as a rule of thumb if a word has more
than six and seven letters,there's
probably in more easy to understand words
to replace it.
hey all, Tammy market research analyst at campaign creators
here and today I want to talk to you
about writing successful customer survey
questions. Now customer surveys can be
used to help you improve a product or
service, measure customer satisfaction,
improve your customer retention or gain
insights help you make smart business
decisions. And while it may seem simple,
there is in our science in
to question writing.
To start, go over writing any survey
questions should be for any potential
respondents to interpret that question
in the same way. And in order to do that,
you must continually put yourself in the
shoes of your potential respondents, in
this case your customer. Now rules and
principles for anything no matter how
well-intentioned cannot be absolute. With
that warning though I am several
people before me
I found these guiding principles
extremely useful in writing successful
survey questions. Principle number one
choose simple over specialized words. as a
rule of thumb if a word has more than
six to seven letters, there's probably in
more easy to understand words to replace
it. Principle number two use as few words
as possible to pose the question. The
problem with long questions is that
people tend to skip over your important
words, so make sure that anything that
unimportant isn't included. Principle
number three use complete sentences to
ask questions. For example instead of
saying number of products purchased, ask
how many products did you purchase?
Principle four, avoid vague qualifiers
when more precise estimates can be 
obtained. For example in question one
enormous variation can exist and what
respondents mean by these answer choices.
Now better options would be the response
categories in version 2. Principle 5, avoid
specificity that prevent your
respondents from having a ready-made
answer. For example instead of just
expecting our responded to answer
question 1 and start calculating all the
books they read in this last year, why
don't we give them some response options
to help them out. Principle 6, use
equal numbers of positive and negative
response options. This helps to eliminate
bias in your respondent. For example
in question 1 a person looking at this
is automatically going to assume that
somewhat satisfied is in the middle of
the scale, whereas in question two
- neither satisfied or dissatisfied is
the middle option and that is in fact
the middle of the scale. Principle seven,
distinguish between undecided and neutral
by placing an undecided option at the
end of the scale. Principle eight, state
both sides of response scales in your
question. For example instead of saying
how satisfied were you with the quality
of the product, be sure to say how
satisfied or dissatisfied were you with
the quality of the product. It may seem
funny or unnatural to do this, but it helps
avoid bias in your customer in one
direction over the other. Principle nine,
develop answer categories that are
mutually exclusive. I see this one
violated all the time. For example how do
I answer this question if my friend
shared a Facebook ad on my social media
account and that's how I found out about
the company. Principle ten , avoid asking
respondents to say yes in order to mean no.
For example instead of saying do you favor
or oppose not allowing companies to add
you to email list without your explicit
permission you should say do you favor
or oppose allowing companies to add you to
email lists without your explicit
permission? And the last principle number eleven, 
avoid asking double-barreled questions.
This is asking two questions within one.
Instead of saying were you satisfied with
your product and packaging , you should
be asking this in two questions. I hope you
found these principles useful.
But remember question writing is not
formed in a vacuum constantly ask
yourself what would my customer be
thinking and evaluate it from their
perspective. This has been Tammy from
campaign creators signing off. Thanks for
nerding out with me!
