An example of traditional “straightlining". Notice that some of the marked answers would not be made by respondents who are actually reading the questions.
There is a temptation to see surveys as a set of simple questions. What could go wrong? The truth is that even the most obvious questions can be misunderstood. This is rarely apparent to the creator of the survey, and so regrettably we often don’t discover problems until we have released it into the wild.
In the video we look at ways of ensuring the quality of survey questions and minimizing unexpected results:
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© Daniel Skrok and Interaction Design Foundation, CC BY-SA 3.0