← VCE Data Analysis

Writing unbiased survey questions

A survey question that is neutral, asks about one thing only, and gives answer choices that cover every honest response, so it does not push people toward a particular answer.

Part of: VCE Applied Computing - U1O1 - Data analysis — Module 8, VCE Data Analytics - U3O2 - Analysis and Design — Module 27, 9-10 Digital Technologies: Defining and decomposing problems — Module 11, ACARA Digital Technologies Years 7–8 — Acquiring and Storing Data — Module 8, ACARA Digital Technologies Years 9–10 — Acquiring and Validating Data — Module 19

Understanding Writing unbiased survey questions in VCE Data Analysis

What it does: The scale has equal positive and negative options plus a neutral one, so nobody is forced into an answer that doesn't fit. The survey targets the real users of the bus service, which gives results that represent their needs. The second question is double-barrelled because it asks about two things at once (navigation and looks). A person could feel differently about each, so split it into two questions. 'Don't you agree...' signals the answer the writer wants. A neutral version is: 'How do you feel about the amount of homework you get?'. The second set leaves out students who rarely or never use the library, so they cannot answer honestly. Good answer choices cover every honest response.

Common mistakes: This is a leading question. It pushes people to say they love the food. It should be neutral, like 'How do you rate the food?'. This is double-barrelled. It asks about speed and fun in one question, so one answer can't cover both. Ask about one thing only, such as 'Is the app quick to load?'.

Class: _____________________  ·  Name: _____________________  ·  Date: _________

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This module's key terms are also in a printable crossword (Modules 3–14) and word search (Modules 3–24).

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Learning
Duo
Which survey question is unbiased?
How amazing is the school canteen's delicious food?How would you rate the school canteen's food?
Matches
Rate our app: Excellent / Great / Good
↓
The scale is skewed positive and has no negative or neutral option, so some honest responses are missing.
Applying
Meanings
Term
unbiased survey question
Meaning
A survey question that is neutral, asks about one thing only, and gives answer choices that cover every honest response, so it does not push people toward a particular answer.
Practice
Q1. How satisfied are you with the canteen menu?
Testing
Gaps
Type: question
Check Answer
Spots
1Survey: School canteen
2Q1: Don't you love the food?

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Quick Questions

1. Which survey question is unbiased?
A. How would you rate the school canteen's food? ✓
B. How amazing is the school canteen's delicious food?
The second question is a leading question. Words like 'amazing' and 'delicious' push people toward a positive answer. An unbiased question stays neutral.
2. Which question asks about ONE thing only?
A. How easy is the app to navigate and how good does it look?
B. How easy is the app to navigate? ✓
The second question is double-barrelled because it asks about two things at once (navigation and looks). A person could feel differently about each, so split it into two questions.
3. A survey asks: 'Don't you agree that homework should be banned?' What type of problem is this?
A. A neutral question with balanced wording
B. A leading question that pushes people to agree ✓
'Don't you agree...' signals the answer the writer wants. A neutral version is: 'How do you feel about the amount of homework you get?'
4. Which set of answer choices covers every honest response about how often students use a library?
A. Never / Rarely / Sometimes / Often / Daily ✓
B. Often / Very often / Almost every day
The second set leaves out students who rarely or never use the library, so they cannot answer honestly. Good answer choices cover every honest response.
5. Which rating scale is better for measuring satisfaction with a new game?
A. 1 = Very unsatisfied to 5 = Very satisfied, with a neutral middle ✓
B. 1 = Satisfied, 2 = Very satisfied, 3 = Extremely satisfied
The second scale only has positive options, so it is unbalanced and pushes people toward good ratings. A balanced scale has negative, neutral and positive choices.

Match the Pairs

Don't you agree our canteen food is awful? → A leading question: its wording pushes the person toward a negative answer instead of staying neutral.
How happy are you with the canteen prices and food quality? → A double-barrelled question: it asks about two things at once, so one answer can't be accurate for both.
A balanced rating scale gives choices at both ends and a middle, so every honest response fits. → 1 Very hard, 2 Hard, 3 OK, 4 Easy, 5 Very easy
Choosing who to survey: ask people who will actually use the solution, not just friends. → Survey: 40 Year 9 and 10 students who catch the school bus
Rate our app: Excellent / Great / Good → The scale is skewed positive and has no negative or neutral option, so some honest responses are missing.
Survey only the chess club about the new sports timetable → The wrong group is surveyed. Only a small, unrepresentative group is asked, which biases the results.

Key Term

unbiased survey question
A survey question that is neutral, asks about one thing only, and gives answer choices that cover every honest response, so it does not push people toward a particular answer.

Fill in the Blanks

1. Q: Don't you agree our app is amazing? Type: leading question
Hint: Type the name for a question that pushes people toward one answer.
2. Q: Is the app fast and easy to use? Fix: ask about one thing per question
Hint: Type the number of topics a single survey question should cover.
3. Rate: The app is easy to use 1 = Strongly disagree 5 = Strongly agree
Hint: Type the word that gives the opposite end of a balanced rating scale.
4. Q: How do you travel to school? Options: Bus, Train, Walk, Car, Other
Hint: Type the option that covers every honest response not already listed.
5. Q: Who should we ask about the new app? A: a random sample of all our users
Hint: Type the word for a smaller group chosen to represent everyone fairly.

Spot the Error

Question 1
A Survey: School canteen
B Q1: Don't you love the food?
C 1 Poor 2 OK 3 Good 4 Great
Line B — This is a leading question. It pushes people to say they love the food. It should be neutral, like 'How do you rate the food?'.
Question 2
A Survey: School app
B Q1: How often do you use it?
C Q2: Is the app quick and fun?
Line C — This is double-barrelled. It asks about speed and fun in one question, so one answer can't cover both. Ask about one thing only, such as 'Is the app quick to load?'.
Question 3
A Q1: How hard was PE today?
B 1 Easy 2 Easier 3 Easiest
C Tick one number.
Line B — This rating scale only has 'easy' options. A student who found PE hard has no honest choice. The scale needs to run from very easy to very hard with a middle option.
Question 4
A Goal: Improve the bus service
B Users: students who ride it
C Sample: mixed year levels
D Ask: 50 students who walk
Line D — The goal is about bus riders, so asking students who walk gives the wrong sample. You should survey the people who actually use the bus.
Question 5
A Q1: How amazing was the play?
B 1 Very poor 3 OK 5 Very good
C Q2: Did you go on Friday?
D Answer: Yes / No
Line A — The word 'amazing' is a loaded word that pushes people toward a positive answer. It should be neutral: 'How was the school play?'.

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