How should a survey be constructed?

The order in which survey questions are presented may bias how subsequent questions are interpreted. Generally, the questions on an employee survey are presented in random order while the questions on a customer survey are presented in the order that services or product features are likely to have been experienced.

The wording of survey questions strongly influences the answer. Structuring your survey questions as statements has proven to be the most effective means of evaluating attitudes, opinions, and beliefs, across a wide range of variables.

Professional survey questions written by psychologists, trained in creating psychological tests (surveys) are recommended. Questions should be valid, reliable tools to be used with confidence to fully evaluate the topics selected. And, questions should be tested and standardized. Utilizing standardized questions allows you to compare your scores against other companies who have used identical questions. This comparison is known as benchmarking.