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Activity 9.1 Does one word mean one thing?
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The main aim of question design is to try to ensure that respondents will understand the researcher’s questions in the way that they are intended. Unless we can be reasonably confident that this will be so, the chances of obtaining valid responses are reduced. As mentioned earlier, this does not mean that even the most poorly designed questions will fail to be answered. On the contrary, the evidence from experience with surveys shows that most respondents will try to answer questions, if only by translating them into terms they can deal with. And very often there may be no immediate way of distinguishing answers that reflect a correct understanding of a question from those that do not.