1. Cover Letter zSponsorship Survey Design

2. Cover Letter zSaliency Survey Design

3. Cover Letter zIncentive Survey Design

4. Cover Letter zConfidentiality Survey Design

5. Cover Letter zExpectation Survey Design

6. Question Wording zUse simple words Words used should be consistent with vocabulary level of respondents. Err on side of simplicity. Survey Design

7. Question Wording zAvoid regional wording Words should have same interpretation for every respondent. Survey Design

8. Question Wording zAvoid ambiguous question wording Questions should avoid multiple interpretations. Survey Design

9. Question Wording zAvoid ambiguous response categories Response categories should be well- defined. Survey Design

10. Question Wording zAvoid leading/loaded questions Respondent should not be given a clue as to what the “right” or “wrong” answer should be. Survey Design

11. Question Wording zAvoid double-barreled questions Questions should not call for two responses. Survey Design

12. Question Wording zAvoid estimate questions Respondents should perform as few calculations as possible. Survey Design

13. Question Wording zPlace demographic information at end This is often the most sensitive portion of the survey instrument. Survey Design

14. Question Wording zUse balanced scales (in most cases) Balanced scales have a neutral center. Survey Design

15. Question Wording zResponse categories should be mutually exclusive and collectively exhaustive Survey Design

16. Question Wording zArrange questions in logical order Survey Design