Why Should You Use Unbiased Survey Questions?


Unbiased Survey Questions Brand Identity
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A central point of your consumer surveys ought to be precision. Once in a while, however, the reality of your customers’ thought process is principal. Thus, composing unbiased survey questions could be the main piece of the riddle.

Surveys are intended to evoke input, so everything revolves around posing the right questions the correct way. Many surveys pose one-sided questions, both deliberately and unintentionally. These improper questions sabotage the customers’ ability to tell their reality.

In this blog, we’ll explore the importance of unbiased questions in collecting accurate and reliable data from the target audience.

What is an unbiased survey question?

An unbiased question tries not to lead words and is truth-based, not assessment-based. These survey questions are phrased and structured to avoid leading a survey respondent to a particular response. The purpose of this question type is to gather accurate data that reflects the genuine opinions and experiences of the respondent. 

Here are some examples of unbiased survey questions to help you better understand: 

Q1. How satisfied or dissatisfied are you with the service you received from the salesperson in our store today?

The question does not include any leading words to influence the respondents’ feedback. 

Q2. How old are you?

A simple demographic question that asks a direct question to gather the data it needs. 

Q3. How often do you visit our library?

The question doesn’t imply any hidden meaning of whether it is good or bad to visit the library. It simply asks about the frequency of the visit. 

Unbiased survey questions are essential when you want to solicit honest responses from the target audience. As a survey designer, you should be careful to avoid any language that may be interpreted as biased by the respondents. Keep you question neutral, simple, and straightforward.

What’s the importance of unbiased questions?

Customer surveys to test products are a continuous cycle that might require a few iterations. The survey data helps you evaluate the usability, user-friendly, and delivered value of the product. It helps you see how likely the product is to succeed in the market amongst the competitor. 

Whenever you’ve planned your product or application, you want to open it to the target market or possibly make it available to a couple of customers. So, your surveys need to be customer experience-centric to ensure you gather unbiased data. You can’t design a survey from the company’s perspective of wanting to hear positive reviews about your product. You need to ask unbiased survey questions in order to gather a comprehensive view of the product with all its negative and positive qualities. 

Unbiased survey questions are important for a number of reasons in a research survey. Unbiased questions help obtain accurate and reliable data for your research purpose. Whereas biased survey questions influence respondents’ perspectives, negatively impacting the reliability of the data. 

Biased questions harm ethical considerations as they are intentionally designed to elicit responses in support of a certain agenda. For example, one can use a biased question in a political survey such as “Like most people, do you agree that Candidate X from Party C is the best?”. The question is designed to lead the respondent to agree with the statement and skew the popularity poll of the candidate. 

However, unbiased questions give respondents the opportunity to provide their true feedback and opinion. The questions don’t influence or pressure the respondents to agree with a particular agenda. This leads to more representative data and better insights into the research purpose. 

In conclusion, the importance of unbiased survey questions lies in their ability to gather accurate, reliable, and ethical data. The questions don’t breach the trust of the respondents and give them a platform to share their thoughts without any influence. 

How to write unbiased survey questions?

To write unbiased survey questions, it’s important to consider the language, tone, and structure of the question you ask. Here are some biased questions you should avoid to ensure that your survey questions don’t seem leading to the respondents. 

Avoid leading questions

Regardless of whether we mean to, we frequently structure questions that either have a positive or negative predisposition. This is commonly seen as in “leading words”, which deliberately or unknowingly imply or coordinate the customer toward a response that lines up with our inclination.

Asking your customer the amount they like or appreciate something suggests that the customer is supposed to reply decidedly. For example, ask a customer, “How much did you like or partake in the application?”  may make customers answer even more quietly.

Other leading words can put customers on edge since it gathers a specific gathering, or the sort of customer is mediocre. For instance, addressing “Should trustworthy contraption customers obstruct data following? ” proposes that a customer that doesn’t download this application is dishonest.

At last, expressing a question that is either negative or positive with a measurement that builds up its prominence or absence pressures customers into concurring with the larger part. 

For example, assuming you express, “A new report saw as 90% of members concurred with the new guideline.” and afterward inquire, “How fulfilled are you with this guideline?”, customers might feel committed to concurring.

It’s vital to eliminate leading words thusly and structure questions as equitably as could be expected. Think about fixing the above questions with the following impartial questions models:

  • On a size of 1-5, with 1 being the most awful and 5 being awesome, kindly rate the camera application.
  • Would you have the time to rate your degree of satisfaction with the new policy benefits?

Avoid absolute questions:

As referenced above, planners and other colleagues that work intently on a venture are very vulnerable to making presumptions. This can be about how the customer will communicate with an application, the most gainful highlights for a specific kind of customer, or even a stylish inclination in light of how they might interpret the interest group.

Assumptions frequently slip into questions, once in a while without us, in any event, understanding. If you somehow managed to ask somebody, “Do you concur that understudies ought to be permitted to involve their cell phones in class?” This suggests understudies need to involve their cell phones in class.

A few different models include:

  • Is your #1 kind of cuisine continental?
  • If your colleagues agree, will you also support for the organizations to remain closed on Wednesday?
  • Where do you jump at the chance to go out for drinks?

As opposed to posing questions in light of assumptions, structure the questions around realities, all things considered. Think about fixing the above questions with the following unbiased questions models:

  • What sort of cuisine do you like the best?
  • What is your opinion about organizations being shut down on Wednesday?
  • What do you jump at the chance to do toward the end of the week?

Remember that our apparent thoughts and thoughts regarding our thought process are a decent customer’s insight, which isn’t the goal. An effective report takes advantage of how the customer sees the arrangement. This implies keeping your thinking or assessment behind specific plan decisions to yourself.

Avoid asking double-barreled questions:

Posing questions that emphasize more than one aspect’s enticing. In any case, it is significant not to pose questions that test numerous viewpoints while just taking into account a solitary response. 

These sorts of questions are insufficient because customers will regularly focus on only a particular piece of the question.

  • What is your opinion about the new organization’s worth, regard, and advancement?
  • How have representatives and businesses answered the new 4-day work week?
  • Which style and variety do you like?

In each question, two things are being angled. Separate them into two unbiased questions to be surveyed independently.

  • What is your opinion about the new organization’s esteem, regard?
  • What is your opinion about the new organization’s esteem and development?
  • How have representatives answered the new 4-day work week?
  • How have businesses answered the new 4-day work week?
  • Which style do you like?
  • Which tone do you like?

Unbiased survey questions will decidedly affect your plan, item, or service.

Essentially, the way to shape or pose nonpartisan questions for customer research is straightforwardness, consistency, and objectivity. It’s enticing to focus on unambiguous perspectives, for example, in which the tone is seriously welcoming and fun. Notwithstanding, it’s essential to try not to lead questions or assumptions, so we suggest keeping it basic.

After you’ve finished your customer research with a progression of unbiased survey questions, you ought to have huge loads of important feedback that will straightforwardly affect your plan, item, or service. The objective input you get from genuine customers can be the contrast between an effective plan and a total failure!

Avoid loaded questions:

A loaded question is a type of biased survey question that contains emotionally charged language. It includes an assumption that leads respondents to a particular answer. 

  • Don’t you think the new office policy is unfair?
  • How would you rate this terrible service from XYZ company?
  • Would you refer Company Y, which exploits its employees?

The questions above are examples of loaded questions. Each of these questions uses a language that assumes a certain perspective about the research topic. The language used influences respondents’ answers. Terms like “unfair” and “terrible” assumes a negative experience. That influences the perspective of the respondents and leads to biased data. 

Rephrase your questions by using neutral language to turn them into unbiased survey questions. Avoid using emotionally charged words or phrases to lead the respondent. 

  • How would you rate the new office policy on a scale of 0 to 10? (O being unfair & 10 being fair)
  • How would you rate the service provided by XYZ Company? 
  • How likely are you to recommend Company Y to other job seekers?

These questions give respondents the opportunity to express their honest thoughts regarding the topic. Use neutral language to gain reliable data from the target audience. 

Unbiased survey question examples

Now that we are towards the end of our blog, let’s look at some unbiased questions examples. Here we will give you examples of both biased and unbiased survey questions to show how to rephrase your questions to make them unbiased. 

1. Biased question: Do you agree that our Indonesian restaurant is the best in town?

Unbiased question: How would you rate our Indonesian restaurant compared to others in town?

2. Biased question: Don’t you think our football gears offer the best value for the price?

Unbiased question: How do you feel about the value our football gears offer compared to other football gears in the same price range?

3. Biased question: Do you agree that the current ruling party is doing its best to combat climate change?

Unbiased question: How satisfied are you with the efforts of the current ruling party to combat climate change?

Writing unbiased survey questions is important to gather reliable data from the target audience. It’s important that you give attention to the tone, language, and structure of the question to reduce bias and improve data quality. 

Unbiased survey questions: 3 tips

To gather honest and reliable feedback, you need to ask the correct questions exempt from any assumption or leading terms. Your questions need to be neutral, urging your respondents to offer their honest opinion. 

Here are three tips for writing good unbiased survey questions. 

01. Use neutral words/phrases:

The words or phrases you use in your questions should be neutral. The questions should encourage respondents to share what they think and not respond according to what your brand wants to hear. 

Biased question: How strongly do you agree with the new policy on climate change?

The question implies that the respondents should agree with the statement and offer their level of agreement. 

Neutral question: How strongly do you agree or disagree with the new policy on climate change?

This question allows respondents to agree or disagree with your query. 

02. Don’t offer vague context about the purpose of the question:

Context is everything. It’s easy to confuse respondents if you ask a question without giving enough context or offering a biased context. 

Vague question: How strongly do you support or oppose students’ participation in the upcoming archeological expedition?

This doesn’t give any information on what archeological expedition you are talking about. The respondents might wonder which school/college is taking students to the expedition and what the cost will be. 

Biased: The archeological expedition would help students learn more about ancient history. How strongly do you support or oppose students’ participation in the upcoming archeological expedition? 

This question has leading intent as it influences the respondent by mentioning the benefit of the expedition. 

Neutral: ABC University is arranging an archeological expedition for the students of the archeology department to Mesa Verde National Park. The government would fund the trip. 

How strongly do you support or oppose students’ participation in the upcoming archeological expedition?

03. Address social desirability bias:

Sometimes you need to let people know that negative answers are also OK so that they don’t fall for social desirability bias. In those cases, you can’t use a neutral question. 

Neutral: Did you participate in the last election campaign management? Yes or No

Unbiased survey question: Sometimes, personal reasons prevent people from participating in election campaigns. Did you manage to participate in the last election campaign management? 

Final thoughts on unbiased survey questions

In both general surveying and inclination testing, it is critical to remember these principle thoughts as you plan your survey:

  • Try not to lead words that might influence the reactions decidedly or adversely. State your question equitably.
  • Guarantee your questions are reality-based, not assessment-based. Try not to make assumptions about your crowd.
  • Test just something single at a time. Try not to utilize twofold barreled questions. While making examinations between two innovative choices, incorporate just a single test boundary for every question, like design, title, or variety range.
  • You might have to explore different avenues regarding the degree of particularity in your question. For the most part, the easiest type of question will be the most un-one-sided. Be that as it may, there are occasions where you should coordinate the question in a specific way as opposed to leaving it open-finished. Simply make certain to do it as per the three hints above.


What is an unbiased survey question?

An unbiased survey question doesn not contain any word or phrase that could influence respondents to answer in a particular way. The language, tone, and structure of the question should be neutral and must not favor any particular response. 

How to write unbiased survey questions?

Here are some tips for writing unbiased survey questions: 

  • Avoid leading questions. 
  • Use clear and simple lnaguges that has a neutral tone. 
  • Avoid multiple questions in one sentence. 
  • Use balanced scale to avoid skewing respondens. 
  • Test your survey pre-launch to evaluate and ensure the questions are unbiased. 

Which survey question is unbiased?

Here are good unbiased survey question examples: 

  • What is your go to sports?
  • How would rate the usability of our music app?
  • How likely are you to visit a Tibetian restaurant?
  • Do you agree or disagree with the new education policy?

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