Do’s and Don’ts of Writing a Survey

Conducting surveys is a powerful way to gather information and insights, but writing effective surveys is an art and science. Here are some best practices to help.

Introduction

Surveys are a valuable tool for gathering insights and understanding the perspectives of your target audience. However, the effectiveness of a survey heavily relies on how well it's written. This article outlines the do's and don'ts of writing a survey, ensuring you collect meaningful data without frustrating your respondents.

✅ Do: Define Your Objectives Clearly

Before you start writing your survey, it's crucial to have a clear understanding of what you want to achieve. Whether it's customer satisfaction, market research, or feedback on a new product, defining your objectives will guide the entire survey process.

❌ Don't: Ask Irrelevant Questions

Including questions that don't align with your objectives can confuse respondents and dilute the quality of your data. Stay focused on your goals and only ask questions that will help you achieve them. If a question can't be directly tied to an objective, it's best to leave it out.

✅ Do: Keep It Short and Simple

Respondents are more likely to complete your survey if it is concise and easy to understand. Aim to keep your survey as short as possible while still gathering the necessary information. Use simple, clear language to ensure that all respondents, regardless of their background, can understand the questions.

❌ Don't: Use Jargon or Complex Language

Avoid using technical terms, jargon, or complex language that might confuse respondents. If you must include technical terms, make sure to provide clear explanations or definitions. Consider the context in which you are asking questions, and ensure you're providing the respondent with enough information to provide an accurate response.

✅ Do: Use a Logical Flow

Organize your questions in a logical order. Start with broad questions and then move to more specific ones. This is commonly referred to as funneling your respondents. Group similar topics together to make the survey feel more cohesive and easier to follow.

❌ Don't: Jump Between Topics

Jumping between unrelated topics can confuse respondents and make the survey seem disorganized. This can lead to higher dropout rates and lower quality responses.

✅ Do: Offer a Balanced Scale

When using rating scales, provide a balanced range of options. For example, use a 5-point or 7-point scale with equal positive and negative options. This allows respondents to accurately express their opinions.

❌ Don't: Use Leading or Biased Questions

Ensure your questions are neutral and unbiased. Leading questions can sway respondents' answers and result in skewed data. For example, instead of asking "How satisfied are you with our excellent customer service?" ask "How satisfied are you with our customer service?"

✅ Do: Pilot Test Your Survey

Before launching your survey, conduct a pilot test with a small group of people. This helps identify any confusing questions or technical issues. Use the feedback to refine your survey questions and flow. Normally, about 10% of your total number of respondents will participate in a 'soft launch' of your survey.

❌ Don't: Ignore Feedback from Pilot Tests

The feedback from your pilot test is invaluable. Ignoring it can result in a poorly designed survey that yields unreliable data. Make necessary adjustments based on the pilot test feedback by looking for drop out rates or answers that don't align with your expectations.

✅ Do: Ensure Anonymity and Confidentiality

Assure respondents that their answers will be kept confidential and anonymous. This encourages honesty and increases response rates. Even if you are collecting demographic data, ensure respondents that the data is aggregated for analysis and not personally identifiable.

❌ Don't: Collect Unnecessary Personal Information

Only collect personal information if it is essential for your objectives. Asking for unnecessary details can make respondents uncomfortable and increase dropout rates. It's also best practice to make these questions optional, or provide a "Do not wish to share" option for all sensitive questions.

Conclusion

Writing an effective survey requires careful planning and attention to detail. By following these do's and don'ts, you can create surveys that are clear, concise, and capable of collecting high-quality data.

While it may seem like common sense to follow these steps, it's always a good reminder to review best practices before writing your survey. Remember, the better your survey, the more valuable the insights you’ll gain.