Asking Questions - The Definitive Guide To Questionnaire Design ...

ASKING QUESTIONS FAQS 325
tain you’re asking only one question at a time, avoid using the
word and in your question.
2. Or. Similar to the word and, the word or is often associated
with a double question or with a false dilemma. (“Do you prefer
the Republican or the Democratic candidate for governor?”)
Be careful whenever you use the word or in a question.
3. If. The word if is often associated with confusing directions or
with skip patterns. If you need to use a skip pattern, be sure
your questions are clearly numbered so that you can direct
respondents properly.
4. Not. Avoid using not in your questions if you’re having respondents
answer “yes” or “no” to a question. Using the word not
can lead to double negatives and confusion.
What Makes a Good Question?
A good question is one that yields a truthful, accurate answer.
When a respondent is concerned about the consequences of answering
a question in a particular manner, there is a good possibility
that the answer will not be truthful. Anonymous questionnaires
that contain no identifying information are more likely to produce
honest responses than those identifying the respondent. If your
questionnaire does contain sensitive items, be sure to clearly state
your policy on confidentiality. (See Chapter One.)
A Good Question Asks for Only One Answer
on Only One Dimension
The objective here is to make certain you are not asking a
“double-barreled” question. (See Chapter Five.) An example of
a double-barreled question is “Are sales reps polite and responsive?”
Although the sales reps may be polite, they may not be responsive,
or vice versa. If this is the case, the respondent will be forced to rate
one attribute inaccurately. Consequently, data interpretation will
be questionable.