What are the best practices for ensuring research questions are neutral and unbiased?

1 Avoid leading questions

A leading question is one that suggests or implies a certain answer or outcome, either by using loaded words, assumptions, or expectations. For example, "How much do you love our product?" is a leading question that assumes the respondent loves the product and prompts them to express a positive opinion. A neutral and unbiased alternative would be "How satisfied are you with our product?" which allows the respondent to rate their satisfaction on a scale or with their own words. To avoid leading questions, you should use clear, simple, and objective language, and avoid words that convey emotions, judgments, or preferences.

2 Avoid double-barreled questions

A double-barreled question is one that asks two or more questions in one, but only allows one answer. For example, "How easy and convenient was it to use our app?" is a double-barreled question that combines two different aspects of the user experience, but does not allow the respondent to differentiate between them. A neutral and unbiased alternative would be to split the question into two separate questions, such as "How easy was it to use our app?" and "How convenient was it to use our app?" which allow the respondent to evaluate each aspect independently. To avoid double-barreled questions, you should focus on one topic or dimension per question, and use consistent and relevant scales or options.

3 Avoid ambiguous questions

An ambiguous question is one that is vague, unclear, or open to interpretation, either by using undefined terms, jargon, or acronyms, or by lacking context or specificity. For example, "How often do you shop online?" is an ambiguous question that does not define what constitutes online shopping, how to measure frequency, or what time frame to consider. A neutral and unbiased alternative would be to provide clear definitions, explanations, or examples, and to specify the parameters of the question. For example, "How many times did you buy something from an e-commerce website or app in the past month?" is a more precise and unambiguous question. To avoid ambiguous questions, you should use common and concrete language, and provide enough details and instructions for the respondent to understand and answer the question accurately.

4 Avoid biased or unbalanced scales

A biased or unbalanced scale is one that favors or disadvantages certain responses or options, either by using uneven intervals, unequal numbers, or suggestive labels. For example, a scale that ranges from "very dissatisfied" to "satisfied" is a biased scale that does not offer a positive option, and implies that satisfaction is the highest possible outcome. A neutral and unbiased alternative would be to use a balanced scale that offers equal and symmetrical options, such as "very dissatisfied", "dissatisfied", "neutral", "satisfied", and "very satisfied". To avoid biased or unbalanced scales, you should use consistent and proportional intervals, numbers, and labels, and avoid words that imply norms, standards, or expectations.

5 Avoid social desirability bias

Social desirability bias is the tendency of respondents to answer questions in a way that they think is socially acceptable, desirable, or expected, rather than in a way that reflects their true opinions, attitudes, or behaviors. For example, respondents may overreport their charitable donations, underreport their alcohol consumption, or agree with statements that they think are politically correct, even if they do not match their actual views. A neutral and unbiased alternative would be to use indirect, anonymous, or confidential methods of data collection, such as online surveys, self-administered questionnaires, or randomized response techniques, which reduce the pressure or influence of the researcher, the peers, or the society on the respondent. To avoid social desirability bias, you should ensure the privacy and security of the data, and reassure the respondent that there are no right or wrong answers, and that their honesty is appreciated and valued.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?