How to Reduce Error and Bias in Questionnaires and Screeners: Experimental Evidence

Editor's note: MarketCube and Insight & Measurement held a webinar on reducing error and bias in questionnaires and screeners on April 18, 2017. Duration 1:06:29.  

Whether you are writing a questionnaire for survey research or a screener for qualitative research, question wording, question format and methods of scaling make huge differences. Most questionnaires and screeners have questions that yield biased and inaccurate information.

To improve the science and art of questionnaire and screener design, Market Cube partnered with David F. Harris, author of The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions, 2014, to investigate key issues. We conducted split-sample experiments to see how to ask questions to get better data.

We tested many commonly-used questions, question formats and scales. The results will definitely give you the tools to write better questionnaires and screeners.


  • Ted Pulsifer, principal, marketcube. 
  • David F. Harris, president, Insights & Measurement.