Surveys are key to helping us figure out what we are doing right and wrong. However, many people lack the necessary knowledge when designing their surveys. Check out these 5 common mistakes when designing a survey to avoid future problems and ensure you get accurate results.

1. Not balancing the scales
Make sure options from poor to excellent are equal. If the middle option is “fair” make sure there are two more negative connotation words to the left and 2 more positively correlated service descriptions to the right. This balances the results vs. just having fair as the least desirable service feedback and the rest of your options remain positive. It is important to give the good and bad feedback equal opportunity. Excluding fair options will yield biased results.

2. Forgetting to add answer responses
You may think you have all of the possible answers covered, but sometimes the responders really don’t have an answer at all. Perhaps they didn’t experience the subject you are asking about or they really just wouldn’t like to share their response. Add in items like “uncertain”, “don’t know”, “other”, “no opinion” or “prefer not to answer” to eliminate feedback errors.

It is important to include these options in your survey to lessen the bias and not force your respondents to falsely choose one of your provided options. It takes those that don’t have an opinion and separates them from those respondents that do. Don’t contaminate your results, offer multiple answer options.

The point of surveys is to provide you with enough information to be able to analyze results and make the necessary changes.

3. Doubling up on questions.
Keep it simple and ask one question at a time. Asking multiple things within one questions will only frustrate your respondents and mess up your results. Think of the below questions:

i.e. What is the best and most budget friendly service?
i.e. Please rate the professors knowledge of the subject and professionalism.

Both questions are doubled up and should be separated. The best services are not always the most economical and vice versa. Separate them out and figure out the answer to both. It is also likely that a professor can be knowledgable in his/her subject yet lack the professionalism necessary in a teaching environment. Keep the questions short, simple, and direct to the point.

4. Leading on the respondents
The slightest difference in wording can drastically change the results of your survey. According to Qualtrics, depending on whether you use “could”, “should”, or “would” in your question, your respondents can change their agreement with the question by up to 20%. Be careful how you ask your questions.

The addition of descriptor words can also alter your results. For instance, you could ask “how would you rate the overall success of our renown show?” The inclusion of renown before show already influences survey responders by implying that the show is well known or discusses. Many assume then this must mean it is good despite their personal feelings. People like to agree with the majority so they will follow the lead through your questions.

5. Asking too many questions
There isn’t a specific number of questions that works best. It is highly dependent on your target audience and their commitment to the subject. However, trying to minimize the number of questions can only help your results. Many are not willing to give up much of their time to when they get nothing out of it on their end. Try offering some incentive in exchange for their insight.

The point of surveys is to provide you with enough information to be able to analyze results and make the necessary changes. Don’t cut out too many questions to the point you are not gaining anything out of dispersing the survey.