Common problems and how to fix them

The traps that bias a question

• A poorly worded question produces useless or biased data. Learn to spot and fix these.

Leading questions

• A leading question pushes the respondent toward an answer.
• ✗ "Don't you agree the canteen food is overpriced?"
• ✓ "How would you rate the value of the canteen food?" (with a neutral rating scale).

Loaded or emotive words

• Loaded words carry judgement and sway the answer.
• ✗ "Should the school ban its unhealthy junk food?"
• ✓ "Should the school change the food it offers? Yes / No / Unsure."

Double-barrelled questions

• A double-barrelled question asks two things at once, so a single answer is ambiguous.
• ✗ "Is the canteen food tasty and good value?" (What if it is tasty but expensive?)
• ✓ Split into two questions — one about taste, one about value.

Ambiguous or vague questions

• Vague wording means people interpret it differently.
• ✗ "Do you exercise regularly?" ("Regularly" means different things to different people.)
• ✓ "How many days in a typical week do you exercise for 30+ minutes?"

Jargon or complex wording

• Hard words or technical terms confuse respondents.
• ✗ "Do you utilise the institution's culinary facilities frequently?"
• ✓ "How often do you buy food from the canteen?"

Assuming (presuming) questions

• An assuming question takes something for granted.
• ✗ "How much do you spend at the canteen each day?" (assumes they buy food there)
• ✓ Ask a filter question first: "Do you buy food from the canteen? Yes / No", then only buyers get the spending question.

Sensitive or hard-to-recall questions

• Sensitive topics cause non-response or dishonest answers — use ranges and keep it anonymous.
• Hard-to-recall questions ("exactly how many times last year…") get guesses — ask about a recent, manageable period instead.