When designing surveys on societal or political topics, the questions you ask shape the quality and reliability of your data. Poorly crafted questions can lead to biased results, confuse respondents, or fail to capture meaningful insights. Below, we outline 10 common mistakes in public opinion surveys, along with improved alternatives.
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1. Don’t: Use Leading Questions
“Do you agree that social media is harming democracy?”
Why it’s problematic: This question assumes that social media is harming democracy, which can influence respondents’ answers.
Do:
“Do you think social media has a positive, negative or no impact on democracy?”
This phrasing remains neutral, allowing respondents to express a range of opinions.
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2. Don’t: Ask Double-Barreled Questions
“Do you believe healthcare and education should be free for all citizens?”
Why it’s problematic: Respondents might support one issue but not the other, yet they can only provide a single answer.
Do:
“Do you believe healthcare should be free for all citizens?”
“Do you believe education should be free for all citizens?”
Ask separate questions to gather clear opinions on each issue.
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3. Don’t: Use Jargon or Technical Terms
“Do you support progressive taxation policies to reduce economic inequality?”
Why it’s problematic: Not everyone understands terms like “progressive taxation,” leading to confusion.
Do:“Do you support a system where higher earners pay a larger percentage of their income in taxes?”
Use simple language to make the question accessible to all respondents.
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4. Don’t: Make Assumptions About Respondents
“How satisfied are you with the government’s recent reforms?”
Why it’s problematic: This assumes respondents are aware of or have an opinion on the reforms.
Do:
“Are you familiar with the government’s recent reforms?”
“If yes, how satisfied are you with these reforms?”
Start by gauging familiarity before asking for an opinion.
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5. Don’t: Overwhelm with Too Many Choices
“Which of the following 20 issues is the most important for the country?”
Why it’s problematic: Too many options can overwhelm respondents, reducing the quality of responses.
Do:
“Which of the following issues do you think is the most important for the country?” (limit to 5–7 options)
Or use a ranking system:
“Please rank the following issues in order of importance.”
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6. Don’t: Include Ambiguous Terms
“Do you think the government is doing enough?”
Why it’s problematic: Words like “enough” are vague and open to interpretation. Enough of what?
Do:
“Do you think the government is doing enough to address climate change?”
Be specific about the issue or policy in question.
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7. Don’t: Neglect to Include “Prefer Not to Answer”
“What is your political affiliation?”
Why it’s problematic: Some respondents may not feel comfortable sharing sensitive information.
Do:
Include options like:
“What is your political affiliation?
• Conservative
• Liberal
• Independent
• Other (please specify)
• Prefer not to answer”*
This respects respondent privacy.
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8. Don’t: Ask Hypothetical or Unrealistic Questions
“If the government doubled taxes, would you still support public healthcare?”
Why it’s problematic: Hypotheticals often lead to speculative answers that may not reflect actual behavior or beliefs.
Do:
“Do you support an increase in taxes to fund public healthcare?”
Focus on realistic and actionable scenarios.
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9. Don’t: Use Overlapping or Non-Exhaustive Answer Options
“How old are you?
• 18-25
• 25-35
• 35-45″
Why it’s problematic: Overlapping categories create confusion, and some respondents might not find an appropriate option.
Do:
“How old are you?
• Under 18
• 18-24
• 25-34
• 35-44″
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10. Don’t: Ask Too Many Open-Ended Questions
“What do you think about the government’s economic policies?”
Why it’s problematic: Open-ended questions can overwhelm respondents, leading to lower completion rates or vague answers.
Do:
“What is one specific aspect of the government’s economic policies you would like to see improved?”
Limit open-ended questions and focus them on actionable insights.
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Crafting effective public opinion survey questions requires careful thought and precision. By avoiding these common mistakes and implementing the suggested improvements, you can design surveys that yield reliable, actionable, and unbiased insights into societal and political issues.
What challenges have you faced when designing public opinion surveys? Feel free to contact us, to share your experiences!
