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Provide a means for respondent to opt out of the survey
When sending online survey email invitations, always provide a means for prospective respondent to decline receiving future reminders to answer the survey. Also, provide a means to opt out from future invitations. Good web survey software should support opt-ou ...
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Use a descriptive subject line in the survey email invitation
When you send the online survey email invitations make sure to use a descriptive subject line (e.g., “We value your input for improving our service”). In the body of the email include a brief description of the survey. Make sure to mention the following:
...
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Show a back button on every page, add a comments section
1-Always show a back button on every page to allow the online survey respondent to navigate back to the previous answer in case they make a mistake. As a survey designer, your objective should be to collect the most accurate information you can get.
2 ...
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Include questions that check for consistency and track time spent on the response
1-Try to include questions that check the consistency and validity of the respondent's answers.
For example, an employee survey can ask:
Which division of the company do you work in?
A later question can ask:
Where are you based?
Wh ...
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One question per page will provide you with more answers
When you create and online survey include only one question per page. Most web survey software will save the respondent's answer after every page. Therefore, by placing each question on a separate page you can record the answer to every question and give the r ...
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Avoid open ended questions and provide multiple choices
Avoid open ended questions when you can. Always try to come up with a list of choices and then add an “Other” option with a free text area. Closed ended questions are easier to enter, analyze, and present. Respondents are much more likely to answer a multiple ...
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Order questions from general to specific and shorten the recalling period
The order of the questions is important. Use your survey system to divide your survey into distinct categories. For each category ask, general and easy questions before questions that are probing or difficult to answer.
If the question requires the re ...
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Use only one concept per question
Use only one concept per question, unless the question is a matrix. Using more than one concept in a question tends to confuse the respondent and can generate unreliable answers.
Example:
Did our survey software and our online survey tool improve you ...
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Use branching logic to shorten the survey
Use survey software branching logic as much as possible to skip irrelevant questions and shorten the survey experienced by respondents. Do not rely on the respondent to decide if the question does apply to them.
For example, if the respondent indicates t ...
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Use survey piping to remind the respondents of their previous answers
When the answer to one question depends on the answer of another make sure to use "survey piping" to remind the user of the their answer.
Example:
1- What type of product did you last buy from us?
Phone
Television
Computer
...
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Ask the respondent relevant questions
Do not ask the respondents to give you their opinion or provide you with an evaluation before asking them if the subject of the survey applies to them.
For example, a question about the effectiveness of market research survey software should be preceded ...
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Avoid abbreviations jargon technical terms and double negatives
Avoid using abbreviations, jargon, or highly technical terms.
Example:
Poor: Should we add a wiki to our website?
Better: Should we give visitors the ability to add content to our website?
Avoid using negative words and never ask a ...
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Use predefined categories for choices
When asking personal questions, allow respondents to place themselves within predefined categories rather than requiring them to enter a precise answer.
Example:
Poor:
How old are you?
Better:
How old ...
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Ask about actions instead of opinions and be exhaustive with the multiple choice options
Tying your question to an action rather than an opinion will improve the accuracy of the survey research results.
Example:
Poor: Do you find our website useful?
Better: How often did you visit our website in the last month?
When pr ...
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Avoid biased questions and harsh or judgmental language
Avoid biased questions that tend to lead respondents to a specific answer.
Example:
Biased: Do you like our state-of-the-art account management page?
Better: Please rate the usability of the account management page?
Avoid using har ...
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Use simple unambiguous words in your surveys
Use simple unambiguous words to phrase survey questions. Be concise, clear, and direct. Try to avoid words with double meaning or questions that can be interpreted in more than one way. Do not make the question span more than one line.
Example:
P ...
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Include a catch all option to survey questions
Do not assume that a survey question applies to all respondents. Always include a catch all option such as “Other”, “Not applicable”, or “Don’t know”.
Including such an option is especially important if the survey question requires the respondent to prov ...
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Always include a progress bar in your survey
Always include a progress bar to show the respondent how close they are to completing the survey. Most online survey tools and web based survey software provide this functionality built in so make sure to enable it.
When you have a choice between showin ...
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The purpose of the survey should drive the survey content
Before you start defining questions to ask in details, take sufficient time to think through the purpose and objectives of the survey. The objectives should always drive the types and content of the questions. The objective also should lead to an action that c ...
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Always include a brief introduction to the survey
When you create surveys, always include a brief introduction to the survey. Make sure to mention the following:
The purpose of the survey
How long it will take to complete the survey
Why it is imp ...
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