Writing questions effectively requires knowledge of the types of questions to ask because different types of questions elicit different kinds of responses, and amounts of information. Because direct questions control and limit responses, save time, and are easier to answer early on, they are often used at the beginnings of interviews and survey instruments (e.g., questionnaires). Direct questions are followed by increasingly more open questions as the interview/survey wprogresses (inverted funnel).

Do you ordinarily use fluoride toothpastes? Which fluoride toothpaste did you prefer in this test, A or B? What feature of benefit made you decide for that product ? against the other product? Are you eager to see your selection marketed? Why or why not? Why do you think it will appeal to other consumers? Tell us what problems you see in the market phase. Anything you care to add?

Closed questions give the survey designer or interviewer maximum control, are easier to compile, interpret, and analyze numerically, and save time. The disadvantage is that the information gather ed is somewhat limited. Thus a good survey always allows some open-ended questions to gather details, interesting ideas, objections, feelings, etc..

Loaded and leading questions can be perceived to be hostile or unethical, although leading questions can occasionally be used to assess consistency in answering patterns, and loaded questions can elicit useful emotional responses (but beware!).

How carefully the questions are worded and ordered will ultimately determine how effective the survey or interview is in use.

Reference:

Hamilton, C., Parker, C. & Smith, D.D. (1982). Communicating for Results. Wadsworth, pp. 140Ð146. Last Revised: 8-15-97/EdC