Common mistakes
- Asking two questions in one item
- Using leading or emotionally loaded wording
- Offering response options that overlap
- Using technical terms respondents may interpret differently
- Changing scale direction without a clear reason
- Collecting demographics that are not needed
- Writing questions unrelated to an objective
- Making the questionnaire unnecessarily long
- Skipping a pilot test
- Ignoring consent and privacy
Map questions to objectives
Create a simple table showing which objective and variable each item supports. Remove questions that have no analytical purpose. This keeps the survey shorter and makes later analysis easier to defend.
Pilot with the target audience
Ask a small group similar to the intended respondents to complete the survey and explain what each question meant to them. Review completion time, missing answers and repeated confusion before launching the main study.
Plan analysis before data collection
Decide how responses will be coded and which summaries or tests relate to each objective. This exposes missing response options and unsuitable question types while changes are still possible.