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Question Placement and Sequence

Learn how to sequence questions effectively in surveys for maximum response. Topics include placement decisions, opening and sensitive questions, and a checklist of considerations to keep your questionnaire concise and engaging.

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Question Placement and Sequence

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  1. Question Placement and Sequence

  2. Decisions About Placement • Is the answer influenced by prior questions? • Does question come too early or too late to arouse interest? • Does the question receive sufficient attention?

  3. The Opening Questions • Should be easy to answer • Should not be sensitive material • Should get the respondent “rolling”

  4. Sensitive Questions • Only after trust is developed • Should make sense in that section of the survey (not “out of left field”) • Precede with warm-up questions

  5. A Checklist of Considerations • Start with easy, nonthreatening questions. • Put more difficult, threatening questions near end. • Never start mail survey with an open-ended question. • Put demographics at end (unless needed to screen).

  6. A Checklist of Considerations • Avoid demographics at beginning. • For historical demographics, follow chronological order. • Ask about one topic at a time. • When switching topics, use a transition. • Reduce response set. • For filter or contingency questions, make a flowchart.

  7. The Most Important Rule Keep questionnaire as short as possible!

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