What's in a word? The importance of survey wording might seem small, but the wrong word can transform your results from invaluable to invalid. Avoid wasting time, confusing participants, and collecting useless data -- put your words to work in your next survey!

1. What’s in a Word?
The Importance of Survey Wording
“Good words are worth much and cost little.”
George Herbert

2. Publishing a survey without a careful review of
word choices can lead to confused participants,
meaningless results, and wasted effort.

3. The Ideal Question

4. • A well-designed survey takes a bit more
effort than just jotting down a few
questions.
• Every element matters: the survey mode
and length, the types of questions and
answers included, the visual appearance –
and, of course, the words you use.

5. • Every question needs to deliver!
• As Harvard’s Program on Survey
Research puts it, the ideal question:
• Measures the underlying concept it is
intended to tap.
• Doesn't count other concepts.
• Means the same thing to all respondents.

6. • The ideal survey question can hinge on your
word choice.
• With so many factors to consider, writing a
good survey question is not always easy.

7. Why is Word Choice
Important in Survey Design?

8. • The right words form quick connections
with your audience.
• Demonstrating to your participants that you
know and understand them engages them –
and makes them more likely to respond.

9. • Knowing your exact audience requires a
little research up front, but this
understanding should inform your word
choices every step of the way.

10. • Consider the diversity of your participants.
• For example, the US is sometimes viewed as
“a cultural hodgepodge” – different
languages, backgrounds, etc.
• Even if your participants all share the same
first language, unnecessarily complex terms
and expressions can derail understanding.

11. • Accessibility is another factor influenced by
word choice.
• Avoid language that might cause a
respondent to feel excluded. Instead, focus
on survey question phrasings that
demonstrate respect.

12. Settling on the Best
Survey Wording

13. #1: Avoid jargon
• Avoid using technical phrases that could
confuse the survey respondent.
• Make conscious choices to ensure your
questions will be clear to all participants.
• It may be safe to use industry terms or
acronyms well known to your audience, but
it’s always helpful to include PCD
(Parenthetical Clarifying Details). ;)

14. #2: Be specific.
• Avoid making assumptions – be clear to
ensure you’re on the same page.
• Rather than asking “How well does your
supervisor uphold company values?” ask
“How well does your supervisor
demonstrate the company value of
respect?”

15. #3: Provide context
• Rather than asking “Is the weather good
where you live?” – where ‘good’ is totally
dependent on your location – get more
specific: “How many sunny days would you
expect in a typical seven-day period in July?”

16. #4: Remove leading language.
• A leading question – suggesting a certain
answer within the question itself – just isn’t
fair, and its results aren’t valid.
• Avoid any kind of influence on results by
trying to keep the language neutral
• Consider the impact of a political pollster
identifying a plan as Democratic or
Republican – or calling it “Obamacare”
versus “the Affordable Care Act”.

17. #5: Rewrite complex sentences
• Don’t lose your reader in long questions.
Too many commas or semi-colons? Rethink
the question.
• Including multiple clauses can lead to
unintended double-barreled questions like
“Do you think we should add overtime and
extend vacation leave?” Even if someone
says yes, which part are they agreeing with?

18. Final Thoughts

19. • Words matter: In the second year of a
university study, survey authors decided to
ask the same question from year one – but
with different wording.
• Surprisingly, following the rephrase, results
showed students flip-flopping their view on
preferred learning environments.

20. • Before you launch, check in with others
outside the survey design process to ensure
your questions are interpreted correctly
and consistently
• When in doubt, revise before publishing.

21. • From both research and technical
perspectives, it’s seldom a good idea
to change your survey once it goes live.
• Address any issues before publishing, and
you’ll collect valid, valuable data.

22. Don’t let words get in the way.
Make intentional choices to improve results.

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word-the-importance-of-survey-wording/

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