Here are 5 easy ways to help ensure your survey results are unbiased and actionable.
Use the Funnel Technique
Structure your questionnaire using the “funnel” technique. Start with broad, general interest questions that are easy for the respondent to answer. These questions serve to warm up the respondent and get them involved in the survey. The most difficult questions are placed in the middle – those that take time to think about and those that are of less general interest. At the end, we again place general questions that are easier to answer and of broad interest and application. Typically, these last questions include demographic and other classification questions.
Use “Ringer” Questions
In social settings, are you more introverted or more extroverted?
That was a ringer question and its purpose was to recapture your attention if you happened to lose focus earlier in this article.
Questionnaires often include “ringer” or “throw away” questions to increase interest and willingness to respond to a survey. These questions are about hot topics of the day and often have little to do with the survey. While these questions will definitely spice up a boring survey, they require valuable space that could be devoted to the main topic of interest. Use this type of question sparingly.
Keep Your Questionnaire Short
Questionnaires should be kept short and to the point. Most long surveys are not completed, and the ones that are completed are often answered hastily. A quick look at a survey containing page after page of boring questions produces a response of, “there is no way I’m going to complete this thing”. If a questionnaire is long, the person must either be very interested in the topic, an employee, or paid for their time. Internet surveys have some advantages because the respondent will often not see all of the survey questions at once. However, if your survey sends them page after page of questions, your response rate will drop off dramatically.
How long is too long? The sweet spot is to keep the survey to less than five minutes. This translates into about 15 questions. The average respondent is able to complete about 3 multiple choice questions per minute. An open-ended text response question counts for about three multiple choice questions depending, of course, on the difficulty of the question. While only a rule of thumb, this formula will accurately predict the limits of your survey.
Watch Your Writing Style
As a rule of thumb, the level of sophistication in your survey writing should be at the secondary school level. Don’t use big words. Use simple sentences and simple choices for the answers. Simplicity is always best.
We know that being the first on the list in elections increases the chance of being elected. Similar bias occurs in all questionnaires when the same answer appears at the top of the list for each respondent. Randomisation corrects this bias by randomly rotating the order of the multiple choice matrix questions for each respondent.