Make sure that each item addresses only one issue. Sometimes we are tempted to include more than one idea in an item in order to "soften" the statement. This can result in problems when trying to interpret the answers. For example, in a personality test, participants are asked to agree or disagree with the following statement, "I am a warm and friendly person". For most people, these characteristics will go together and a "yes" or "no" response will reflect their true character. It is possible, though, that people see themselves as warm to others but not particularly friendly. Should they agree because they have the characteristic of warmth? Or should they disagree because they are not friendly? Two separate items listing warmth and friendliness would be a better alternative.
Avoid bias in the wording of survey questions. Biased items limit the range of responses you receive. For example, the question "Should American citizens have the right to protect their families from harm?" is a question that often appears on questionnaires by those opposing gun control legislation. Most adults would answer "yes" to this question. However, if the question were worded "Should American citizens have unrestricted access to guns in order to protect their families from harm?" the same men and women may not answer "yes" to this question. Biased items should also be avoided because they may reveal the study hypothesis.
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