ABSTRACT
Numerous papers have appeared showing the relative advantages of various specific questions, the danger of using a certain word or phrase, the sensitivity of answers to changes in wording and presentation; but it is exceedingly difficult to build out of them any general principles. A common error is to ask a general question when an answer on a specific issue is wanted. In choosing the language for a questionnaire the population being studied should be kept in mind. Ambiguous questions are to be avoided at all costs. If an ambiguous word creeps in, different people will understand the question differently and will in effect be answering different questions. Vague words and phrases like 'kind of', 'fairly', 'generally', 'often', 'many', 'much the same', 'on the whole' should be avoided, unless one is only seeking vague answers. A leading question is one which, by its content, structure or wording, leads the respondent in the direction of a certain answer.
