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Continuing the discussion about survey design (see Let's Talk about Surveys, Part 1), you’ve decided a survey is an appropriate methodology for what you want to find out and are thinking about what questions you want to ask. But how you ask these questions and structure them within the survey itself, as well as the question formats and options you give people for responding all require careful consideration.

Doing a survey is often the default research method thought of when you need to answer questions about what people like, expect, or want, among other things. While surveys are likely to be considered the easiest option, you can’t conflate “easy to create” with “easy to create well.” Even if a survey is an appropriate methodology for the question you’re looking to answer, the questions you ask, the way you ask them, and the options you give people for responding all require a thoughtful approach.