Double-Barreled Questions: AVOID These Survey Mistakes!
Survey design presents numerous challenges for researchers aiming to gather accurate data. Cognitive biases, prevalent in human thought, can significantly skew responses. Understanding the impact of these biases, particularly when creating questionnaires for platforms like SurveyMonkey, is crucial. A common pitfall addressed by organizations such as the American Association for Public Opinion Research (AAPOR) involves the inadvertent use of double-barreled questions. These flawed questions, attempting to combine two distinct inquiries into one, inevitably lead to ambiguous results, undermining the validity of any research.
Spotting and Avoiding Double-Barreled Questions in Surveys
Double-barreled questions, also known as compound questions, are a common pitfall in survey design. They attempt to address multiple issues within a single question, which can lead to confusing and unreliable responses. Understanding what they are and how to avoid them is crucial for gathering accurate and insightful data.
What Exactly Are Double-Barreled Questions?
At its core, a double-barreled question combines two or more distinct issues into a single query. Instead of asking about one specific topic, it asks respondents to evaluate multiple things simultaneously. This makes it difficult, if not impossible, for respondents to provide meaningful answers.
Examples of Double-Barreled Questions:
- "How satisfied are you with the price and quality of our product?" (Asks about both price and quality, which a respondent may feel differently about)
- "Do you find our website easy to navigate and aesthetically pleasing?" (Combines navigation and aesthetics)
- "Are you happy with your salary and benefits package?" (Links salary and benefits, which might be viewed separately)
Why Are Double-Barreled Questions Problematic?
The primary problem with double-barreled questions is that they introduce ambiguity and make it difficult to interpret the results accurately. This ultimately compromises the validity and reliability of the survey data.
Problems Stemming from Double-Barreled Questions:
- Ambiguous Responses: A respondent might be happy with one aspect but not the other. How do they answer? Their response will be misleading because it’s impossible to know which aspect they are responding to.
- Inaccurate Data: Because respondents are forced to compromise or guess, the answers they provide don’t accurately reflect their true opinions or experiences.
- Difficult Data Analysis: Analyzing the results of double-barreled questions is challenging. It becomes difficult to draw meaningful conclusions or identify specific areas for improvement.
- Reduced Survey Validity: Survey validity refers to how well the survey measures what it’s intended to measure. Double-barreled questions inherently reduce validity by introducing confusion and forcing respondents into inaccurate responses.
How to Identify Double-Barreled Questions
Learning to spot double-barreled questions is the first step toward avoiding them. Look for questions containing words like "and," "or," "as well as," "also," and similar conjunctions that might link multiple issues.
Clue Words and Phrases:
| Clue Word/Phrase | Example Question Containing the Clue | Issue |
|---|---|---|
| And | "Do you find our service helpful and efficient?" | Asks about helpfulness and efficiency |
| Or | "Are you satisfied with the speed or accuracy of our deliveries?" | Asks about speed and accuracy |
| As well as | "Did you find the training informative as well as engaging?" | Asks about informativeness and engagement |
| Also | "Is the product durable also affordable?" | Asks about durability and affordability |
Strategies for Avoiding Double-Barreled Questions
The best way to avoid double-barreled questions is to break them down into smaller, more focused questions. Each question should address only one specific issue.
Deconstructing Double-Barreled Questions:
Instead of: "How satisfied are you with the product’s features and ease of use?"
Break it down into:
- "How satisfied are you with the product’s features?"
- "How satisfied are you with the product’s ease of use?"
General Tips for Avoiding Double-Barreled Questions:
- Focus on Single Concepts: Each question should target a single idea or concept.
- Review Questions Carefully: After drafting your survey, review each question to identify potential double-barreled questions.
- Pilot Test Your Survey: Before launching your survey, conduct a pilot test with a small group of people to get feedback on clarity and potential issues.
- Use Simple Language: Avoid overly complex or technical language that might confuse respondents. Aim for clear, concise wording.
Additional Considerations
Beyond simply identifying and splitting questions, consider the overall flow and structure of your survey. Ensure that questions are logically grouped and that the survey is easy for respondents to complete. Careful survey design leads to better quality data and more actionable insights.
Hopefully, you’re now armed to recognize and avoid those tricky double-barreled questions in your surveys. Good luck crafting clearer questions and getting better insights!