What is a Leading Question?
- Content Type:
- Glossary
Leading Question Definition
A question that is phrased in such a way as to suggest an answer. Also called a loaded question.
A leading question in marketing research is a type of survey or interview question that is worded in a way that may influence or guide respondents toward a particular answer, often unintentionally biasing the results.
What are key characteristics of a leading question in marketing research?
- Suggests a preferred or expected answer.
- May contain emotionally charged or persuasive language.
- Can be intentional or unintentional.
- Risks introducing bias into the data.
- May reduce the validity and reliability of results.
- Often avoided in well-designed questionnaires.
Why is a leading question important in market research?
Recognizing and avoiding leading questions is important to maintain objectivity, ensure data accuracy and capture authentic respondent opinions. Leading questions can distort findings and lead to flawed business decisions.
Who relies on avoiding leading questions in marketing research?
While professional researchers aim to avoid leading questions, inexperienced survey designers, biased interviewers or marketing teams seeking persuasive insights may inadvertently or intentionally use them.
How do market researchers avoid leading questions?
In best practices, market researchers avoid using leading questions. Instead, they review and refine questionnaires to ensure neutrality in wording, pretest surveys to detect bias and train interviewers to ask questions in an unbiased manner to gather valid, reliable data.