Tools & Tips

Properly Pretesting the Questionnaire

Pretest your questionnaire with enough respondents per segment to ensure you find and fix any problems with the instrument. Proper pretesting involves interviewing respondents to find out what questions mean to them, how they came up with their answers, and to uncover any problems with the questionnaire. You would use techniques such as those listed

The Difference Between Order Bias and Order Misunderstanding

There are two ways that questions can influence subsequent questions: order bias and order misunderstanding. Order bias results when we order questions such that the first question influences the response to the second question and thereby leads to inaccurate responses to that second question. A classic example is to be found in a Gallup poll