The document provides guidelines for constructing clear and unbiased survey questions. It recommends making questions short and unambiguous, avoiding leading, double-barreled or embarrassing questions, and not inserting bias. It also suggests different types of survey questions like dichotomous, multiple choice, rating scales and ranking order and provides examples.

14. Example: Multiple Choice In general, television commercials tell the truth: ___ all of the time ___ most of the time ___ some of the time ___ rarely ___ never What is your favorite television network? ___ ABC ___ CBS ___ NBC

15. Example: Rating Scales There are too many commercials on TV. ___ strongly agree ___ agree ___ neutral ___ disagree ___ strongly disagree Please rate your level of agreement on the following statements, with 1 being strongly disagree and 5 being strongly agree: * There are too many commercials on TV * Local news media is fair and balanced in its coverage

16. Example: Rank-Ordering Here are several common occupations. Please rank them in terms of their prestige. Put a 1 next to the profession with the most prestige, a 2 next to the one with the second most, and so on. ___ newspaper reporter ___ banker ___ dentist ___ lawyer ___ police officer ___ politician ___ teacher ___ television news reporter