At first glance, survey design seems easy − just ask and gather responses. However, a seemingly minor error can result in unreliable data and puzzled respondents. Among the most frequent problems is the double-barreled question. This kind of question can discreetly destroy the validity of your results as it compels people to answer two aspects at once.
What is a Double-Barreled Question, Actually?
A double-barreled question addresses two different topics but requires a single answer. Seems innocent, but this is how it generates confusion. So, people might agree to one part of the question and disagree to the other, and thus, cannot give an honest reply.
For example:
Regarding your level of satisfaction with our customer service and product.
This is either one of two different topics, or they don’t allow you more than one answer to the question.
See also: role in modern technology
The Danger of Double-Barreled Questions: Why They are Bad for Data Quality
The data becomes unusable when people cannot answer clearly. What if a respondent is satisfied with customer service, but not with the product quality − what does s/he select? This is not what they really want to express, so results will be misleading.
This leads to:
- Poor insights
- Wrong business decisions
- Misaligned priorities
- Frustrated respondents
Protecting the accuracy of your survey by avoiding the double-barreled question.
Identifying a Double-Barreled Question
There are a lot of these questions that include, and however, the issue is not so black and white though. At times one sentence is a condensation of two ideas, with tentacle instead of transition.
Ask yourself:
- So, is this question as related to multiple subjects?
- Is it possible for someone to provide a different answer for each component?
- Does the question attempt to assess two distinct experiences or feelings?
If yes, the question is double-barreled.
Fixing or Avoiding Double-Barreled Questions
The answer is easy: break it down into two questions. Rather than challenging respondents you to select one, break it into parts.
Example fix:
- Please tell us how happy you are about customer service?
- Could you tell us how our product quality is in your opinion?
With this method, your answers are clearer and your evidence more powerful.
Why Clean Question Design Matters
Everything from product enhancements to customer experience strategies, marketing initiatives, and everything in between, surveys direct decisions that are often mission critical. If the questions asked have issues, the subsequent conclusions will also have issues. The cleaner, more focused your question, the more truthful/useful data you will collect.
Excluding all double-barreled question makes sure that the respondents are confident and are going through the survey feeling that they have been understood.
Final Thoughts
Well-designed questions are an essential factor for a successful survey. The double-barreled question is an easy to fix, yet incredibly powerful first step to obtaining better data. Dividing complicated questions into simple, single-focus points as this will make it easier for respondents to provide your accurate feedback. This, in turn, provides your organization an ability to make smart decisions backed by reliable insights. Clean questions will yield clean data − clean data will yield better results. When respondents know exactly what they will be answering to, they are more confident in answering your survey. Better survey design strengthens practices that grow stronger over time, as research design improves.
