or phrasing that may influence answers, understanding and considering connotations and nuance) 
  • Accounting for Social Desirability Bias (When asking about things that most people believe they should be doing but aren’t [or vice versa], respondents are more likely to lie) 
  • Using direct, concise questions to avoid confusion. 
  • Proofreading for accuracy and continuity 
  • Using a 5- or 7-Likert Scale (making options more specific by including five or seven answer choices with a neutral answer choice in the middle 

What makes a “bad” question?”  Occasionally, it is obvious when a question is worded poorly. For example, if a pollster were to ask, “How well is Politician X performing as Governor,” they are already biasing respondents towards thinking that Politician X performs well. A better way to phrase this question would be: “How do you believe Politician X is performing as Governor?” With this wording, the pollster does not lead the respondents, and the answer is viable, relevant information. 

Our experts know how to craft questions to get you an accurate answer. Perhaps more importantly, we know how to avoid asking questions that will taint the results.  

Want to learn more? Read more here and here.