As a student, you’ve likely encountered Likert scale questions before – those rating scales that ask you to indicate your level of agreement or disagreement with a statement. These types of survey questions can be extremely useful for collecting quantitative data, but they come with their potential pitfalls. One common issue to watch out for is the dreaded “double-barreled question.”
A double-barreled question is a type of flawed survey or interview question that combines two or more separate issues or topics into a single question. This makes it difficult or impossible for respondents to provide a clear, accurate answer.
Key characteristics of double-barreled questions include:
- Multiple topics: The question addresses two or more distinct issues simultaneously.
- Ambiguity: It’s unclear which part of the question the respondent should focus on when answering.
- Forced correlation: The question assumes a relationship between two topics that may not exist.
- Limited response options: Respondents can’t express agreement with one part but disagreement with another.
Example: Double-barreled question
Do you think the government should lower taxes and increase military spending?
This question is problematic because a respondent might agree with lowering taxes but disagree with increasing military spending, or vice versa. They cannot express their true opinion with a simple “yes” or “no” answer.
What is a Double-Barreled Question?
A double-barreled question is a survey question that asks about two different things simultaneously but only allows for a single response. This type of question can be confusing and difficult for respondents to answer accurately.
One common indicator of a double-barreled question is the word “and” in the question.
Example: How satisfied are you with the customer service and the delivery times at our company?
This question is asking about two distinct concepts – customer service and delivery times. A respondent may be very satisfied with the customer service but dissatisfied with the delivery times. Forcing them to give a single, combined response makes it impossible to tease apart their true feelings on these separate issues.
The problem with double-barreled questions is that they can lead to inaccurate or unreliable data. Respondents may feel compelled to choose the “middle ground” option, even if their opinions on the two topics differ. Alternatively, they may skip the question altogether if they can’t respond accurately reflecting their views.
It’s best to split double-barreled questions into two (or more) separate, focused questions to avoid this issue. This allows respondents to give tailored, meaningful feedback on each aspect.
Example:
How satisfied are you with the customer service at our company?
How satisfied are you with the delivery times at our company?
By asking about one thing at a time, you’ll get much clearer and more actionable data from your survey respondents.
Double-Barreled Question Example
Let’s explore a more detailed example of a double-barreled question to understand its implications better:
Imagine a survey about workplace satisfaction that includes this question:
How satisfied are you with your salary and work-life balance?
This is a double-barreled question because:
- It combines two distinct aspects of job satisfaction: salary and work-life balance.
- An employee might feel very differently about these two factors.
Problems with this question:
- Conflicting opinions: An employee might be satisfied with their salary but unhappy with their work-life balance, or vice versa.
- Ambiguous responses: If the answer options are on a scale (e.g., very satisfied, somewhat satisfied, neutral, somewhat dissatisfied, very dissatisfied), it’s unclear which aspect the response relates to.
- Data inaccuracy: The responses won’t provide clear insights into either salary satisfaction or work-life balance satisfaction.
- Misinterpretation: Analysts might draw incorrect conclusions from the data, assuming that satisfaction or dissatisfaction applies equally to both aspects.
To fix this, the question should be split into two:
1. How satisfied are you with your salary?
2. How satisfied are you with your work-life balance?
This separation allows for more precise data collection and analysis, enabling the organization to understand employee satisfaction more accurately and take appropriate actions to improve specific areas.
How to Avoid Double-Barreled Questions
To avoid double-barreled questions, follow these key strategies:
Focus on one concept per question: Each question should address only one idea or topic to ensure clear responses.
| Double-Barreled Question | Improved Questions |
| How satisfied are you with the company’s pay and benefits? | 1. How satisfied are you with your pay? 2. How satisfied are you with your benefits package? |
Break complex questions into multiple parts: If you need information on related topics, create separate questions for independent answers.
| Double-Barreled Question | Improved Questions |
| Do you think the new policy will improve productivity and employee morale? | 1. Do you think the new policy will improve productivity? 2. Do you think the new policy will improve employee morale? |
Use clear and specific language: Precise wording prevents misinterpretation and ensures respondents understand exactly what’s being asked.
| Vague Question | Improved Question |
| How do you feel about the company’s environmental policies? | How effective do you think the company’s recycling program is in reducing waste? |
Review and revise: Critically examine your questions to identify any that might be addressing multiple issues.
| Original Question | Revised Questions |
| Do you prefer working from home and having flexible hours? | 1. Do you prefer working from home over working in the office? 2. How important is having flexible work hours to you? |
Test your questions: Pilot your survey with a small group to identify any unclear or problematic questions.
| Action | Example |
| Pilot survey | Ask 5-10 colleagues to take your survey and provide feedback on question clarity. |
Consider response options: Ensure answer choices align with single-concept questions.
| Double-Barreled Question | Improved Questions |
| Do you agree that the company should increase salaries and reduce working hours? (Yes/No/Maybe) | 1. To what extent do you agree with increasing salaries? (5-point scale) 2. How important is reducing working hours to you? (5-point scale) |
Use qualifiers when necessary: Clarify the context or specific aspect you’re asking about.
| Broad Question | Question with Qualifier |
| How would you rate your job satisfaction? | Considering only the past month, how would you rate your job satisfaction? |
Be aware of implied relationships: Avoid assuming connections between factors without evidence.
| Question with Implied Relationship | Neutral Questions |
| Since you enjoy your work, how often do you work overtime? | 1. How much do you enjoy your work? (Asked separately) 2. How often do you work overtime? |
Separate demographic questions: Don’t mix demographic information with opinion or behavior questions.
| Double-Barreled Demographic Question | Separated Questions |
| As a millennial, do you prefer digital or print marketing? | 1. What is your age group? (Demographic section) 2. Do you prefer digital or print marketing? (Main survey section) |
Use neutral language: Avoid leading or biased phrasing that might influence responses.
| Biased Question | Neutral Question |
| Don’t you agree that our excellent customer service deserves a 5-star rating? | How would you rate our customer service on a scale of 1 to 5? |
More Examples of Double-barreled Questions
Double-barreled questions are problematic in surveys because they ask about two different things in a single question, making it hard for respondents to provide clear and accurate answers. Here are more examples of such questions:
Double-barreled questions in employee surveys
In employee surveys, a double-barreled question might ask:
- “How satisfied are you with your salary and work environment?”
This question addresses two distinct aspects—salary and work environment—but forces the respondent to give one answer, even though their satisfaction with each might differ.
A better approach would be to separate it into two questions:
- “How satisfied are you with your salary?”
- “How satisfied are you with your work environment?”
Double-barreled customer survey questions
In customer surveys, an example of a double-barreled question could be:
- “How do you rate our customer service and product quality?”
Since customer service and product quality are two separate dimensions, this question can lead to unclear responses if customers feel differently about each. Instead, the survey should ask:
- “How do you rate our customer service?”
- “How do you rate the quality of our product?”
This ensures more accurate data collection on both aspects.
Other Common Survey Question Errors to Avoid
When designing a survey, it’s essential to avoid common question errors that can lead to inaccurate data and skewed survey results. Poorly worded questions can confuse respondents, introduce bias, or force them into choosing a single answer that doesn’t fully reflect their opinion. Here are some key survey question mistakes to watch out for:
Leading questions
A leading question subtly suggests or influences the respondent toward a specific answer. For example, “Don’t you agree that our product is the best on the market?” implies that the product is superior, pushing the respondent toward agreement. These questions can bias survey results, so it’s better to ask one question neutrally: “How would you rate our product compared to others in the market?”
Loaded/Assumptive questions
A loaded question (or assumptive question) contains an assumption that might not apply to everyone, forcing the respondent into answering based on that assumption. For example, “What do you like most about our new features?” assumes the respondent likes the features, even if they don’t. This can lead to inaccurate data. A better alternative would be, “Do you like our new features? If so, what do you like most about them?”
Ambiguous questions
An ambiguous question is unclear or too vague, leading to confusion and unreliable answers. For example, respondents might interpret the question differently if a question asks, “How often do you use our product?” without defining a timeframe (daily, weekly, monthly). Ambiguity results in inconsistent data. To fix this, specify the period: “How often do you use our product in a typical week?”
Double-negative questions
A double-negative question occurs when the question asks respondents to interpret two negative words, which can be confusing. For example, “Do you not disagree with the following statement?” complicates the response process. Instead of asking two questions in one, simplify it to: “Do you agree with the following statement?” This avoids misunderstanding and provides clearer survey results.
By avoiding these errors—whether it’s a compound question, a double barreled question, or unclear wording—you’ll design a more effective survey and gather more reliable insights.