Creating Effective Survey Questions for Marketing Research
Keywords:
Leading question, Hypothetical question, Sensitive question, Double barreled question, Negatively worded questionAbstract
This paper aimed to develop a model for creating effective survey questions for a marketing research. After a comprehensive review of literature in the areas of construction of the questionnaire, 12 guiding principles were derived to create effective survey questions.These principles are keep simple and clear language; prefer shorter questions; avoid leading questions; say’No’ to negatively worded questions; never ask double negative question; one question one idea; avoid value-loaded questions; ask specific questions;never ask hypothetical questions; ask respondent’s ability centred questions; take care of sensitive questions and follow appropriate question order.These guiding principles are very usefull for researchers who are interested in developing an effective survey questionnaire for their research work.
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