Clear questions minimize confusion and respondent burden, yielding reliable data. Complex wording overloads working memory, skewing results (Sweller et al., 2019; Groves et al., 2009).
“How would you rate the UX affordances and information architecture of our digital platform?”
Problems:
“How easy was it to find what you were looking for on our website?”
Benefits:
“How much do you read?”
Problems:
Benefits:
Clear questions ensure consistent interpretation and reliable data.
Limit questions to under 25 words.
Use familiar words like 'help' instead of 'facilitate.'
Use short, straightforward sentences.
Use words your audience knows; skip jargon unless it’s familiar.
Back to Principles One Question, One Focus Principle: Each question should target a single idea to avoid confusing respondents and muddling responses. Questions that try
Back to Principles Respect the Respondent’s Time Principle: Surveys should be concise and prioritize essential questions to maintain engagement and maximize completion rates. Survey fatigue
Back to Principles Order Shapes Answers Principle: Question sequence should flow logically, starting with easy, neutral topics to build trust and momentum. The position of
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