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Typical complaints: Questionnaire wording

The problem

A questionnaire may lead a respondent to a particular answer or restrict the answers a respondent may provide. This may happen unwittingly on the part of a researcher, or if the questionnaire has been designed to produce a particular result. Both are undesirable, and bias or perceived bias in questionnaires is a continuous source of complaint from respondents.

How it can be avoided

Researchers need to be sure that research is seen as independent; it must be clearly neutral in the questions it asks. Questions should be phrased in a neutral way and must not steer the respondent to a particular answer. The sequencing of questions is important too, as it may unwittingly steer the respondent towards a particular answer. If information is provided to inform people’s responses, this should be separate from the questionnaire. Also be clear whether it’s fact or opinion. If it is opinion, say whose. Don’t include ‘persuasive facts’ in the questionnaire.

Applicable Rules

B14 Members must take reasonable steps to ensure all of the following:

• that questions are fit for purpose and Clients have been advised accordingly
• that the design and content of questionnaires are appropriate for the audience being researched
• that Respondents are able to answer the questions in a way that reflects the view they want to express
• that Respondents are not led towards a particular answer
• that answers are capable of being interpreted in an unambiguous way
• that personal data collected is relevant and not excessive.

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