When conducting standardized questionnaires, it is important that all respondents have the same understanding of the questions. Achieving this goal depends on how clearly the questions are worded, which in turn depends on the target respondents.

Here’s an example: "How do you think the business cycle in Germany will develop between now and the end of the year? Very positively, positively, will stay the same, negatively, or very negatively?"

This question may be easily understood by an economics professor but not necessarily by everyone else. But what if it were stated this way: "What do you think the economic situation in Germany will be like at the end of the year? Much better, slightly better, the same, slightly worse, or much worse?"

Simple terms can be complicated

Keep in mind that even "simple" terms can be complicated. For example, "Do you think having a family is essential to happiness or do you think you can be just as happy living by yourself?"

This question can be interpreted in twenty different ways by twenty different people, as every person has their own understanding of "family" and "happy".

On the other hand, you shouldn’t be too strict about this as it would be very difficult. What you can do though, is to formulate questions that are reasonably unambiguous and simple.

For instance, "Do you regard the New Year with hope or worry?" is simpler than, "People have different expectations of the New Year. Some view it with hope, while others with worry. Do you regard the New Year with hope or worry?"

The question, "How many children do you have, including those who no longer live in your home?" may not be as simple as, but is definitely clearer than, "How many children do you have?"

Likewise, "What is your net monthly income, i.e. the amount that remains after tax and national insurance contributions have been deducted?" is not as simple as but is clearer than the questions, "What is your net monthly income?" or "How much do you earn each month?"

As you can see, there is often a conflict between the need to word questions simply and the need to phrase them unambiguously. When in doubt, choose the clearer question. But always see first if you can formulate the question in such a way that is both simple and unambiguous.