Survey Question Tip #2 - Ask, don't lead

Writing a good survey question is not as easy as it seems. Using the wrong word or asking the question in the wrong way can negatively impact the quality and value of the data you collect. This post is the second in a series that will offer tips on how to write effective survey questions. ​

​​Tip #2:  Ask, don't lead  ​
It should go without saying that survey questions should ask respondents to give their opinion on a topic instead of leading respondents to confirm what you believe about an issue. However, the latter often occurs when questionnaires or surveys are written.
 
So, what is a leading question? A leading question is one that encourages a respondent to answer a question in a particular way or suggests there is a ‘right’ answer choice. Like double-barreled questions, leading questions can result in unreliable data. Let's look at an example of a leading question:
 
Say you work for an environmental non-profit whose aim is to reduce air pollution in a city called 'xyz'. You develop a survey that will measure city residents' attitudes towards air pollution. One question on the survey reads as follows:
​
Please rate how much you agree or disagree with the following statement:
Wouldn't you agree that air pollution is a problem in 'xyz'?
(a) Strongly disagree   
(b) Disagree                   
(c) Agree                        
(d) Strongly agree       

The first part of the question, 'Wouldn't you agree', is ‘leading’ in that it suggests to respondents that they should agree with the statement that air pollution is a problem. This question, as written, will not produce useful information for the nonprofit. In addition, the question does not align with the nonprofit's objective in developing the survey: measuring how city residents feel about air pollution. Several alternatives to the leading question are:

How do you feel about the air quality in 'xyz'? (Open-ended)
 
or

How would you rate the quality of air in 'xyz'?
(a) Poor          
(b) Fair           
(c) Good         
(d) Excellent  

or

Please rate how much you agree or disagree with the following statements:
The air in 'xyz' is clean
(a) Strongly disagree   
(b) Disagree                   
(c) Agree                        
(d) Strongly agree       

The city government should do more to improve air quality in 'xyz'
​(a) Strongly disagree   
(b) Disagree                   
(c) Agree                        
(d) Strongly agree       

Other examples of leading phrases or words include:

• Don’t you believe

• Isn’t it true

• Don’t you agree

• Right

• Correct

• Don’t you think

Remember, leading questions produce unreliable data.

**Special thanks to Heather Wright for editing this post**