Writing Effective Survey Questions

Course Curriculum

Writing Good Surveys Isn’t Easy (3 Lessons, 12 min)

• Course Overview & Downloads
• Survey Design Is a Non-Linear Process
• Custom Surveys vs. Pre-Made Questionnaires

Decide What To Ask (and What Not to Ask) (3 Lessons, 51 min)

• Every Survey Question Needs a Purpose
• Be Careful Asking Participants to Recall or Predict Behavior
• Rethinking Demographic Questions

Common Survey-Writing Pitfalls (and How to Avoid Them) (8 Lessons, 72 min)

• Have Empathy for Survey Respondents
• Focus on Close-Ended Questions
• Double-Barreled Questions
• Leading Questions
• Loaded Questions
• Ambiguity and Jargon
• Complex Grammar
• Inclusivity and Sensitivity in Survey Questions

Choose Appropriate Response Options (12 Lessons, 131 min)

• Categorical Questions: Overview
• Categorical Questions: Single-Select Multiple-Choice
• Categorical Questions: Single-Select Dichotomous
• Categorical Questions: Multi-Select
• Rating Scales: Overview
• Rating Scales: Likert
• Rating Scales: Semantic Differential
• Rating Scales: Radio Buttons vs. Sliders
• Rating Scales: Choosing the Right Number of Points
• Ranking Questions
• Inclusivity and Sensitivity in Response Options
• The Response Options You Choose Influence Your Analysis

Structure Surveys for Clarity and Flow (5 Lessons, 89 min)

• How to Fight Survey Fatigue and Priming with Randomization
• Thematic Organization: Grouping vs. Separating
• Navigation and Layout for Standalone Surveys
• Branching Logic
• Required vs. Optional Questions

Testing Your Survey (5 Lessons, 44 min)

• Cognitive Interviews
• Mechanical Test
• Qualitative Usability Testing
• Soft Launch
• Conclusion