Clichés and aphorisms can be both inspirational and educational. Sometimes they are practical for everyday living. Take, for example, the sayings: “There are no stupid questions” or “The only stupid question is the one you don’t ask.”
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In market research, however, clichés and aphorism are like sailing on the Titanic.

A year ago, we published a series of best practice for questionnaire development. This year, we would like to highlight some common mistakes that research practitioners should avoid, to ensure their data collection effort is not wasted. We are calling them The Seven Deadly Sins Of Questionnaire Design. The Seven Deadly Sins emerged from an ecclesiastic era, and since then have evolved as broader ethic markers for those who prefer disinfected consciences.

When designing surveys, we often need to decide whether to use an open ended question versus close ended questions to get specific information. Yet we need to be aware of the fact that open ended question and close ended questions each have their own strengths and weaknesses and perform in different ways.
In a study conducted by the Pew Research in their November 2008 post-election survey, respondents were asked, “What one issue mattered most to you in deciding how you voted for president?” One group was asked this question in a close ended questions format while the other group was asked this question in an open ended question format….