Questions that try to measure multiple concepts simultaneously produce confusing, unreliable data. Research shows that single-focus questions improve response validity and reduce cognitive load (Krosnick & Presser, 2010; Dillman et al., 2014).
“How satisfied are you with our customer service and return policy?”
Problems:
“How satisfied are you with our customer service?”
“How satisfied are you with our return policy?”
Benefits:
“Rate the quality, value, and durability of the product.”
Problems:
“Rate the quality of the product.”
“Rate the value for money of the product.”
“Rate the durability of the product.”
Benefits:
Single-focus questions produce cleaner data and more actionable insights.
Review each question for multiple embedded ideas or concepts.
Divide multi-faceted questions into separate, focused inquiries.
Use screening questions to verify relevance before asking for opinions.
Ask test respondents to explain what they think each question is asking.
Back to Principles Clarity Trumps All Principle: Questions must be simple, direct, and jargon-free to ensure accurate responses. Clear questions minimize confusion and respondent burden,
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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